Our world has rapidly evolved into a digital reality where many daily interactions occur online rather than face-to- face. It’s tempting to attribute this fast-moving digital transformation solely to the COVID global pandemic. But in actuality, it was merely the accelerant for a trend that was already in motion. As digital experiences become the norm, customers have formed some strong opinions on how easy it should be for them to consume these digital services, while ensuring they’re still in control of their data. In response, businesses have had to throw the traditional brick-and- mortar engagement rulebook out the window in order to meet their customers where they are atthe digital front door. And, in order for businesses to keep up, they’ll need to find a way to guarantee the type of user journeys that customers expect.