Raising the bar on ordinary Customers want what they want, when and how they want it. Increasingly, they also expect organizations to deliver and take their business elsewhere when organizations don’t. Their “ordinary” expectations drive the need for engagement that moves seamlessly between digital and physical in a digital/physical convergence. Successful organizations have to: • Refocus their digital/physical discussion where it needs to be, which is around customer experience and engagement. • Recognize that most of the world is already actively participating in the digital/physical convergence of which we speak. Why is this critical? What would it look like? And what key considerations do organizations need to weigh to optimize a frictionless customer experience? This

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