Customer experience has changed dramatically since the proliferation of digital technology. Consider some day-to-day examples in our lives - we now have self-checkout at grocery stores, ATMs are replacing the need for bank tellers, online shopping has made it so you don’t have to make eye contact with the floor sales associate, and you can now even place your coffee order via a voice command on a smart device. With these changes, the traditional touch points (i.e. face-to-face interactions), which had the greatest influence over customer experience in the past, have shifted. Now, in the digital age, the way in which you satisfy your customer has also had to evolve.