A customer's experience (CX) with a brand is inseparable from the value of the goods and services it provides. Mobile technology has put tremendous power in the hands of customers, turning the traditional top-down information flow on its head. At first when mobile turned things upside down, teams continued to execute outdated linear journeys while customers were already ahead of the curve and expected multichannel and nonlinear journeys. Ever-increasing expectations have turned customers into innovators who hunt down solutions to their needs and wants from innumerable sources.