For most companies, the customer experience—which is how a consumer finds, perceives, purchases and interacts with a company—is top of mind. It drives research in the quest for insights. It dominates their marketing and operations department’s days and nights. And it shapes their advertising, ecommerce and customer service strategies. But the customer experience is extremely fragile. One wrong tweet, a misfired product launch, an in-store associate unable to honor a deal found online, or just the unforeseen—and ever-changing—whims of consumer expectations, can disrupt the immense efforts made by a company to connect seamlessly with their customers.