Picture this: You call customer service at your phone company to fix an issue with your phone. The agent answers and greets you by name before you have an opportunity to say hello. After asking how your day has been, he gets down to business. He knows you tweeted about your problem on Twitter yesterday and apologizes that nobody got back to you right away. He is also aware that you recently chatted with a customer representative two days ago when setting up your phone, and that you are experiencing dropped calls. Lastly, he states what he perceives to be the issue and asks you to confirm. Before long he gets to the root of your problem and transfers you to the person who can help. Within a few minutes, the call is over, your problem is fixed and you hang up satisfied. This seamless service interaction is a moment that lives on in a customer’s mind, and sets the expectation for how all experiences should go. It’s the result of a smarter customer engagement strategy, and the magic wand that makes it happen is big data.