2020 drove customers of all kinds online at a rate that amounted to a jump of five to ten years in projected adoption. New customers arrived in record numbers while existing customers behaved less predictably. Businesses of all kinds realised that they needed to develop insights faster to catch up to their customers. But, acting quickly is only effective when it is informed. Learn why analysing and anticipating their reactions at decision points and during moments of friction is the next evolution of experience management.