Market research firm Forrester calls this the “age of the customer,” in which technology is empowering consumers in ways they have never been empowered before. As a result, today’s consumers expect more from every interaction they have with service providers throughout their day.

With smartphone apps now available for nearly every conceivable scenario, technology is fostering a belief among consumers that they should be able to get what they want—when, where, and how they want it. People expect technology to deliver the same kind of benefits and conveniences they enjoy in other aspects of their lives, such as the ability to interact, stay informed, and complete transactions easily and securely from a mobile device.