You've heard it before; "In today's competitive market, outstanding customer experience is more important than ever." According to IDC research, most customers will not interact with businesses that aren’t contextually aware. To stay competitive, you need to meet your customers' expectations by addressing their specific concerns in a personalized way. Chances are, however, simply adding cloud capabilities as an additional layer on top of your current communications platform will have minimal impact on your business if little thought is given to how these are weaved into your workflows and processes. For example, migrating from an on-premise contact center solution to a cloud offering is NOT in itself digitally transformative, unless it is part of a larger strategy that also explores how it will enhance existing processes and customer experiences for the better.