More and more businesses are discovering the need to adopt a 360-degree “customer-experience management” approach to remain competitive in today’s new marketplace. This calls for an ecosystem where they can jettison old mindsets, understand customers’ external behavior, engage them across multiple touch points and demolish internal silos to achieve a unified strategy, according to Jayakrishnan Sasidharan, global head of business collaboration & customer experience services at Wipro Technologies and Yoram (Jerry) Wind, Wharton marketing professor. In this ‘Future of Industry’ series white paper, produced by Knowledge at Wharton and sponsored by Wipro Technologies, Sasidharan and Wind discuss these new imperatives for organizations.