For the last three-four years, I have started receiving personalized messages and offers on my birthday from many companies. These companies are none other than banking institutions, e-commerce websites, online learning & training websites, social media accounts, and even every digitally active business I have signed up with for some service or solution. Businesses long ago moved to customer-centric thinking to attract, engage, and resonate with new prospects and customers. As a result, customers’ expectations for a seamless experience at every touch-points with a business has increased so far.