Organisations still rely on the capability of technology to provide strategic organisational outcomes. Technology needs to be considered, however, insights into customer expectations and attitudes, the direction of the market and the support and empowerment of staff to meet those expectations and challenges transcend pure technology decisions. Customer loyalty, customer expectations and the power of choice are all with your customer, not your organisation. As with any relationship, your customer’s relationship with your organisation will survive whilst “the value you provide outweighs the pain they experience”, these are the new rules, this is Customer Engagement.