The document discusses how companies can provide exceptional customer experiences through innovation and a human touch. It argues that 21st century competitive advantage comes from how companies do things, not just what they do. Companies need to focus on understanding the customer viewpoint, turning employees into fans of the company to better serve customers, and creating next generation customer experiences through insight, collaboration, and agility. The future of customer experience is managing both the present business and exploring innovation to continuously improve through an aligned culture and personalization.