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Use your app to connect with customer intentions istock As consumers, we take it for granted that the apps we count on will act intelligently on our behalf when we generate signals of intent. Target’s app lets me know if an item on my list is in-stock, in-store. My Peloton connects to my heart rate monitor when I select a workout. Waze proactively warns me about traffic disruptions. We should expect organizations we count on including our own to do the same. For any digital business, customers and employees are continuously generating digital signals indicating what they are trying to get done (and whether it’s going well or not). Suppliers and public or for-profit data providers offer constantly expanding indicators of what might make their success more or less likely.

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