As any meteorologist or sportswriter will attest, there’s little upside in the prediction business. You’re expected to be right. If you’re wrong, however, a legion of followers will never let you forget it. Fortunately, it’s a little bit easier to make predictions in the customer experience space. There’s less variance involved, primarily because a reading of the tea leaves suggests it’s a near certainty that businesses will try to create more and better personalized experiences. The wave of hyper-personalized content is still cresting, and predicting its breadth and depth is more a matter of degree than a binary choice.