Customers' needs and expectations are changing ever faster. What worked yesterday might not in many aspects even be applicable today. One needs constantly to be in touch with the current reality of what is going on in the market and to react in real time. That means across the full breadth of the front office – from product innovations, through a transformation of their marketing, to sales and service. Companies able to adapt, show faster growth and greater market share. And those that cannot are today losing out. What separates the two camps is customer relevance. Our Accenture Song division is focused on helping to improve customer interactions and experiences. Combining creativity, marketing, technologies and strategic consulting, as well as connecting to other Accenture services, we understand the customer and help the company to be relevant. This involves the product design and innovations, marketing services, sales, and customer support areas.