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Both routine and unpredictable engagement with customers is an essential part of many critical business processes including customer start-up, account maintenance, transaction management, service fulfilment, incident management, etc. Yet mobile, cloud and social technologies are increasing the power of customers and transforming how they participate with organizations. This chapter discusses the necessary role of adaptive case management in enabling more responsive, flexible and effective customer engagement in an era when the rising power of the individual demands a new architecture of engagement for customers and employees alike.