Scenario analysis helps to anticipate, plan, and improve customer experience along with other processes in the organization. The use of scenario analysis by companies is not new. Companies have been employing the concept of scenario analysis since the 1970s, and it is an essential capability for any company invested in and aspiring to achieve agility. The goal is to create as many different combinations of potential events as one can conceive. Then, by analyzing each potential scenario, marketers can assess its likeliness to occur and decide what, if any, proactive action is necessary.