Cognitive systems are well suited for use in customer engagement scenarios in general because of their ability to process questions similar to the way people think and to generate tailored recommendations pertinent to customer wants and needs. The Q&A format in which they interface with customers — allowing users to ask questions using human natural language — is particularly useful for establishing a more engaging and personalized relationship between a company and its customers. These capabilities can go a long way toward making customers feel like they are being treated as individuals when dealing with your company.