How Data Plays A Role In Customer Experience

How Data Plays A Role In Customer Experience

Businesses can no longer just offer the best product or service at the best price and be done with it. Consumers are now choosing to spend their money with companies that provide the best Customer Experience. It is possible that by investing and implementing Customer Experience programs and strategies, you could potentially double your revenue in three years.

 

More than two-thirds (around 86%) of buyers will spend more on a product or service if it means that they are receiving an excellent and memorable Customer Experience. More than that, nearly half of people have made impulse buys because they received a personalised experience from a brand.

 

What is Customer Experience?

Customer Experience is sometimes simply referred to as CX. In an eCommerce setting, this could be referred to as User Experience or (IX).

In general, Customer Experience is how your customers think you are treating them. The reality is: if customers feel like ‘just a number’ to your business, your business will likely be ‘just a business’ to them. Offering tailored and personalised experiences mean customers link interactions with your brand or company with pleasant emotions and memories. This, in turn, drives their loyalty, which could generate repeat sales and lead to new acquisitions as these happy customers spread the word.

 

How data can be used to enhance your Customer’s Experience.

In the past, many companies used surveys to gather data on their customers’ experiences. A survey conducted by McKinsey & Company in collaboration with AlphaSights and Gerson Lehrman Group in 2019 and 2020 found that nearly all of their respondents (93%) used survey-based data to track their customer’s experience. However, only 15% thought that surveys were the best way to measure their customer’s experience. Very few (6%) believed that using surveys provides them with the data they need to make informed decisions.

Today companies have access to vast amounts of customer data. This data can be ethically sourced and combined with a Customer Data Platform (CDP) to improve your Customer Experience.

The data that is sourced and used by a Customer Data Platform is usually first party data. That means the information is gathered directly from individuals who interact with your company, business, or brand. Gathering data directly from persons who have interacted with your company means the data closely reflect your target demographic.

By harnessing this data, you can make informed decisions to improve your customers’ experience in general. More than that, a customer data platform creates profiles of individual people who have engaged with your brand. That means you can tailor marketing messages and experiences to speak directly to each specific customer. These tailored experiences make each interaction with an individual and unique customer an opportunity to provide them with a personalised and custom Customer Experience.

Customers want to be important to you. They do not want to be just another order number. So much so that they are willing to give you permission to gather their data in order to make their interactions with your brand more personalised.

 

What kind of data can be used to better understand your customers?

When you use data to better understand customers, it is generally referred to as Customer Analytics. This involves everything from gathering to storing, analyzing, and then making decisions from what you’ve learned from the data gathered on your customers.

When you collect information on your customers, you are primarily interested in how they interact with your different marketing channels and how they interact with your products or services. Bear in mind that every interaction with your company or brand that does not directly relate to an interaction with your product or service is a marketing interaction.

Everything from a like on Facebook to reading an article on your blog or searching the location of your brick-and-mortar store are steps along the customer journey. A journey that would potentially and hopefully end with them making a purchase from you.

Suppose you know how your target audience (or, better yet, any specific customer) prefers to interact with your company. In that case, you can generate highly targeted marketing messaging specifically aimed at that group or individual.

More than knowing how customers interact with your brand, you need to know which products or services are the most and least popular. Even then, you cannot stop there; you need to know why this is the case.

This is because products or services that are selling well could potentially do better if marketing efforts for these products or services are tweaked according to customer feedback (both directly and indirectly).

Products or services that sell less well may need to be dropped from inventory. On the other hand, harnessing your customer data and improving your Customer Experience could see these products or services selling better as they are strategically marketed to particular individuals.

In today’s marketplace, it is vital to gather and harness not only digital data but also real-life information on your customers. Real-life data could include information about their trips to your brick-and-mortar store, what they purchased, and the overall experience of their visit. It could even be as specific as what they thought of your window dressing, their interaction with your sales staff, or whether they tried any samples while at your store.

Businesses often have multiple platforms and databases where they gather information on their customers. That means they often have vast amounts of data to store, process, and analyse before they can use it in a logical and strategic way. In many cases, the data is so much that businesses only use a fraction of the data available to influence their customer’s experiences.

Using a customer data platform allows you to integrate all the first party (and sometimes second and third party) data that you gather on your customers or even potential customers. You can then use this to cultivate highly unique and personalised Customer Experiences and give your customers exactly what they want or need, when they want and need it.

Win customers and earn loyalty

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4 Tips to Raise Long-Term Customer Engagement

4 Tips to Raise Long-Term Customer Engagement

4 Tips to Raise Long-Term Customer Engagement

Have you been wondering lately how to improve customer engagement? 

It’s no surprise that most of us wish we could improve customer engagement within our companies. But how do we do it? Is there a secret ingredient to figuring out how to improve customer relationships with our business? 

There’s not! But there are ways to improve customer engagement based on changing a few things with our businesses. 

Want to know how? Keep reading to learn our top tips for the best ways to improve customer engagement.

Track Data Analytics 

The only way to understand how our company is doing is to track the analytics of our social media platforms and our website. 

By looking at data analytics, we can better understand the type of behaviors our customers exhibit, their preferences, recurring trends, and what types of advertisements work. 

From there, we can decide what type of ads to use more often and which to do away with. Customer assistance can also change based on how customer engagement is going and what we see based on the analytics.  

Almost 60% of businesses worldwide invest in data analytics tools to track how they are doing and how to improve customer engagement on a consistent basis. 

Data analytics can be used to track how past advertisements and promotions went and what can be repeated as a means of engaging customers. Analytics can also help track email opens, lead generations, website clicks, social media engagement, and so much more. 

Tracking all parts of customer engagement technology and analytics is crucial to understanding what is working. This is also a way to understand what is not working to save money long-term. 

Always Ask for Feedback 

If we are searching to be the best company we can be when it comes to improving customer engagement, what better way to do than ask for feedback from the customers themselves? 

When we ask for feedback, we’re hearing directly from the sources themselves about what needs to be improved, what changes they wish to see, and anything else they want us to know. 

So how can we get the feedback we want? There are a few ways: 

  • Email out surveys to subscriber lists 
  • Attach surveys to invoices or receipts 
  • Publish surveys on the website for any digital browser to see when passing by the site 

After customer support calls, a survey could be sent out to the customer to learn about their experience with the company. 

There are other ways to ask for feedback as well, these are just a few. 

Based on all feedback we receive, we need to make the changes in order to satisfy our customers and improve the relationships we have with them. 

Learn From Competition 

More likely than not, every business has a competitor. Our is no different. 

However, customers choose to work with businesses based on the support they feel and what they feel they align with more. In reality, there may not be much else that is different from two competing companies, or three, or four. 

To make sure we stay on top of our customer experience, paying close attention to competition can drastically improve customer engagement. 

How? Seeing what others do can help us understand what we could be doing better. It could also inspire us or motivate us to do something differently that customers may like better or resonate with more. 

Use the Right Technology to Improve Customer Engagement 

In our digital world, it can be hard to keep up with the ever-changing technology that presents itself. And that’s okay. But what we do need to ensure we do is keep up with some of the technology that will help improve customer experiences with the company. 

As mentioned before, one of these pieces of technology would be data analytics tools. Another would be using software that can automate some of the processes the company uses. 

For instance, email can be set on automation so that other things can be done. By automating emails, the customer experience will improve because they are already ready to be sent and will automatically send when an action is completed by a customer. 

If someone comes across the company’s website, we don’t want them to feel lost or have any questions go unanswered. Using virtual agents is one way to ensure that we interact with customers as much as possible. When customers know they can head to a website and receive the answers they are looking for right away, the overall customer experience improves, and they are more likely to come back again. 

The software used by each company may depend on the type of solutions that are needed. A retail company is going to need a different experience than a finance company for their customers. By tailoring it to the “type” of customer that we have, it is more likely that our customers have a better customer experience. 

Use These Tips to Improve the Customer Experience

 

One of the most important areas of business is satisfying customers. Without them, a business cannot thrive and grow like we hope it will. 

So how do we ensure our customer experience is the best it can be? By using these tips for customer engagement, our businesses can improve customer relationships and the customer experience exponentially. 

Ready to try this out? Check out our different software solutions to see which one fits best! You can also contact us for any questions! 

Transform your business

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How to be a customer-centric company

How to be a customer-centric company

In the simplest terms, customer centricity is about listening to and learning from your customers. It’s about leveraging the information and knowledge you have about your customers to guide your business in a way that is resonant with and meaningful to them.

Customer centricity is about more than a broad-strokes sense of customer needs. It’s about granular, detailed insight into every customer’s unique preferences, so you can provide the optimal product, service and overall experience.

Making meaningful connections

Decades ago, customers had far fewer choices. This meant that companies could get by with offering only mediocre service and customer experience. That has all changed. With customers in the driver’s seat, brands need to improve the way they serve their customers.

In short, today, no matter the industry you’re in, customer centricity must be at the center of your business strategy if you’re going to drive profit, ensure loyalty and gain a competitive edge.

Want to boost your customer centricity right now? Here are a few key pointers:

  • Strive to know your customers better, every day. The more you know about your customers, the better you can anticipate their needs and preferences. That in turn opens up new business opportunities.
  • Understand your customers’ goals and desires. To forge a deeper relationship with your customers, focus on how your product or service forms part of your customers’ lives. Is it helping your customers achieve their goals? Could a small change make your customers feel more supported, more understood?
  • Prioritise customer retention. Selling to existing customers is far easier and less expensive than selling to new ones. How can you use your data to serve your customers better, so they stay with you for longer? The right data not only gives you insights into how to keep your customers happy, but can also illuminate areas of risk that might be silently damaging your company.
  • Make sure you have the right technology, so that information gathering is a seamless, integrated process of daily business activity.

How Microsoft Dynamics 365 Customer Insights can help your business become more customer centric

Microsoft Dynamics 365 is designed to make understanding your customers easier. Leading companies around the world rely on Dynamics 365 Customer Insights for the insights that help keep their businesses thriving.

With Dynamics 365 Customer Insights, you can:

  • Get a complete, 360-degree view of every customer with digital and cross-channel analytics
  • Optimize the customer journey with out-of-the-box and custom interactive reports
  • Predict customer needs by unlocking powerful insights using prebuilt AI models, or use custom models for deeper insights.
  • Connect your entire stack to harness data and drive informed decisions, automate processes, and personalise customer engagement across channels.

Today, all sustainable, future-proof brands are building themselves around their customers.  Becoming meaningfully customer centric is not only a necessary strategy for becoming an iconic brand, but a lasting one, too.

To learn more about what Dynamics 365 Customer Insights can do for your business, get in touch with us today.

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Omni-channel vs Multi-channel. Is there a difference?

Omni-channel vs Multi-channel. Is there a difference?

Omni-channel vs Mutli-channel. Is there a difference? 

The words multi-channel and omni-channel are often used interchangeably by experts and consultants alike, but is there a difference? We believe there is.

 

Multi-channel refers to the fact that organisations interact with their customers over multiple channels including email, phone calls or social media. The problem with this is the transition between these channels isn’t smooth. As a consumer we find ourselves in a position where we have to explain and re-explain our situation or requirements, wasting time and building up irritation. 

 

Omni-channel, on the other hand, means there is channel awareness that allows for smooth transitioning between interactions. If I receive an SMS recommending a specific product or promotion and call the contact centre to take up the offer, the agent is immediately aware that I’m calling because of the promotion. They would also be aware if I wanted to complain.

 

Being constantly connected on digital platforms has changed how businesses need to interact with customers. Let’s take a look at the benefits an omni-channel solution could bring to your business.

 

1. Increase customer satisfaction

Customers want to interact with your business online, through a call centre, on social media, in-store, and they want these interactions to be consistent and immediate. An omni-channel approach prevents your customer from getting lost in a constant loop of communication with no resolution.

Nothing irritates your customers more than not having their voices heard. This happens when a customer phones your call centre, but they don’t have the information to resolve the call and so they email the service desk and then they might be pushed back to the call centre. With an omni-channel approach your business can make first call resolutions a reality, by having consistent and accurate customer data.

 

2. Make informed decisions with a data-driven view of your client

Understand your customers better, identify untapped market opportunities and make smarter business decisions. Omni-channel is about helping customers at the right time, with the right product and the right advice.

 

Using customer insights will help you track behavioural patterns in how and where your customers find information, and what products or services they want to buy. The data you have on hand will also allow you to ask better questions, and these questions will drive improved processes.

 

3. Reduce operational costs

Consistent and relevant data also allows you to measure operational efficiency where it counts. Omni-channel allows you to automate standardised processes. Automation could reduce call centre agent handling time, help reduce time to resolution and in turn reduce operational costs while increasing customer interactions.

 

4. Improve productivity and collaboration

Remove information silos between departments to encourage collaboration. Omni-channel brings together data from many sources, into one view for client-facing teams.

 

Gone are the days where the person who has been with a company for the longest usually holds all client information. This causes key man dependency and is a business risk. An omni-channel system removes this risk by giving the people in your business a full view of your clients.

 

Give your business the advantage with an omni-channel system that can increase profitability through increased customer satisfaction. Why not get in touch with us to see how we can partner to create a consistent customer experience.

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Better service from a bot? How A.I. is remaking customer service

Better service from a bot? How A.I. is remaking customer service

Better service from a bot? How A.I. is remaking customer service

For years, the human touch was considered the cornerstone of great customer service. Friendliness, a helpful attitude – it’s easy to imagine.

But can machines augment this and help make customers even happier?

A recent study from McKinsey identified marketing and sales as among the top areas that will soon be transformed by A.I.:

‘A.I. technologies are finding applications across the value chain, but some parts of the value chain are getting more attention than others… customer service as well as operations and product development, all tend to use the most commonly cited A.I. applications.’ 1

Many think A.I. is still an aspirational technology, but the numbers reveal that it’s a revolution already up and running. Consider some of the numbers:

78% of brands say they have already implemented or are planning to implement artificial intelligence … by 2020 to better serve customers. With regards to chatbots, which are in many ways the most recognisable form of A.I., 80% of sales and marketing leaders say they already use these in their CX or plan to do so by 2020.’ 2

 

‘By 2020, customers will manage 85% of their relationship with the enterprise without interacting with a human.’3

 

A.I. and, in particular, machine learning not only helps make self-service interfaces more intuitive but anticipates specific customer needs by learning from context, chat history and preferences.

Getting down with data

A major reason for A.I.’s edge when it comes to keeping customers smiling? It’s all down to data – and the ability to process and make sense of it rapidly.

Simply put, machines can locate and process information far quicker than we can. Given the vast quantities of both incoming and outgoing information a typical customer service department has to deal with digital tools provide a genuine edge.

Audio calls. Live chats. Troubleshooting queries. Service scheduling. Maintenance requests. Machines can do it better and faster – and they don’t need any breaks.

More than this, A.I.-enabled customer service tools can:

  • Gather and learn from information
  • Define customer behaviours
  • Identify customers’ frequent decisions and preference types
  • Provide solutions and suitable products based on feedback
  • Provide proactive alert messages
  • Suggest personalised offers and discounts for each unique customer
  • Offer real-time support in the form of uniquely curated FAQs or blogs
  • Help lessen customer complaints and abandon rates

Personalisation perfected

Today, all great customer service centres on personalisation. It’s based on understanding a customer, their history with a company and their unique needs. This means being reactive to both what’s happened in the past, as well as understanding how to help shape the best outcomes for that customer in the future. But its also about maintaining an ongoing, value-adding relationship, and not just coming into the picture when its time to make a sale.

With complete access to customer information and buying history, A.I. helps make this process – of building and maintaining relationships – smart. More than this, A.I. is always 100% brand consistent. So customers know what to expect, every time they make contact. A real trust builder.

Future forward

Today, companies can no longer focus only on customer satisfaction post-sale. It’s about providing ongoing, meaningful and helpful interaction, and crafting amazing, personalised and highly relevant experiences. A.I. is the driver behind that personalisation process. The more relevant an offer or advice is to a customer, the more cared for that customer feels.

In this way, A.I. helps turn everything from a quick query to the sales process itself into a great customer service experience. Why? Customers are presented with a range of tailored options that speak intelligently to their unique needs.

Today, get customer experience wrong and you push your customers into your competitors’ hands. Do it right and you build brand advocates.

It’s about keeping up, keeping an open mind, and listening to what today’s consumers want. And when it comes to a better, more personalised service, A.I. technology is what you need.

Want to see how you can deliver exceptional customer service? Check out an A.I.-infused customer service solution.

 

References
1.https://www.mckinsey.com/~/media/McKinsey/Industries/Advanced%20Electronics/Our%20Insights/How%20artificial%20intelligence%20can%20deliver%20real%20value%20to%20companies/MGI-Artificial-Intelligence-Discussion-paper.ashx
2.  https://www.oracle.com/webfolder/s/delivery_production/docs/FY16h1/doc35/CXResearchVirtualExperiences.pdf
3. http://www.gartner.com/imagesrv/summits/docs/na/customer-360/C360_2011_brochure_FINAL.pdf

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4 Ways a CRM Solution Helps You Close Customer Service Cases Faster

4 Ways a CRM Solution Helps You Close Customer Service Cases Faster

4 Ways a CRM Solution Helps You Close Customer Service Cases Faster

Customer service – the term calls to mind rows and rows of headset-wearing agents working through hundreds and hundreds of queries and, yes, complaints. They’re an operations director’s bugbear – running customer service can be a massive expense.

Customers do need a way to get in touch and get help. However, inefficient, people-heavy contact centres are (thankfully) on their way out. In their place are arising lean, tech-powered, data-rich powerhouses – where queries and service requests are handled seamlessly, rapidly, and at a minimum of expense.

Frustration and repetition, meet reactivity and results

The average customer service representative receives the same queries and requests over and over on any given day. Many of these are incredibly simple to resolve. A problem with how to use a product or system, for example. A service call-in. Reporting a known bug in the system.

Though each query may be quick to resolve, getting of hundreds of them on a daily basis begins to drain an agent’s time massively – and jam up the waiting queue.

There’s also the customer’s perspective to consider. For many of us, the thought of dialling into a call centre often provokes dread. Too many experiences with agents who failed to understand our problem didn’t have the right info, or couldn’t resolve the issue have meant many of us now prefer to self-serve – if we can.

Customer Service 2.0

CRM solutions like Microsoft Dynamics 365 make great self-service options a reality. But they also make interactions with agents more efficient and effective.

When it comes to customer service, every company – and customer – wants accuracy, helpfulness and speed. Closing customer service cases faster not only means happier clients – when done intelligently, it means lower costs too: less time, fewer resources.

Here’s how a CRM solution helps companies close service cases faster:

 

  1. The data powerhouse effect

Gone are the days of customers needing to wait while agents search for the information they need – often only to find it’s not there. Good CRM solutions collate all the information your company has with its customers. That single datastore is a goldmine. With access to all the data they need, agents are enabled to provide rapid, relevant information.

With a visual interface tailored to an agent’s role, all the guidance, data and tools each agent needs are in one place. Even third-party information can be integrated.

More than this, CRM solutions allow agents to view all customer engagements – from chat to social to telephonic interactions. With every customer interaction recorded and centralised, case handover becomes seamless.

 

  1. Streamlining for success

Your customers want information – and they want it fast. They’re busy. Maybe they’re tired. With scripting and intelligent recommendations, agents can follow the best route to assist customers. So they can do it faster, too. More than that, by integrating personal customer data into every interaction, agents can provide service that’s not only more efficient but more meaningful. Customers become more than just cases.

More than that, CRM solutions allow for knowledge compounding. With access to information about how other agents solved similar cases – along with forms, manuals and FAQs – the service department just gets better and better. It learns from itself.

 

  1. Keeping an eye on the clock

With access to real-time insights into every case, SLA timers and entitlements, agents can make sure that service level agreements are always met.

Collaboration tools also help agents connect – both with each other and with subject matter experts. So the right answer is always at hand. If an agent’s initial answer isn’t on the mark, cases can be automatically escalated to a specialist able to solve the problem.

 

  1. Stellar self-service

This is where CRM solutions really come into their own. Today, many people would rather solve their issue alone than contact an agent. CRM solutions make self-service seamless. Moreover, they keep people costs down. By leveraging searchable databases and community support options, customers are equipped to solve their issues in the way that suits them.

Live chat is a key component of the self-service revolution. Bots are a great way to engage portal and web customers. Intelligent systems guide users to the solutions and information they need. The result: customers not only feel cared for, but they no longer need to get in touch with contact centres, keeping costs – and queues – down.

 

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