Intouch Insight predicts 2019 Predictions

1- CX management will shift from reactive to proactive. Customer experience and voice of customer programs are designed to collect data from multiple channels, collate and analyze the data and provide retailers with the information they need to respond to clients. Typically, retailers react to customer issues, by merely closing the loop when something has gone wrong – attempting to “fix” the problem. However, reacting to a negative experience will no longer be enough. In 2019 retailers must proactively manage their customer experience, or risk becoming obsolete. There will be more focus put on proactively acting on customer insights, anticipating issues before they happen and predicting opportunities to improve the customer experience. CX platforms will need to support organizations at whatever stage of action their company is at, and will need to scale to maximize ROI on CX investments.

2- Acquisition of key players will result in new technology options. The recent acquisition of Qualtrics by SAP is a signal that there will be more acquisitions in 2019. But what does it mean for customers? History shows that most acquisitions fail, post-acquisition integration takes longer, and consolidation of key departments (e.g. customer service, product development) leads to poor customer service and slower product development. As a result, customers will turn to faster, more nimble companies that are better able to focus on their needs.

3- Mainstream adoption of cutting-edge technology will redefine the CX landscape. Artificial intelligence (AI) and the Internet of Things (IoT) will become ingrained in the customer experience. Using technology like connected sensors, retailers will generate more location-level insights about CX. This will help them understand how physical location environment contributes to customer satisfaction, CX, revenue, upsell, etc. The more data that can be automatically extracted, the more insights retailers will have to make the right CX and business decisions.

2019 is going to be an exciting year for the customer experience management industry but technology providers will have to step up their game to bring forward truly innovative and collaborative solutions. Service providers will need to work closely with their customers to ensure they are putting the right practices in place, to not only meet but anticipate their CX needs. Nailing the CX program in 2019 will impact a retailer’s profitability for this year and the future.

4 Reasons Why Gamification in the Contact Center Works

Customer satisfaction is about much more than the products or services the customer receives – it’s about how they interact with customer support even when situations are challenging or frustrating. In order to continue pleasing customers, agents have to stay motivated, which isn’t always easy. With gamification, contact centers have found fun, unique ways to keep morale (and performance) high.

What is gamification? It’s a workplace strategy that uses game and play activities to motivate employees and to measure their progress. Here’s why it works:

  1. Training is more fun and interesting.

Training can be a slog and it can also be intimidating. With gamification for training purposes, new hires can feel like they’ve already been put to work – challenge them to learn a new technology quickly or to revise current customer support techniques. If agents see they’re productive and valuable right from the beginning, they’ll be more motivated once they start their job for real. Presenting training in a gamified way can also keep their attention more than something like a lackluster training video might. Gamification can also help employees retain the knowledge better.

  1. Employees compete with one another in a healthy, productive way.

Gamification relies on healthy competition to get agents working harder and smarter. Incentives like bonuses and rewards motivate agents and also force them to pay attention to how other agents are doing their job, which helps them learn from one another. In order to not favor certain employees over others, management can continually mix up the goals so that every employee has a chance to shine.

  1. Management can assess agents at their best.

When gamification works, agents are motivated to work as efficiently and productively as possible, which then provides important data for management to assess. Seeing an employee’s results when they’re performing to the highest of their ability can uncover weaknesses or strengths and give management an honest view of what to expect. For example, it may show management that a certain agent is simply not right for the job even when doing their best or it can uncover advanced skills you didn’t know an agent has.

A happy workforce is a productive one, and gamification introduces everything from training to improved performance in an appealing way. Gamification methods can help you get the most out of the investment you made in your agents.

 

3 Useful Ideas for Contact Center Workforce Management (WFM)

Agents are the ones on the front line of your contact center and they hold a lot of your business’ success in their hands. Agents are costly, too – according to Tenfold, they can account for up to 70% of a contact center’s expenses. Here are three ways enhancements in WFM can make the contact center more efficient (and socially conscious).

  1. Spot and handle employee problems as soon as possible.

Intelligent business tools can give a bird’s eye view of your contact center, showing management when there may be a slowing down in performance by an agent. Management can then decide how to tackle a problem, like by finding out if there are any issues that are affecting the agent or giving them new goals to strive for to boost performance. It’s not always easy for management to know when morale is flagging, so knowing when their performance starts to dip is a good indicator that something may need your attention.

  1. Make in-the-moment decisions thanks to real-time data.

With real-time monitoring of agents and content needs, management can pinpoint chunks of free time that can be better used for other tasks, like training or complex customer service issues. Also, by seeing fluctuations in demand, management can find out if any agents are interested in voluntary overtime or time off, and those schedule changes can be made on the spot. Ultimately, any time data is viewed in real-time, changes to the workforce can be immediately made to mix up staffing or pull agents for special projects or training.

  1. Use statistics to adhere to affirmative action guidelines.

Socially responsible contact centers have to make sure that they’re following affirmative action guidelines. The more employees you have, the harder it is to stay on top of these demographics, though. WFM tools can gather diversity metrics to give you realistic data about your workforce in terms of age, disabilities, gender and race, highlighting gaps you didn’t know where there. You can use this information to guide future hiring if you feel that your contact center could be more diverse.

In Conclusion

Even contact centers who are their most efficient today have to keep an eye on cost pressures. WFM tools let contact centers reduce the number of agents while using the ones they do have in a way that focuses on their strengths.

Eight major developments for 2019

  1. Companies will begin to treat customer support and communication as an integral part of the product, brand and service. Companies are beginning to take notice that you can create a cult-like following if you take care of your customers and don’t treat customer support as a checkbox or a cost center. It’s long overdue that companies view customer support as an integral part of the product, brand and service.
  2. Blending of different technologies in cloud computing space is going to continue and accelerate. In the computing cloud space, we’re seeing a trend of companies integrating their technology with devices like Alexa and Google Home that consumers speak into. We see brands, solutions providers and devices coming together and this will evolve faster and faster. Unless communications solutions providers fully leverage new capabilities and services, they’re not going to be in the forefront very long.
  3. Organizations will continue to move to cloud-based customer support solutions. Cloud-based solutions expedite digital technology progress at an exponential pace. Think about supporting new products, customers, and locations. Which companies are consumers going to recommend to their friends, family and co-workers? It will be the companies that have the best customer onboarding, support and transparency. We believe that the recipe is for non-analog, true digital, cloud-based, multi-channel, auto-scaling support communication platforms. We expect Web RTC to continue to make inroads here. From a deployment standpoint, even large, complex contact centers can be deployed in three to four weeks via a robust cloud service platform, compared to four to six months for legacy technology-based solutions.
  4. Companies will realize the need to up their game in how they provide support in their mobile apps.
    Quality of service needs to become a priority. Most mobile apps today have poor customer support. It’s a very dated concept to present a default phone dialer that pushes the customer outside of your mobile app. When a customer is in your app, you have access to a wealth of information about them. It is particularly crucial for connected devices (e.g., Nest, Noon, Fitbit) and on-demand services such as food and grocery delivery to provide in-app support. Support solutions need to leverage available customer data to streamline information exchange and resolve disappointing experiences where customers feel their time and effort are wasted providing answers to a company that should already have access to their information.
  5. Context-aware solutions maximize what we know about a user.                          The recipe for achieving delightful end user support experiences are to minimize average support session durations and maximize agent effectiveness. In-depth awareness of end user context is becoming an increasingly important ingredient. This requires the ability to evaluate key available customer data and detect specific context patterns in real time, at any given point in time. The way to optimize the end user experience is to enable the contact center to assess a customer’s current context, for an expanding set of scenarios, and to leverage that intelligently in support. We see this evolving relatively quickly into a standard end user expectation over the next few years.
  6. Customer service will become progressively more user profile and data-driven (the way marketing has).
    Marketing communications service providers have established deep capabilities and proven results in the last decade, in part by optimizing their communications strategies around finely honed sophisticated user profile segmentation. As a logical extension to context awareness, leveraging and maximizing the available data about each customer can offer real differentiation opportunities for the modern contact center. By drawing insights from basic profile metrics like lifetime customer value (LCV), evaluating core customer historical data, channel and more advanced preferences like voice or personality of the support entity, it’s possible to elevate support experiences, strengthen brand appreciation, increase LCV, and help drive positive organic social media reach and impact.
  7. Companies will continue to move to a single support center solution.
    Operating a contact center by combining multiple technologies, e.g., especially different communication channels and services will come with increasing opportunity costs. The longer a contact center relies on different core technology solutions, the greater the gap to competitors with modern single contact center platforms. The single contact center platform offers a variety of growing benefits across several disciplines, including the ability to:

○        Offer modern customer support experiences via seamless in-session cross-channel support

○        Optimize agent workflows via cross-channel adapters (i.e., calls, chats, messaging)

○        More effectively manage agent resources across channels

○        Provide visibility into comprehensive cross-channel dashboards, with quick actions to adjust to overall contact center conditions

○        Apply simplified, deeper and more comprehensive routing logic across all scenarios and channels to reduce time to resolution and leverage skilled agents more effectively

○        Provide out of the box, cohesive and integrated reporting and business intelligence across the entire suite of contact center operations, including across channels, virtual and human agents

○        Work towards a single 360-degree customer view by enabling data flows and integrations from the contact center across business units within a company, rather than just within the contact center

Automation of processes will have more impact than AI.
Artificial Intelligence (AI) and machine learning (ML) are overhyped for many real life applications, including the contact center industry. For example, instead of trying to identify specific patterns in images or data (an AI/ML sweet spot), it will be much more useful to increase the volume of satisfying self-service support sessions through intelligently applied automation to resolve common questions and provide guided user flows through defined business processes. By leveraging human intelligence primarily for those support scenarios that can’t be effectively automated, call center operations will be further optimized.

Blog Contributor – Anand Janefalkar, CEO and Founder of UJET,

4 Contact Center Technology Trends to Pay Attention To

Knowing the tech trends that have been overtaking the market is different from actually making moves to adopt those trends. Don’t be like so many other contact centers out there that lag behind when it comes to customer expectations and contact center trends. Instead, stay on top of the newest technologies and solutions to improve the customer experience now and in the future.

Here are 4 contact center trends to know now and as you move into the new year.

  1. Migration to the cloud.

The cloud itself isn’t a new technology, but more and more contact centers are realizing the importance of migrating their system to the cloud. If you stick with your on-premise contact center system, you’ll limit your ability to manage several locations and to add more communication channels.

  1. Full adoption of omnichannel.

Just like with the cloud, omnichannel isn’t exactly a new idea, but now contact centers are actually taking the steps to make it a reality (instead of just educating themselves about its benefits). The silos that exist between billing, customer service and support have to be broken down, as do the separations between your assisted service and self-service channels. Slowly rolling out omnichannel solutions only keeps data siloed (and customers annoyed) for longer; instead, find the right technology that will let you marry all of your channels at the same time.

  1. Smarter IVR solutions.

IVR is one of those technologies that’s always seeing new innovations and improvements. These include:

  • Better personalization based on context to resolve more issues within the IVR
  • Identifying customers from caller ID to reduce the number of necessary identification steps
  • Speech recognition to determine level of stress beyond curse word cues
  1. Better testing methods for chat bots.

Chat bots are now being used by contact centers for first line interactions, which means you also need more advanced ways of measuring outcomes. A/B testing, which has traditionally been used just with digital marketing, is now used to optimize chat bots so they can continue to offer more advanced support.

By combining a willingness to be adaptable with a culture of constant improvement, your contact center can continue to keep up with technology changes, now and in the future. You’ll also set yourself up as a strong competitor in the industry while retaining both your workforce and your customer base.

What You Should Know About Migrating Your Contact Center to the Cloud

Your contact center’s customer experience platform is powerful. It’s used to design customer journeys; carry out and keep track of interactions; and follow through on your many business goals, such as improving FCR and reducing churn. Running a contact center also means always understanding what customers want now and being able to update the experience you offer to meet those changing needs. Migrating your platform to the cloud, either in full or partially, is one way to handle this type of constant change. The cloud keeps your operations agile, reliable and scalable so you can continually adapt.

3 Benefits of the Cloud

  1. You won’t have to allot nearly as many resources or as big of a budget to the cloud as you do to an on-premises platform. You can then focus the resources on things like measuring and analyzing data; creating or improving the customer journey; or adding new interaction channels your customers are using.
  2. The cloud provides unlimited flexibility whether you need to scale up or down based on fluctuations in demand. You can do this without even thinking about things like what your licensing allows or how much processing capacity the platform has.
  3. Innovation is much easier to take advantage of with a cloud-based platform. You can quickly and easily add new channels, test different integrations or try out modern technology like AI.

How to Embrace the Cloud-Based Contact Center

Knowing all of the benefits the cloud offers doesn’t make it easier to make the change, and switching over to the cloud, even partially to start, is a huge step. There are a couple of different ways to start embracing the cloud, allowing you to either go full steam ahead or start at a slower pace.

If your current on-premises platform has a cloud alternative, you’ll have a streamlined way to migrate your platform to the equivalent cloud version. Another option is to commit to a hybrid model for now, meaning you’ll migrate certain functions to the cloud while keeping other functions on-premises for the time being.

Moving your processes to the cloud is an excellent way to meet the challenge of a constantly changing industry. With different migration options, you can find the one that best suits your business and goals, and you can start adopting the cloud without disrupting business operations.

What Contact Center KPIs Are on Your Dashboard?

A dashboard is an area of the Agent Desktop that displays abbreviated, at-a-glance metrics that help both agents and supervisors easily monitor important areas of work, such as the amount of time agents spend doing after-call work, how many inbound calls have been handled, and so on. Like a game scoreboard, a dashboard provides real-time updates of key values—in this case, selected metrics—that are helpful to agents and supervisors. Most contact centers use metrics to boost agent and team performance and increase the quality of the interactions handled.

The names of these metrics are typically abbreviated so that more can fit in a small space. Supervisors will get to know these names as they go about their day-to-day operations.

It’s possible to display any combination of these metrics. The ones that get displayed on your Agent Desktop dashboard really depend on the needs of your contact center, agents, teams, and services.

Bright Pattern, for example, offers these dashboard metrics, which offer snapshots of everything from handling time, outbound calls dialed, and inbound calls received to dispositions, calls in the queue, and team success rate.

Real-time dashboards provide a broad view of everything that affects customer service and satisfaction:

  • Status: Where are the customers now—in IVR, on hold, waiting, being helped?
  • Abandonment: How many interactions were abandoned or dropped?
  • Dropped calls/chats: How many interactions were dropped, and why?
  • What’s in the queue: How many customers are waiting to be helped?
  • Service level: How many calls and interactions have been accepted and handled today?

A Contact Center Driven by Insights

KPIs provide the insights you need for improving agent engagement and elevating the customer experience. The customer experience hinges on empowering agents with the right training, tools, and service model. Bright Pattern’s omnichannel contact center software helps empower agents with unique tools that facilitate better conversations, boost agent performance, and deliver higher returns in customer satisfaction and agent engagement. Having a unified and powerful Agent Desktop that displays important KPIs helps to keep supervisors focused on teams and agents focused on customers.

You can learn more about how monitoring agent metrics can help improve agent engagement and customer service by downloading the e-book.

 

 

Commemorating a Foundational Call Center Journalist: Linda Driscoll Dobel

It takes talented and dedicated people to build a technology-based industry. There are the scientists who make breakthrough discoveries. The engineers who take these ideas and help develop them into functional products. The entrepreneurs who find niches for specific solutions and build profitable companies around them. The early adapters who put these products to work and hire specialists to use them to help build profits for their organizations. And as an industry blossoms, media developers and publishers take note and create information resources to capitalize on the interest, report on progress and help guide the marketplace.

It is at this point where business journalists…the people whose job it is to sift through a non-stop flow of press releases and discern hype and vaporware from valuable information and products that can make a difference…. come into the picture. As the industry gathers momentum, there are established templates for communicators to follow, but they could not do so without the initial contributions of the best and brightest. In the burgeoning technology space that has evolved from telemarketing to CRM to customer experience and service automation over the past five decades, one of the most influential trailblazing journalists was Linda Driscoll Dobel who passed away unexpectedly– and far too soon –at age 59 in November 2018.

In the late 1970s, telephone technology had become sufficiently sophisticated that it made economic sense to set up centralized groups within companies to both sell products and service customers in such areas as airline reservations and banking systems. Among the contributing factors were the ever-higher cost of personal sales calls, which made doing business by phone more attractive, particularly in the business-to-business arena; advances in telecommunications, computers and database management; consumer acceptance of toll-free 800 numbers, which led to a rise in inbound customer service; and a growing body of successful inbound and outbound campaigns, which inspired more companies to use the phone as a primary sales tool.

Telemarketing, as it quickly came to be known, began in the early 1980s and instantly changed the way business was being done in the US. In 1981…just as Linda came on board at Technology Marketing Corporation fresh off the campus of the University of Connecticut in Storrs, CT… the total business expenditures for telemarketing exceeded the spent on direct-mail advertising for the first time. As TMC CEO Rich Tehrani noted, “She was there when things got started in 1982, when the first call center publication, Telemarketing, was born. When Linda started with us, customer records were still stored on index cards because contact center software had not yet been invented.”

As noted by former TMC editor and now Editorial Director of Syllepsis Communications, Tracey Schelmetic, “Linda nurtured Telemarketing, later called Call Center Solutions, from a bimonthly startup with a premise that at the time was speculative (some in the industry trade press might have even said “dubious”) to a successful monthly trade publication that covered and even guided the development of the multibillion-dollar call center, computer-telephony integration and customer relationship management markets that exist today.

By 1987, spending on telemarketing had risen to more than twice that of direct mail ($41.2 billion vs. $17.2 billion), according to the American Telemarketing Association. Linda and her team of editors helped steer the industry through the formative years of early automatic call distribution services (ACDs), predictive dialers and telephone headsets to make it easier for customer service representatives (CSRs as they were called then) and sales agents to conduct conversations for hours at a time.

She chronicled the progress of programs designed to improve the process of hiring, training and retaining personnel in an industry where massive turnover was an issue from the outset. She edited countless articles on the rise of what were then called “service agencies” …mostly US-based at a time when Omaha, Nebraska set the pace for America in terms of making a living on the telephone. And Linda was there to note the changes as the growing concept of a global community, fueled by advancing technology and a fiercely competitive economic climate turned the tide to business process outsourcing in every corner of the globe. As was the case with many professional women, she balanced her editorial responsibilities with motherhood after the birth of the first of her three sons in the late 1980s.

Linda ran a tight ship. She was one of a diminishing breed of strict grammarians, going over every piece of content as though it was the Magna Carta, whether it was articles, marketing materials or opinion columns. ‘Linda wielded her red pen fearlessly but with majestic purpose,” said Schelmetic. “She was adamant about capitalizing “Internet.” (“There’s only one Internet, which makes it a proper noun.”) She resisted the word “email” as a noun and sent younger editors scurrying to change “emails” to “email messages.” Yet it was all done with good will and a light-hearted spirit. As her Editorial Director, Erik Lounsbury, who joined her staff in 1993, recalled, “Linda could always make me see the error of my often-eccentric grammar and leave me laughing at the same time.”

Beyond serving as Executive Editorial Director, she rose to Vice President. “She was always a great mediator, not only when serving as a buffer between management and staff or in inter-departmental disputes, but also in delicate situations such as misunderstandings with authors or advertisers,” recalled Lounsbury. “In short, Linda could always make everyone see sense in the end and leave them feeling good about it.” As Schelmetic noted, “She brought a sense of calmness to meetings and held her cool even while under intense deadline pressures. She was much-loved as a manager and helped guide and develop the careers of many of today’s writers and editors working in today’s contact center /CRM space.

Nadji Tehrani, the founder of TMC, summed it up “Linda was the foundational editor who brought the world of call centers to life. Without her, our publications might never have gotten off the ground.

After 22 years, Linda went on to become Editor at Due North Consulting, including a stint at the now-defunct Contact Professional magazine and most recently, Managing Editor of Trade & Development magazine. She took on numerous free-lance assignments, developing content for CRMXchange as well. She is survived by her husband Myron, three sons and a grandson.

Boost Customer Experience Utilizing Service KPI Insights

Contact center Key Performance Indicator (KPIs) are used by SMB and enterprise companies to make better business decisions and improve the customer experience. Also called metrics, KPIs are the measurable values that show just how effective your business is at achieving its goals.

In our last couple blogs, we touched upon the top agent KPIs and team KPIs that your contact center should be tracking. We also covered the real-time metrics that supervisors use on a daily basis to monitor the status and productivity of their agents.

This time, we’ll check out some of the most used services metrics that show how your services are doing. A service is a specific reason for customers to initiate an interaction with a contact center, or, in the case of outbound dialing, for a contact center to initiate an interaction with a customer. In the contact center space, a service typically means the type of channel that connects the customer to the business: voice, email, chat, and so on.

Not only do supervisors monitor teams of agents, you are checking the performance of the services your contact center offers. Real-time dashboards and wallboards provide a broad view of:

    • Status: Where are the customers now—in IVR, on hold, waiting, being helped?
    • Abandonment: How many interactions were abandoned or dropped?
    • Dropped calls/chats: How many interactions were dropped, and why
    • What’s in the queue: How many customers are waiting to be helped?
    • Service level: How many calls and interactions have been accepted and handled today?

 

Keep in mind that you can track the nitty gritty of things by showing very granular metrics–if you want–and there may be dozens of service KPIs available in your contact center software.

The following are generally the most used and most basic of metrics that show where your customers are in your service offerings.

  • Name – The name of the service. This may seem obvious, but it’s not when you’re monitoring three or more simultaneously.
  • SLA – For voice services, SLA is the percentage of calls answered before the threshold time calculated over the most recent 20 calls. For email, it’s the percentage of emails replied to within the predefined service level threshold.
  • Waiting – How many customers are waiting to be helped for the given service.
  • Max Wait – The longest amount of time that the customer could wait before being helped.
  • In IVR – How many customers are in the IVR for self-service.
  • Queued – The number of customer interactions waiting to be connected to an agent.
  • Handled – The number of customer interactions that have been handled for the service.
  • Active – The active users (agents) handling interactions for the service.
  • Logged in – The number of agents logged in to your contact center.
  • Busy – How many agents are busy helping customers.

When you work in customer service, it’s safe to assume that people are calling, texting, emailing, and chatting with you not because they want to, but because they need to. Assume that they are already having a bad day, so do your best not to make it worse. For any service, it’s ideal to see low numbers for the metrics related to waiting and being on hold. In addition, you want to see high SLA, which shows that agents are helping customers promptly. Your goal is to help people quickly and efficiently. Don’t make your customers wait.

Service metrics provide detailed information about how your team’s customer service handling is impacting the customer. Ultimately, the quality of your services is directly related to customer satisfaction. Supervisors who see the number of customers waiting in queue rising higher than the number of logged-in, available agents to help them, can see that some adjustments need to be made as soon as possible.

A Contact Center Driven by Insights

KPIs provide the insights you need for improving agent engagement and elevating the customer experience. The customer experience hinges on empowering agents with the right training, tools, and service model. Bright Pattern’s omnichannel contact center software helps empower agents with unique tools that facilitate better conversations, boost agent performance, and deliver higher returns in customer satisfaction and agent engagement. Having a unified and powerful agent desktop that displays important KPIs helps to keep supervisors focused on teams and agents focused on customers.

You can learn more about how monitoring agent metrics can help improve agent engagement and customer service by downloading our e-book.

3 Innovations in Customer Service

Technical advances have done a lot of wonderful, game-changing things, but they’ve also made it much easier and quicker for customers to complain. This has forced brands and contact centers to amp up their customer service strategies. These innovative customer service ideas could have a major impact on the customer experience.

  1. Let customers test products or services before purchasing them.

Free trials can go a long way towards landing committed customers. Trying before buying isn’t yet the standard across the board, but it should be. By letting customers try out your product or service for a limited time, you tell them that you believe so much in what you’re selling that you know they’ll get on board. Contemporary customer service is all about making the customer’s life easier. Let them wait to pay until they’re sure they want to make a purchase.

  1. Use videos to answer complex questions

The more complex a FAQ, the more text you’re going to need to answer it. A lot of customers aren’t going to take the time to read a lengthy blog or social media post, which means they’ll either (a) go without finding their answer, which won’t leave them as satisfied as possible, or (b) call to speak with a live agent, which puts more pressure on your staff. An excellent alternative is to record a video that answers the question. You can solve the problem in less time than it would take to read the answer, and videos are also highly shareable, so your customers can help you spread the word.

  1. Make it easy to do even unwanted actions.

Stellar customer service shouldn’t end when a customer wants to switch providers or go with one of your competitors. You should still treat the customer well even if you’re going to lose their business – treating them well at this stage could actually convince them to stay with you or come back at some point down the road. Transparency should be embraced at every stage, even if the customer wants to close or delete their account. By doing something like hiding the “delete account” button, you’re getting in the way of the customer having an easy, seamless interaction with your brand.

 

Impactful customer service strategies are thoughtful, too. By combining innovation with high-level awareness, you can appeal to the customer’s emotions while meeting their tech-savvy needs.