Well aware of the many challenges that organizations are faced with today -- to remain connected, extraordinary, and prosperous -- they must challenge current practices and look for ways to improve what they do. More than ever before the customer is defining the experience. So, there must be an increased importance placed on the “voice of the customer” – listening to the customer in order to shape the experience, develop key messaging and engage them in relevant and memorable ways. The objective is to give the customer the best possible experience from the moment they make contact with you and through every touch point. But the real goal is to optimize your business by converting customers into long-lasting relationships (loyalty) and brand advocates (fans).