How to Automate Your Customer Service

Written by
John Doe
Published on
December 17, 2024
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Table of Contents

Executive Summary

  • Definition of Customer Service Automation—Customer service automation employs technology to manage support tasks with minimal human intervention, enhancing efficiency and providing 24/7 service through tools like AI chat, self-service portals, and automated ticketing systems.
  • Key Technologies in Automation—Technologies like Conversational AI, Natural Language Processing (NLP), self-service portals, automated ticketing systems, and Robotic Process Automation (RPA) enable businesses to streamline support and enhance customer experience.
  • Benefits of Automation—Automated customer service provides benefits such as 24/7 availability, faster response times, improved efficiency, cost savings, scalability, personalization, and valuable analytics for continuous improvement.
  • Implementation Strategy—Successful automation requires defining clear objectives, selecting appropriate tools, starting small, integrating with existing systems, training teams, and continuously optimizing based on feedback and data analysis.

To effectively leverage customer service automation, organizations should focus on balancing technological efficiency with personalized human interaction, ensuring that automation enhances rather than replaces human support capabilities.

What is Customer Service Automation?

Customer service automation uses technology to handle customer support tasks with minimal human involvement. It's a way for businesses to provide faster, more efficient support to their customers around the clock. Companies can streamline their customer service processes by implementing tools like AI chat, self-service portals, and automated ticketing systems to improve the overall customer experience.

Customer service automation aims to provide 24/7 support, even when live agents aren't available. This is especially important in today's fast-paced world, where customers expect quick responses and solutions to their problems. Automated tools can handle simple inquiries, freeing human agents to focus on more complex issues requiring a personal touch.

One of the most popular examples of customer service automation is conversational AI. These intelligent virtual assistants can simulate human conversation, understand customer queries, and provide accurate responses in real time. They can be integrated into websites, messaging apps, or voice assistants like Alexa or Siri.

Conversational AI Agents use natural language processing (NLP) and machine learning algorithms to improve their understanding of customer needs continuously. They can handle various tasks, from answering frequently asked questions to guiding customers through troubleshooting steps. 

Another key component of customer service automation is self-service portals. These online knowledge bases allow customers to find answers to their questions without having to contact support. They typically include FAQs, how-to guides, video tutorials, and community forums where customers can interact with each other.

Self-service portals empower customers to solve problems independently and at their own pace. They're particularly useful for handling common issues that don't require personalized assistance. By providing a comprehensive library of resources, businesses can significantly reduce the number of support requests they receive.

Automated ticketing systems are another essential tool for streamlining customer service. When a customer submits a support request via email or web form, these systems automatically categorize the issue and assign it to the appropriate team or agent. They can also send automated responses acknowledging receipt of the request and providing an estimated resolution time.

Ticketing systems help ensure that no customer inquiry falls through the cracks. They provide a centralized platform for managing all support interactions, regardless of the channel they originate from. Agents can easily track the status of each ticket, collaborate with teammates, and maintain a complete history of every customer conversation.

While customer service automation offers many benefits, it's important to remember that it needs to be a complete replacement for human support. Automated tools should be viewed as a supplement to live agents, allowing them to focus on high-value interactions that require empathy, creativity, and critical thinking.

The key is to strike the right balance between automation and human touch. Businesses should use automated tools to handle routine tasks and simple inquiries, ensuring customers can quickly escalate to a human agent when needed. This hybrid approach allows companies to provide fast, efficient support without sacrificing the personal connection important to building long-term customer relationships.

As customer expectations evolve, more businesses turn to customer service automation to stay competitive. By leveraging the latest technologies, they can provide 24/7 support, improve response times, and enhance the overall customer experience—all while reducing costs and freeing up human agents to focus on what they do best.

How to Identify Automation Opportunities

Identifying the right opportunities for customer service automation is crucial for businesses looking to optimize their support operations. It's not about automating every task but focusing on areas where automation can have the most significant impact. Here are some key steps to help you identify those opportunities:

  1. Analyze your support data: Review your customer support metrics, such as the volume of inquiries, response times, resolution rates, and customer satisfaction scores. Look for patterns or trends that indicate areas where automation could help improve efficiency or quality of service.
  2. Identify repetitive tasks: List the most common customer inquiries and support tasks your team handles daily. These might include password resets, order status updates, product information requests, or basic troubleshooting steps. Repetitive tasks are prime candidates for automation, as chatbots or self-service portals can easily handle them.
  3. Map out your customer journey: Take a closer look at the typical customer journey, from initial contact to resolution. Identify any bottlenecks or pain points where customers get stuck or frustrated. These might be opportunities to implement automated tools to guide customers through the process more smoothly.
  4. Evaluate your team's workload: Talk to your customer service agents and get their input on which tasks they find most time-consuming or tedious. Look for ways to automate those tasks so that agents can focus on more complex issues that require human intervention. This can help improve job satisfaction and reduce turnover among your support staff.
  5. Consider customer preferences: Consider your customers' communication preferences and how they interact with your brand. Some may prefer self-service options, while others may value human interaction. Use customer feedback and surveys to gauge their receptiveness to automation and identify areas where it could enhance their experience.
  6. Assess your technology stack: Take inventory of your current customer service tools and platforms and evaluate their automation capabilities. Look for opportunities to integrate new tools or features that can help streamline your support processes. Consider factors like ease of use, scalability, and compatibility with your existing systems.
  7. Start small and iterate: Once you've identified potential automation opportunities, start with a small pilot project to test the waters. This could be implementing a simple chatbot on your website or creating a basic self-service portal. Monitor the results closely and gather feedback from customers and agents. Use that feedback to refine your approach and gradually expand your automation efforts.

Remember, customer service automation aims not to replace human agents entirely but to augment their capabilities and free them up to focus on higher-value tasks. By carefully identifying the right opportunities and strategically implementing automation, businesses can strike the perfect balance between efficiency and personalization in their customer support operations.

Which Technologies Are Used in Customer Service Automation?

Customer service automation relies on various technologies to streamline support processes and enhance the customer experience. Here are some of the key technologies used in customer service automation:

Conversational AI Agents and Virtual Assistants

  • AI Agents and virtual assistants are computer programs that use artificial intelligence to simulate human conversation. They can understand natural language, interpret customer queries, and provide accurate responses in real time.
  • Conversational AI Agents can be integrated into websites, messaging apps, or voice assistants to provide 24/7 support. They can handle various tasks, from answering FAQs to processing orders and handling returns.

Self-Service Portals

  • Self-service portals are online knowledge bases that allow customers to find answers to their questions without contacting support. They typically include FAQs, how-to guides, video tutorials, and community forums.
  • Self-service portals empower customers to solve problems independently and at their own pace. They're handy for handling common issues that don't require personalized assistance.
  • By providing a comprehensive library of resources, self-service portals can significantly reduce the number of support requests and improve customer satisfaction.

Automated Ticketing Systems

  • Automated ticketing systems are software platforms that help businesses manage and track customer support requests. When a customer submits an inquiry via email, web form, or social media, the system automatically categorizes the issue and assigns it to the appropriate team or agent.
  • Ticketing systems can send automated responses acknowledging receipt of the request and providing an estimated resolution time. They also allow agents to easily track the status of each ticket, collaborate with teammates, and maintain a complete history of every customer conversation.
  • Some advanced ticketing systems use AI and machine learning to automatically route tickets to the most appropriate agent based on their skills, experience, and availability. This helps ensure that customers receive the best possible support in the shortest amount of time.

Natural Language Processing (NLP)

  • Natural Language Processing (NLP) is a branch of artificial intelligence focusing on the interaction between computers and human language. It's the technology that enables chatbots and virtual assistants to understand and respond to customer queries in a natural, conversational way.
  • NLP algorithms can analyze customer sentiment, detect intent, and extract key information from unstructured text data. This helps businesses gain valuable insights into customer needs and preferences and tailor their support strategies accordingly.
  • As NLP technology evolves, it's becoming increasingly sophisticated at handling complex customer inquiries and providing more personalized, human-like responses.

Robotic Process Automation (RPA)

  • Robotic Process Automation (RPA) is a type of software that can automate repetitive, rule-based tasks normally performed by humans. In the context of customer service, RPA can be used to automate tasks like data entry, form filling, and invoice processing.
  • RPA bots can work 24/7 without getting tired or making errors, freeing up human agents to focus on more complex and nuanced customer interactions. They can also integrate with existing systems and applications, making streamlining workflows and reducing manual effort easier.
  • As RPA technology becomes more advanced, it's incorporating AI and machine learning capabilities, enabling bots to handle more complex and variable tasks over time.

By combining these technologies, businesses can create a powerful and efficient customer service automation strategy that enhances the customer experience while reducing costs and improving agent productivity. However, it's important to remember that technology is just one piece of the puzzle—the most successful automation strategies also prioritize human touch, empathy, and personalization at every stage of the customer journey.

How to Implement Customer Service Automation

Implementing customer service automation can seem daunting, but with the right approach, it can be a smooth and successful process. Here are some key steps to help you get started:

  1. Define your goals and objectives: Before you begin implementing any automation tools, you must clearly understand what you want to achieve. Are you looking to reduce response times, improve customer satisfaction, or free up your agents to focus on more complex issues? Defining your goals upfront will help guide your automation strategy and ensure you invest in the right tools and technologies.
  2. Choose the right tools: Once you've identified your goals, it's time to select the tools and technologies that will help you achieve them. A wide range of customer service automation tools is available, from simple chatbots to complex AI-powered platforms. Consider factors like ease of use, scalability, integration with existing systems, and cost when selecting.
  3. Start small and iterate: When implementing automation, it's best to start small and gradually expand over time. Begin with a simple pilot project, such as adding a basic chatbot to your website or creating a small self-service portal. This will allow you to test the waters, gather feedback from customers and agents, and make any necessary adjustments before rolling out more advanced automation capabilities.
  4. Train your team: Automation is not a set-it-and-forget-it solution—it requires ongoing training and support for your customer service team. Make sure your agents understand how to use the new tools and technologies and provide them with the resources they need to troubleshoot any issues that may arise. Encourage them to give feedback and suggestions for improvement, as they will use the tools daily.
  5. Integrate with existing systems: To maximize the benefits of automation, it's essential to integrate your new tools with your existing customer service systems and workflows. This might include your CRM, helpdesk software, or social media management platforms. Integration will help ensure a seamless experience for both customers and agents, allowing you to leverage your automation capabilities' full power.
  6. Monitor and measure results: As with any new initiative, monitoring and measuring the results of your customer service automation efforts is crucial. Track key metrics like response times, resolution rates, and customer satisfaction scores, and compare them to your pre-automation baseline. Use this data to identify areas for improvement and make data-driven decisions about where to focus your efforts going forward.
  7. Continuously optimize and improve: Customer service automation is not a one-time project but an ongoing continuous improvement process. As you gather feedback and data on your automation tools, look for opportunities to optimize and enhance their performance over time. This might involve adding new features, refining your chatbot scripts, or expanding your self-service resources based on customer needs and preferences.

Remember, customer service automation aims not to replace human agents entirely but to augment their capabilities and free them up to focus on higher-value tasks. By implementing automation strategically and iteratively, businesses can strike the perfect balance between efficiency and personalization and deliver exceptional customer experiences that drive loyalty and growth.

What Are the Benefits of Automated Customer Service?

Automated customer service offers many benefits for businesses looking to improve their support operations and enhance the customer experience. Here are some of the key advantages of implementing customer service automation:

  • 24/7 Availability: One of the most significant benefits of automated customer service is that it allows businesses to provide support around the clock, even when live agents are unavailable. Chatbots and self-service portals can handle inquiries and resolve issues 24 hours a day, 7 days a week, 365 days a year. This is particularly important for businesses with customers in different time zones or those that experience high volumes of after-hours support requests.
  • Faster Response Times: Automated tools like chatbots and ticketing systems can significantly reduce response times by providing instant answers to common questions and routing inquiries to the appropriate team or agent. This helps to minimize customer frustration and improve overall satisfaction with the support experience. Research has shown that customers are willing to wait an average of only 2 minutes for a chat response before abandoning the interaction altogether.
  • Improved Efficiency: By automating repetitive and routine tasks, businesses can free up their human agents to focus on more complex and high-value interactions. This improves efficiency and allows agents to provide more personalized and empathetic support to customers who need it most. Automated tools can also streamline workflows and reduce the risk of human error, further enhancing overall support quality and consistency.
  • Cost Savings: Implementing customer service automation can help businesses to reduce costs associated with staffing, training, and infrastructure. By handling a significant portion of support inquiries through automated channels, companies can minimize the need for additional headcount and focus their resources on more strategic initiatives. Additionally, computerized tools can reduce average handle times and improve first contact resolution rates, driving down support costs over time.
  • Scalability: As businesses grow and expand, it can take time to scale customer support operations to keep pace with increasing demand. Automated tools provide a scalable solution that can handle high volumes of inquiries without compromising on quality or speed. This is particularly important for businesses that experience seasonal spikes in support volume or expand into new markets or product lines.
  • Personalization: While it may seem counterintuitive, automated customer service can help businesses provide more personalized support experiences. By leveraging customer data and machine learning algorithms, chatbots and other automated tools can tailor their responses and recommendations to individual customer needs and preferences. This can help build stronger customer relationships and foster loyalty over time.
  • Insights and Analytics: Automated customer service tools generate a wealth of data and insights to help businesses better understand their customers and improve their support strategies. By analyzing metrics like customer satisfaction scores, resolution rates, and common inquiry topics, companies can identify areas for improvement and make data-driven decisions about where to focus their efforts. This can drive continuous improvement and ensure that support operations align with evolving customer needs and expectations.

While the benefits of customer service automation are clear, it's important to remember that automated tools should be combined with human support rather than as a complete replacement. By striking the right balance between automation and personalization, businesses can deliver exceptional customer experiences that drive loyalty, advocacy, and growth.

How LiveX AI Enhances Automated Customer Service

LiveX AI offers cutting-edge AI-powered tools designed to elevate customer service automation. By utilizing advanced AI, machine learning, and predictive analytics, LiveX AI enables businesses to deliver more personalized, efficient, and effective support experiences across all channels. Here's how our products enhance automated customer service:

AI Search: LiveX AI’s AI Search helps customers quickly find the information they need by providing intelligent search results. This tool streamlines the support process by interpreting natural language queries and delivering relevant answers, improving both customer satisfaction and support team efficiency.

AI Chat: Our AI Chat feature offers real-time, personalized interactions, providing customers with instant responses to inquiries. With the ability to handle common queries and escalate more complex issues when necessary, AI Chat enhances the speed and quality of support while allowing businesses to manage higher volumes of inquiries.

AI QR Connect: AI QR Connect allows businesses to integrate AI-powered interactions into the physical world seamlessly. Customers can scan a QR code to instantly access personalized support, product information, or help resources, making connecting with AI-driven solutions across various touchpoints easy.

ChurnControl: Reducing customer churn is a key business priority, and LiveX AI’s ChurnControl product tackles this head-on. By leveraging predictive analytics, ChurnControl identifies at-risk customers before they leave. It enables personalized retention strategies, offering tailored solutions to satisfy and engage customers.

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Seamless Integration: LiveX AI integrates effortlessly with existing customer service platforms like Zendesk, Salesforce, and Intercom. This allows businesses to enhance their support workflows with minimal disruption, adding intelligent, AI-driven automation without complex technical integrations or custom development.

Real-Time Insights: By analyzing customer interactions in real time, LiveX AI provides actionable insights that help businesses optimize support strategies. With data-driven feedback, companies can proactively identify trends, resolve emerging issues, and continuously improve customer experiences based on evolving needs.

Reduced Churn: LiveX AI’s comprehensive suite of solutions, including ChurnControl, empowers businesses to reduce churn by proactively engaging with at-risk customers. Through targeted retention campaigns and data-driven insights, LiveX AI helps companies to keep their customers happy and reduce churn rates effectively.

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FAQs

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What is LiveX AI?

LiveX AI is the human-like AI agents that help B2C and DTC businesses improve customer retention, drive revenue growth, and reduce support costs. Designed to feel like a seamless extension of your brand, LiveX AI agents engage users across chat, voice, email, and search—resolving issues, boosting conversions, and proactively preventing churn. With AI agents that can improve customer retention by up to 35%, achieve self-service rates of up to 90%, and deliver actionable insights to enhance the customer experience, LiveX empowers businesses to scale efficiently while increasing loyalty and lifetime value across every channel.

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What is an AI Agent, and how does LiveX AI fit this role?

An AI Agent is an intelligent, human-like virtual assistant powered by Generative AI that can both communicate naturally and take action on behalf of customers. Unlike traditional chatbots, AI agents are agentic—they can perform real tasks such as processing cancellations, updating accounts, recovering carts, and guiding purchasing decisions. This creates seamless, proactive experiences that improve customer retention and satisfaction.

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LiveX AI is built to be the best fit for this role.

Our human-like AI agents help B2C and DTC brands improve retention, drive revenue, and reduce support costs by engaging customers across chat, voice, email, and search. By combining empathetic communication with real action, LiveX AI empowers businesses to build loyalty, prevent churn, and grow—without adding headcount.

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Can LiveX AI be used as an AI customer support tool?

Absolutely. LiveX AI provides human-like AI agents that help B2C and DTC businesses improve customer retention, boost revenue, and scale support—turning customer experience into a driver of growth.

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By delivering fast, personalized assistance across chat, voice, search, and QR, LiveX AI resolves issues in real time, reduces friction, and keeps customers engaged.

Unlike traditional AI support tools, LiveX AI goes beyond answering questions—it proactively prevents churn, recovers revenue, and builds loyalty. Businesses using LiveX have achieved up to 35% improvement in retention and 90%+ self-service resolution rates, helping them grow while reducing costs.

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What if I sell through a 3rd party? Can LiveX AI help me?

Absolutely. LiveX AI helps businesses improve customer retention, build loyalty, and drive growth—even when you don’t control the point of sale.

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With QR codes placed on packaging, inserts, or marketing materials, you can create a direct connection to human-like AI agents that engage customers instantly through chat, voice, or search.

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Whether it’s providing product education, troubleshooting, or post-purchase support, LiveX AI ensures every customer receives fast, personalized assistance—turning one-time buyers into repeat customers.

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By owning the post-purchase experience, you can reduce returns, improve satisfaction, and strengthen retention, no matter where the initial sale happens.

Is LiveX AI integrated with popular leading platforms?

Yes. LiveX AI seamlessly integrates with the platforms your business already relies on—making it easy to deploy human-like AI agents without disrupting your existing workflows.

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We integrate with leading systems like Zendesk, Intercom, Shopify, HubSpot, Salesforce, and Google Cloud, allowing your AI agents to work across support, retention, and sales functions. LiveX AI also offers dedicated apps for platforms like Intercom, Shopify, and Google Cloud, making setup fast and effortless.

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For businesses searching for AI agent solutions that work within their current tech stack, LiveX AI is designed to fit right in—enhancing customer experience, retention, and revenue growth without requiring costly overhauls.

Whether you're managing customer support, retention, onboarding, or commerce, LiveX AI integrates where you need it most—so your team can scale with AI while keeping full control over tools and data.

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What benefits does LiveX AI offer over traditional support methods?

LiveX AI helps B2C and DTC businesses improve customer retention, boost revenue, and reduce support costs—delivering benefits that go far beyond traditional customer support methods.

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Unlike static chatbots or ticketing systems, LiveX AI provides human-like AI agents that can both communicate and take action—resolving issues, preventing churn, and guiding purchasing decisions in real time. By combining empathy, personalization, and automation, LiveX AI turns customer experience into a true growth engine.

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Key Benefits Include:

  • Up to 35% Churn Reduction: Proactively engage at-risk customers to prevent cancellations and lost revenue.
  • Up to 90% Self-Service Resolution: Empower customers to solve issues instantly, reducing human workload and costs.
  • Real-Time Personalization: Tailor every interaction to customer behavior, history, and intent—at scale.
  • Proactive Retention & Growth: Predict churn, recover revenue, and drive repeat purchases through intelligent interventions.
  • Omnichannel Engagement: Reach customers wherever they are—chat, voice, email, search, or QR code—without disruption.
  • Fast Deployment: Go live in days, not months, with no complex engineering required.
  • Actionable Customer Insights: Gain real-time visibility into behavior trends, churn signals, and satisfaction drivers.

Why should I use LiveX AI over other AI solutions?

Most AI solutions on the market are built to deflect customers, not delight them—resulting in frustrating experiences that damage trust, hurt retention, and often push customers to demand a human.

They’re static, limited, and ultimately leave both customers and businesses unsatisfied.

LiveX AI is different.

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We provide human-like AI agents that customers actually want to engage with because the experience is so natural, fast, and helpful.

Our agents don’t just answer questions—they take real action: resolving issues, preventing churn, and guiding customers toward successful outcomes in real time.

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By improving retention by up to 35%, achieving 90%+ self-service rates, and delivering personalized, brand-aligned interactions, LiveX AI transforms customer experience from a cost center into a true growth engine.

With enterprise-grade reliability, security compliance (SOC2, HIPAA, GDPR), and omnichannel support across chat, voice, search, and QR, LiveX is the production-ready AI solution built to scale—and to strengthen customer loyalty at every touchpoint.

How does LiveX AI change how a business can interact with their customers?

LiveX AI gives businesses the modern customer engagement layer they need to meet today’s consumer expectations—before AI-native competitors leave them behind.



Powered by human-like AI agents, LiveX enables businesses to deliver personalized, real-time interactions across every channel—chat, voice, search, and QR—ensuring customers feel supported, valued, and heard.

Instead of relying on outdated support models that frustrate customers or slow down service, LiveX AI automates routine interactions, proactively prevents churn, and provides fast, empathetic assistance that strengthens loyalty.



With the ability to reduce churn by up to 35% and achieve 90%+ self-service resolution, businesses can improve retention, scale without added cost, and create the kind of customer experience that today’s market demands.

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The future of customer interaction is already here—LiveX helps businesses step into it.

How does LiveX AI Customer Support Improve User Engagement?

LiveX AI transforms customer support into a powerful driver of engagement, satisfaction, and loyalty—by delivering instant, human-like assistance across every channel.


Today’s consumers expect fast, effortless experiences. When they don’t get them, frustration grows, loyalty fades, and churn increases. LiveX AI changes that by making support seamless, proactive, and actually enjoyable—keeping customers connected to your brand.

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Key Benefits:

  • Instant, Accurate Answers: Human-like AI agents resolve questions and issues in real time across chat, voice, search, and QR.
  • Effortless, Engaging Experiences: Conversational AI avatars provide natural, brand-aligned support that customers prefer to use.
  • Omnichannel Availability: Help is always within reach—anytime, anywhere, across channels.
  • Higher Satisfaction, Greater Loyalty: Fast, effective support reduces friction, strengthens retention, and boosts long-term customer value.
How does LiveX AI help human / live agents and cut support costs?

LiveX AI empowers customer service teams by combining human-like AI agents with real-time agent assist tools that reduce support costs while driving growth and improving customer retention.



Unlike traditional AI solutions that focus only on deflection, LiveX AI is designed to support both your customers and your live agents—creating a seamless, scalable support experience that strengthens loyalty and revenue over time.

By automating routine tasks like email summaries, internal note creation, and common inquiries, LiveX AI reduces ticket volume, minimizes handle times, and frees your human agents to focus on complex, high-value interactions.



With real-time AI prompts, suggested responses, and natural language understanding, agents resolve issues faster and more confidently—while the system continuously learns and adapts to your business needs.

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Can LiveX AI scale easily and continuously improve?

LiveX AI is built to scale with your business—helping you grow efficiently while continuously improving customer retention, satisfaction, and support outcomes.

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‍Unlike rigid point solutions, LiveX combines human-like AI agents with enterprise-grade flexibility, making it easy to expand across new products, markets, and customer touchpoints without sacrificing quality.As your business evolves, LiveX AI learns and adapts in real time—refining its knowledge, improving responses, and proactively addressing new challenges. Our flexible workflows and seamless integrations ensure that your AI agents stay aligned with your brand, processes, and growth goals at every stage.

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By reducing support costs, increasing automation, and driving customer loyalty, LiveX AI is uniquely positioned to help you scale efficiently—delivering the modern, human-like engagement today’s consumers expect, without the overhead.

What is an AI Assistant and how can it improve my business?

An AI Assistant is an intelligent virtual team member that interacts with customers in a personalized, human-like way—resolving issues, answering questions, and driving engagement in real time.

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‍Unlike traditional bots or static tools, LiveX AI’s human-like AI Agents go beyond deflection to actively improve customer retention, satisfaction, and revenue growth.

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‍By delivering fast, consistent, and empathetic support across chat, voice, email, and search, LiveX AI helps businesses:

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  • Reduce churn and increase loyalty through proactive, high-quality interactions
  • Lower support costs by automating routine tasks and empowering self-service
  • Boost customer satisfaction and lifetime value with personalized, always-on engagement
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With actionable insights and continuous learning, LiveX AI becomes a key driver of both operational efficiency and business growth—helping you meet the expectations of today’s consumers while preparing for tomorrow.