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12 Common Mistakes to Avoid When Doing NPS Surveys

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StrategyDriven Customer Relationship Management Article | 12 Common Mistakes to Avoid When Doing NPS Surveys

Net Promoter Score (NPS) is one of the most widely used customer experience (CX) metrics. First developed by Bain & Company in 2003, it was designed to measure customer loyalty and the likelihood of customers recommending a company to others. Its simplicity, ease of use, and the correlation to success have made NPS a favorite among businesses to the point that it’s now typically seen as an industry standard.

However, when NPS surveys are poorly executed, they often fail to generate meaningful insights, leading to misguided decisions. To ensure NPS is used effectively, businesses must avoid these 12 common mistakes, which can undermine the accuracy and impact of their CX strategies.

Mistake #1: Not Understanding How NPS Is Calculated

One of the most common mistakes businesses make when using NPS is misinterpreting how it is calculated. NPS is determined by subtracting the percentage of detractors, who are respondents that give a score of 0-6, from the percentage of promoters, who are those that give a score of 9-10. Passives or people who gave scores of 7-8 are excluded from the calculation. Here’s how it looks like:

NPS = [(number of promoters / total number of respondents) – (number of detractors / total number of respondents)] x 100

Some businesses find it unfair that an NPS of 7-8 are not considered Promoters. The reason is because doing so can inflate perceived loyalty and mask weaknesses, as true Promoters (9-10) are enthusiastic advocates who drive growth. Meanwhile, Passives or Neutrals (7-8) are merely satisfied and unlikely to actively recommend the brand.

Lowering the standard risks misleading strategies, and by sticking to the punishing 9-10 threshold, companies avoid complacency and instead focus on converting neutral customers into genuine supporters.

Mistake #2: Using NPS as the Sole CX Metric for Every Touchpoint in the Customer Journey

While NPS is a powerful indicator of customer advocacy, it doesn’t capture the full customer experience. It tells you how likely someone is to recommend your brand—but not how satisfied they are or how easy it was to interact with your business. Relying on NPS alone can leave critical insights on the table.

Different parts of the customer journey call for different metrics. For example, CSAT (Customer Satisfaction Score) is ideal for measuring immediate satisfaction after a support interaction or purchase, while CES (Customer Effort Score) is best suited for evaluating how easy it was for a customer to complete a task—like checking out, resolving an issue, or navigating your site. NPS, on the other hand, is more effective post-purchase or post-engagement, when you’re measuring loyalty and long-term sentiment.

By applying the right metric at the right moment, you gain a more accurate, end-to-end view of the customer journey. A well-rounded CX measurement strategy not only reveals what drives loyalty but also empowers you to make targeted, data-driven improvements.

Mistake # 3: Surveying Too Few Respondents

How many respondents should a survey have? If a company has 200 customers on average, is it enough to get 60 respondents? This is a legitimate question to ask, as a small sample size can lead to fluctuating NPS scores that do not accurately represent customer sentiment. This issue is particularly problematic in B2B settings, where response rates tend to be lower.

To ensure reliability, businesses should collect a significant number of responses across different customer segments. Engaging both promoters and detractors allows for a well-rounded understanding of what’s working and what needs improvement.

Mistake #4: Looking Only at the NPS Score and Failing to Leverage Supplementary Questions

The standard NPS question—”How likely are you to recommend our company to a friend or colleague?”—may not always be enough, especially for B2B customers who are less likely to make referrals due to industry competition. In such cases, the core NPS question can be followed up with open-ended questions and driver questions to understand the “why” behind the score.

To design effective survey questions, it’s important to take into account the background of the target respondent. For instance, a business with long-term contracts might benefit more from asking supplementary questions about overall satisfaction or ease of doing business. Similarly, companies in niche or highly regulated industries may find it more valuable to ask about how well their product meets specific business needs.

This approach ensures that surveys can extract more actionable insights and that the feedback aligns with the business’s unique challenges and goals.

Mistake #5: Ignoring Open-Ended Feedback

Even after asking all the supplementary questions, including the open-ended ones, many businesses still tend to focus solely on their NPS score. By overlooking the qualitative feedback that accompanies their NPS surveys, these businesses miss the valuable insights that often come from understanding why customers give a particular score.

Open-ended feedback helps businesses uncover specific pain points and areas for improvement. Instead of treating NPS as just a number, companies should analyse verbatim responses and look for recurring themes that indicate where action is needed. An AI-assisted Voice of Customer (VoC) solution can be used to analyse the unstructured feedback and collect insights that effectively and smartly distill the collective sentiments of the respondents.

Mistake #6: Conducting Surveys Too Frequently or Too Infrequently

The frequency of NPS surveys matters, particularly to respondents. Over-surveying can lead to survey fatigue and lower response rates, while conducting surveys infrequently can result in a failure to capture real-time sentiment.

To balance this, businesses should blend annual relationship surveys with periodic pulse checks at key customer journey points. For example, a customer experience management platform continuously collects feedback (not just quarterly), so that businesses can track trends over time and reduce the risk of skewed results from timing. This “always-on” method ensures a steady stream of honest feedback, helping businesses spot patterns, address issues proactively, and avoid survey fatigue.

Mistake #7: Comparing NPS Across Different Industries without Context/Benchmarking

NPS scores vary significantly by industry, and comparing them without context can lead to unrealistic expectations. For instance, a score of 50 might be outstanding in a B2B setting but average in a consumer-facing business. Instead of relying on a universal benchmark, companies should assess their NPS relative to competitors in their industry to gain better, more meaningful insights.

Mistake #8: Not Closing the Feedback Loop

One of the biggest missteps is collecting NPS data without making changes based on the insights gathered. If customers see no improvement after providing feedback, they may become disengaged and less likely to participate in future surveys.

To close the feedback loop, businesses should go beyond simply collecting NPS results. They should make it a point to communicate the actions taken in response to the insights from their NPS surveys. Letting customers know how they will help them sort their problem and where applicable how their input has led to tangible improvements builds trust and enhances brand loyalty, plus it encourages them to offer feedback and participate more in surveys.

Mistake #9: Asking for NPS at the Wrong Touchpoints

Timing is crucial when conducting NPS surveys. For instance, asking too early may result in uninformed feedback, while asking too late risks losing relevance. Best practices suggest triggering surveys after key interactions, such as:

  • Completing a purchase
  • Receiving customer support
  • Trying a new feature

It’s also a good idea to look at studies that focus on when people are more likely to respond to surveys.  By choosing the right moments, businesses can ensure they capture the most accurate and actionable feedback from respondents.

Mistake #10: Not Segmenting NPS Responses by Customer Type

Treating all customers the same can dilute insights. High-value customers, new users, and long-term clients may have vastly different experiences, and segmenting responses allows businesses to tailor follow-ups accordingly. For example, a new customer’s low NPS score may indicate onboarding challenges, while a long-term customer’s score could reveal declining satisfaction over time. Understanding these distinctions enables more effective improvements.

Mistake #11: Relying Only on Email Surveys

Email surveys remain a common method for collecting NPS responses, but this doesn’t mean businesses can ignore other communication channels that customers prefer to use to submit feedback. To improve customer participation and data accuracy, businesses should diversify their survey channels and complement their email survey forms by using:

  • SMS surveys for quick responses
  • In-app surveys for digital products
  • Bot surveys for e-commerce

Using multiple channels for soliciting responses ensures a more representative sample and enhances the reliability of NPS results.

Mistake #12: Letting NPS Become a Vanity Metric

Some companies treat NPS as a bragging point rather than a tool for improvement. While a high NPS can be a sign of strong customer loyalty, it is meaningless if it does not translate into action. Rather than focusing solely on the number, businesses should use NPS to identify trends, track progress, and refine customer experience strategies. A continuous improvement mindset ensures that NPS remains a valuable and actionable tool.

Maximise the Use of NPS Surveys By Using Them the Right Way

When done right, NPS surveys provide powerful insights into customer loyalty and brand perception. However, missteps in execution can lead to misleading data and missed opportunities for growth. By avoiding these 12 common mistakes, businesses can ensure their NPS surveys deliver meaningful, actionable insights that drive real improvements in customer experience. Instead of treating NPS as a standalone metric, companies should integrate it with other CX measures, act on feedback, and continuously refine their survey approach to keep pace with customer expectations.

How AI is Transforming Outbound Sales Software — And What That Means for Growing Teams

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StrategyDriven Marketing and Sales Article | How AI is Transforming Outbound Sales Software — And What That Means for Growing Teams

Outbound sales has long been the engine behind business growth. It’s direct, proactive, and when done right, incredibly effective. But it’s also resource-intensive — especially for smaller teams juggling multiple priorities.

Today, artificial intelligence is changing the game. Outbound sales software is getting smarter, faster, and more accessible. And that means businesses of all sizes can start reaching ideal customers without burning out their sales teams or draining their budgets.

In this article, we’ll explore how AI is reshaping outbound sales tools, what capabilities are now becoming standard, and how your team can use this shift to your advantage.

From Manual Prospecting to Intelligent Outreach

For years, outbound sales has been synonymous with cold calling and batch-and-blast emails. Success often came down to sheer volume and persistence. The more calls made and emails sent, the better the odds.

But the landscape has changed. Modern buyers are more selective. They expect relevance, personalization, and value from the very first touchpoint.

That’s where AI comes in.

AI-powered outbound tools now help sales teams:

  • Identify ideal buyers by analyzing behavior, technographics, and firmographic data.
  • Create personalized messages at scale based on job roles, industries, and intent signals.
  • Optimize timing by predicting the best days and hours to reach out.
  • Prioritize leads based on likelihood to convert, using predictive scoring models.

These capabilities allow sales reps to spend less time on manual research and more time having meaningful conversations with the right people.

Why AI is Making Outbound Sales More Accessible

One of the biggest shifts brought on by AI is accessibility. What once required a team of analysts, marketers, and sales ops can now be accomplished with streamlined software powered by machine learning.

Some trends driving this shift include:

  • Generative AI for content: Tools can now generate outreach emails that align with specific buyer personas, drastically reducing the time it takes to craft campaigns.
  • Natural language processing (NLP): AI can analyze previous conversations, CRM notes, and intent data to surface the most relevant talking points for outreach.
  • Workflow automation: From triggering follow-ups to syncing CRM updates, many tasks that used to slip through the cracks are now automated.

This is especially helpful for growing companies or lean sales teams that need to scale without immediately hiring more reps.

Still, Outbound Isn’t Effortless — Even with AI

While AI has removed many of the roadblocks, outbound sales remains a challenge. Software can support strategy, but it doesn’t replace the need for one.

For instance:

  • AI can write an email — but if your value proposition isn’t clear, even the best message will fall flat.
  • AI can prioritize leads — but it takes human judgment to understand context and timing.
  • AI can suggest messaging — but it still requires editing, testing, and refinement to match brand voice and buyer needs.

Many businesses also find themselves with a growing tech stack but lack the internal expertise to make the most of it. This often leads to underused tools, disjointed workflows, or inconsistent results.

Outbound as a Growth Lever — Not a Guessing Game

AI is turning outbound from a spray-and-pray tactic into a strategic growth channel. But strategy still matters.

Here’s how modern teams are using AI-powered outbound software to drive results:

1. Hyper-Personalized Prospecting

Instead of pulling a generic contact list, AI tools now segment prospects based on specific criteria — industry, job title, tech stack, revenue range, and even digital behavior. Sales reps can craft messaging that speaks directly to a buyer’s pain points or goals, dramatically improving open and response rates.

2. Real-Time Performance Optimization

Sales software now tracks which messaging, channels, and sequences are performing best — and adapts accordingly. Think A/B testing at scale, but with continuous learning built in. Reps no longer need to guess which approach works — the software shows them.

3. Multichannel Automation

Outbound is no longer just about emails and calls. AI enables seamless workflows across social, SMS, video messages, and more. Automation ensures no lead is left behind while keeping the outreach experience consistent and human-like.

Should You Build In-House or Get Help?

As outbound sales tools become more sophisticated, the question isn’t “should we try outbound?” — it’s “what’s the best way to make it work for our team?”

Here are a few considerations:

If you’re building in-house If you’re considering external help
You’ll need sales ops to manage tools and data Lead generation agencies already have toolkits and workflows built
Hiring and training reps takes time Partnering can get you to market faster
You’ll control every aspect of the process You’ll gain strategic guidance and execution support
Long-term, in-house teams build internal IP Short-term, outsourcing can de-risk early investments

There’s no one-size-fits-all approach. But what’s clear is that AI is lowering the barrier to entry for outbound while also raising the bar for strategy and execution.

Final Thoughts: Outbound is Evolving — And So Should Your Sales Playbook

Outbound sales isn’t dead — it’s getting smarter.

For teams that have avoided outbound due to complexity or cost, now’s the time to revisit it. AI tools have made it easier to get started, optimize campaigns, and connect with decision-makers in meaningful ways.

But smart tools still need smart people behind them.

Whether you’re building an internal outbound engine or partnering with experts, the key is to leverage AI as a support system — not a shortcut.

If you’re ready to explore what modern outbound looks like, start by assessing your team’s readiness, reviewing your current tech stack, and setting clear goals. With the right strategy and tools, outbound can become a powerful growth lever for your business.

10 Top Enterprise Risk Management Trends In 2025

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Organizations facing multifaceted challenges must navigate through technological disruptions, geopolitical tensions, climate crises, and workforce transformations simultaneously.

StrategyDriven Risk Management Article | 10 Top Enterprise Risk Management Trends in 2025

As we move further into 2025, enterprise risk management approaches are undergoing dramatic evolution to address this heightened complexity. The convergence of digital, environmental, and societal factors has created risk profiles that traditional approaches simply cannot handle effectively.

AI-Powered Predictive Risk Intelligence: The New Frontier

Artificial intelligence has transformed from a buzzword to an essential component of sophisticated risk management. Advanced machine learning algorithms now detect subtle patterns invisible to traditional methods, enabling organizations to anticipate problems before they materialize. These systems continuously analyze vast datasets spanning internal operations, market conditions, and external events to provide comprehensive risk visualization.

Risk management professionals now leverage cognitive tools that not only identify potential threats but also recommend mitigation strategies tailored to organizational context. What’s particularly notable is how AI has transformed from being viewed primarily as a risk itself to becoming a powerful risk management advantage.

Integrated Enterprise Risk Frameworks for the Digital Age

Breaking Down Traditional Risk Silos Through Unified Platforms

The days of department-specific risk management approaches are rapidly fading. Modern contract risk management software solutions now enable organizations to centralize risk data across traditional silos, creating unprecedented visibility across the enterprise. These platforms integrate financial, operational, compliance, and strategic risks into unified dashboards that provide leadership with a comprehensive understanding.

Dynamic Risk Governance Models Enabling Agile Responses

Risk governance structures themselves have evolved significantly to accommodate new risk categories and greater decision velocity. These governance models incorporate diverse perspectives from across the organization while maintaining clarity about escalation paths when rapid action is needed. The most effective models balance formal oversight requirements with operational flexibility, enabling organizations to respond to emerging risks without bureaucratic delays.

Cybersecurity Risk Evolution: Beyond Traditional Defense

As cyber threats grow more advanced, traditional security measures are no longer sufficient to protect critical systems. Organizations must adapt to an evolving threat landscape where attackers leverage sophisticated techniques, including AI-driven attacks and quantum computing vulnerabilities. A proactive, multi-layered cybersecurity approach is essential to safeguarding sensitive data and maintaining operational resilience.

Advanced Persistent Threats and Quantum Computing Vulnerabilities

The cybersecurity landscape continues its rapid evolution, with sophisticated threat actors developing increasingly complex attack methods. Critical infrastructure and operational technology face particularly concerning vulnerabilities as digitization expands throughout industrial systems.

Traditional perimeter defenses no longer suffice in this environment. Organizations must prepare for quantum-computing threats by implementing post-quantum cryptography and developing fundamental resilience against attacks that may bypass conventional security measures.

Zero-Trust Security Models Becoming Standard Practice

The assumption that internal networks are inherently trustworthy has collapsed. Zero-trust security models—predicated on the principle that no user or system should be trusted by default—have seen adoption increase by 40% in 2023 among enterprises. These approaches require continuous verification of every user and system regardless of location, dramatically reducing the attack surface available to threat actors.

Forward-thinking organizations have integrated cybersecurity risk management into their broader enterprise frameworks, recognizing that digital threats can impact every aspect of operations. This holistic approach ensures cybersecurity considerations factor into strategic business decisions rather than being treated as purely technical matters.

Climate Risk Management: From Compliance to Strategic Advantage

Climate risk has rapidly evolved from a peripheral concern to a central strategic consideration. Seventy percent of corporations now conduct climate scenario analyses as part of their strategic risk assessments, examining both physical risks (extreme weather, resource availability) and transition risks (policy changes, market shifts).

Organizations integrate sophisticated climate data with business continuity planning to develop robust responses to multiple potential scenarios. These analyses increasingly inform capital allocation, site selection, and long-term strategic planning—moving well beyond mere regulatory compliance.

Rather than viewing these requirements as compliance burdens, leading organizations recognize opportunities to gain strategic advantage through transparent, sophisticated climate risk management. By proactively addressing these challenges, they strengthen stakeholder confidence while protecting operational resilience.

Supply Chain Risk Resilience Through Digital Transformation

Blockchain and digital twins are transforming supply chain visibility, addressing vulnerabilities that have become increasingly apparent in recent years. In response, 62% of supply chain executives have implemented blockchain technology to enhance transparency and traceability across multi-tier supplier networks, allowing them to identify potential disruptions before they escalate. 

Digital twins, which serve as virtual replicas of physical supply chain components, enable real-time monitoring and advanced scenario planning. When integrated with contract risk management software, these technologies provide comprehensive supplier oversight and early warning capabilities, helping organizations mitigate risks proactively.

Geographical diversification has also emerged as a key strategy for strengthening supply chain resilience. This shift underscores a growing recognition that supply chain efficiency must be balanced with resilience. Organizations are now adopting sophisticated network design approaches that optimize cost, speed, and reliability, moving away from pre-pandemic supply chain strategies that primarily prioritize cost minimization.

FAQs

How can AI improve enterprise risk management in 2025?

AI enhances risk management by detecting hidden patterns, predicting potential threats, and recommending mitigation strategies through advanced machine learning and real-time data analysis.

Why is zero-trust security essential for modern cybersecurity risk management?

Zero-trust security eliminates implicit trust, requiring continuous verification of all users and systems to prevent unauthorized access and reduce the attack surface for cyber threats.

How do blockchain and digital twins enhance supply chain risk resilience?

Blockchain improves transparency and traceability, while digital twins provide real-time monitoring and scenario planning, helping organizations anticipate disruptions and optimize supply chain operations.

Conclusion

As enterprise risk management continues its transformation, organizations must think differently about their approaches. The convergence of technological capabilities, regulatory expectations, and stakeholder demands creates both challenges and opportunities. 

Leaders who successfully navigate this landscape will build organizations capable of not merely surviving disruption but thriving through it. By embracing predictive intelligence, integrated frameworks, and sophisticated governance models, forward-thinking companies will convert risk management from a compliance necessity to a strategic advantage. 

In a world of escalating complexity, this capability may ultimately represent the difference between organizational resilience and vulnerability in the face of unprecedented change.

Strategies To Reduce Risk In 2025

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StrategyDriven Risk Management Article | Strategies To Reduce Risk In 2025

With increased tariffs, interest rates rising, high levels of inflation, and low consumer confidence, it would be very easy for a business owner to panic in 2025. This is one of the most challenging economic periods to operate in for a long while, and many businesses are finding it hard to stay afloat. This is why it is so important for business owners to be strategic and identify ways to reduce risk in the current climate. There are a few strategies that you can employ that will help reduce risk, which should help your business navigate this period and come out the other side while also providing peace of mind.

Hire an Excel Consultant

One of the smartest strategies in 2025 is to hire an Excel consultant. They will be able to provide expert assistance with complicated business models, financial models, and other types of spreadsheet models. You can have tailor-made Excel-based financial or business models made that can help improve decision-making in key areas, including budgeting, forecasting, strategic planning, and much more. A well-designed spreadsheet model will advise you on how to pivot your business and reallocate resources as circumstances change, certainly invaluable in these turbulent times.

Ensure Adequate Insurance Coverage

During uncertain times like these, you do not want to run the risk of inadequate insurance. You need to consider the risks that your business faces and ensure that you have compressive insurance that will provide financial protection and peace of mind. It will depend on your type of business, but a few types of business insurance to consider include:

  • Public liability
  • Professional indemnity
  • Employers’ liability
  • Product liability
  • Business interruption
  • Cyber
  • Property and contents

Scenario Planning

With so much economic turbulence in the last few years, it is very hard to predict what the coming months and years will look like. This is why it is intelligent to engage in scenario planning so that you can plan for different outcomes, which can help mitigate the impact of different potential scenarios, such as supply chain disruption or entering a recession.

Strengthen Supply Chain

Global supply chains have been disrupted since the COVID-19 pandemic, but this will only become more prevalent with the introduction of new tariffs, increased geopolitical tensions, and continued high levels of inflation. Therefore, one of the best ways to reduce risk right now is to strengthen your supply chain. This can be achieved by diversifying your suppliers (including finding local suppliers), using just-in-case inventory systems, and embracing AI tools to predict future disruptions.

Diversify Revenue Streams

Not having all of your eggs in one basket is smart during market downturns. Therefore, you should look to diversify your product/service range so that you are not reliant on a single product or market. This allows you to spread the risk and could even help you tap into new markets and thrive during challenging economic periods. While times like these can be tough, they can often create new opportunities to take advantage of.

Every business owner needs to be smart and find ways to reduce risk in the current climate. While there is a lot to be concerned about in 2025, the above are all effective strategies that can reduce risk and help your business navigate these choppy waters.

5 Unique Ways to Win Over Your Competitor’s Customers

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StrategyDriven Marketing and Sales Article | 5 Unique Ways to Win Over Your Competitor's Customers

In today’s busy marketplace, attracting customers from rival businesses can make or break your success. However, it is something that requires creativity and strategic thinking.

Winning over their supporters involves more than just offering lower prices. It’s about providing value, building relationships, and creating a memorable experience.

In this article, we will discuss five unique strategies to help you capture the attention of your competitor’s customers. Let’s begin!

Improve Delivery Options

In an era where convenience is paramount, enhancing your delivery options can significantly sway customers from your competitors. Offering same-day shipping, such as that available with Florida Couriers, and other unique delivery services can easily set your business apart from others.

Customers appreciate the flexibility of choosing how and when they receive their orders. By providing faster options, especially for local deliveries, you can attract individuals who value quick access to their purchases. You could also consider offering options like in-store pickup or delivery scheduling to cater to preferences further.

Offer Exceptional Customer Service

While you may already know the importance of customer service, taking it to the next level is an essential way to stand out in a crowded market. Ensure your team is trained to handle inquiries, complaints, and feedback promptly and effectively.

You should also consider implementing a multi-channel support system, including live chat, social media, and email to make it easy for customers to reach you. Going above and beyond to solve issues and provide assistance can turn dissatisfied buyers from your competitors into loyal patrons of your brand.

Leverage Social Proof and Testimonials

Social proof is a powerful tool in influencing consumer behavior. Prospective customers are more likely to trust a brand that has positive reviews and testimonials from other satisfied people.

Encourage your existing customers to share their experiences and provide testimonials that highlight your product or service’s unique benefits. You can showcase these on your website and social media platforms. This not only builds credibility but also establishes trust among those who may be considering switching already.

Create Engaging Content

Content marketing is an invaluable strategy for attracting customers from competitors. By creating engaging, informative, and entertaining content, you can position your brand as an authority in your industry.

Develop blog posts, videos, podcasts, and infographics that address common pain points and provide solutions. Share this content on your platforms to increase your visibility and drive traffic. When potential customers see that you offer valuable insights and knowledge they may be more inclined to consider your products over your competitors.

Host Unique Events or Experiences

Lastly, hosting unique events or experiences can create buzz and attract a wide range of customers. Consider organizing workshops, webinars, or community events that allow people to engage with your brand in a meaningful way.

These events provide an opportunity to showcase your products and services, build relationships, and foster a sense of community. By offering experiences that competitors do not, you can develop a memorable impression that encourages individuals to switch allegiance.

Final Words

As you can see from the above, winning over your competitor’s customers requires a blend of several unique strategies and solutions. By implementing the above, you can foster trust, build relationships, and ultimately attract people looking for more than just a transactional experience.