As we head towards 2023, it’s a time to reflect on the challenges and opportunities presented to businesses and business leaders in the new year.   It is no secret that the commercial environment is changing at an ever-increasing pace, but none more so than in the last three years. The move towards digital consumption has escalated tenfold, and the factors that feed into that make it an ever more competitive environment with less predictable consumer behaviours.   Customers are savvier than ever; they are not just informed by low prices but by brand values and a deep sense of wariness. For example, Gartner noted that 81% of customers turn off data tracking on their phone/apps and push notifications, while 75% use an ad blocker.   Gimmicks no longer sway customers; the emphasis, particularly for a business looking for longevity and cumulative growth, is customer experience built into everything from customer service to platform functionality and marketing messaging.