Student wellbeing: insight6 launches digital guide.

Student wellbeing

FE News interviewed insight6 Founder and CEO Jonathan Winchester on the pressing issue of student wellbeing in higher education. The article delves into the complexities of mental health challenges and the launch of our digital guide to improve the student experience and support retention. Explore the full interview and insights here >>>

Prioritising the student experience is paramount for colleges and universities seeking to foster a culture of learning and success. Yet, understanding students’ sentiments throughout their educational journey can pose challenges. Our comprehensive Digital Guide, “The Student Experience,” offers practical advice and tips to help institutions attract and retain top candidates while delivering positive experiences.

– Jonathan Winchester, insight6 Founder and CEO

Student wellbeing: cause for concern

By prioritising the student experience, institutions can attract and retain a diverse student population, bolster academic success, and improve long-term financial prospects. Yet, the education sector faces considerable challenges in addressing student wellbeing.

Data from NHS Digital paints a troubling picture: 1 in 4 young people aged 17 to 19 now likely have a mental health disorder. Additionally, a recent study found that 63% of students face overwhelming anxiety, with 41% experiencing depression to the point of impaired functioning.

Student wellbeing issues

Our guide is titled “Empowering Student Wellbeing and Retention,” It equips educational institutions with essential insights and tools to foster a positive and supportive environment for students throughout their academic journey, from enrolment to graduation.

At insight6, we specialise in empowering educational institutions to deliver impactful student experiences and drive institutional growth. With bespoke feedback tools, trained researchers, and tailored solutions, we’ve earned a reputation as the partner of choice for forward-thinking educational institutions. Let us help you shape your institution’s and its students’ brighter future. Download your copy of our digital guide here >>>

Tech Trends Shaping CX

Person holding a phone experience VR in CX.

Welcome to our exploration of tech trends shaping CX or the customer experience in 2024! In an innovative world, we explore how customer interactions are changing. Join us as we navigate the fusion of technology and tradition, redefining standout customer experiences in this tech-savvy age.

Table of contents:

How are tech trends shaping CX?

The customer experience (CX) is undergoing a profound transformation. The integration of generative AI in marketing technology, as highlighted on, is a game-changer. Evolving technology enables businesses to achieve unprecedented personalisation, tailoring interactions to individual preferences and behaviours.

Our look at CX Trends 2024 emphasises the importance of staying ahead and examines predictions for creating exceptional customer experiences in the future. Let’s explore CX’s top tech trends to understand how companies adapt to the digital era’s demands.

What are the top tech trends shaping CX?

#1 Hyper-personalisation

Hyper-personalisation with AI and data analytics will be critical in shaping the customer experience (CX). From individualised marketing to custom product recommendations, businesses not embracing this trend will fall behind. Discover how hyper-personalisation will take centre stage in delivering memorable experiences here.

🛍️ Example: The LEGO Store personalised mosaic maker experience represents the pinnacle of hyper-personalisation, turning every visit into an exclusive adventure. You can witness the captivating journey through Bricklover Brad's YouTube video.

#2 Artificial Intelligence

Artificial Intelligence (AI) goes beyond routine enquiries, predicting needs for proactive real-time assistance. We expect to see more advanced use of chatbots, voice assistants, and predictive analytics as a tech trend shaping customer experience (CX). Learn more about how the integration of AI is set to enhance CX here.

🤖 Example: The e-commerce giant, Amazon, is a prime example of of using innovative AI. As well as its digital voice assistant Alexa, Amazon uses predictive analytics to recommend and ship items to customers before they even consider making a purchase.

#3 Augmented and Virtual Reality

Computer World anticipates a significant year for Augmented and Virtual Reality (AR/VR) in 2024, with an influx of new devices entering the market poised to boost these technologies. However, widespread adoption may still face some delays.

From virtual product try-ons to immersive shopping experiences, AR and VR are tech trends shaping customer experience at a new level. It will be integral to delivering the next-level interactions that consumers demand. Read more on this trend here.

📱 Example: Apple aims to revolutionise the consumer electronics landscape with the groundbreaking Apple Vision Pro, featuring an unparalleled AR/VR interface that redefines connection, creation, and exploration.

How can I leverage CX methods to support these emerging tech trends?

Customer Journey Mapping

Navigating the intricacies of customer experience must begin with Customer Journey Mapping. Critically, it unlocks invaluable insights into online and offline touchpoints that shape the overall customer experience. However, while many businesses believe they provide a stellar customer experience, only a few of their customers feel the same.

  • Online and Offline Journey Touchpoints

In the digital age, the customer journey extends across various online and offline touchpoints, each playing a pivotal role in shaping perceptions. Identifying these touchpoints is crucial for understanding customer interactions and enhancing their journey.

  • Importance of Identifying Critical Moments

Positive touchpoints build trust and enhance the overall journey, while negative touchpoints can lead to frustration and potential customer churn. Skillful management of these touchpoints is crucial for crafting a cohesive and memorable customer journey.

Mystery Shopping

Customer Experience Reviews, or Mystery Shopping, transcend sectors, proving indispensable for businesses in professional services, automotive, retail, leisure, hospitality, and beyond.

  • Identifying Opportunities

Mystery Shopping is a strategic tool for identifying untapped opportunities within your industry. Our tailored approach reveals specific touchpoints in the customer journey where improvements can enhance customer satisfaction and revenue.

  • Benchmarking Excellence

In an ever-evolving world, benchmarking is critical to staying ahead. Mystery Shopping allows businesses to benchmark their customer experiences against industry standards, fostering continuous improvement and competitive advantage.

  • Compliance with Regulations

A robust CX strategy is essential in handling the complexities of evolving regulations. Mystery Shopping, primarily through video assessments backed by detailed reports, emerges as a vital tool for measuring, monitoring, and ensuring compliance.

We support forward-thinking automotive dealerships like Arnold Clark, Listers, and Lookers embracing mystery shopping to meet Consumer Duty regulatory demands.

🔍 In the past 12 months, we executed 23,760 Mystery Shops for 541 UK brands, providing constructive feedback to 78,520 team members. 

Instant Online Feedback

The more feedback you receive, the more empowered you become in steering your business towards success. Our instant insight solution goes beyond self-service alternatives, allowing you to analyse feedback from customers and team members at a profound level.

  1. Deep Analysis for Informed Decisions

Our instant insight solution empowers you to delve deeper into feedback, gaining valuable insights to enhance the customer experience and boost profitability—Analyse feedback on various criteria over time and benchmark against competitors within your sector.

  1. Guidance from Local CX Specialist

Backed by the support of a local insight6 CX Specialist, our solution ensures you are asking the right questions at the right time. Significantly, we can help interpret the results and offer guidance on managing behaviours and implementing necessary changes within your team.

  1. Boosting Positive Reviews

Instant online feedback refines your operations and serves as a catalyst for generating positive customer reviews. We streamline the process, publishing these reviews directly to your platform of choice, enhancing your online reputation.

We invite you to get in touch for a no-obligation chat or to request a demo of our online feedback tool’ instant insight’.

Witness how instant insight can revolutionise your approach to customer feedback.

Conclusion: Tech Trends Shaping CX in 2024

Our exploration of CX trends in 2024 reveals a transformative landscape where technology and tradition converge to redefine customer experiences. From hyper-personalisation and AI integration to the immersive potential of AR/VR, businesses must embrace these trends to stay competitive. As the landscape evolves, we invite you to explore how our solutions can shape the future of your CX strategies. Reach out for a no-obligation chat or request a demo of ‘instant insight,’ experiencing firsthand the power of insights turned into actions.

Like what you have read? Sign up for the insight6 newsletter to keep up-to-date with everything you need to know to improve your customer experience.

Don’t miss the latest insights and strategies to enhance your customer experience. Sign up for the insight6 newsletter and stay ahead of the competition!

insight6 Surrey Acquired by Paul Matthews

insight6 Surrey

Customer experience specialist Paul Matthews is expanding his insight6 franchise by purchasing a neighbouring territory, Surrey.

Battle-based, Paul has been building insight6 in Sussex since 2015, turning it into a thriving
customer experience (CX) consultancy. Working with 70 local businesses, including high-
profile clients across the leisure, hospitality, retail and professional service industries, Paul
has increased turnover by 550%.

insight6 provides businesses with first-hand insights into the customer’s experience utilising
its world-class research tool instantinsight, mystery shopping programmes and customer
journey analysis.

“I am thrilled to be taking the next step in growing my business. Investing in a new region was a big step against the backdrop of uncertain economic times, however, the need for businesses to fully understand their customers has never been higher, and enquiries have already increased during the first month of 2024.”

– Paul Matthews, insight6 Sussex and Surrey

Paul bought his first insight6 franchise after experiencing the benefits as a client whilst
working in the leisure industry. Regarding his professional background and new franchise territory, Paul said:

insight6 Surrey: Paul Matthews

“I spent 19 years working in the leisure sector managing high-end health clubs, and monitoring and improving customer experience was always a key part of my roles. CX was always a top priority in my previous role, and I invested a lot in measuring and improving CX. Having been an insight6 client for many years, when the opportunity to buy the Sussex arm of the business arose, it was the ideal opportunity for me to go out on my own and help other businesses.”

Surrey is an established and profitable region for insight6. The previous owner, Jim
will retire after building up the business over the last 15 years. He said:

“Having joined the company in 2009, then known as ‘Shopper Anonymous’, I’ve built up a fantastic client base and become a trusted business partner over the years. Helping a business improve and achieve its goals is rewarding, and I’ve enjoyed every minute. Paul is a fantastic CX Specialist, and I know businesses across Surrey will be excited to work with him as I head off into retirement.”

Paul added: “I look forward to building new relationships across Surrey and forging strong partnerships that drive success for all involved.”

If your business needs to understand its customers better or improve the experience, you
can contact Paul Matthews directly at or 07710 394729.

CX Trends 2024: Top 6 Customer Experience Predictions

CX Trends 2024 - Augmented and Virtual Reality Experiences

Step into the future of Customer Experience (CX) Trends 2024! Businesses face a pivotal challenge: to elevate their customer experience strategies. Staying ahead requires proactive preparation. Join us as we explore six upcoming CX trends that are reshaping the landscape of how businesses interact with their customers.

Table of contents:

Top 6 CX Trends for 2024

#1 Hyper-personalisation becomes standard 

In 2024, hyper-personalisation will take centre stage. Companies are diving deep into customisation by leveraging the power of Artificial Intelligence (AI) and data analytics to offer highly tailored experiences. From personalised product recommendations to individualised marketing strategies, those who don’t will risk trailing behind those who have a better understanding of their brand through the customer’s eyes. To stay on top, employing customer journey mapping will be critical, allowing you to easily identify opportunities that enable you to provide exceptional customer experiences where it matters most. 

#2: AI integration as CX Trend in 2024

We believe Artificial Intelligence (AI) will be further utilised by businesses to seamlessly integrate into customer experiences. We expect to see more advanced use of chatbots, voice assistants, and predictive analytics. This means that AI won’t merely handle routine inquiries but will be able to predict customer needs, providing proactive assistance in real-time – without putting any extra burden on existing resources. We can see this most keenly in one of insight6’s long-time partners, Moneypenny, who’ve perfected the art of giving businesses large or small brilliant people superpowered by technology, to capture every opportunity and deliver outstanding service on your behalf.

#3: Ethical CX and privacy concerns 

With increased data collection and personalisation, ethical customer experience practices and data privacy will be put firmly in the spotlight. Companies will need to transparently communicate how they use customer data, ensuring processes align with evolving privacy regulations. Recent insights from the Institute of Customer Service’s recent Satisfaction Report show that more than half of the organisations in the UKCSI have received lower customer satisfaction than they did a year ago. Highlighting the growing importance of prioritising ethical practices when it comes to ensuring a satisfactory customer experience.  

#4: Virtual and Augmented Reality Transformations 

Forbes predicts that AR and VR will enhance customer experiences in 2024. They’ll also boost business visibility in competitive markets, leading to higher loyalty, engagement, and profits.

VR and AR technologies will find broader applications in enriching customer experiences in 2024, especially in e-commerce and remote services. From virtual product try-ons to immersive shopping experiences – and AR-powered customer support – these experiences will become integral to delivering the next-level interactions that consumers demand. Interactive product catalogues enabled by AR technology allow customers to see products within their environments, enabling them to understand more about size and fit. VR on the other hand places users in an entirely digital environment that completely shuts out the real world, revolutionising the way businesses engage with and interact with customers.

#5: Sustainability-driven experiences

Customer consciousness about sustainability is on the rise – and rightly so. In 2024, companies will need to match this energy and prioritise eco-friendly practices across products, services, and operations, making environmental responsibility a core element of the customer experience. According to Deloitte, a quarter of consumers are prepared to pay more for sustainability. This includes paying more for sustainable products and packaging and choosing for products from suppliers that respect human rights or commit to ethical working practices. This trend reflects a growing awareness and commitment to meeting customers’ expectations for sustainable and responsible business practices across the board. 

#6: Real-time feedback & instant resolution

The advancement of real-time feedback tools empowers customers to share instant reviews and suggestions. In response, companies must prioritise swift issue resolution, employing automated systems to address concerns promptly. Through insight6’s total feedback solution, instant insight, you gain actionable insights from both customers and employees. You can analyse real-time feedback, benchmark against competitors, and improve your offerings. By consistently measuring customer satisfaction and loyalty, businesses can foster ongoing improvement, adapting to evolving demands and driving sustained growth. 

Using instant insight will:  

âś“ Help you gain customer feedback.   

âś“ Allow you to gain employee feedback.   

âś“ Analyse/report on real-time feedback.   

âś“ Obtain actionable comments.   

âś“ Improve your products and services.  

âś“ Benchmark against your competitors.   

âś“ Increase positive online reviews. 

Discover the power of feedback with instant insight our total feedback solution.

Summary: CX Trends 2024

As we look ahead, these customer experience trends will redefine industry standards. Plus, they present lucrative opportunities to create memorable and meaningful interactions. Stay ahead of the curve, embrace innovation, and make 2024 a year of unparalleled customer experiences. Get in touch with insight6 today for a no-obligation chat. Or, reach out to request a demo and see how instant insight can transform your business.  

Interested to know more? Sign up for the insight6 newsletter and stay up-to-date with everything you need to know to improve your customer experience.  

WOW Moments in Customer Experiences

WOW moments - how to create them.

Creating ‘WOW’ moments will take your customer experience (CX) to the next level. In the fast-paced business world, exceptional customer experiences are not just a luxury – they’re essential. But what exactly are ‘WOW’ moments in customer experiences, and why should companies care about them? Here, we delve into ‘WOW’ moments and explore how you can elevate your customer interactions to leave a lasting impact.

Table of contents:

What defines a WOW moment in customer experience?

A ‘WOW’ moment is that extraordinary interaction that makes customers stop, smile, and remember. It’s when your service or product delivers above and beyond their expectations, creating a positive, memorable experience. Can you think about the moments you received exceptional service or encountered a product that exceeded your expectations? Those are ‘WOW’ moments. Let’s look at some examples:

Example #1 - Imagine walking into a local coffee shop, and the barista not only remembers your name but also knows your favourite coffee order. That personal touch is a 'WOW' moment that can turn a casual coffee drinker into a loyal, repeat customer. 
Example #2 - At an automotive dealership, a 'WOW' moment might involve a salesperson going the extra mile to explain the features of a car, arranging a customised test drive experience, or offering a complimentary first service. Such personalised attention can foster customer loyalty and referrals.
Example #3 - In the case of a law firm, a 'WOW' moment could be delivering a quicker resolution to a client's legal issue than expected or providing them with a comprehensive, plain-language guide to the legal process. Exceptional communication, empathy, and transparency can set the stage for lasting client relationships in the legal field.
In the e-commerce world, Amazon's one-click purchase option is a prime example of a 'WOW' moment. It streamlines the buying process to such an extent that customers often don't think twice before making a purchase.

Why are WOW moments important?

Simply put, these moments are more than just fleeting instances of happiness – they have tangible benefits for your business. ‘WOW’ moments can turn first-time customers into loyal advocates, boost your brand’s reputation, and drive revenue growth. Indeed, research has shown that customers who experience ‘WOW’ moments are more likely to recommend your business and return for more.

Positive experiences play a crucial role in customer satisfaction. Moreover, an astounding 90% of customers who are highly satisfied with a brand say they are highly likely to return to that brand to make more purchases (source: SMG research into CX metrics).

Furthermore, experiences have a direct impact on revenue. Brands that prioritise offering exceptional experiences to their customers witness a positive impact on their bottom line, with 84% of companies reporting increased revenue after improving their customer experiences. Additionally, customers are willing to pay a premium for these exceptional experiences, often contributing to an increase in revenue by upwards of 18% says PWC.

These statistics emphasise the concrete advantages of creating ‘WOW’ moments and underscore the importance of delivering exceptional customer experiences.

How can I identify opportunities to ‘WOW’?

Creating ‘WOW’ moments requires a proactive approach. Start by mapping your customer journey and analysing feedback from your clients. Identifying touchpoints and pain points can lead to opportunities for ‘WOW’ moments. Additionally, engaging and empowering your employees can help them deliver exceptional service consistently.

What strategies can I use to create WOW moments?

To create ‘WOW’ moments that leave a lasting impact, businesses should consider several strategies to prioritise customer satisfaction and exceptional experiences. Likewise, it’s essential to know how your customers or clients feel about your company, the products or services you provide, and the experience they receive if you’re looking to build loyalty and drive profitability. Let’s dive into some strategies to create ‘WOW’ moments.

1. Customer Experience Reviews (CX Reviews):

Often referred to as Mystery Shopping, CX Reviews are one of the best ways to test a company’s service through the eyes of its customers or clients. While Mystery Shopping is commonly associated with those in the retail, leisure, and hospitality sectors, it’s a valuable exercise for firms in any industry keen on enhancing their customer experiences. It enables you to see your business through your customers’ perspective and uncover areas for improvement.

2. Identifying Key Touch Points:

Every customer journey has critical touch points that significantly impact their experience. For example, poor customer service at a crucial touch point can easily throw away sales opportunities. In our market study – The Professional Services Client Journey Report – we discovered numerous areas where accountancy, financial service, property, and legal firms are losing potential revenue due to subpar customer experiences.

3. Effective Customer Experience Strategy:

Implementing a successful customer experience strategy is crucial. Managing and implementing feedback is a significant part of the process. Therefore, employing the right Customer Experience partner is imperative. The process must be carefully considered, ensuring that goals are set from the outset, and reviews and feedback are managed by a skilled team.

4. The Role of Technology:

Technology solutions can streamline processes, making the customer experience more seamless and convenient. Indeed, implementing an online feedback tool to regularly and consistently ask and act on feedback offers many benefits to your business. It makes the feedback process easier and more accessible to customers, increasing their willingness to participate and provide valuable insights.

These strategies are the foundation for building exceptional customer experiences and creating ‘WOW’ moments. They help you uncover areas for improvement and enhance the overall quality of service and products your business provides. As the saying goes, “You can’t manage what you can’t measure” and these strategies offer the tools and insights needed to manage and enhance your customer experience.

How can I transform the customer experience?

Transforming the customer experience isn’t a journey to embark on alone. Consequently, it requires expertise, strategy, and tools to turn insights into actionable improvements. To explore how you can make this transformation and learn more about the solutions available, visit our About insight6 page for comprehensive information on how we can assist you in enhancing your customer experiences.

How we can help you create WOW moments to transform your business

At insight6, we understand that feedback is data, not judgment. We are deeply committed to helping businesses create ‘WOW’ moments for their customers. Furthermore, our services are designed to provide you with the insights, strategies, and technology you need to unlock the full potential of your customer interactions.

From Customer Experience Reviews (CX Reviews) to advanced feedback programs, our local experts in the UK are ready to work with you to transform your business. Moreover, we believe that to build loyalty and drive profitability, it’s not enough to conduct one-off reviews.

Regular, consistent feedback and action are critical. Our online feedback tool makes it easy for your customers to share their insights, allowing you to gather in-depth information about how they feel about your services, products, and company.

WOW moments with insight6: Exploring what we do with our icx6 model.
– Our unique process for transforming your business with insight6

By partnering with insight6, you gain access to a wealth of experience, knowledge, and a deep commitment to elevating the customer experience. We’re here to help you implement effective strategies and make data-driven decisions that lead to increased customer loyalty and revenue growth.

Now that you understand ‘WOW’ moments and their importance, we invite you to get in touch for a no-obligation chat or to request a demo of our online feedback tool ‘instant insight’. Transform your customer experience with insight6 and see the results for yourself!

Like what you have read? Sign up for the insight6 newsletter to keep up-to-date with everything you need to know to improve your customer experience.

Don’t miss the latest insights and strategies to enhance your customer experience. Sign up for the insight6 newsletter and stay ahead of the competition!

Customer Loyalty vs. Satisfaction: What’s the Difference?

Customer loyalty - a customer giving feedback.

Welcome to the world of relationships, where two key players take the stage: loyalty and satisfaction. Often used interchangeably, these terms pack distinct punches. Think of loyalty as the rock-solid bond you build and satisfaction as the smile you put on your customers’ faces. Building customer loyalty is critical to business success. Why? So you can drive revenue, cost efficiencies, brand advocacy, and long-term growth. Here, we uncover the differences between the two, enabling you to make the most of their impact on your business. 

What is the difference between loyalty and satisfaction? 

Customer loyalty and satisfaction are crucial for businesses to do well. They contribute to the customer experience, adding different things to how customers feel. Satisfaction is about making customers happy with every interaction. Loyalty is more profound – it’s about the strong connection between customers and a brand. Customers stick with one brand because they trust and like how they feel about it: positive experiences, trust, and emotional engagement fuel loyalty. Satisfaction is more about feeling good right after an interaction.  

While a satisfied customer may be content in the moment, a loyal customer becomes a brand ambassador, repeatedly recommending and returning to the company. Therefore, understanding and enhancing loyalty and satisfaction are essential for businesses to forge strong relationships, drive revenue, and ensure sustained growth. 

Why is customer loyalty important for business success? 

Customer loyalty lies at the core of business success but is often overshadowed by the lure of gaining new customers. Yet, embracing customer retention is pivotal for growth, with statistics indicating that acquiring new customers can cost as much as five times more than satisfying and retaining current ones. 

Retention is the art of nurturing meaningful connections with existing clients that repeatedly keep them engaged – and loyal. More than an accessory, it’s a pivotal driver of business success. By nurturing loyal customers or clients, you solidify your bottom line and unleash many positive outcomes, from word-of-mouth advocacy to candid feedback that can be turned into actionable insights. 

How do you measure customer loyalty?

In pursuing business success, understanding and measuring loyalty is paramount. Customer feedback is a vital source of insights into these experiences, expectations, and pain points. Research shows that a staggering 84% of customer’s expectations are unmet, and 6% say they would cease doing business after just one bad experience. By actively addressing feedback, companies can establish trust and strengthen relationships, increasing loyalty, revenue, and differentiation from competitors.  

Businesses should leverage various touchpoints along the customer journey to effectively measure customer loyalty, employing tools like surveys, feedback forms, and experience reviews (Mystery Shopping). The insights gathered improve products and services and position businesses to stand out, ensuring long-term growth and success.  

When should I survey or gather feedback to measure customer loyalty?

To build customer loyalty, the timing of gathering feedback is critical. The ideal times to get essential insights are at key customer touchpoints. After buying something, getting support, or finishing a service, these moments give a chance to understand how customers feel. By smoothly asking for feedback during these times, businesses show they care about understanding and enhancing customer experiences immediately. 

Where can I get insights to measure and improve customer loyalty?

You can gather insights to measure and improve customer loyalty by focusing on critical touchpoints throughout their interactions with your business.  

At insight6, we partner with our clients to create and deliver customer experience (CX) strategies tailored to their needs. Whether it’s understanding your customer’s journey to improve the experience and operational efficiencies or training, mentoring and coaching teams to implement change and skill development, we can help you. We are one of the UK’s leading customer experience specialists and the only one to offer end-to-end solutions backed up by a team of local experts. 

Using our total feedback solution instant insight, you can seamlessly gain actionable insights from customers and employees. Our bespoke tool is cost-effective and quick to implement, allowing you to analyse real-time feedback, benchmark against competitors, and improve your offerings. You can drive continuous improvement and achieve business growth by consistently measuring customer satisfaction and loyalty. 

Using instant insight will:  

  • Help you gain customer feedback.  
  • Allow you to acquire employee feedback.  
  • Analyse/report on real-time feedback.  
  • Obtain actionable comments.  
  • Improve your products and services. 
  • Benchmark against your competitors.  
  • Increase positive online reviews. 


instant insight is your total feedback solution – book your demo today!

At insight6, we’re all about helping businesses build strong customer loyalty for real and lasting growth. Partner with us to understand and boost your customer experience (CX) – a game-changer for your business success. Don’t ignore unhappy customers’ impact on your profits! Let’s chat or book a demo of instant insight to see how quick insights can transform your business!