Before you can get on the same page as your customers, it’s important to get your internal teams speaking the same language. For Choice, this meant aligning all of our processes and KPIs to focus on delivering a frictionless experience for our customers and franchisees across platforms.

When all teams are working toward the same vision and with the same processes, they're freed to experiment and make informed decisions. That, in turn, shows trusts its people. If something doesn’t work, they iterate, reframe, and try again.