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Ask any consumer why they prefer and remain loyal to a particular brand or company and, not surprisingly, two primary reasons most often surface: Customers like companies that offer choices in products and services, so they can make acquisitions suited to their individual tastes and needs; additionally, customers are quick to remember their experience in dealing with a company, good or bad. Still, these responses don’t fully explain a consumer’s loyalty to one company over another—after all, many businesses offer a variety of choice, and all strive to provide superlative customer experience. What consumers usually don’t see (nor need to see) is how some businesses—the ones they prefer—apply technology to surpass others in solving for what is referred to as “business complexity.”