rtuneLeader
Eric Simmons CEO
Editors Insights
Welcome to The Fortune Leader magazine's
special feature, “The Most Admired Companies to Watch in 2024.” In this issue, we are proud to present the cover story featuring the success story of Asigra, shared by its CEO, Eric Simmons. Asigra, a pioneer in backup and recovery, has been a leader for 37 years, offering industry-leading data and ransomware protection. Eric Simmons highlights their latest platform, SaaSAssure, which provides comprehensive backup and recovery for SaaS applications, reinforcing their mission: "Recovery is Everything."
Founded by visionary David Farajun, Asigra began with the industry's first agentless enterprise cloud-based backup and recovery software. Today, Asigra’s innovative features like bi-directional malware scanning and SaaS protection continue to address modern cyber threats. With a partner-first approach, Asigra supports over 300 managed service providers globally and seeks to expand its partnerships with systems integrators and SaaS providers, offering significant growth opportunities.
Also included in this issue, titled "The Most Admired Companies to Watch in 2024," are the inspiring success stories of several remarkable companies and their leaders. Nadiya Albishchenko, the business owner of INAS EXIM LLC, showcases the growth and innovation driving her enterprise. Craig Jones, Managing Partner and Executive Director of Socius24, provides insights into his strategic leadership and the company’s achievements. Emily Rogers, Transition and Leadership Coach at The Leap to Lead, shares her expertise in guiding leaders through significant career transitions. Additionally, Dr. Clāra Ly-Le, Founder and Managing Director of ELoQ Communications, highlights her innovative strategies and the success of her communications firm. These stories exemplify the resilience, innovation, and strategic vision that define the most admired companies to watch in 2024
Asigra
a pioneer and thought leader in the backup and recovery industry
Eric Simmons CEO
Asigra
a pioneer and thought leader in the backup and recovery industry
The Most Admired Companies to Watch in 2024
Thebackupandrecoveryindustryisevolving rapidlytomeetthechallengesofincreasingdata volumes,sophisticatedcyberthreats,andthe needforregulatorycompliance.Innovationincloudbasedsolutions,automation,andAIaredrivingthe market,whilethedemandforsimplicityandefficiency remainsatoppriorityforbusinesses.Companiesthat stayaheadofthesetrendswillbebetterpositionedto protecttheirdataandensurebusinesscontinuityinan increasinglydigitalworld.
Asigrahasbeenapioneerandthoughtleaderinthe backupandrecoveryspaceforthepast37years,setting itselfapartwithindustry-leadingdataandransomware protectioncapabilities.“Buildingonourlonghistoryof innovation,wehavelaunchedourlatestbackupplatform, SaaSAssure,designedtoprovidecomprehensivebackup, recoveryandforavarietyofSaaSapplications.Our missionstatementis“RecoveryisEverything.”Ourcore valueis“inspiration,”saysEricSimmons,CEO,Asigra.
TheInceptionStory
Asigrawasfoundedmorethan37yearsagobyDavid Farajun,avisionarycomputerprogrammerwhocould notfindanadequatesolutiontobackupthecodehewas developing.Thatfrustrationinspiredhimnotonlyto buildaproductthatmethisneedsbutalsotocreatea companythatwouldevolvealongsidechangesin cybersecurity.Ultimately,thisledtotheindustry'sfirst agentlessenterprisecloud-basedbackupandrecovery softwarethatalsoaddressestoday'scyberthreats.
“Today,Davidcontinuestoguideourdirection,along withaleadershipteampackedwithindustryheavyhitters.Oursoftwarehasdevelopedtoincludefeatures likebi-directionalmalwarescanning,CDR,MPA,SaaS Protection,andValidationRestoretoverifytheintegrity ofbackups,andwearefrequentlyfirsttomarketwith newadvancesaproductofourperennialcommitmentto ouroriginalvisionoftechnologythatconstantlyiterates togetaheadofnewthreats.”
ConstantlyEvolvingtoProvideIndustry-leading Protection
HeadquarteredinToronto,Asigrahasexpandedto
includeawiderrangeoftoolsfordataprotectionthrough ourMSPandVARpartners.
Weareconstantlyandproactivelypursuingwaysto protectagainstransomwareattacksandotherthreatsto thebackupandrecoveryofservers,virtualmachines, endpointdevices,databases,andSaaS/IaaS-based applications.
ThroughourSecureBackupPlatformandother solutions,weprovideransomwareprotection,cloud SaaSbackup,compliancemanagement,andbusiness continuitysupportthatcanpreventcatastrophicbusiness impacts.
Thedifferentiatingfactor
“Weareanorganizationdrivenbyinspiration.Inevery interaction,weaskourselvesifweareapproaching initiativestoinspire.Thispowerfulmotivatorinfluences ourcolleaguesinboththeircontributionstoAsigraand intheirpersonallives. Italsopushesustoseek innovationsthatextendbeyondtechnologyand emphasizethevaluewedelivertoourpartnersand customers.Inspirationisnotalwayseasy,butitelevates ourunderstandingofwhattrulymattersbeyond technology,allowingustoconnectonadeeperlevel.”
Stayingaheadofthecompetition
WiththerapidadoptionofSaaSapplicationscreating today'sSaaS-poweredworkplace,itisimperativeto ensureacompany'sentireSaaSfootprintisprotected. MostSaaSprovidersfollowtheAmazonWebServices (AWS)SharedResponsibilityModel,whichstatesthat businessesareresponsiblefortheirdata.Businessesneed tounderstandthatSaaSprovidersdonotofferbackup andrecoveryservices,nordotheyguaranteedata protectiontheyfocusonapplicationavailabilityanddata redundancy.Thecrucialdifferenceisthatifabusiness's SaaSdataisdeletedorcompromisedthroughaccidental deletion,ransomware,orothercyber-attacks,thedatais oftennon-recoverable.Toaddressthisgap,Asigraoffers SaaSAssure,acloud-nativesolutiondesignedtoprovide backupandrecoveryservicesforhigh-value,businesscriticalSaaSapplications.
Adaptingtothechanging landscape
MostCIOsprioritizedataprotection andbusinessresiliencyastheirtop concerns.Inresponse,“wehave developedasolutiontosafeguardthe vastamountofcriticalbusinessdata residinginvulnerableSaaS applications.Ourplatformenables businessestoachievefullprotection ofsensitivedatageneratedandstored inamultitudeofcloudsinunder10 minutes.”
Strategiesforthefuturechallenge
Asigraisamongthefeworganizationsthathave developedamulti-tenantplatformdesignedwitha partner-firstapproach.“Wecurrentlysupportover300 managedserviceprovidersgloballyandarecommittedto expandingourpartnercommunity.Ourfocusalso includessystemsintegratorswhoimplementand customizeSaaSapplicationsforcompanies,aswellas strategicpartnershipswithSaaSprovidersandother entitiesnotcurrentlytargetedbyourcompetitors, offeringsignificantgrowthopportunities.”
Theinitialchallenge
“Thekeychallengeisleveragingourtimeandresources toeffectivelyremainaheadofthecompetitioninthis marketasthelargestplayersinthebusinessbeginto extendtheirofferings.Wewillcontinuetodifferentiate throughourfocusoninspirationandbringthatlevelof valueandattentiontowhatmattersmosttothe customersweserve.Knowingthatabackupadmincan sometimestakethreeweekstoremediateabackup failuresimplybecausetheychangedthebackuplocation byaccidentandbothproactivelyaddressingthisand offeringautomatedorimmediateremediationisa massivetimesaverandriskeliminator Wealsocontinue toexpandourstrategicpartnershipstofurther differentiatefaster Asanexample,partneringwithan organizationthathasasolutiontoidentifyalltheSaaS appswithinabusiness.Thishelpstoprioritizetheir backupneedsandbudget.Lastly,ouruniqueintegration ofbackupwithcybersecurityprotectioncontinuesto evolvealongsidethethreatlandscape.”
Productsandservicesinfluencingtheglobalscale
“Weserveaglobalmarkettodayandonecriticalelement wefocusonisworkingwithanalystsandindustry influencerstohelpeducatethemarketontheimportance ofprotectingtheirSaaSdatawith3rdpartysolutions.A secondkeymessageistohaveSaaSprovidersextend theirAPIstomakeitpossibleandeasiertobackupand restoreallthedatastoredwithintheirapplications.Many donotdothiseffectivelytodayandiftheyrequirethe endcustomertoberesponsibleforthedata,theyneedto enablethemtoprotectallofiteffectively.”
Internationalstoriessuccess&partnership
“WearepartneringwithAuvikwhichisacloud-based networkmonitoringtoolthatofferstheabilityto discover,monitor,manageandsecureSaaStoeliminate shadowIT Addingbackupandrecoveryisaperfect complementtothisofferingandvice-versa.Othersarein variousstagesofcompletion.”
AwardsandRecognition
“Throughoutourhistory,Asigra'stechnological innovationhasbeenmotivatedbyourexperienceswith customers.Themostimpactfulhavebeenthestorieswe haveheardfromthosewhocometouswhentheirformer backupsolutioncouldnotrestoreacleancopyoftheir data.Thoseexperiences,plusourdrivetoanticipateand protectagainstnewthreats,haveledtouniquesecurity technologythatfarsurpassesourcompetitors'security strategies.Andwhileourcustomers'andpartners' feedbackistheonlyvalidationweneed,itdoesnothurt thatweareconsistentlyrecognizedasanindustryleadingplatform,”addedSimmons.
Thefutureroadmap
Thecompanyisevolvingintoacomprehensivedata protectionandanalysisplatform,harnessingthepower ofAIandmachinelearningforkeyusecases.“Initially, wewillpredict,remediate,andeventuallyeliminate backupandrecoveryerrors,oftencausedbyhuman error AnothercriticalusecasefortheinjectionofAI andMLinvolvesidentifyingransomwareandother cyber-attacks.Additionally,wewillfocusheavilyon advanceddataanalytics,enablingorganizationstoderive valuableinsightsfromaggregatedbackupdata.This approachissimplerandmorecost-effectivethanmoving everythingintoadatalake.Furthermore,wewill implementouruniquebi-directionalantimalwareand ContentDisarmandReconstruction(CDR)technologies toenhanceprotectionagainstransomwareattacks,” concludedEricSimmons.
INAS ExIm LLC
Redefing Industry Standards for a Sustainable Global Food Landscape
Theimport-exportmarketisadynamicandcomplex
environmentinfluencedbyvariousfactorssuchas globaleconomicconditions,tradeagreements, technologicaladvancements,andgeopoliticalevents. INTERNATIONALNETWORKFORACHIEVABLE SOLUTIONSEXPORT-IMPORT(INASExImLLC)has itsprimaryfocusonaneasy,profitable,andsustainable businessmodelininternationaltrade.
Establishedin2015,INASExImLLCswiftlyemergedasa prominentplayerintheglobalmarketwithamissionto nurtureenduringpartnershipsinthefoodindustry.Basedin thedynamicglobalhuboftheUnitedArabEmirates,weare committedtocultivatinglastingrelationshipswithinthe globalfoodindustry.
“Ourcomprehensiveservicesincludeprivatelabel solutions,brandstrategy,productinnovation,andsupport forbulkcommoditytrade.Weprioritizereliability,quality, andtrustinourglobalsupplies,emphasizingthe intertwiningofqualityandsustainability.Alignedwith SustainableDevelopmentGoals(SDGs),ourstrategy emphasizesmakingapositiveimpactontheworldthrough corporateresponsibilityandadherencetoSDGs,”says NadiyaAlbishchenko,BusinessOwner
Thedifferentiatingfactor
“INASExImLLCstandsoutintheindustrywithitsunique focusonanEasy,Profitable,andSustainablebusiness modelininternationaltrade.Ourcommitmenttoproviding achievablesolutionssetsusapart,ensuringthatourclients experiencestreamlinedprocesses,profitableoutcomes,and environmentallysustainablepractices.Withaprimary emphasisonmakinginternationaltradeaccessible, lucrative,andeco-friendly,weredefineindustrystandards andcreatevalueforourpartnersworldwide,”added Nadiya.
“Ourprimarychallengeliesinrecoveringfromthe aftermathoftheRusso-Ukrainianwar,butweareproactive inourapproach.Withablendofresilience,innovation,and Beatingtheodds
adashofdetermination,wearetacklingthesechallenges head-on,pavingthewayforabrighterfuture.”
Influenceontheglobalmarket
“Atourcompany,weenvisionourproductsandservicesas catalystsforglobalindustrytransformation.Withour innovativeapproachandcommitmenttoexcellence,weare notjustchangingthegame—wearerewritingtherules.By consistentlydeliveringthelatestmarkettrendsolutionsthat exceedexpectations,wearesettinganewstandardof excellencethatresonatesonaglobalscale.Ourgoalisnot justtoinfluencetheindustry;itistoredefineit.Through groundbreakingtechnologies,unparalleledquality,anda relentlesspursuitofcustomersatisfaction,wearepaving thewayforabrighter,moreinnovativefutureforour industryworldwide.”
Meeting
thecontemporarychallenges
“Wehavebeenalwayslookingforanewpartnership, especiallyinthewildridethatis2024.Ourcompanyhas beenlikeapickleinbrine—adaptableandalwaysinsearch ofnewjarstojumpinto!Wearecurrentlydippingour metaphoricalcucumbersintothepicklebusiness,expanding beyondourbreadandbutter AftersomeserioustastetestingintheUAEandJordan(becausewhodoesnotlovea goodpickletest?),wearecookingupsomeexcitingnew flavorslikehamburgerchips,sweetcorn,andjalapenos.By theendofthisrollercoasteryear,wewillhaveawhole pantryfullofpickledelightsreadytotickleyourtastebuds. Keepaneyeonourcatalogueforthelatestupdatesyou neverknowwhattastysurpriseswewillpicklenext.”
Theleaderbehindthecurtain
“Well,letmetellyou,itisallaboutcreatingthatspecial somethingweliketocall"Synergy."Yousee,inmybook "Synergy:ASynopsisofanEliteBusinessPartnership,"I dishoutsomepracticaladviceonhowtogetyourteam firingonallcylindersandhittingthosecompanygoals. Fromcelebratingthelittlevictorieslikefindingthatmissing staplertobuildingateamthatworkstogetherlikeawelloiledmachine,"Synergy"isallaboutmakingworkfun whilestillgettingthejobdone.So,ifyouwanttolearnhow
toinspireandmotivateyour employees,grabacopyof Synergy.”
Thesuccessstory
“Yes,wehadtheopportunityto collaboratewithoneofIndia's foremostpickle-manufacturing companieslastyear Theyhada thrivingbusinessofsupplyinga varietyofpicklestoesteemed clientssuchasWalmart,Aldi,Lidl, andTescoundertheirprivatelabel, bothintheUSAandEuropean markets.
Identifyingtheiruntappedpotential intheMiddleEast,weworkedouta strategicpartnershiptoextendtheir presenceintothisregion,aswellas Africa.Sinceourcollaboration began,wehavesuccessfully initiatedsupplychainstokey marketsincludingtheUAE, Tanzania,Jordan,andBahrain. Additionally,wearecurrentlyin discussionswithotherpivotal regionssuchasSaudiArabia, Oman,andQatartocommence supplies.Ourextensivenetworkand dedicationtoqualityandreliability haveplayedapivotalroleinour rapidmarketpenetration.
Theexceptionalspeedandsuccess ofourendeavorshaveexceeded expectations,leavingourpartners delighted,satisfied,andecstaticto continueourcollaborativejourney intheregion.”
TheFutureRoadmap
“Ourfutureroadmapislikea surpriseboxofchocolatesyounever knowwhatyouaregonnaget!From animalfeedtohigh-techwonders, wearechartingacoursethatisas unpredictableasitisexciting.So, buckleup,becausethejourney aheadpromisestobeawildand deliciousride,”concludedNadiya.
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Nadiya Albishchenko Business owner
Customer Loyalty
Strategies Used by the Most Admired Companies to Win and Keep Customers
Customerloyaltyiscrucialfor thesuccessand sustainabilityofabusiness. Itencompassestheongoing relationshipbetweenacompanyand itscustomers,wherecustomers consistentlychoosethesame company'sproductsorservicesover competitors.Herearekeyreasons whycustomerloyaltyisessential:
IncreasedRevenueand Profitability
RepeatBusiness:Loyalcustomers aremorelikelytomakerepeat purchases,leadingtoasteadystream ofrevenue.AccordingtoBain& Company,increasingcustomer retentionratesby5%canincrease profitsby25%to95%
CostEfficiency
LowerAcquisitionCosts:Acquiring newcustomersisgenerallymore expensivethanretainingexisting ones.MarketingMetricsstatesthat theprobabilityofsellingtoan existingcustomeris60-70%,while theprobabilityofsellingtoanew prospectis5-20%.
BrandAdvocacyandReferrals
Word-of-mouthMarketing:Loyal
customersaremorelikelyto recommendabrandtoothers.This word-of-mouthmarketingishighly valuableasitistrustedmoreby potentialcustomerscomparedto traditionaladvertising.
CompetitiveAdvantage
BrandDifferentiation:Strong customerloyaltycandifferentiatea brandfromitscompetitors.Loyal customersarelesslikelytobe swayedbycompetitors'promotions orpricechanges
CustomerFeedbackandInsights
ProductandServiceImprovement: Loyalcustomersoftenprovide valuablefeedbackthatcanbeusedto improveproductsandservices.This engagementhelpsinunderstanding customerneedsandpreferences better.
EmotionalConnectionandTrust
EmotionalBond:Loyalcustomers oftendevelopanemotional connectionwiththebrand,which goesbeyondtransactional relationships.Thisbondmakesthem moreforgivingofoccasionalservice failuresandmoresupportiveduring crises
Strategiestoretaincustomers
Towinandkeepcustomers,themost admiredcompaniesemployavariety ofstrategiesthatfocusonenhancing customerloyalty.Thesestrategies includepersonalizedexperiences, robustloyaltyprograms,exceptional customerservice,community building,andleveragingtechnology forseamlessinteractions.Here'sa closerlookattheseapproaches:
PersonalizedExperiences
Data-DrivenPersonalization: CompanieslikeAmazonandNetflix usebigdataandmachinelearning algorithmstoanalysescustomer preferencesandbehaviors,offering personalizedrecommendationsand contentthatalignwithindividual tastes
TailoredCommunication:Businesses sendpersonalizedemailsand messagesbasedoncustomer interactionsandpurchasehistory, ensuringthatthecontentisrelevant andengaging
RobustLoyaltyPrograms
RewardSystems:Starbucks' RewardsprogramandSephora's BeautyInsiderprogramareprime examplesofloyaltyprogramsthat offerpointsforpurchases,whichcan beredeemedforproductsorservices. Theseprogramsoftenincludetiered benefits,encouragingmorespending tounlockhigherrewards.
ExclusiveOffersandEarlyAccess: Providingloyalcustomerswith exclusiveoffers,earlyaccesstonew products,andspecialeventshelp fosterasenseofprivilegeand belonging.
ExceptionalCustomerService
ProactiveSupport:Leading companieslikeAppleandZapposare renownedfortheirproactive customerservice.Thisincludes anticipatingcustomerneeds, resolvingissuesbeforetheyescalate, andprovidingconsistentsupport acrossallchannels
EmpoweredStaff:Empowering customer-facingemployeestomake decisionsandgotheextramilefor customersenhancessatisfactionand loyalty.Forinstance,Ritz-Carlton allowsitsemployeesadiscretionary budgettoresolvecustomerissues immediatelyanddelightcustomers.
CommunityBuilding
EngagingCommunities:Companies likeLEGOandPelotoncreatestrong communitiesaroundtheirbrands. Thesecommunitiesengage customersthroughforums,social media,andevents,fosteringasense ofbelongingandloyalty.
CustomerFeedbackand Involvement:Activelyseeking customerfeedbackandinvolving theminproductdevelopment processeshelpsinbuildingaloyal customerbase.Forexample,Tesla frequentlyincorporatescustomer feedbackintoitsproductupdates.
LeveragingTechnology
SeamlessOmnichannelExperiences: BrandslikeNikeandDisneyprovide seamlessexperiencesacrossonline andofflinechannels.Thisincludes integratedshoppingexperiences, wherecustomerscanstarta transactiononlineandcompleteitinstorewithoutanydisruption.
MobileAppsandDigitalTools: Manycompaniesoffermobileapps
thatenhancecustomerconvenience andengagement.Forinstance,the Starbucksappnotonlyallowsfor easyorderingandpaymentbutalso integratestheloyaltyprogramand personalizedoffers
EmphasisonSustainabilityand Ethics
SustainablePractices:Companies likePatagoniaandUnilever emphasizetheircommitmentto sustainabilityandethicalpractices. Thisapproachnotonlyattracts customerswhovaluetheseprinciples butalsofosterslong-termloyaltyby aligningcompanyvalueswith customervalues.
TransparencyandCorporateSocial Responsibility(CSR):Transparent communicationaboutbusiness practicesandactiveparticipationin CSRinitiativesbuildtrustand loyaltyamongcustomers.For example,Ben&Jerry'sisknownfor itsoutspokenstanceonsocialissues andtransparentsourcingpractices.
Conclusion
Byfocusingonpersonalized experiences,robustloyaltyprograms, exceptionalcustomerservice, communitybuilding,andleveraging technology,themostadmired companiessuccessfullywinand retaincustomers.Thesestrategiesare notonlyaboutmeetingcustomer expectationsbutexceedingthem consistently,therebycreatinglasting loyaltyandadvocacy
Byintegratingthesestrategies, companiescancreatea comprehensiveapproachtocustomer loyaltythatdrivesrepeatbusiness andfostersstrong,long-term customerrelationships.
Socius24
Helping businesses to improve the implementa on and performance of Warehouse Management Systems
Thewarehousingmarketisestimatedtobevalued atUSD329.79billionin2021andisprojected toreachUSD562billionby2026ataCAGRof 11.25%.Warehousingisthefoundationoftheglobal logisticssector,withacrucialcontributiontoproduct storageandmanagement.
Socius24wasincorporatedin2013byCraigJonesand RayWilliams,whohadfor20yearspreviously,been deeplyinvolvedinthedevelopmentofabest-in-breed WarehouseManagementSystem(WMS)–Dispatcher WMS.Thecompanyisnowanaward-winningreseller ofthatsoftware–DispatcherWMS–andthepreferred salespartnerofthecompanythatcurrentlyownsitBlue Yonder
Socius24implementsDispatcherWMS(alongsideits own,complementarysoftware)allovertheworld,and usestheextensiveindustryknowledgeofitsemployees toensurecustomersachieveoptimalreturnsontheir investments.Socius24isknownforitsstraightforward, honest,andeffectivedeployment,training,andpostimplementationsupport.“Weareproblem-solvers.”
Thedifferentiatingfactor
Socius24employsmanyofthepeoplewhooriginally developedanddeployedthesoftwarethatthecompany nowimplements.Manyemployeeshaveworkedwiththe systemsincethe1990s.Ithashadmanyreincarnations overtheyears,duetoitseffectivenessandhasjustbeen updatedagainwithanewUI.
“Nooneknowsthesoftwarebetterthanwedo.Aswell asthis,allourprojectmanagersusedDispatcherWMS
extensivelyintheirpreviousjobs.Weofferaunique combinationoftechnicalandoperationalinsightintothis WMStoourcustomers,”saysCraigJones,Managing PartnerandExecutiveDirector,Socius24.
Theinitialchallenges
“Weworkwithinthesupplychainandwe'renotimmune toaworldwidetrendoftryingtominimizecostsand maximizeprofit.Thesoftwarewesellisabest-in-breed, highlyfunctionalsystemthatcan(anddoes)run anythingfromasmallfamilybusinesstomassive internationalcorporations.Becauseofthis,it's sometimesnotthecheapestoptionavailable.
Whenweloseouttolesseroptions,it'stypicallybecause businesseshavedecidedtoimplementashorter-term, lessscalablesolution.Andoften,it'sonethatthengoes ontochoketheirexpansionbecausetheproductthey choseisn'tscalableorfunctionalenoughtosupporttheir growthgoals.Itcanbefrustratingattimestowatch businessesgothroughthedisruptionandexpenseofa WMSimplementation,onlyforthemtohavetodothe wholethingagainafewyearslater,butwiththe additionalcostsbroughttobearbyhavingtoimplement therightsolution,secondtimearound.
Strategiestoremainaheadofthecompetition
“Havingworkedinthewarehousingandlogistics industryforsuchalongtime,Socius24hasbeenableto lookatwherethingswereheadedandthencreate additional,mobileappsthatcanbeboltedontoa traditionalWMStoexpanditsreach.
Additionally,whenSocius24wasoriginally incorporated,thepartnersdecidedtomakethecompany entirelyremoteaswehavenooffices.Theydidthisto supporttheirsustainabilitygoals(nocommute). However,theinfrastructurethatthiswayofworking neededwasalreadyinplacewhen2020camearound, andbecauseofit,thecompanywasabletoimplement fourprojectsremotelywhentheworldneededthe SupplyChainthemostandmanyotherprovidershadto shutoperationsdown,”addedCraigJones.
Adaptiontothecontemporarydemand
“Since2020,alothaschangedinthesupplychain industry,andSocius24hasevolvedtofacilitatethose changes.Warehousingbusinessesusedtoworkona'just intime'basis,meaningthattheykeptaslittlestockon handaspossible,tokeepdowncosts.Thingswouldbe deliveredandthenshippedoutasquicklyaspossible.
Withthesupplychaindisruptionbroughtaboutbythe pandemic(andthenthroughvariousotherinfluenceson theworldsupplychainsuchasthewarinUkraine,issues withmovingcontainershipsthroughtheSuezCanal etc.),this'justintime'methodologyhastransformedinto a'justincase'one.Thismeansthatbusinessesspread theirinventoryoveramuchlargerarea,oftenusing third-partylogistics(3PL)companiestokeepadditional stockonhandlocaltocustomers,incasethereare additionaldisruptions.
Post2020,Socius24anticipatedthismovementto decentralizedstorageanddevelopedtheirownWMSindependentanddatabase-agnostice-billingsoftware–somethingthatcanquicklyandeasilybedeployedfor 3PLstokeeptrackoftheircustomers'stock,”elaborated CraigJones.
Futurevision
“Thepartnersdecidedtochangethestructureofthe companytobecomeanEmployee-OwnedTrust(EOT) lastyear Thismeansthateveryemployeenowhasan interestinthecompany.Socius24'smoveintoEmployee Ownershipwasdesignedtosecureitsindependenceand empoweritsemployeesasco-owners,”concludedCraig Jones.
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Leap to Lead
A Mission to Support Families to Thrive in Transition
Thetransitionindustrystandsasaformidable
forceintheglobalmarket,drivenbyamultitude offactorsincludingurbanization,economic growth,andevolvingconsumerpreferences.TheLeapto Leadisonamissiontosupportfamiliestothrivein transition,nomatterifitistheirfirstorfifthmoveor repatriation.“Therearealwayschallengeswithany transitionandbyprovidingsupporttotheassigneeand theirpartner,organizationsareensuringthesuccessof theprojectortransfer,”saysEmilyRogers,Transition& LeadershipCoach.
BeatingtheOdds
“Aswithanynewventure,therearealwayschallenges fromthebasicsofestablishinganewcompanyto learningmarketing.IwouldliketothinkthatIhave embracedthechallengesandfocusedondoingthebestI couldateachstage.StartingwithbasicWhatsApp supportgroupsformumsmovingcountriesover5years ago,IhavebeenabletodeveloptheWellbeing WorkshopSeriesfororganizations.Thisismymost popularserviceasitprovidesalow-costopportunityfor
organizationstosupporttheirassigneesandtheir partnersacrossarangeofwell-beingtopics,”added Emily
TheInceptionStory
“TheLeaptoLeadwasestablishedfollowingmyown experiencemovingaroundAsiafor12years,moving every2years.Irecognizethatmanyorganizations providelogisticsupportforinternationalmoves,but rarelydoorganizationsconsiderthewell-beingand emotionalsupportoftheassigneeandtheirfamily.In manycaseswheretheassignmentfailed,itwasbecause thepartner/spousehadnotsettledintothenewlocation. HavingbeeninseniorHRpositionsandsupporting assignees,thenwithmyownexperience,Irecognizeda significantgapandanopportunitytosupportother families,”saysEmily
OurServices
“ThemostpopularserviceistheWellbeingWorkshop Series.Thisisavirtualworkshopheldevery2months
The Most Admired Companies to Watch in 2024
forallinternationalhiresandtheirpartners/spouses. Focusingonarangeoftopics,theseworkshopsare practicalandprovideinsightsintowhatlivinga globallymobilelifecaninvolve.Inaddition,The TransitionLabisan8-weekonlinecoursethat supportsthepartner/spousetosettlequicklyinto theirnewlocation,nomatterwheretheyare moving.Someaspectsarecommonirrelevantof location.Organizationsthatarevestedintheir talentandknowthatitisthespousewhooften causesfailureofanassignmentwhentheydon’t settlealsooffera3monthononecoachingprogram thatsupportsthespousetoidentifyhowtheycan makethemostoftheirexperienceabroad,” explainedEmily.
Thedifferentiatingfactor
“NotonlyhaveIlivedthemobilelife,moving every2yearsaroundAsiainwhatareoften consideredhardshiplocations.Ihaveheldsenior HRroleswhereIhavebeenresponsiblefor relocatingfamilies.Iunderstandboththeassignee experienceaswellastheorganizational perspective.ThisispositionedTheLeaptoLeadas auniqueofferingfororganizationsthatrecognize howessentialitistosupportthewell-beingoftheir people.”
Clientele
“Iworkwithorganizationsthataremovingpeople acrosscountries,thesecanbeanysectorandany industry Allofmyservicesareonline/virtual enablingTheLeapToLeadtosupportassignees andtheirfamiliesregardlessoflocation.”
Theworkculture
TheLeaptoLeadisbuiltonthecorevaluesof Clarity,Growth,Ownership,andImpact.With thesevaluescoretoeverythingthatisofferedand provided,IknowTheLeapToLeadisserving thosewhoneeditmost.
ClientTestimony
HelenMurphy
“Mybiggestconcernwashelpingmydaughter transition.The[workshops]wereveryhelpful andprovidedmetheopportunitytotalkaboutit inanonjudgingatmosphere.Theresources providedweregreat.”
EmmaUnsworth
“Beforethe[workshops]Iwasworriedabout arrivinginanewcountry,supportingandsorting myfamilyneeds,makingnewfriends,and findingtimeandthingsforme.The[workshops] gavemefocus,withafriendlyfacilitator brimmingwithhelpfulresources.”
AnExpatClient
“The[workshops]areabouthelpingeachotherto settleinandcopewiththisnewlife.Theyhelpto makeitmorerelaxingandlesschallenging.We couldshareourexperience,andlaughaboutit!”
TheFutureRoadmap
TheLeaptoLeadaimstobeattheforefrontof transitionsandsupportingorganizationsmoving peopleacrosscountries.Developmentis underwayonaconceptofTransitionIntelligence (TQ)whichwillprovideasimpleassessmenttool organizationscanusetoassesstheirTQ.Itisan excitingspace,especiallyasorganizations believe2024/25istheperiodthatInternational Assignmentswillreachpre-pandemiclevels. ProvidingtargetedsupportintheareaofTQwill beagamechanger.
Improving Intercultural Awareness for Effective Global Public Relations
Inourinterconnectedworld,theabilitytocommunicate
effectivelyacrosscultureshasneverbeenmore important,especiallyinpublicrelations(PR). Interculturalawareness,whichinvolvesunderstandingand respectingthediverseculturalbackgroundsofthepeople weinteractwith,isessentialforbuildingmeaningful relationshipsandensuringourmessagesresonatewith variedaudiences.
WhyInterculturalCompetenceMatters
Globalizationhasbroughtaboutahighlyconnectedand diversemarket.PRpractitionersmustdevelopintercultural competencetofunctionwithinthiscomplexcontext.This competenceisabouttheabilitytounderstand,appreciate, andcommunicatewithpeoplefromdifferentcultural backgrounds.ItallowsthePRpractitionertobuilda relationshipwithindividualsandgroupsacrossdifferent cultures.Thisisattheheartofpublicrelationsbecauseitis acorevalue.
Culturalsensitivityisoneaspectofintercultural competence.Beingabletobeawareandrespectfulof
culturaldifferencesandavoiddoingthingsthatmightbe consideredoffensiveisofgreatimportance.Cultural sensitivityallowsustocommunicatewellwithadiverse audienceandensurethatmessagesandcampaignsdonot offendtheculturalandreligioussensibilitiesofthepeople.
Forexample,takethecaseoftheChevyNova.Inthe 1960s,GeneralMotorslaunchedtheChevyNovatothe U.S.marketwithgreatsuccess.Whentheydecidedto expandtoSpanish-speakingcountries,salesjustdidnot takeoff.Itwaslaterfoundoutthat“Nova”translatestothe Spanishphrase“nogo.”Thiscouldhavebeenavertedhad therebeenbetterculturalinsight.Thisexampleshowsthe importanceofunderstandingculturaldifferencesinour globaleconomy
ChallengesinInterculturalCommunication
Despitethesignificanceofinterculturalcommunication,it alsoposessomeseriouschallenges.Thetwomostcommon challengesthatoccurwhendealingwithpeoplefromother culturalbackgroundsaremiscommunicationandcultural misunderstandings.Suchmisunderstandingsusuallycrop upasaresultofdifferencesincommunicatingstyles, values,andnorms.
Thefirst,andperhapsmostobvious,challengeintercultural communicationhastofaceislanguagebarriers.Evenif bothpartiesspeakthesamelanguage,culturalexpressions andidiomaticexpressionsmaystillconfuse.Forexample, somephrasesorgesturesconsideredappropriateinone culturewillbehighlyinsultingandinappropriateinanother Thisgivesrisetosignificantobstaclestotheproperdelivery ofPRmessages.
Culturalstereotypesarealsoachallengeinintercultural communication.Thesestereotypescanleadtoassumptions andbiasesthataffecthowmessagesarereceivedand interpreted.Forexample,acampaignthatinadvertently reinforcesnegativestereotypesaboutaparticularcultural groupcandamagethereputationofanorganizationand alienatekeystakeholders.PRpractitionersmustrecognize andaddressthesebiasestoensuretheirmessagesare inclusiveandrespectful.
Anotherchallengeisthedifferenceinexpectationsand normsacrosscultures.Insomecultures,formaland hierarchicalcommunicationispracticed;inothers,itis informalandegalitarian.PRpractitionersshouldbeaware ofthesedifferencesandadjustcommunicationstrategies accordingly.Ifnotdone,itmaydelivermessagesthatare eithermisunderstoodorrejectedbytheaudiencetargeted.
Ausuallyusedexampleofinterculturalexpectationsisof anAmericancompanysellinghigh-endtechnicalgoodstoa potentialChinesebuyer Atdinner,theheadoftheChinese delegationwasreceivedbyajuniormemberoftheU.S. team,whoaskedhimto“sitwhereyoulike,”afterwhich theChinesedelegationfeltinsultedandreconsideredthe deal.TheChineserespecttheirhierarchyandcannot considerequality;theAmericansaredifferentinthisregard.
Tonavigatethechallengesofinterculturalcommunication, PRpractitionersmustadoptstrategiesthatenhancetheir interculturalawareness.Herearesomesuggested approaches: StrategiestoImproveInterculturalAwareness
1. AdaptingCommunicationStyles:PRpractitioners mustbeflexibleandadaptableintheircommunication styles.Thisinvolvestailoringmessagestofitthecultural contextofthetargetaudience.Forexample,inhigh-context cultures,wherecommunicationisoftenindirectandrelies heavilyoncontext,PRmessagesshouldbecraftedto conveymeaningsubtlyandrespectfully.Conversely,in low-contextcultures,directandexplicitcommunicationis moreeffective.
About the Author
Dr. Cl ra Ly-Le is the founder and Managing Director of EloQ Communications, a boutique PR agency in Vietnam. With a Ph.D. in Communication, she champions professionalism in Vietnamese PR, mentors the next generation, and has earned numerous accolades for her innovative and impactful work in the industry.
2. EngagingwithLocalCommunities:Building relationshipswithlocalculturalgroupshelpsPR practitionerstounderstandtheirvaluesandpreferences. Thisshouldbefollowedbyahigherlevelofengagement withculturalgroups,throughcommunityeventsoreven focusgroupsandsocialmedia.Thishelpspractitionersto haveknowledgeoftheculturallandscapeanddevelop campaignsrelevanttothetargetaudience.
3. UtilizingLocalExpertise:Hiringlocalexpertsor consultantswhohaveadeepunderstandingofthecultural nuancesishighlyrecommended.Theseexpertscanoffer guidanceonculture,languageusage,andpotential sensitivitiesthatmayarisefromthecampaignandensure thatPRcampaignsareappropriateandeffectiveinthe culture.
4. CulturallyInclusiveContentCreation:Content creationshouldbeinclusivetoavoidtheexclusionofsome audiencemembers.Theuseofinclusiveimages,language, andnarrativeswillensurethatthetargetaudienceis reflectedinthecontentcreated.Thecontentalsoshouldnot stereotypeanyculturalgroupsbutrepresentdifferent groupsinthemulticulturalrealityofthetargetaudience.
Itshouldbenotedthatinterculturalawarenessisan importantPRpractitioner'sasset:ithelpsimprovethe efficacyofcommunication,developbetterrelationships, resolveconflicts,andimprovebrandreputation.Thisall meansthatfurtherdevelopmentofinterculturalcompetence byPRprofessionalsisnecessaryforfuturesuccessina moreglobalizingworld.Theseinsightsareappropriateto infuseintoPRpractices,helpingnavigatethecomplexities ofaglobalizedmarketplaceandproducemoreeffective, respectfulstrategiesincommunications.
Customer-Centric Companies
How Top Businesses Are Redefining Customer Experience in 2024?
Thecurrentmarketlandscape
forcustomer-centric companiesin2024is characterizedbyseveraldefining trendsandstrategicfocusesthat shapetheiroperationsand competitiveadvantages.Hereisan overviewofthekeyelements:
DigitalTransformationand TechnologyIntegration
WidespreadDigitalAdoption:Many companiesareadoptingadvanced digitaltechnologiessuchasAI, machinelearning,virtualreality (VR),andaugmentedreality(AR)to enhancecustomerengagementand streamlineoperations
OmnichannelStrategies:Thereisa significantfocusoncreating seamlessexperiencesacrossmultiple channels,ensuringconsistencyand continuityincustomerinteractions whetheronline,throughmobileapps, orinphysicalstores.
PersonalizationandData
Utilization
Hyper-Personalization:Leveraging bigdataandanalytics,companiesare offeringhighlypersonalized experiencestailoredtoindividual customerpreferencesandbehaviors
PredictiveAnalytics:Businessesare
usingpredictiveanalyticsto anticipatecustomerneedsand proactivelyprovidesolutionsand recommendations
SustainabilityandEthical Practices
SustainableBusinessModels:A growingnumberofcompaniesare
integratingsustainabilityintotheir coreoperations,fromeco-friendly productlinestoethicalsourcingand transparentsupplychains
ConsumerDemandforEthics: Modernconsumersincreasingly preferbrandsthatdemonstratea commitmenttoenvironmentaland
socialresponsibility,influencing purchasingdecisionsandbrand loyalty.
EnhancedCustomerEngagement andExperienceManagement
ProactiveEngagement:Businesses areshiftingfromreactiveto proactivecustomerservice,using datatopredictandaddressissues beforetheyarise,therebyenhancing customersatisfaction.
CommunityandFeedback
Integration:Companiesareutilizing communityforumsanddirect feedbackloopstogaininsightsand improvecustomerexperience continually
HealthandWellnessFocus
Health-ConsciousProducts:The pandemichasheightenedconsumer awarenessabouthealth,prompting companiestoemphasizehealth benefitsintheirproductsand services.
SafetyandCleanliness:Thereisa strongfocusonmaintaininghigh standardsofcleanlinessandsafety, particularlyinindustriessuchasfood serviceandhospitality.
TechnologicalInnovationsin CustomerService
RFIDandInventoryManagement: TechnologieslikeRFIDarebeing usedforefficientinventorytracking, ensuringthatcustomersreceive
accurateupdatesontheirorders.
Self-ServicePlatforms:Self-serve customerportalsandautomated supportsystemsarebecomingmore common,allowingcustomersto managetheirinteractionsand subscriptionswithease.
Leadingcustomer-centriccompanies in2024areredefiningthecustomer experiencebyleveragingseveralkey strategies:
DigitalTransformationand OmnichannelExperiences:
Companiesareinvestingheavilyin digitalplatforms,ensuringseamless integrationacrossvariouschannelsto provideaconsistentcustomer experience.Thisapproachincludes theuseofvirtualandaugmented realitytocreateimmersiveshopping experiences,andreal-timecustomer serviceacrossmultipleplatforms suchaswebsites,mobileapps,and physicalstores.
AIandHyper-Personalization:
Artificialintelligence(AI)and machinelearningarebeingemployed todeliverhyper-personalized experiences.Thisincludes personalizedproduct recommendations,targeted marketingcommunications,and bespokecustomerservice interactionsbasedondetailed customerdataanalysis.AI-powered chatbotsandautomatedmessaging systemsarealsoimprovingefficiency andcustomersatisfaction. Modernconsumersareincreasingly valuingsustainabilityandethical SustainabilityandEthical Practices:
businesspractices.Companiesare respondingbyaligningtheirvalues withthoseoftheircustomers, implementingeco-friendly initiatives,andensuringtransparency intheiroperations.Thisnotonly buildstrustbutalsofosterslong-term loyalty
EnhancedDataAnalytics: Theuseofsophisticateddata analyticstoolsallowsbusinessesto gaindeepinsightsintocustomer behavior,preferences,andneeds. Thisdata-drivenapproachenables companiestoanticipatecustomer needs,personalizethecustomer journey,andmakeinformedstrategic decisionsthatenhancetheoverall customerexperience
ProactiveCustomerEngagement: Companiesareshiftingfromreactive toproactivecustomerengagement. Bymonitoringcustomerhealth indicatorsandimplementing feedbackloops,businessescan addresspotentialissuesbeforethey escalate,ensuringasmoother customerjourneyandhigher satisfactionrates
Health-Conscious
Offerings: Inresponsetoincreasedhealth consciousnessamongconsumers, businessesaretailoringtheirproduct andserviceofferingstoemphasize healthbenefits.Thisincludesoffering organicproducts,wellnessprograms, andhealth-focusedservices,which catertotheevolvingpreferencesof theircustomerbase.
Customer-CentricTechnology Integration:
TechnologiessuchasRFIDfor inventorytrackingandself-serve platformsarebeingusedto streamlineoperationsandenhance thecustomerexperience.These technologiesensurethatcustomers receivetimelyupdatesontheirorders andhaveeasyaccesstomanagetheir subscriptionsandinteractionswith thecompany.
Byfocusingonthesestrategies,top businessesin2024arenotonly meetingbutexceedingcustomer expectations,therebybuilding stronger,moreresilientbrandsthat thriveinthecompetitivedigitalera.
