Consumers have more power than ever when making purchasing decisions due to the influx of information available at their fingertips. Remaining loyal to a specific brand requires a compelling reason to do so. The onus falls on organizations to deliver a differentiated customer experience to keep customers happy. 'Shift Left’ is a strategy that moves organizations from high cost, high touch customer support interactions to a more cost conscious, self-service offering. With ‘Shift Left’ customers and employees realize the benefits of this forward-thinking approach.