The future of business depends on humanizing the customer and employee experience—that future is not “B2B” or “B2C.” It’s B2H. Business to Human. People matter more than ever, not just the consumer but the employees as well. An article written by McKinsey & Company on March 2016 explains that businesses are adopting customer-centric strategies throughout their business. Executives delve into the competitive advantages of building a more customer-centric organization and are achieving striking results. Studies by Forrester show that companies who invest in UX (user experience) see a lower cost of customer acquisition, lower support cost, increased customer retention and increased market share.