Nitin Rakesh, a distinguished leader in the IT services industry, is the Chief Executive Officer and Director of Mphasis

Imagine the joy in knowing that a food delivery company can take a fresh, hot meal to an elderly relative living in a remote town hemmed in by snow — or having hotel staff going out of their way to ensure that a child with food allergies gets just the kind of nut milk she needs first thing in the morning at a location far from home. Or, imagine a disgruntled customer being surprised mid-way through an enervating phone chat with customer service agents with the happy sight of a hot, piping pizza sent over by the very company at the other end of the phone line!

Incredulous as these instances sound, scores of such inspirational customer experiences are rewriting the rules by which businesses are run. According to

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