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The advent of digital is disrupting how businesses have traditionally provided service to its customers. Leading consulting firm Accenture was looking to better understand how this has impacted UK consumers: how have their expectations and needs changed? Do they now prefer using digital customer service channels to traditional channels? The company recruited a team of Manchester MBAs to help them investigate this key business challenge.

When I decided to do my MBA, I had several objectives in mind: I knew after working for a couple of years in the professional services industry that I wanted to broaden my horizons and develop a more commercial understanding of business. I also knew that I wanted to build on my professional network by working with people of different cultural backgrounds and experiences, and that the programme would help me achieve this. What I didn’t realize, however, was how truly transformational the experien