How can companies ensure that their investment in digital tools for enhancing customer experience aligns with their efforts to cultivate a workplace culture that values creativity and innovation among employees?

Companies can ensure that their investment in digital tools aligns with cultivating a culture of creativity and innovation by involving employees in the selection and implementation process. This can help ensure that the tools meet the needs and preferences of employees, fostering a sense of ownership and engagement. Providing training and support for employees to effectively use the digital tools can also encourage creativity and innovation. Additionally, creating a work environment that encourages experimentation, risk-taking, and collaboration can help employees feel empowered to utilize the digital tools in innovative ways to enhance customer experience.