he rapid pace of digital change has put companies in the unenviable position of trying to decide which tech trends to invest in and when. All too often, much-touted “revolutionary” innovations offer only incremental benefits at best; at worst, they are a costly distraction. The right technologies, however, can be incredibly valuable, driving customer satisfaction and possibly even providing a sustainable competitive advantage.So how will you recognize a true digital differentiator when you see it? Generally, it will do one or more of the following: eliminate customer pain points, elevate customer service, or create a differentiated, personalized customer experience. Let’s take a closer look at each.