CEOs can ensure that their organizations are truly aligned with consumer preferences by taking several steps. It starts with segmentation. Organizations need to understand who they are serving in a nuanced way, appreciating their customers' attitudes and behaviors towards health and wellness in order to create more tailored offerings that are not one size fits all. Then, overcoming access and engagement barriers. Addressing issues related to costs, site, and modality of service, convenience, language, social determinants of health, and the like. And then, of course, measuring and monitoring. For metrics leaders can still look at things like utilization and retention by segment, however, by including NPS and consumer effort scores leaders can gather current sentiment on loyalty and learn how hard consumers have to work to engage services.