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Behavioral Design - The New Face of Customer Experience

Regardless of what business you’re in, you’re always in business with people. This article explores what happens when human-centric design thinking meets behavioral science and how that applies to your business

 Even with the best simulation data available, the most crucial business decisions come down to human intuition, emotions, and perceptions. Undoubtedly, business success necessitates an in-depth understanding of human behavior. Researcher Donald A. Norman in his book ‘Design of Everyday Things’ puts it,“[…]things are designed to be used by people, and without a deep understanding of people, the designs are apt to be faulty, difficult to use, difficult to understand.”

Design thinking in combination with behavioral science has given rise to the concept of behavioral design. Behavioral design focuses on understanding how people think and utilizes this insight to design products and experiences optimized for human interaction. Behavioral design is more common and ubiquitous than you might initially think. From customer segmentation and user personas to UX and UI shaped through A-B testing, behavioral design is all around us. It’s also not a new concept. Aristotle’s three appeals – ethos, logos, and pathos and Maslow’s hierarchy of needs are age-old frameworks that form the basis of behavioral design.

Despite its apparent benefits, behavioral design is surprisingly underutilized. According to research published in the Harvard Business Review, “[…]88% of those surveyed underestimated the influence of design on enrollment and only 12% of respondents were able to identify the design changes most strongly drove changes to [user] behavior.”

Behavioral design has a lot of untapped potential. It can both shape human behavior through design and inform design through behavioral insights. For example, freemium mobile games and websites are designed to mold user behavior to drive engagement. Social media feeds and ads are designed based on users’ previous behavior and preferences. Furthermore, behavioral design is set to be even more relevant in the near future. AI and machine learning dynamically capture data, model, and predict behavior to create customized products, experiences, interfaces, packaging, pricing, and discounts.

Despite our best efforts, we humans work in predictable ways and are prone to influence. This raises an important ethical question about the application of behavioral science in design. Behavioral design is not immune to abuse, as evidenced by the viral spread of misinformation driven by inaccurate or misleading sources. However, responsible, ethical, and customer-centric companies can and do utilize it to help customers identify their blind spots, drive critical-thinking-based decision making. The latter will make customers trust you and help establish and nurture consumer relationships. While the former comes across as manipulative and has the potential to cause social unrest. 

In summation, behavioral design is a powerful tool, but much like any other tool, its impact largely depends on how and by whom it is used.

Equations

Equations is an organization based out of Bangalore which works on promoting equitable tourism and protection of the community and the environment. It envisions a just and equitable world, where all people have the freedom and the right to determine their lives and future. Equations is keen on developing an app/ AI-based solution to create a database of the assets of the families living in disaster-prone areas in the states the organization. The database will be prepared to supplement and guide the government data for compensation estimate of those families, post-disaster, to prevent subsequent spiraling poverty.


Since Amplo Global has its proficiency in providing AI-based solutions, it will be a perfect platform to reduce strategy development time and decision-making errors and increase capacity, enable sustainable operations. Amplo Global’s platform will be helping Equations to create a survey tool in the source area to understand the impact of climate change & migration on tourism. It will be a guided synthesis tool for tracking and maintaining these records.

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Our Offerings

ECOSYSTEM BUILDING- Amplo Global aims at connecting the donors, foundations and the beneficiaries. The funds are collected from the donors which in turn gets received by the foundations. Amplo Global joins hands with these foundations to help and provide support to the beneficiaries in order to have sustainability in their life.

HELPING STARTUPS- Our purpose is to mentor, provide guidance and give back-office support to the newly built companies. Amplo Global is happy to take the responsibility of tutoring, guiding, advising and also imparting all kinds of support from the back office to the emerging companies.

FIELD SERVICES- Amplo Global dedicatedly works on the implementation, monitoring and report writing of the projects. As a non-profit organization, Amplo Global CSR Team personally visits the field to write reports of the projects, dedicatedly working on the implementation of the projects and as well as monitoring the progress.

KNOWLEDGE DEVELOPMENT- It is our responsibility to gather knowledge, to code and to curate data collected from the projects. After the implementation of the projects, Amplo Global takes the initiative to code, and curates the data that they gather from the projects and finally gives feedback to the foundations so that the beneficiaries have a blissful life and that the sustainable development goal is being achieved.

CONSULTANCY- Amplo Global plans to work as a consultant to other emerging corporate companies and guide them on how to utilize CSR funds. AG has an objective to mentor, support and help these new companies with the sustainable development goal in near future.

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Our Story

Our Team

Team Members

 

Tinku Khanna 

Advisory

Having done her studies in Sociology and Women’s Studies, Tinku has worked to end sex trafficking among caste-communities trapped into inter-generational prostitution in Bihar, Delhi and Kolkata for last 20 years. She has played a key role in passage of landmark judgment in trafficking in Patna High Court. She has also played a very important part in upgrading 542 residential schools for under privileged girls to class 12 in Bihar. She has also been a part of the prestigious ILVP of US government. As a member of Amplo Global CSR team, Tinku holds the key advisory position. With her immense experience and knowledge, she is into the role of advising, mentoring and guiding the entire corporate sustainability program of Amplo Global.

 

 

Sudakshina Addy 

Executive Director

After completing her post-graduation in Political Science, Sudakshina has initially been associated with various reputed colleges and universities as a part-time lecturer. She has an experience of almost 12 years in the field of marketing and management of events, both social and corporate. As a member of the Amplo Global CSR team, she acts as the program manager cum coordinator and has been assigned the responsibility of planning, implementation, execution, monitoring and supervision of any program of Amplo Global CSR wing.

 

 

 

 

Srovonti Basu Bandyopadhyay

Business Development Director

Having worked in the fields of social work, journalism and performance arts, Srovonti decided to use all her professional experiences and resources in the Development Sector. She mainly intends to implement her creative ideas to spread awareness about women’s rights and mobilize them in every possible way.  With the intention of giving something back to the community, she has joined the Amplo Global CSR team. She has taken the responsibility of managing the entire branding and networking of AG CSR, along with maintaining the liaison with both the corporate and social sectors.

 

 

 

Advisors 

 

Partha Pratim Roy – Fulbright distinguished teaching fellow; experienced in development of discovery learning pedagogy and environment in secondary/post-secondary education industry; skilled in non-profit organizations, e-learning, Physics, Data Analysis and Science; strong community and social services professional with a M.Sc. in Physics and M.A. in Educational/Instructional Technology.

 

 

 

 

 

 

 

Saheli Pal – Saheli has spent twenty years in Information Technology, implementing end to end solutions as a business analyst. She left her job to join the ‘Teach for India’ fellowship program, opting for a third year. The experience triggered her the passion for education. She believes that community empowerment is the way to bridge the resource gap haunting our educational institutions and can be leveraged to make learning relatable, relevant and holistic.

 

 

 

Suchandra Goswami – Suchandra Goswami has 16 plus years of professional experience in Life Sciences, Insurance and Government agencies. With a strong engineering background as well as pivoting to complete her CPA in the middle of her career, she brings both strong analytical as well design experience to her professional career. She is very passionate about corporate sustainability. She joins Amplo Global advisory for Corporate Social Responsibility by supporting Samabedan for empowerment and alternate livelihood of vulnerable women in West Bengal region. She brings strong background in working with grassroot organizations as well as foundations to manage funds, and advising in product based micro-economics.

Samabedan

Samabedan Trust Founded in 2019 and registered in 2020 under Society Registration Act with the mission to fight against social inequities. The organization aims at improving the living standards of people living in slums and marginalized areas of Kolkata through entrepreneurship programs, vocational training, technical skills training and financial management support. They have started its journey through initiating an income generation program for the women and youth of few areas in Kolkata, West Bengal. The overall objective of this project is to create an enabling environment for the people living in the communities of Kolkata so that they can be self – dependent and self – reliant, thus making them self-employed in the long-run through inculcating entrepreneurial skill.


AGI has initiated partnership with Samabedan Trust to establish a mutually beneficial collaboration. AG’s role in this arrangement is to strengthen its organizational growth path with technical support and thus ensure holistic development of the marginalized community. This includes help them to work on vision-mission statement for strategic management and guide them with proper resource mobilization and implementation plan.

Journey so far

Our Story

Amplo Global Corporate Social Responsibility (CSR) wing started its journey with the purpose of helping communities for transformation through a holistic approach. The focus is to create an eco-system leading to a self-sustainable value chain. Amplo Global’s social entrepreneurial mindshare along with various social impact start-ups are making a mark towards a better planet to live in.

Our first initiative has been shaking hands with Ahana, the first ray of the sun, a non-profit organization of Kolkata, West Bengal. We have been associating with Ahana from its inception, mentoring and guiding it, assisting to collaborate with various government and non-governmental organizations to conduct different programs related to empowerment and revival of traditional forms of art which are losing their relevance in this fast-growing world.

Amplo Global CSR & Ahana together took an initiative in Surulia village of Purulia district in West Bengal, to rejuvenate the traditional form of the art of making artefacts from molten zinc or brass or copper. We organized workshops where women artisans of Malohar community were given training for learning this art. Moreover, we also took necessary actions for official documentation of these till date unidentified group, so that they get the minimum government benefits allotted for them.

Knowledge development and enablement towards sustainability has been a key goal for AG CSR. To achieve this, AG CSR has planned to take up various projects. One such is conducting a workshop on ‘Gender equality gender justice: the rightful way towards sustainable social development’ with the students of Berhampore Girls’ College at Murshidabad. A one-day workshop has been organized with almost 300 students where a holistic vision on gender, sex and sexuality has been imparted to them. Along with that, they were given knowledge on relevant legal as well as social rights prevalent for them and also against cyber bullying and stalking. They were made aware of the rights available for them which will help them to develop social sustainability to deal in future.

Another knowledge building program has been taken up by AG CSR team in collaboration with a Kolkata-based non-government organization, Kolkata Sanved, working in the field with the survivors for almost twenty years, using Dance Movement therapy for psycho-social rehabilitation and social transformation. Kolkata Sanved wants to prepare a digital archive, consisting of the huge data of their functioning for last two decades, that will be a source of information and knowledge for any individual/organization who wants to work in this field in future. Amplo Global CSR team is supporting KS to curate and host digital archive representing Kolkata Sanved’s works and achievements since its inception.

Empowerment of women and children from the marginalized community and enabling them towards sustainability has always been the major goal of Amplo Global CSR wing. In order to achieve this, AG CSR team has been meandering its path through different projects. The collaboration with organizations like Dishari and Samabedan has been done with this target in mind. Though at the initial stage, AG CSR team is working with these two organizations to strengthen its structure with technical support. This includes helping them to finalize vision-mission statements for strategic management, developing proposals for mobilizing resources and guide them with proper implementation plan.

Along with empowerment of women, AG CSR also works towards the revival and preservation of traditional form of art. A very comprehensive program has been taken up by AG CSR team in association with Ahana and INTACH and with full-fledged support and cooperation of HSWS in the Kalimpong district of West Bengal. Workshops have been arranged in which women of the hills, having knowledge and skill of weaving in traditional handlooms. They were given training on new techniques and methods by professional designer cum trainer, whereby they were taught how to improve their skill and make more variety of products which have huge demand in the market. The aim is to showcase the right path in front of these women which will help them to reach the goal of sustainable livelihood in future.

Institutions

PROMOTING GENDER EQUALITY AND GENDER JUSTICE AT BERHAMPORE GIRLS’ COLLEGE

 

 

 

 

 

 

 

AGI has joined hands with Berhampore Girls’ College to establish a mutually beneficial community collaboration. AG’s role in this arrangement is to train and build capacity of students of the college in the field of gender rights, awareness and legal information related to gender issues.

 

 

 

 

 

 

 

 

Amplo Global CSR Team has taken a step forward to make 300 attendees in the workshop aware of the concepts of gender, sex and sexuality at Berhampore Girls’ College. An open conversation was made on local issues in the society by the CSR Team of Amplo Global INC. The students in BGC were given a relevant topic to debate. They were also encouraged to write a screenplay on the present-day problems of our society. The CSR Team has taken an initiative to tutor the students about cyber-bullying and stalking. In this way the Amplo Global CSR Team has chosen a rightful path towards sustainable social development so that our future generations can lead a safe and blissful life.

Kolkata Sanved

Kolkata Sanved, an organization that uses Dance Movement therapy for psycho-social rehabilitation and social transformation. Founded in 2004, Kolkata Sanved, a women-led organization works towards psycho-social rehabilitation of survivors of marginalization and gender-based violence, prevention of violence and poor mental health and promotion of mental wellbeing through the medium of DMT.

 

 

 

 

 

 

 

 

 

 

 

Amplo Global CSR team has already started their program with Kolkata Sanved of creating the digital archive for the latter. AG CSR team is helping the organization in envisioning the milestones of its journey in terms of creating a representative digital documentation, creating system of data collection, collation of the data through meta-data sheet, designing and curating user-friendly digital archive and to train the Kolkata Sanved team in maintaining and updating the archive for future.

Empowering the underprivileged of Sundarbans

PROVIDING THE SCOPE FOR EXPERIENTIAL LEARNING, EMPOWERMENT OF LOCAL TEACHERS AND GIVING POST-SCHOOL EDUCATIONAL SUPPORT TO THE CHILDREN OF HINGALGANJ IN NORTH 24 PARGANAS

Amplo Global CSR Team, with the initiative, support and partnership of Dishari Welfare Society, came out in the open to help the villagers in North 24 parganas of West Bengal, with special focus on their education and employment opportunities in order to bring about a complete community development. Amplo Global has promised to give full support to Dishari foundation by conducting an in depth visioning exercise, conceptualizing a road map, developing proposals, designing implementation strategies and training the Dishari team for effective implementation of the plan. Dishari with the help of Amplo Global CSR Team are trying their level best to impart post school tuition support to the children, create a base and scope for experiential learning so that the students get ample opportunity for employment in future. Not only children but the CSR Team is also making endeavors for the education and empowerment of the teachers so that they become aware of the practical ways and methods of teaching these village kids. Efforts have been made to build a trust factor between the teachers and the parents so that both can influence the kids to become educated through experiential learning so that they can lead a sustainable life in near future.

Empowering the women of slums of Kolkata

STRIVING TO PROVIDE A BETTER LIVING FOR SLUM DWELLERS IN KOLKATA

 

 

 

 

 

 

 

 

 

The CSR Team of Amplo Global joined hands with Samabedan Trust of Kolkata to improve the living standards of slum dwellers in Kolkata through technical skill training, vocational training and financial management support. Amplo Global has promised to take care of these people by conducting an in-depth visioning exercise, executing a resource mobilization plan, conceptualizing a road map and designing an implementation strategy. All these efforts have been made in order to enable an environment of people living in the slum area to have a self-dependent, self-reliant and self-employed life to ensure sustainability in years to come.

Revival of traditional art

In a growing technology-run and industrialized world, people are increasingly forgetting the traditional crafts and moving towards new innovation. Due to this, artisans are moving to alternative income generation methods, for instance — daily wage labour and farming; and art is losing its grip. Preserving and protecting the skills and knowledge of traditional crafts is a growing challenge.

Amplo Global CSR team has taken this vow to take necessary initiatives to protect this cause of revival and conservation of traditional form of art and also the artisans, who are compelled to look for alternative livelihood options due to lack of the knowledge of marketability and demand of the products they create.

Kalimpong

TRAINING THE WOMEN OF HILLY REGION TO BECOME FINANCIALLY INDEPENDENT

Earning a livelihood has always been difficult in the hilly regions. Women in the rural areas of the hilly regions in Kalimpong do not get proper opportunities and as a result find it hard to become financially independent. Amplo Global CSR in collaboration with Ahana Foundations and INTACH and with the initiative and support of Hill Social Welfare Society (HSWS) have taken up the program for intervention with marginalized and vulnerable women from the hill tribes of Darjeeling district in the northern part of West Bengal, with the purpose: –

 

 

 

  • To empower and collectivize the women living in the Lopchu and Peshok tea gardens of Rangli-Rangliot district of Darjeeling through SHGs
  • To train these women into weaving dresses, shawls, stoles using the dying local traditional weaving techniques using traditional motifs.
  • To help them with design inputs so that the products can find a larger market outside the local niche market.
  • To connect the local community of artisans to the online marketing platforms and various state emporiums like Biswa Bangla or artisan’s forum like Dastkaar etc.
  • To establish self- sustaining alternative livelihoods for poor women so that they are capable of coming out of rural poverty as well as the familial control and live a life with dignity.

 

 

 

They have already conducted workshops in two phases where professional trainer has been appointed to give training inputs and guidance to these women artisans to nurture and enhance their already existing weaving skill and develop expertise so that they can manufacture better quality products which have got high market demand.

At present, the AG CSR team is trying to organize for more such workshops so that increased number of women can be benefitted from the program.

 

 

 

         

Purulia

COMMITMENT TO PROVIDE IDENTITY TO THE WOMEN ARTISANS OF MALOHAR COMMUNITY IN PURULIA, WEST BENGAL

Malohar or Malakar is a caste-community that can be found in several blocks in Purulia, who are very less in number and scattered all across the district. Malohars has the long-cherished tradition of making artefacts for daily use as well as artistic production out of molten zinc or brass or copper. The artefacts they produce include ‘Sher-pai” (a measuring cup), Diyas or lamps, bells for the domestic animals etc. However, the practice currently is on wane as there is no demand except occasionally. The women, though know the art of making them, don’t practice as they are not aware of what to do with this skill.

 

The Malohars are extremely poor with little or no citizenship documents although they are residing in the villages where we found them (in Bonbohal in Purulia 1 block or Raghunathpur in Manbazar 2) since quite a long time. That is why they do not receive any benefits from government programs. 

 

Amplo CSR Team and Ahana have joined hands together to help in the empowerment of women artisans of Malohar community in Surulia village of Purulia district, West Bengal, who are struggling to get a dignified livelihood. In order to preserve the heritage of these lost artforms, our CSR team and Ahana are working diligently towards mentoring these families through the following actions:

 

  • Resource identification and analysis to conduct training workshops for the artisans.
  • Creating opportunities for group empowerment and personal leadership.
  • Providing financial literacy education for women with special emphasis on developing bank linkages.
  • Providing skill training that reflects job market realities. Link with the private sector for placement assistance. Partner with product development and marketing agencies to ensure sustainability of livelihood programs.
  • Encouraging women to work cooperatively in the development of sustainable micro enterprises that will be viable in the current market.

Initiatives have also been taken on their behalf to get their official identification done which will enable them access their documents and government benefits that come with it. It will also ensure their children to get educational and nutritional aids in schools.

Ahana

Ahana is an Indian, voluntary, not for profit organization. Ahana, literally meaning the first ray of the Sun, is dedicated towards uplift, welfare and empowerment of women and girls living in harmful and precarious situations. Women who have been subjected to either torture or discrimination can’t utilize the proper resources they have, for their own growth. Ahana is dedicated towards enabling those women and girls by creating a conducive ecosystem where they can realize their potential to the fullest. Ahana envisions a world free of discrimination and violence against women and girls where every woman and girl will get equal opportunity to thrive in society as an equal human being.


Amplo Global CSR team has initiated partnership with Ahana to establish a mutually beneficial community collaboration. AG’s role in this arrangement is to mentor, train and build capacity of Ahana in successful execution of welfare projects. Further, AG will also provide technical, financial and human resources towards development of Ahana’s programs.

 

AG CSR team has been associated with Ahana since its inception, helping it to grow at every step, guiding and mentoring it in planning, implementation and execution. AG CSR team has already started their journey with Ahana by helping in multiple projects, starting from revival of traditional form of art in Purulia and Kalimpong, to empowerment of women in Kalimpong, and so on.

INTACH

Headquartered in New Delhi, the Indian National Trust for Art and Cultural Heritage (INTACH) was founded in 1984 with the vision to lead heritage awareness and conservation in India. Over last 31 years, INTACH is performing its task of preservation of traditional art and culture of India across the country through over 170 chapters. One of the important missions of INTACH is to provide expertise in the field of conservation, restoration and preservation of specific works of art, and encourage capacity-building by developing skills through training programs, initiate collaborations and generate sponsorships for conservation and educational projects.


Amplo Global CSR team got associated with INTACH as the missions of both are aligned with each other. AG CSR aims not only to preserve the traditional form of different arts, but also thrives to revive and develop it to make it sustainable in the long run. AG CSR has already collaborated with INTACH to conduct few projects to meet this target.

Kolkata Sanved

Founded in 2004, Kolkata Sanved, a women-led organization works towards psycho-social rehabilitation of survivors of marginalization and gender-based violence, prevention of violence and poor mental health and promotion of mental wellbeing through the medium of Dance Movement Therapy. The organization works across South Asia in partnership with community-based organizations, civil society networks, rights groups and government institutions. Kolkata Sanved conducts DMT sessions in shelter homes, hospitals, govt. institutions, schools, etc. The organization has implemented their program in collaboration with local organizations in India, Bangladesh, Nepal, Indonesia, Jordan and Thailand.


AGI has initiated partnership with Kolkata Sanved to establish a mutually beneficial community collaboration. AG’s role in this arrangement is to curate and host digital archive representing Kolkata Sanved’s works and achievements since its inception

Dishari

Dishari Welfare Society Founded in 2020 and registered in 2020-21 under Society Registration Act, works for and with the villagers with special focus on Education, Health and Income Generation by addressing school drop-out rates, increasing access to health facilities and creating employment opportunities, thus laying a ground for overall community development. The organization has implemented their program in collaboration with several local organizations in different districts of North 24 Parganas.


AGI has initiated partnership with Dishari Welfare Society to establish a mutually beneficial collaboration. AG’s role in this arrangement is to strengthen its structure with technical support. This includes helping them to finalize vision-mission statements for strategic management, developing proposals for mobilizing resources and guide them with proper implementation plan.

Our Aspirations

Our Vision – Amplo Global has made a commitment to amplify social impact using technological solutions.
Our Mission – The objective of the Amplo Global CSR Team is to build an ecosystem between the donors, foundations, beneficiaries and the corporate community.

Our Goal – Our purpose is to use our business as a force for good, and building a safer and sustainable world for all. Amplo Global puts an emphasis on the concepts of women empowerment, imparting education to lead a sustainable life and the revival of the long-lost traditions of local handicrafts.

Our value proposition is creating a sustainable development model at the very grassroot level through problem solutions that can be repeatable, customizable and scalable.

Green Sourcing

  • Develop framework and templates in AI/ML platform to meet green sourcing.
  • Assess the opportunities in green sourcing.
  • Devise Sustainability communication to build an ecosystem for green sourcing.
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Benchmarking

  • Defines capabilities with data-driven, AI -led Peer Benchmarking.
  • Transform business while managing financial risk and opportunities.
  • Develop persona-based KPIs and a roadmap to achieve ESG goals.
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Green Supply Chain and Manufacturing

  • Optimize container features to minimize GHG emission in logistics.
  • Achieve end-to-end visibility assessment to meet sustainability targets.
  • AI-led supply chain simulation.
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Diversity, Equity and Inclusion

  • Achieve DEI goals of Diversity, Equity and Inclusion across employee and supplier value chain.
  • Create a DEI strategy for employers to develop best practices and track their progress.
  • Monitor DEI sustainability.
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Green Infrastructure

  • Address ecological crisis to meet ESG goals of Green building.
  • Manage financial risk in transitioning to green infrastructure.
  • Strategize to adhere to LEED certification.
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Green IT and Data

  • Address Climate crisis to meet ESG goals of Green IT and Data.
  • Mitigate economic risk to be LEED certified.
  • Manage Data as the new asset for ESG.
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Decarbonization

  • Strategize pathways for Net Zero with our GHG protocol-led Scope 1, 2, 3 CO2e emission inventory tool.
  • Measure current carbon emission and simulate a low carbon roadmap.
  • Make smarter carbon investment decisions.
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Circularity

  • Develop roadmaps to transform material value chain, advance circular models and minimize waste.
  • Optimize resource utilization in automotive battery circularity.
  • Simulate social risk and strategize to achieve social sustainability in the battery supply chain.
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Materiality and Maturity Assessment

  • Layer your organization’s capability maturity to every material topic supported with algorithmic integrated scores, attributes, ranking and heatmap.
  • Choose from preloaded global frameworks.
  • Collaborate with a spectrum of stakeholders to iterate and finalize.
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