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Adrian Keighley writes about his experience in the RAF and how he ended up studying an MBA with us at AMBS

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