Like many other companies, Elekta needed to innovate by creating new products and service offerings in order to meet growing customer expectations. “Every year, over one million patients are treated on our machines,” explained Daniel Kingham. If a machine is down, it can affect the overall health of the business. However, in Elekta’s case, when a machine is down a patient’s health can be directly affected. Their recovery treatments are rescheduled, there could be an emotional and physiological impact, and the customer’s overall confidence decreases.