The value of a company is increasingly based on the intangibles such as soft skills!
History: Historically there wasn't any standardized way to measure soft skills such as empathy, business etiquette or cultural awareness.
Now with the emerging global standard of IITTI World Civility Index (WCI), you can have a good sense of how much soft skills awareness a job candidate has BEFORE any interview.
And when everything else being equal with two similar candidates, it is the WCI that could help you in making the decision of who to hire.
Soft skills as insurance against company PR nightmare?
Remember United Airlines dragging the doctor off the airplane? A solid training in soft skills prevent many customer-related PR nightmares.
Think of IITTI World Civility Index as buying insurance against PR nightmares!