Introduction: What is the modern customer relationship?
Once upon a time not so long ago, when you needed, say, a new coffee maker, you’d go down to the store and ask a salesperson what coffee makers they had. You’d pick one, pay for it, and go make yourself a hot cup o’joe.
Today things are different. Customers have a wealth of information at their fingertips: coffee blogs and review sites, recommendations from friends on social media, and so much more. By the time a customer even thinks about going to a store — and it may well be an online store, at that — they’re less likely to ask a salesperson “What coffee makers do you have?” than “Can you beat this price on the model I already know I want?”