With instant access to information at their fingertips, such as price comparison sites, social media and customer reviews, customers arguably have more knowledge and power than ever before.
Alongside this trend, new data sources have allowed organisations to build a better understanding of their customers and competitive differentiation. As such, both customers and organisations stand to benefit. Customer centricity, founded on quality data and decisions, allows organisations to build more mutually rewarding relationships, whilst giving customers a greater degree of control. Read more New Rules Customer engagement