Chapter 2
When stickiness went bad: how power shifted from sellers and vendors to customers and users
Let’s nail down the story of the transfer of control from vendors to customers, and then get right under the skin of the issue of choice and its implications for customer experiences.
In this chapter we explore
- How to benefit from the consequences of customers now holding all the cards
- What choice really means
- Understanding how to capture sales in either of the two common buying states
Bye-bye old certainties
Advances in technology have enabled the transfer of power from vendors to customers. It is a fundamental shift that means EVERY customer-serving business must now place their customers absolutely at the centre of everything. Any ...
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