Chapter 32 The Invisible Consumer: Customer Retention, Big Data, and Customer Service

The customer is always right, because they supply the money. Customers used to be relatively predictable, consistent, and loyal. Now given the number of options available to the consumer, the ease which they can be accessed and the low cost of switching, consumers can change directions like squirrels on amphetamines. The age of digital information has made consumers much better informed, more mobile and more demanding of shopping when and how they want to than in the past. The dispersion of media audiences, in some ways, have made customers harder to reach, but the move to diversified and mobile communication sources has created more ways for businesses to reach ...

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