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The customer has always been at the heart of every business, be it a street vendor selling hot dogs or a multi-national firm selling a wide range of products. Multi-national food & beverage corporations like The Coca-Cola Co. or Consumer companies like Unilever and P&G can be quoted as perfect examples. and Pepsi Co.
There are many studies that highlight consumers’ rising expectations regarding service quality. For instance, according to Salesforce, 57% of users prefer online communication channels , while 83% expect immediate assistance when contacting a company.
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Consumers are armed with a smartphone, and this single device has changed the business to consumer relationship. Technology has disrupted the status quo, shifting the balance of power between business and customer in favour of consumers. Plus, Generation C are much more in control of their onlineexperience than ever before.
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