Many leading brands and Internet businesses have had it good for years, riding the online shopping wave and developing electronic commerce platforms. But with their “one-and-done” focus on selling, which centers on the transaction, they’ve failed to notice that their world is starting to shift beneath their feet. What’s changed? Answer: The customers. Increasingly, they want the kind of familiar and rewarding relationship from an online store as they’d get from their neighborhood coffee shop barista – you know, the one who knows your favorite drink by heart, the name of your dog and what time you go to work in the morning.
E X P E R I E N C E C O M M E R C E : A guide to winning customer hearts and minds
