In the digital era, customers’ preferences are turning into expectations. They no longer buy a product or service solely on its own merits. They also base the decision on the quality of the entire experience of selecting, obtaining and using those offerings. And, thanks to the social channels, they can make or break the reputation of a brand at the click on a mouse. As consumers, people have become more accustomed to specifying, ordering, receiving, rating and modifying products of all types, and from just about anywhere with any type of device. And now the expectations they’ve developed in the consumer marketplace are carrying over into their workplaces.
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