A Modern Customer

Nowadays, consumers have more choice than ever before due to the widespread internet access which has profoundly changed the relation of business to consumers and consumers to business.

Modern customers can make more aware decisions as they are able to check opinions and alternative suppliers at any point of time. Therefore, the monopoly of a product is almost not visible anymore and there is a huge increase of competition in all branches. In order to stay on top, the voice of the customer needs to be heard in your company. Powerful branches create a value for customers and for other organizations. By giving them memorable experiences, they can obtain customer’s loyalty. Thus, customers involvement and engagement is incredibly valuable. As we live in hyper-competitive technological world and consumers are more demanding, we need to understand deeply customers' perceptions in order to drive digital service innovation. Novelty within and demand of the services and products can be brought mainly through considering the needs of the market and consumers. Innovation is driven by the desire to solve existing problems and difficulties. Customers need comfort and someone who understands what they need to feel satisfied.