Emerging IT Trends: Moving from Transactions to Digital Customer Relationships

Business success has always been built on relationships. Just a few generations ago, consumers were often friends, or at least neighbors, of the local grocer or pharmacist. But that model changed, first with large-scale industrialisation and then with the introduction of IT. Over the last few decades, consumers in general have been treated with greater indifference and far less personal attention.

But the pendulum is swinging back. Technology is finally at a point where buyers can be treated like individuals again. Consumers are more than faceless transactions, more than a cookie file or a demographic profile; they’re real people with real differences. Digital transactions are giving way to digital relationships

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