The rise of new digital tools (like mobile, live chat, omnichannel support, self-service, social media) and a broad array of IoT devices (like activity monitors, beacons, smartwatches) and emerging technologies (like AI, AR, Machine Learning, VR, 3D printing and so on), has exponentially increased the number of customer touchpoints available to marketers.
On the other hand, chats, stories, and statistics grab todays customers attention, and they get influenced by other peoples reviews and opinions and feel compelled to share their experiences of encounters with brands. Also, the customer experiences often trickle over from one industry to an entirely different sector, termed as liquid expectations. The rise of always connected customers and their liquid expectations, has led to a common misunderstanding that businesses must rush to adapt themselves as digital first.
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