In 2011 consumers took to mobile and social to communicate with brands at increasing rates. This movement clearly represents an evolution in customer engagement fueled by the shift in power from the company to the customer.
The increase in customers’ control of their experiences will continue to challenge the processes, organizational structures, and systems that companies have put in place to communicate with customers, and will require a change in corporate mind-sets, as well. Companies must adapt to the new ways in which customers....