In the 21st century, technological advances mean that for marketing and customer success teams,differentiation of goods, products and even services doesn’t exist anymore. A few years back, vendors in the same industry provided various products along with different levels of service. Once a consumer had chosen his vendor he was likely to stick with that service provider because switching to a new vendor required research and paperwork. On top of that, there were high costs like time and monetary penalties imposed on the consumer who wished to switch service providers. In the past, consumers and brands were loyal to each other and there was less brand promiscuity.