According to Forrester, “this is now the age of the customer. In the early twentieth century, it was the age of manufacturing, then in the ’60s it shifted to the age of distribution, and in the ’90s it was the age of information.”
Success now comes from satisfying the customer and marketers must now meet the demands of the empowered buyer at the right moment to have a comparative advantage.
This age of the customer requires getting to know the customer and figuring how to best serve him or her. It is about building relationships with consumers and providing them enhanced service from analytics and metrics.