Times are changing. In the olden days the village shop keeper individually served all customers and had their personal information and preferences in his or her head. But nowadays customer information is only a collection of bits and bytes and commerce has moved to the digital world. This means that companies are now forced to think about ways to bring that individual service online because - as opposed to the disappearance of the village shop - the customers’ expectations of personal service have not disappeared anywhere. Identifying and serving every customer individually becomes more and more important.
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