From 1890, the year attributed to the quote above, the world view has undergone massive shifts in all spheres of life. Interestingly, the view regarding customer being the ‘purpose of work’, has only become more widespread. For firms, it is necessary that they not just ‘sell’ to the customers but also provide a great ‘experience’ to them. Innovations have
revolutionised the way people work, live, communicate and shop. Brands have to go the extra mile to reach and provide service to the customers not only in physical stores but across various channels such as social media, e-commerce portals and a plethora of devices such as mobile phones, tablets, etc.
The evolution of business, world economy and technology has enabled brands to interact with customers across multiple channels and allowed them to create a personal relationship with them.