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Companies have been talking about “putting the customer first” for decades, but the truth is, customers are putting themselves first in today’s digital marketplace. Technology has fundamentally changed what people expect from companies. If they can’t research, browse, and transact business wherever and whenever they want, better options are only a keystroke away. In the age of innovative ecommerce sites, artificial intelligence (AI), and social media, any disappointing experience can quickly take on a life of its own.

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