The technical solutions emerging are fantastic, but how often do you see the technology get in the way of genuine interaction with a customer?.

Like any tool, the tech-tools of the 21st century are only as good as their users, and if their users are technology obsessed, as many seem to be, so what? How does that add value to the consumer?

The great opportunity is to use the tools to become customer obsessed, and genuinely deliver value and benefit to customers by intimately engaging with them and their needs.

It takes effort,¬† and the right culture to support the effort, but “micro-marketing” to consumers, meeting their individual needs via the tech tools will become the driver of success in the future.