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The empowered customer
In the 1980s and 1990s businesses embraced computer technology and eventually the Internet. Everything was easier, from supply chain management and outsourcing to desktop publishing and trading. From the 1990s onward, technology got smaller, cheaper and more usable. Employees started taking their digital knowledge home. Gradually, individuals could access the same tools as companies; individuals too could communicate, purchase and even sell globally.
By mid-2000, companies had lost their digital advantage due to the massive popularization of smart phones. And something pretty exciting happened. Since individuals were not bound by processes, organizational structures, complex decision-making and paranoid IT departments, they adopted digital technology much faster than companies and especially governments. Today, in most countries, we see a gap between the digitally empowered consumer and how traditional companies and governments work with technology.
According to us, the empowered customer can be defined by 4 main paradoxes.read more