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One plus one makes two but two monologues do not make a dialogue. Of all the traits, characteristics, attributes and habits of today’s customers, the one that has serious consequences for businesses is this—today’s customer does not want to be just spoken to. She wants to be engaged in a dialogue. Today’s consumer expects to be part of the conversation about the product and/or service on offer. Today’s customer does not want to be fed with advertisements. Collaboration is what excites today’s customer.
