Consumer expectations are rapidly shifting as technologies such as mobile, geolocation, social media and increasingly, internet of Things devices and wearables, connect people to a world of easily accessible information and convenient services. With the ability to browse, compare and order with a few swipes and taps, consumers are becoming trained to value convenience and service above nearly anything else.

What motivates them is not how much they love the brand of a retailer, service provider or manufacturer, but how quickly, conveniently and cost-effectively the provider can address their need. Wunderman Thompson recently conducted research in North America and the UK, which shows that 88% of consumers said that service matters most to them, compared to just 78% who said brand...

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