The world around us is becoming increasingly digital and we are more connected than ever before. This impacts all areas of our lives, including how we shop. Previously, consumers would pick a product based on a brand’s advertising. Today, they often favor online reviews and other user-generated content.
https://www.forbes.com/sites/forbestechcouncil/2019/02/26/taking-a-social-approach-to-cx-in-the-digital-age/
