In today’s technology-driven, abundant society, customers–not brands–run things. No matter what product or service a person is searching for, there are countless brands competing to earn their business, each trying to entice the buyer with a better deal, higher quality product, or enhanced experience. In response, customers are expecting more and more from brands. They want better quality, a fair price, environmentally friendly options, and personalized customer service, just to name a few demands. And they’re not sitting around waiting for solutions to fall into their laps. With a wealth of knowledge at their fingertips, most customers have already done some online research on the product or service they’re searching for prior to purchasing.