The customer dance: When to lead, when to follow - Investigating the level of engagement customers want with today's brands

We are no longer in a world where businesses dictate and consumers listen. The Internet and the emergence of social media have encouraged consumers to interact like never before.

Traditionally, advertising, sponsorships, and other mass communication outlets have served as the primary branding platforms for businesses. But to truly differentiate, more brands are incorporating the customer experience into their branding efforts, particularly online.

If customer relationships are to be maintained and developed brands must learn ‘the customer dance' - when to lead interactions, and when to allow customers more control.

This paper explains why.