Two Trends: Across Businesses and the Web
It has become much easier to track and measure individual transactions across businesses.
Second, the Web has also opened up options.
People can now serve themselves at their convenience at a negligible cost, but they have to accept little or no human contact in return.
Such huge savings in service costs have proven irresistible to marketers, who are doing everything possible to push their customers--especially low-margin ones--toward self-service.