American Express

We’re a demanding bunch, aren’t we? We don’t care how great you are, only that we can trust you, what you can do for us, and that it can be dealt with immediately. We, as consumers, just want you to make our lives easier. We, as consumers, want to be treated like the individuals that we are.

The Internet is growing up, and so too are consumer demands. Consumers hold all the cards online as the Internet is a pull-driven medium—it is the customer who decides if he or she is going to engage you and do business with you.After all, online you’re definitely not the only game in town, and customers know it.

The Internet has changed the way people behave. Look at e-mail and instant messaging—it has changed the way people communicate with each other. In the office environment, people will sooner e-mail the person sitting next to them than turn around and talk.