Conditional love: How digitally-savvy consumers choose who they do business with and what keeps them faithful

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Brendan Witcher of Forrester provides insight into how digital pros are waking up to the fact that digitally-savvy, channel-agnostic consumers no longer choose who they do business with because of products and services a company offers, but rather give loyalty to those that deliver the "assortment of conditions" under which the individual wants to buy. Brendan reveals how understanding and catering to a customer's experiential needs can create feelings of confidence, comfort, ease, simplicity, and flexibility for them throughout digital and physical engagements. 

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