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The importance of digital technologies is continuously increasing for the customers and thereby also for the companies. Examples for the digital transformation are the usage of smartphones and other gadgets as well as social media channels as Twitter and Facebook. The changing behavior of the customers has also impact of the relationship between a customer and a company. For adapting the clients’ care regarding to the alteration the changed attitude itself has to be understood. Therefore, the customer behavior without digital technologies is compared to the one influenced by the digital transformation and differences are accentuated. Following it is pointed out how to deal with this differences in the customer relationship. Also, the question will be answered what the consequences are if notwithstanding the digital transformation the marketing strategy is not changed.
Digital technologies, digital transformation, social media, customer relationship, marketing strategy
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