Your customer is the brand: What is your role?

There is a paradigm shift in this age of digital empowerment. Introducing the one and only customer. While at Newark Liberty International Airport recently, on the lookout for a quick snack and drink before my flight, an unexpected encounter left me pondering the evolving dynamics of customer relationships. After selecting my items and approaching the self-service checkout, it struck me that I had unwittingly become a certified supermarket cashier and bagger. This transformation was a...