Digital Enablers have shifted the power from brand to customers.In fact a brand is no longer what you tell the cunsomer it is. A brand is what customers tell each other it is.Customers have access to all knowledge via google, do this anytime via mobile,buy anytime via webstores, watch-listen what he wants when via channels like youtube and spotify, can link the whole world to as for an advice via social media, furthermore can use social media to become a broadcaster in favour or against the brands ; so the game has changed. What is needed is a transformation to listen, understand and communicate with the customer. The end game is to put the customer in charge via  a good , personal, relevant, contextual, omnichannel experience.

Customers leave a lot of digital footprints, and these need to be used to give back to them a better experience.

``By 2020 80% of all interactions with a company will be digital and both ways`` F.Arroyo, CIO of AT&T, Gartner

``42% of cies have no digital cusomter journey, they merely updated digital touchpoints with new social media and mobile technologies``B.Solis from Altimeter

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Simply customer aims at increasing the customer experience as well as keeping customer engaged and in house, making use of the below channels and solutions per each:

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• Content Management

• Digital Marketing

• Loyalty Management

• CRM