Finding ways to create and maintain a relationship with your customers is the number one priority to many companies. Some companies are good at this while some are not. Technology really helped in this area but in most cases, its not the only answer.
Take apps, for example. They can be quite a double-edged sword. Starbucks, for instance, has a Breakfast on Us promotion where you get stickers each time you buy something from them and once you fill it out you get something for free. This works well for people who go to the store. But Starbucks also promotes their app like crazy. And this is a problem because people who want to buy through the app often forget about the card and get no additional value. When they realize this, they get mad. And, their experience is ruined.
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