In 2019, I wrote about a marketing phenomenon that I kept hearing about, that customers are in control, that they have all the power. I never felt like that was right.

In that post, I wrote:
“So, when you see those headlines about customer control and customer power, what are they really talking about? I don’t believe customers want to be ‘in control.’ Honestly, it’s less about control and power, and more about expectations and having their expectations known—and met. It’s more about brands doing the right thing and doing what’s right. It’s about customers knocking brands over the head and saying, ‘We’re tired of being treated like crap! Why is this so hard? You ask us for feedback. You capture all this data about us. And yet, you still deliver an experience that is primitive, at best.’”

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