Customers and their companies

Companies and their clients are becoming increasingly intertwined as evidenced by the way the business serves, listens, and innovates.

Service as set by the customers
Customer service should be re-written as Customer's Service. (service as owned by the customers)
As serving the customer is a major component of e-marketing, this opens the door to customer-driven companies and campaigns. If a business realises that their customer responds to a certain experience or service, fulfilling this need tightens the positive brand associations and increases sales.

Personas
"This is our customer Jill. Jill is a 28yr old female with two children.."
Analytics provide marketers direct access to important customer information: likes, dislikes, attitudes & buying paths. When a business conforms and optimises to this end they recognise the best selling practices are the ones dictated by their own customers. Essentially putting the horse and cart in the right order.

Unusual discoveries - conscientious clients
Your customers help you save money. yes, as customers gravitate towards e-systems such as Internet banking, email and help-desk forums they are unknowingly promoting thrifty business structures. Make full use of this behaviour to reduce your overheads.

Clearly my boss is no longer the CEO;
My boss is Jill the customer.