Before the advent of mass production, mass distribution, and mass media, people all over the world used to know their butchers, bakers and candlestick makers by name. Humans were never mentally wired to trust and enjoy goods made by "unknown hands".
The growing divide between big national brands and their customers has been decades in the making. In the eyes of customers, old-fashioned companies don't listen, they advertise. They don't adjust to customers' needs, but try to sell something. They aren't flexible, because they have strict policies to ensure consistency and efficiency.
The innovations in digital, mobile and social technologies make direct interactions between businesses and customers fast and easy. It takes us back to the way the human species has always prospered, to intimate relationships built on trust and loyalty.
To make it happen, we started our customer service research. That's how Dream Support, a customer service outsourcing and consulting company, was founded.