The new interactive technologies are not enough to cement a relationship, because companies need to change their behavior toward a customer and not just their communication. Explain what this statement means. Do you agree or disagree?

Explanation:

I agree with this statement, due to the fact that new interactive technologies are a communication channel between company and consumer, but it is the organization itself that should use the new interactive communication technologies in order to change its behavior that will assist in engagement and building customer relationships.

Relationship marketing can help companies to engage consumers through the development of product advertising campaigns that generate value and increase brand awareness, in addition to the ease that interactive technological tools have to enable greater interaction between consumer and company, decrease response time, answer questions, etc.

A company with strong customer relationships gains significant competitive advantages, such as strong market positioning and consumer loyalty.

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