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A report released this week by global research and consulting firm Ovum has explored the changing identity of the customer in the digital age with the emergence of what they term the  “Augmented Customer” — an interconnectedness between customers, retailers, and technology.


“With the number of connected smart devices expected to double thanks to advancements in smart home, virtual reality (VR), augmented reality (AR) and wearable technology, customer behavior is going to change and organizations need to be prepared,” says Rob Gallagher, research director of the consumer services group for Ovum. “It starts with evaluating their business models and meeting changing customer expectations. Service providers, in particular, should be investing in content, convenience, and comfort – in the form of data and privacy protection – for their customers.”

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