In the old days, if you wanted to ask someone out on a date, you summoned up the nerve, tried to gauge their interest, and actually said the words, “Wanna go out?” Now you log in, swipe right, and send a couple of emojis, leaving the hard work to a dating app.
The situation is not so dissimilar for firms trying to develop and hone customer relationships, observes ESCP Europe’s Michael Haenlein. He’s the author of a new study about the challenges of managing those dynamics in the modern world.
