E-stuff: In the rush for high tech, have we forgotten the high touch? — Steve Reiman, Interactive Marketing, Vol. 3 No. 3

Now that we have potentially gone more high-tech, remote and impersonal via mobile, the Internet and interactive media, research strongly suggests that consumers desire some compensating 'high touch' factors, such as individualised personal service, hand-holding guidance and highly tailored promotions. The stakes are, if anything, raised higher: these high-touch factors will continue to prove to be the critical success factors in business. (12 pages)

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