Today’s rising internet-based economy is driven by personalized relationships between digital users and digital services providers (DSPs), and between digital users and other digital users. Engagement usually occurs at one of three levels: business-to-customer (B2C), business-to-business (B2B), or customer-to-customer (C2C).
Organizations that have captured the customer’s attention—Airbnb, Apple, Amazon, Google, Facebook, Microsoft, Netflix, and Uber, to name a few— cater to individuals rather than a customer account representing multiple active and anonymous users. A customer account structure is the case for most communications services providers (CSPs).
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