Steve Williamson, Vice President at Software as a Service (Saas) company Acquia, considers how technology can improve customer experience of brands in the midst of changing consumer behaviour and the growth of the 24/7 economy. But the author also observes that increased customer expectations are a typical response to new technology – “and brands are trying to figure out how to keep up.” He also notes that the streamlining of approach by going open source is advisable if businesses are to being diverse technological products together to form a unified solution. He says open source enables the opportunity to optimise a brand’s customer experience, and to modify it in response to customer feedback.

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