How do collaborative online tools affect an organization's way of interacting with its customers?

Collaborative online tools enhance customer interactions by enablinginstant and continuous two-way communication, allowing organizations to respond promptly, gather feedback, and engage customers in real-time. The IASP SPP curriculum recognizes that such tools are increasingly critical for improving customer experience, building loyalty, and fostering co-creation of value. While these tools can have downsides if mismanaged, their primary effect is to expand communication capabilities, supporting transparency and responsiveness that differentiate organizations competitively.【IASP SPP Study Guide - Customer Engagement】【Prahalad & Ramaswamy, Co-creation of Value】