"Recent studies have shown that customers no longer base their loyalty on price or product. Instead, they anchor their brand loyalty according to the experiences that they receive. Nearly 90% of buyers polled would pay more for a product or service if they received an exceptional customer experience. I believe this experience should wholeheartedly apply to face-to-face as well as online experiences. One suggestion I have, to surprise and delight customers, is to leverage web-based chatbots. Many companies already use chatbots, however, not to the best of their capabilities. Some options could include ensuring that the 'voice' of your chatbot matches the level of empathy that the company feels is appropriate for a customer-based interaction. This idea goes so far as to ensure that the chatbot language perfectly matches the organizations' brand voice. I believe there is a lot more we can do to personalize and customize the customers' online experience, and I have many more ideas in mind."