Eklund believes that the immediacy of the Internet has increased consumers' expectations of the companies with which they do business. In other words, there had better be a fast, easy-to-navigate system for a customer to place an order. He explains, With the Internet and all these advances in communications, customer expectations have risen. It's even easier to lose a customer because their information is getting more and more perfect. You not only need consistency in terms of your interaction with customers across your organization, but you also need to be consistent through all channels.