This research paper explores what it means to put the “customer-first” and highlights innovative ways that companies are implementing policies and practices that put the customers’ need ahead of all else. In this digital age, a human touch is becoming increasingly important, and customers want to be seen as people—not just the sum of their data. Brands are strengthening their customer-first Approach by developing emotionally intelligent and aware artificial intelligence to ensure humanistic experience across digital points, via brand engagements such as chatbots, interactive displays, and in-person or virtual interactions with store associates. Published July 2018 #health #papers #retail