Brent Leary, partner at CRM Essentials, remembers when Amazon was just a bookseller. In his closing keynote on August 10 at CRM Evolution 2011 he noted that a lot of things mean something different today than they did back five years ago. He explained the customer has changed in a lot of different ways. But philosophy hasn't changed a bit. Customers have always wanted to be valued beyond the transaction. Technology, social media, and mobile has changed. Customers really trust their technology, Leary said.