With the advent of new technologies, an increasing number of companies have been redefining the manner in which they interact with their customers. Some of the fundamental precepts of marketing thinking, including what we read in our textbooks - such as customer centricity and customer orientation - have been questioned by practitioners. Companies treat customer demands as illegitimate until proven otherwise. Literature advice of individualised problem solving, and the adoption of an organic approach to complaint management, has been overturned and replaced with control and disciplining through the use of scripted rules and standard, cost-effective complaint processes. As a result, customers defined by the company as difficult and expensive are subordinated, whereas customers who comply with company expectations benefit from the low cost and better service levels, and appear willing to accept these new rules of engagement between customer and provider.