Spotify uses data about musical preference to suggest new music to subscribers. This use of technology aids in spotify's relationship marketing efforts, in which the company can gain insights into how products create value for customers.
Relationship marketing refers to programs that businesses set up to interaction with their customers, offer loyalty promotions and create long-term engagement. In doing so, they hope to have long-lasting relationships with their customers to keep them interested and invested long-term. When a business developes plans by thinking like a consumer, it allows them to better serve their consumers needs.