Due to the influx of these “full-service” organizations, smaller agencies are struggling to keep up with the massive shift from the traditional business model to the modern, consumer-driven and comprehensive capacities of the full-service agencies, and two-thirds of these smaller agencies are taking costly measures to completely restructure their businesses and revamp their technology foundations. The Organization's 'closeness' to the consumer that is achieved through multi-channel user engagement in the full-agency model is evidently and conspicuously generating more collaborative consumer relationships than is possible for the smaller organizations (Vollmer 6).