B2b customer engagement strategy: an introduction to managing customer experience
Auteur :
Prior, Daniel D.
Éditeur :
Springer International Publishing AG
ISBN :
9783031234088
Date de publication :
4 avr. 2023
Dimensions :
23,5 x 15,5 cm
Langue :
Anglais
Pays d'origine :
Suisse
This textbook introduces students to customer engagement strategy in B2B markets, the foundation of which is customer engagement capability. Companies must develop and implement four sub-capabilities – customer journey management, customer relationship management, customer communications and data analytics and insight to succeed.