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  • March 2022 (Revised March 2022)
  • Module Note

Managing Customers in the Digital Era

By: Eva Ascarza
  • Format:Print
  • | Language:English
  • | Pages:26
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Abstract

The last two decades have witnessed incredible technological advances that have transformed the ways customers connect with each other and enabled firms to track customers in multiple ways through various channels to personalize (and automize) their offerings at unprecedented levels. As a result, companies have changed the ways they manage their customers, and with that their priorities and challenges.
This module note describes four themes that capture some of the key challenges presently facing managers. Instructors can teach this module as part of a course on managing customers, customer centricity, or data-driven marketing.

Keywords

Customer Relationship Management; Customer Focus and Relationships; Technological Innovation

Citation

Ascarza, Eva. "Managing Customers in the Digital Era." Harvard Business School Module Note 522-066, March 2022. (Revised March 2022.)
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About The Author

Eva Ascarza

Marketing
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Related Work

    • March 2022 (Revised March 2022)
    • Faculty Research

    Managing Customers in the Digital Era

    By: Eva Ascarza
Related Work
  • Managing Customers in the Digital Era By: Eva Ascarza
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