Managing Customers in the Digital Era

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.