Augmented Customer Strategy

Digital transformation is shaping a new landscape for businesses and their customers. For marketing professionals, advancing technology (artificial intelligence, robots, chatbots, etc.) and the explosion of personal data available present great opportunities to offer customers experiences that are ever richer, more fluid and more connected. For customers, this ecosystem is synonymous with new roles. They are more autonomous and have power alongside the company: they influence, innovate, punish and more. These developments push companies to implement new customer strategies. It is in this context, marked by pitfalls and paradoxes, that the authors of this book reflect on the customer relationship, what it has become and what it will be tomorrow. The book provides practitioners, teacher-researchers and Master's students with a state of the art and a prospective vision of customer relations in a digital world. It is aimed at those who want to gain an up-to-date understanding of the field and find all the keys needed to project themselves into the future.

Gilles N'Goala is Professor of Marketing at the Montpellier Management Institute of the University of Montpellier in France, member of the MRM research laboratory and President of the French Marketing Association. Virginie Pez-Pérard is Associate Professor at the University Paris II Panthéon-Assas, France, and affiliated with the LARGEPA research center. She is also a lecturer at the Ecole Polytechnique (i3-CRG laboratory, UMR CNRS 9217). Isabelle Prim-Allaz is Professor of Marketing at Lumière University Lyon 2, France and Director of the COACTIS Research Center.