A few weeks after the release of this new reference book on customer relations, Gilles N’Goala, Virginie Pez-Pérard and Isabelle Prim-Allaz are pleased to present and comment on the latest key findings of customer marketing research professors. Alongside Grégoire Bothorel, our Head of Research, the three co-authors of the book put the term “augmented” into perspective.
“The last Customer Strategy book (Ed. Pearson) was published in 2012 and we felt it was essential to understand how the all-digital age had increased not only consumers, but also tools, data, technologies and organizations,” explains Virginie Pez.
Connected by a common thread, three themes emerge from the book: