The concept of customer loyalty has come to play an important role in established businesses. It is a well-known fact that a higher level of customer loyalty leads to greater company success. As a result, instruments of Relationship Marketing and the role played by trust and the creation of...

1. Introduction -- 2. Concept, Relevance and Management of CX -- 3. Starting a Start-Up -- 4. Understanding The Outside World: Customers & The Surrounding Environment -- 5. Outside-In: Defining the CX-Centric Business DNA—The Why, How, and What of a Start-Up -- 6. Inside-Out: Testing,...