Prior literature on customer engagement has emphasized the benefits of customer engagement to the firm and mostly ignored the customers' perspective. In contrast, we argue that sustainability of data-driven customer engagement require a dynamic and iterative value generation process involving 1)...

This book provides a new and definitive overview of customer experience and how it can be managed and enhanced in one of the most dynamic industries in the world-the service industry. Its highly qualified international team of contributors ensures that it adopts a global perspective, and clearly...