New Frontiers of Customer Strategy

Digital transformation has shaped a new landscape for companies and their customers, offering companies a wealth of data with which to develop customer knowledge. However, this evolution is just one of many transformations in customer marketing within an increasingly complex reality, thrown into turmoil by environmental and social changes.

New frontiers in customer relations strategies are thus being drawn, some in new territories grounded in efforts to preserve scarce resources, while others are built on expectations of social responsibility. These profound societal changes also reveal darker frontiers, where companies have insufficient ethical considerations for vulnerable customers, or merely react to changes in legislation.

New Frontiers of Customer Strategy offers practitioners, lecturers and students an up-to-date reflection on the role of customer relations now and in the future, to keep pace with environmental, digital, inclusive and ethical issues, as well as organizational governance.

Thierry Delécolle is a doctor in management science and Deputy Managing Director at De Vinci Higher Education, France.

Florence Jacob is an associate professor at the School of Economics and Management of Nantes University (IAE Nantes), France.

Isabelle Prim-Allaz is a full professor at Lumière Lyon 2 University, France.