Relationships:... — Managing Customer Experience And

: Using data science and "Martech" to drive personalized interactions without requiring advanced mathematical degrees .

: Interactions where the customer and company both learn, making it harder for the customer to switch to a competitor because the current firm knows them so well. Managing Customer Experience and Relationships:...

The text you are referring to is likely the seminal book by Don Peppers and Martha Rogers. Now in its fourth edition (released April 2022), it is a cornerstone resource for building customer-centric business models . : Using data science and "Martech" to drive