And Relationships:...: Managing Customer Experience

: 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:...

: Locating and getting to know individual customers in as much detail as possible. : Using data science and "Martech" to drive

: Monitoring and ensuring customers achieve their desired outcomes to drive long-term loyalty. 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 .