The value of the customer relationship

The challenge that companies have to face in today’s markets is particularly complicated. In fact, in the last decades remaining competitive on the market(s) has become increasingly difficult due to many changes, such as market globalization, digital revolution, increased competition and increased customer demand for progressively customized products/services that are “suitable” to their needs and tastes. Within this scenario it is particular important for the companies to improve the relationship with their stakeholders, using adequate solutions in order to generate growing satisfaction for both the parties. Considering the relationship between the companies and their customers an important aim is to increase the level of knowledge of the latter and implement differentiated and valuable value propositions. This is important in order to establish a long-term relationship with the current customers and attract new ones. This can be carried out thanks to the positive word of mouth activated and powered by loyal customers that can be considered ambassadors of the company and/or the brand. Nowadays, thanks to the development of the Internet and social media, this represents a particularly relevant aspect for a company interested in achieving and maintaining a competitive advantage. This book deals with this topic, particularly focusing on the relationship between the company and its customers, as well as the value effects of this relationship.