Cover -- Contents -- List of figures and tables -- Foreword by Mathieu Laine -- Acknowledgements -- Author note -- Introduction -- PART ONE A digital coup d'état: the customer becomes the new master of commerce -- 01 Before the digital revolution: the pre-customer era -- Commerce before the customer -- Diversification, differentiation, targeting: the birth of 'precision commerce' -- Endnotes -- 02 The customer's Copernican revolution -- Repositioning #1: facing global competition -- Repositioning #2: meeting the challenge of the 'expert customer' -- Repositioning #3: controlling endless feedback and opinion loops -- Repositioning #4: moving from 'one-to-many' to 'one-to-one' -- Repositioning #5: adapting to anytime, anywhere, anything -- Endnotes -- 03 The customer's subjectivity is the number one concern for brands -- The necessity of gaining loyalty -- The key to creating loyalty: treat the customer as someone unique -- How to manage our cognitive biases -- Endnotes -- PART TWO How to win the battle for customers -- 04 Customer experience: the new brand compass -- Why is 'customer experience' so important? -- The 'customer with a thousand faces' -- What are the components of customer experience? -- Endnotes -- 05 The keys to a successful customer journey -- A first necessity: aim for the 4 Es at the same time -- A second necessity: integrate the requirements of a personalized customer relationship -- Endnotes -- 06 What can you do? A toolbox to manage customer relationships -- Golden Rule No. 1: always reachable and available immediately -- Golden Rule No. 2: accompany the customer from end to end -- Golden Rule No. 3: de-average the customer approach -- Golden Rule No. 4: make the most of technology -- Golden Rule No. 5: measure what matters -- Golden Rule No. 6: invest in emotional intelligence -- Endnotes -- Conclusion -- Bibliography.

Index.