Customer Relationship Management in a Multichannel Environment

Customer Relationship Management in a Multichannel Environment with a Focus on Personalised Experience and Digital Loyalty explores how organizations can design and manage effective customer relationships across multiple digital and physical touchpoints. The book explains how the integration of CRM systems, data analytics, and customer insights enables companies to deliver consistent and personalised experiences throughout the customer journey. It highlights the strategic role of digital channels such as mobile apps, social media, and e-commerce platforms in building long-term customer loyalty. By emphasizing personalization, the book shows how tailored communication, customized offers, and real-time engagement can increase customer satisfaction and retention. In addition, it discusses the challenges of managing customer data, aligning channels, and measuring loyalty in a multichannel environment. Overall, the book provides both conceptual frameworks and practical guidance for managers and researchers seeking to strengthen digital loyalty through customer-centric strategies.