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: Engaging in cost-efficient, meaningful dialogue to learn more about customer expectations.

: Moving beyond basic trust to proactively acting in the customer's best interest, which is essential in an era of increased data transparency .

: Adapting some aspect of the company's behavior toward a customer based on what was learned during interaction. Key Concepts Covered

The text is best known for introducing the , a four-step blueprint for managing individual customer relationships:

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