.... The purpose of this study is to provide a new perspective on experience management and offers a novel way forward for customer-centric strategizing. Design/methodology/approach Mapping the current digital technologies being used across businesses in all sectors to engage and connect with customers more...

... approach generates sustainable success. In this respect, the findings contradict the widespread assumption that GAM programs can be implemented within 12-18 months and offer those who are charged with such a task useful lessons for their own practice. Key account management Customer-centricity Global...