کتاب Customer ‏Relationship ‏Management ‏in ‏a ‏Multichannel ‏Environment ‏with ‏a ‏Focus ‏on ‏Personalised ‏Experience ‏and ‏Digital ‏Loyalty

Chapter 1 4
The ExperienceDriven Shift in Customer Relationships 4
From Product Value to Experience Value 4
Humanising Digital Interactions 6
Emotional and Behavioural Dimensions of Loyalty 9
The Role of Trust in a Multichannel Context 12
Case Glimpses: ExperienceCentric Brands in the Digital Era 14
Chapter 2 18
Mapping the Multichannel Landscape 18
Evolution from SingleChannel to Omnichannel Strategy 18
Integration of Online and Offline Touchpoints 21
Data Flows and Customer Identity Continuity 24
Challenges of Channel Conflict and Consistency 27
Emerging Technologies Redefining Customer Journeys 30
Chapter 3 34
Personalisation Intelligence and DataDriven Engagement 34
The Architecture of Customer Data Platforms (CDP) 34
Behavioural Segmentation and Predictive Modelling 37
Contextual Marketing and Recommendation Engines 40
Privacy, Ethics, and the Limits of Personalisation 43
Adaptive Content Delivery Across Channels 46
Chapter 4 51
Digital Loyalty Ecosystems 51
Redefining Loyalty in the Age of Digital Platforms 51
Gamification, Rewards, and Emotional Anchors 54
CrossChannel Loyalty Integration 57
Blockchain and TokenBased Loyalty Models 60
Measuring Loyalty Effectiveness and Retention Metrics 64
Chapter 5 68
CRM Strategy and Organisational Transformation 68
Aligning Customer Strategy with Corporate Vision 68
Integrating CRM Across Departments and Processes 71
Change Management and Internal Adoption 75
Metrics, KPIs, and Performance Dashboards 78
Cultural Shifts Toward CustomerCentric Thinking 82
References 88