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1 ¹ Vikas Kumar, “Building Customer-Brand Relationships through Customer Brand Engagement,” Journal of Promotion Management 26, no. 7 (July 2020), p. 986–1012, doi:http://dx.doi.org/10.1080/10496491.2020.1746466, accessed June 7, 2021. Also, Christof Binder and Dominique M. Hanssens report research on brand valuation of a company at the time of merger or acquisition. They discovered that over a 10-year period from 2003 to 2013, “brand valuations declined by nearly half (from 18% to 10% [of total company value]) while customer relationship values doubled (climbing from 9% to 18%). Acquirers have decisively moved from investing into businesses with strong brands to businesses with strong customer relationships.” See “Why Strong Customer Relationships Trump Powerful Brands,” Harvard Business Review, April 14, 2015, available at https://hbr.org/2015/04/why-strong-customer-relationships-trump-powerful-brands, accessed August 17, 2021.

2 ² Priyanka Meena and Praveen Sahu, “Customer Relationship Management Research from 2000 to 2020: An Academic Literature Review and Classification,” Vision 25, no. 2 (June 2021): 136–58, https://doi.org/10.1177/0972262920984550; Ju-Yeon Lee, Shrihari Sridhar, Conor Henderson, and Robert W. Palmatier, “Effect of Customer-Centric Structure on Firm Performance,” Marketing Science Institute Working Paper Series, Report No. 12–111, available at https://www.msi.org/wp-content/uploads/2020/06/MSI_Report_12-1111.pdf, accessed August 17, 2021; Sunil Gupta and Donald R. Lehmann, Managing Customers as Investments (Philadelphia: Wharton School Publishing, 2005); Robert S. Kaplan, “A Balanced Scorecard Approach to Measure Customer Profitability,” Harvard Business School's Working Knowledge Web site, August 8, 2005, available at: https://hbswk.hbs.edu/item/a-balanced-scorecard-approach-to-measure-customer-profitability, accessed August 17, 2021; Don Peppers and Martha Rogers, The One to One Future (New York: Doubleday Books, 1993); and Fred Reichheld and Rob Markey, The Ultimate Question 2.0: How Net Promoter Companies Thrive in a Customer Driven World (Cambridge, MA: Harvard Business Review Press, 2011).

3 ³ Thanks to the SalesForce Marketing Cloud website for inspiring many of these examples; “Marketing Cloud Customer Stories,” Salesforce, available at https://www.salesforce.com/products/marketing-cloud/customer-stories/, accessed April 14, 2021.

4 ⁴ Barton Goldenberg, “CXM: Give Your Customers the Experiences They Want,” CRM Magazine 21, no. 4 (April 2017): 6; Ranjay Gulati, Reorganize for Resilience: Putting Customers at the Center of Your Business (Cambridge, MA: Harvard University Press, 2010). Also see Don Peppers and Martha Rogers, Ph.D., One to One B2B (New York: Doubleday Broadway Books, 2001).

5 ⁵ Colin Dwyer, “Barnes & Noble Set to Be Sold to Elliott Management for about $683 Million,” NPR, June 7, 2019, available at https://www.npr.org/2019/06/07/730638739/barnes-noble-set-to-be-sold-to-elliott-management-for-about-683-million, accessed August 17, 2021; “Amazon.com, Inc. Common Stock (AMZN),” Nasdaq, available at https://www.nasdaq.com/market-activity/stocks/amzn, accessed August 17, 2021.

6 ⁶ Bernd W. Wirtz and Peter Daiser, “Business Model Development: A Customer-Oriented Perspective,” Journal of Business Models 6, no. 3 (2018): pp. 24-44; Srividya Sridharan, “Evolve Your Approach to Acquisition and Retention,” Forrester Research, Inc., December 12, 2012, available at www.forrester.com.

7 ⁷ Marco Bertini and John T. Gourville, “Pricing to Create Shared Value,” Harvard Business Review, June 2012, available at https://hbr.org/2012/06/pricing-to-create-shared-value, accessed August 17, 2021. See also Don Peppers and Martha Rogers, Ph.D., The One to One Manager (New York: Doubleday, 1999).

8 ⁸ B. Joseph Pine II, Don Peppers, and Martha Rogers, Ph.D., “Do You Want to Keep Your Customers Forever?” Harvard Business Review 73, no. 2 (March–April 1995): 103–114.

9 ⁹ B. Joseph Pine II, Don Peppers, and Martha Rogers, Ph.D., “Do You Want to Keep Your Customers Forever?”

10 ¹⁰ Steve Blank, “Why the Lean Startup Changes Everything,” Harvard Business Review, May 2013, available at https://hbr.org/2013/05/why-the-lean-start-up-changes-everything, accessed August 17, 2021; Katherine Lemon, Don Peppers, and Martha Rogers, Ph.D., “Managing the Customer Lifetime Value: The Role of Learning Relationships,” working paper.

11 ¹¹ David C. Edelman and Marc Singer, “Competing on Customer Journeys,” Harvard Business Review 93, no. 11 (November 2015): 88–100.