Having published the 1st Edition of this Book in 2009, it is a privilege that I am able to share new insights in this 4th Edition.

Customers have become more savvy and dynamic with the impact of social media, companies have realised the need to position their brands in an articulate manner.

There is however a need to deepen Customer retention rather than just focusing on customer acquisition alone.

The challenges that companies are facing is still escalating. Customers today have more choices and it is important to create more platforms to onboard and engage customers.