FGV professor Roberto Madruga will launch the book “Gestão do Relacionamento e Customer Experience” [Relationship Management and Customer Experience] on October 18, at 5.30pm, at the FGV Bookstore (Praia de Botafogo, 190 – Ground Floor. Botafogo, Rio de Janeiro/RJ). The book addresses the revolution that has been underway in recent years regarding the customer’s experience with companies and their products, and addresses topics such as loyalty programs, omnichannel, customer journey mapping, as well as technologies to gain and retain customers via virtual or distance channels.

The changes that are happening are transforming the way we work all around the world, from the operational staff to the CEO, who need to acquire new work skills, methodologies and tools. One of these changes in behavior is part of Customer Journey Mapping, which is the need to show members of organizations that customers have emotions and, beyond numbers, must come first when designing products and services.

“Consumers are becoming increasingly free to choose the brands they want, in light of the wide range of options available in the market, sometimes very similar. However, companies that can create competitive advantages linked to Customer Relationship Management and Customer Experience can stand out”, said Roberto Madruga.

The book also features a technological resource for better learning the content. Each chapter has an icon that features a free (online) video class.

Go to the website for more information on the book.