Need:
Since customers no more behave like isolated individuals but more like tightly connected networks, organizations need to learn how to harness the power and potential of such networks. 

Description:
Organizations need to learn how to engage, empower and co-create along with customers beyond the point of first purchase. Creating an effective customer strategy requires to understand key concepts such as customers as strategic assets, the reinvented marketing funnel, the digital path to purchase, and the 5 behaviours of customer networks - Accessing, Engaging, Customizing, Connecting, & Collaborating