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Creating the Customer

In: Creating Value in the Digital Era

Author

Listed:
  • Alf Chattell

Abstract

We are entering an era where you create value by enabling customers to uncover new possibilities of what might be. Where you create value by enabling customers to explore, design and choose what makes best sense for them. An era where you create value through what people can experience or do that is absorbing, creative, exciting and meaningful. And where perhaps the greatest virtue, is to enable customers to give wings to their imaginations.

Suggested Citation

  • Alf Chattell, 1998. "Creating the Customer," Palgrave Macmillan Books, in: Creating Value in the Digital Era, chapter 3, pages 54-77, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-14711-3_4
    DOI: 10.1007/978-1-349-14711-3_4
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