Customer relationships are being rebuilt around artificial intelligence.

Software no longer only records what customers do; increasingly it acts, for customers and for firms. This textbook prepares students to manage customer experience and customer relationships in that world, with rigour, with empathy, and with a clear sense of who is accountable when machines act.

IN THIS BOOK

• Thirty-three chapters in seven parts, from relationship foundations to agentic CRM
• A dedicated section on Al fundamentals, agentic Al, and agentic CRM
• 131 case studies, Canadian composite cases and real-company industry snapshots
• Chapters on customer empathy, employee experience, privacy, and responsible Al
• Spreadsheet labs, integrative cases, and Canadian legal and market context