Introduction to Digital Customer Engagement Minitrack

One of the most recent advancements in the use of the internet for customer-level business management is the ability to track individual customers´ activities, approach them proactively, provide customized offerings and manage customer lifecycles. The shift from managing the community to managing its individual members is a common denominator in many related developments. Customer co-created contents, service processes and virtual experiences represent some of the growing domains in this field. This minitrack invites papers that examine the systematization and intentionality of digital customer management as a business process.