The research line studies customer-centric management, i.e., those cultural, organizational, strategic and marketing practices aimed at reinforcing the ability of companies to create value for the customer and for itself in the long term.

This implies several challenges.

First and foremost, the development of the so-called customer intimacy, which in turns raises the need to complement the (traditional) demand analysis with applied neuroscience.

A second area refers to omnichannel strategy, i.e., to the decisions about the bundle of (physical and digital) channels and immersive contents allowing to pursue customer centricity at sustainable conditions.

Third, the studies about the role of data in establishing customer centricity are deployed; a specific focus on quantitative (and multimodal) methods for Customer Relationship Management, marketing mix modelling, attribution modelling and attention metrics is devoted.

These topics and areas are explored and analyzed both in B2C and in B2B contexts, and with an attention not only to economic returns but to the triple bottom-line.