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date: 18 May 2021

Abstract and Keywords

Successful organizations effectively socialize more than their new employees –they also socialize new customers, clients, guests, and others who begin to use their products and services. This chapter extends socialization theory and best practices into the realm of new customers, and explores how some organizations gain a competitive advantage through newcomer socialization by helping new (and especially inexperienced) customers quickly become connected, informed, productive, satisfied, and loyal.

Keywords: customer, client, guest, socialization, newcomer, service provider

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