Twenty-first century customers are demanding more than ever - they will communicate with a company in whatever channel they need to at the time they want to. They want their interactions with the company to be seamless, convenient and simple. They want to get whatever it is they want to do with your company done as fast as possible. AND they want more than just good products and services, products, services, the tools they need to control their interactions with your company and consumable experiences. All in all, if you can't compete by engaging them in ways that make them want to come back to you, you lose.While this is a complex effort, because you have to satisfy the needs of potentially millions of customers (you want that right? Millions), it is simple in its fundamental principle - if a customer likes you and continues to like you they will continue to do business with you. If they don't they won't. Simple, but the execution isn't because you have to identify what each of those millions of customers wants and needs and keep the provision of those individual needs cost-effective enough to be of value to you and yet still provide value to them. Plus they have to e able to retain control over their own interactions with you - because if they lose the option of control of their conversation with you, they are gone.To do this takes a substantial effort. That's where the Commonwealth of Self Interest: Business Success Through Customer Engagement by Paul Greenberg comes in. This book is the first of its kind to present the definitions, frameworks, strategies, programs, business operations, cultural transformation, systems technologies, and measurements to successfully engage your company's customers - whether your company is small and growing or an immense enterprise with hundreds of millions of customers. The changes in sales, marketing, customer service and commerce have been profound and how to navigate those changes and provide the right approaches and programs are addressed and the impact of successfully addressing those changes is shown by case studies and stories - as is what happens when you don't adjust to what your customers have already adjusted to.Throughout the book, which is written in a entertaining and conversational style, you will find dozens of case studies, proven best practices, expert advice and analysis from Paul and nearly 20 of his closest friends - all experts in their respective fields. Paul Greenberg, known as the "Godfather