This book explores the question of who the connected customer really is. To understand him, the focus must shift from target groups back to the individual customer - Big Data must transform into Smart Data. Renowned authors point out the opportunities and dangers associated with networking and its consequences, such as the real-time dissemination of information. They demonstrate that consumer connectivity has multiple impacts on corporate management, starting with the question of the future role of Customer Relationship Management and extending to the description of the new Generation C. Finally, the reader is presented with positive examples of the consistent implementation of sustainable customer relationship management. The content includes: Of Winds and Dragons: The Last Consumer? Of Travels and Steps: Generation C. Of Rivers and Networks: The Changing Nature.