When Digital Becomes Human: The Transformation of Customer Relationships

ISBN-13: 9780749473235 / Angielski / Miękka / 2015 / 208 str.

Steven Van Belleghem

Opis

In an age when customers have access to vast amounts of data about a company, its product and its competitors, customer experience becomes increasingly important as a sustainable source of competitive advantage. In a recent global market study, 73% of respondents stated that even when a company's digital channels work perfectly, they still want access to a real person.Steven Van Belleghem explores and explains the new digital relationships and offers a strategic guide to combining a business's two most important assets -- its people and its digital strengths. He shows marketing managers, directors and commercial decision makers how to positively transform customers' digital experiences by adding a human touch. He covers the latest issues in digital marketing and CRM including: omnichannel and multichannel experiences, big data and predictive analytics, privacy concerns, and crowdsourcing.Packed with examples from organizations that have successfully transformed their customer relationships, such as Amazon, Toyota, ING, Nike and Starbucks, the book presents a clear model that illustrates how to integrate an "emotional" layer in any digital strategy to achieve consumer engagement and loyalty.

Recenzje

"Do you think customer relationships are important? Do you believe you are running a customer-focused company? Then read this book. Using a wide range of case studies and inspiring stories, it will show you how to really put the customer at the heart of everything. You will learn how to combine the digital and human dimensions to create emotional, productive customer relationships." Dominique Leroy, CEO, Proximus

Spis treści

• Section - ONE: Introduction;
• • Chapter - 00: Introduction;
  • Chapter - 01: The customer relationship of the future;
• Section - TWO: Digital Transformation;
• • Chapter - 02: Digital first = customer first;
  • Chapter - 03: A single digital ecosystem;
  • Chapter - 04: From self-service to automation;
  • Chapter - 05: Not 'big data' - 'big relevance';
• Section - THREE: The human transformation;
• • Chapter - 06: The technology becomes human;
  • Chapter - 07: Heartketing;
  • Chapter - 08: The human touch;
  • Chapter - 09: Crowd power

O autorze

Steven Van Belleghem is a successful entrepreneur, academic, speaker and author. He is a Managing Partner of InSites Consulting, (a fast growing market research & consultancy firm), Professor at Vlerick Leuven Gent Management School and author of The Conversation Manager.