When Digital Becomes Human

When Digital Becomes Human

The Transformation of Customer Relationships
Steven Van Belleghem
Kogan Page
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Gewicht:
324 g
Format:
234x156x12 mm
Beschreibung:

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.
Combine the benefits of digital opportunity and service with human experience to add 'heart' to the digital experience and guarantee consumer satisfaction.
Enables readers to positively transform customer relationships to drive business success, consumer engagement and loyalty
  • 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

WINNER: CMI Management Book of the Year Awards 2016 - Commuter's Read Category

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. But success doesn't just rely on digital engagement and excellence, but also on combining a digital-first attitude with a human touch. In When Digital Becomes Human, Steven Van Belleghem explores and explains the new digital relationships.

Packed with global examples from organizations that have successfully transformed their customer relationships, such as Amazon, Toyota, ING, Coolblue, Nike and Starbucks, When Digital Becomes Human presents a clear model that companies can easily implement to integrate an emotional layer into their digital strategy. This guide to combining two of a business's most important assets - its people and its digital strengths - covers the latest issues in digital marketing and customer experience management, including omnichannel and multichannel experiences, big data and predictive analytics, privacy concerns, customer collaboration (ie crowdsourcing) and more.

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