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When Digital Becomes Human – The Transformation of Customer Relationships

Autor Steven Van Belleghem
en Limba Engleză Hardback – 2 mar 2016
WINNER: 2016 Chartered Management Institute Management Book of the Year - 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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Specificații

ISBN-13: 9780749479152
ISBN-10: 0749479159
Pagini: 208
Dimensiuni: 164 x 242 x 18 mm
Greutate: 0.47 kg
Editura: Kogan Page

Notă biografică

Steven Van Belleghem

Cuprins

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

Descriere

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Management Book of the Year 2016. Category Winner: The Commuter’s Read.

Combine the benefits of digital opportunity and service with human experience to add 'heart' to the digital experience and guarantee consumer satisfaction.