When digital becomes human : the transformation of customer relationships / Steven Van Belleghem.
By: Van Belleghem, Steven.
Edition: First Edition.Description: xii, 195 pages ; illustrations : 24 cm.ISBN: 9780749473235 (paperback).Subject(s): Business communication | Customer relations | Electronic commerce | BUSINESS & ECONOMICS / Business Communication / General | BUSINESS & ECONOMICS / Customer Relations | BUSINESS & ECONOMICS / E-Commerce / Internet Marketing | BUSINESS & ECONOMICS / Management | BUSINESS & ECONOMICS / Marketing / GeneralGenre/Form: Print books.Summary: "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"--Summary: "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"--| Current location | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|
| On Shelf | HF5415.5 .V346 2015 (Browse shelf) | Available | AU0000000003485 |
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| HF5415.5 .S68 2021 The business of belonging : how to make community your competitive advantage / | HF5415.5 .T253 2014 Dynamic customer strategy : today's CRM / | HF5415.5 .T43 2016 Service is front stage : positioning services for value advantage / | HF5415.5 .V346 2015 When digital becomes human : the transformation of customer relationships / | HF5415.525 .H37 2011 Harvard business review on increasing customer loyalty. | HF5415.55 .B86 2018 The snowball system : how to win more business and turn clients into raving fans / | HF5415.55 .L37 2019 INTER-ORGANIZATIONAL CULTURE linking relationship marketing with organizational behavior. |
"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"--
"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"--