When Digital Becomes Human: The Transformation of Customer Relationships - Brossura

Belleghem

Brossura

ISBN 10: 0749473231 ISBN 13: 9780749473235

Casa editrice: Kogan Page, 2015

Riassunto

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.

Su questo libro

Recensione:

"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 2015-02-18)

"When Digital Becomes Human goes further than the traditional theories on customers and the future. It forces you to take the customer relationship ten steps further. It is an inspiring read for all managers serious about their relationships with their customers." (Wiebe Draijer, CEO Rabobank 2015-02-18)

"Everyone wants to be digital, even CEOs. But it only works if you create an authentic relationship with your customers - in this digital world, personal relationships actually become more important. The link between digital and human is explored brilliantly in this book. A mustread for every modern CEO. A must-read for every old-fashioned one too." (Marc Coucke, CEO, Omega Pharma 2015-02-18)

"A great book for anyone in business, When Digital Becomes Human answers the question, what is great customer service in the digital age? The case studies he uses, such as Amazon, Toyota, ING, Nike and Starbucks, reinforce the idea that having a person on the other end can be the difference between keeping and losing a customer... Van Belleghem argues that the human touch will become more, not less important, in the future." (The British Weekly 2015-06-22)

"An interesting book about a subject that might confound current wisdom or feeling for many, yet it manages to transform thought without being confrontational or overly evangelistic. It lets the subject just speak for itself!" (Darren Ingram, Darren Ingram Media)

Descrizione del libro:

Explains in step-by-step detail how to develop a successful consumer-led strategy in a digital age

Shows how to add an emotional layer to the digital relationship so companies can compete on relevance and value, as well as on efficiency and price

Enables readers to positively transform customer relationships to drive business success, consumer engagement and loyalty

Su questa edizione

• Editore: Kogan Page
• Data di pubblicazione: 2015
• ISBN 10: 0749473231
• ISBN 13: 9780749473235
• Rilegatura: Copertina flessibile
• Numero edizione: 1
• Numero di pagine: 208