When Digital Becomes Human: The Transformation of Customer Relationships

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9780749473235: When Digital Becomes Human: The Transformation of Customer Relationships
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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.

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Book Description:

How organizations can integrate an emotional layer in their digital strategy

About the Author:

Steven Van Belleghem is a successful entrepreneur, academic, speaker, author, and expert on the transformation of customer relations and the future of customer-centric marketing. He currently runs his own coaching company, B-Conversational, and is a professor of interactive marketing at Vlerick Leuven Gent Management School. Previously, he was a managing partner at InSites Consulting, a market research and consulting firm. He is the author of The Conversation Manager and The Conversation Company (Kogan Page).

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9780749479152: When Digital Becomes Human: The Transformation of Customer Relationships

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ISBN 10:  0749479159 ISBN 13:  9780749479152
Publisher: Kogan Page, 2016
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Book Description Kogan Page Ltd, United Kingdom, 2015. Paperback. Condition: New. Language: English. Brand new Book. WINNER: 2016 Chartered Management Institute Management Book of the Year - Commuter's Read CategoryIn 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. Seller Inventory # AAS9780749473235

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Book Description Kogan Page Ltd, United Kingdom, 2015. Paperback. Condition: New. Language: English. Brand new Book. WINNER: 2016 Chartered Management Institute Management Book of the Year - Commuter's Read CategoryIn 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. Seller Inventory # AAS9780749473235

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Book Description Kogan Page. Paperback. Condition: New. 240 pages. Consumers are adopting new technologies faster than ever, and their expectations of companies are rapidly increasing. For example, in a global market study 73 of respondents stated that even when a companys digital channels work perfectly, they still want access to a real person. Steven Van Belleghem offers a strategic guide to combining a businesss two most important assets its people and its digital strengths to create and maintain successful customer relationships. He shows marketing managers, directors and commercial decision makers how to positively transform customers digital experiences by adding heart and a human touch, arguing that customer experience is vital to an organizations competitive advantage. 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 recognizable companies such as Amazon, 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. This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Paperback. Seller Inventory # 9780749473235

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