- 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
When Digital Becomes Human
The Transformation of Customer Relationships
Combine the benefits of digital opportunity and service with human experience to add 'heart' to the digital experience and guarantee consumer satisfaction.
Key features at a glance
EAN: 9780749473235
Edition: 1
Published:
Format: 235x155
208 pages
About the book
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.
About the authors
Steven Van Belleghem is a successful entrepreneur, academic, speaker and author. He is a thought leader on the transformation of customer relations and the future of customer-centric marketing. The former Managing Partner at market research and consultancy firm InSites Consulting, he is a professor at Vlerick Leuven Gent Management School and author of The Conversation Manager and The Conversation Company.
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.
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