When Digital Becomes Human

The Transformation of Customer Relationships

Autor: Steven Van Belleghem

Limbă:

Legare: Copertă tare

Editura: Kogan Page Ltd

Disponibilitate: În depozitul extern

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WINNER: 2016 Chartered Management Institute Management Book of the Year - Commuter's Read Category...

Informații despre carte

Autor

Steven Van Belleghem

Limbă

engleză

Legare

Carte - Copertă tare

Publicat

2016

Pagini

208

EAN

9780749479152

ISBN

9780749479152

Enbook ID

10916136

Editura

Kogan Page Ltd

Greutate

467

Dimensiuni

164 x 242 x 18

Descriere completă

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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