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…mehr
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.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
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).
Inhaltsangabe
Acknowledgements Foreword Part One Introduction Introduction 01 The customer relationships of the future Different waves strengthen each other The shorter adoptive curve From #selfie to #dronie Technology as the sixth sense Brilliant companies - but they still miss the boat A new field of competition? Or a new customer relationship? You can win a battle, but not the war Five digital superheroes The digital interface leads the dance Digital becomes a commodity Human transformation as a consequence of digital transformation When digital becomes human A double transformation Notes Part Two Digital Transformation 02 Digital first = customer first Technological progress drives customer expectations The distrust of e-commerce The most important thing? Us! Digital first = customer first The 'customer first' model Notes 03 A single digital ecosystem The magic of MyMagic+ The magic of perfection and the frustration of half solutions There is only one customer relationship: The customer is central, your internal organization isn't The digital customer relationship is hybrid: Online and offline Beacons on the horizon From a customer-oriented strategy to a digital ecosystem Notes 04 From self-service to automation I want everything, and I want it now! Return on happiness Self-service in all phases of the purchase process From self-service to self-control The Age of Context From self-control to automation Towards a fully automated customer relationship Notes 05 Not 'big data' - 'big relevance' Enemy of the State Everything generates data Palantir: how big data grew into big business Big relevance From big data to big wisdom: the predictable consumer From big data to big wisdom: better marketing decisions From big data to big help From big data to big personalization Every company is an information company Awesome or creepy? The dark side From trust to better results Digital transformation: The most important ingredients Notes Part Three The human transformation Introduction 06 The technology becomes human From science fiction to science The second machine age Watson is smarter than people Human automation Almost ready to pass the Turing test? They seem like people Singularity: 2015-2032-2045 Don't let that person anywhere near my body! Hey technology, that's so easy - but you still can't do it! Technology + human is 1+1=3 Krulak's law The human touch builds an emotional relationship Digital interface versus the human touch Notes 07 Heartketing It cost us US$2 billion The case for heartketing The obsession of Pieter, Chris and Jean-Paul: Carglass, Cartamundi and Coolblue Modern leadership for customers, staff and society The proof is in the profit Heartketing means positivism Heartketing is more than responsible entrepreneurship Heartketing means ambition With new technology towards a new kind of honesty Notes 08 The human touch Google: one screen, double the creativity The human touch is not the same as the humanization of brands Even if the digital systems work perfectly, we still love people most People as a safety-net? Scarcity The emotional component of the human interface Let your people shine Human touch = emotional link Notes 09 Crowd power Back to the beginning The power of the crowd The crowd economy is expanding at incredible speed Direct to the end user The crowd economy is an opportunity The crowd as part of the emotional customer relationship Human connections as the ultimate human component in the customer relationship The human transformation: the most important ingredients When digital becomes human Conclusion Notes Index
Section - ONE: Introduction;
Chapter - 00: Introduction;
Chapter - 01: The customer relationship of the future;
Acknowledgements Foreword Part One Introduction Introduction 01 The customer relationships of the future Different waves strengthen each other The shorter adoptive curve From #selfie to #dronie Technology as the sixth sense Brilliant companies - but they still miss the boat A new field of competition? Or a new customer relationship? You can win a battle, but not the war Five digital superheroes The digital interface leads the dance Digital becomes a commodity Human transformation as a consequence of digital transformation When digital becomes human A double transformation Notes Part Two Digital Transformation 02 Digital first = customer first Technological progress drives customer expectations The distrust of e-commerce The most important thing? Us! Digital first = customer first The 'customer first' model Notes 03 A single digital ecosystem The magic of MyMagic+ The magic of perfection and the frustration of half solutions There is only one customer relationship: The customer is central, your internal organization isn't The digital customer relationship is hybrid: Online and offline Beacons on the horizon From a customer-oriented strategy to a digital ecosystem Notes 04 From self-service to automation I want everything, and I want it now! Return on happiness Self-service in all phases of the purchase process From self-service to self-control The Age of Context From self-control to automation Towards a fully automated customer relationship Notes 05 Not 'big data' - 'big relevance' Enemy of the State Everything generates data Palantir: how big data grew into big business Big relevance From big data to big wisdom: the predictable consumer From big data to big wisdom: better marketing decisions From big data to big help From big data to big personalization Every company is an information company Awesome or creepy? The dark side From trust to better results Digital transformation: The most important ingredients Notes Part Three The human transformation Introduction 06 The technology becomes human From science fiction to science The second machine age Watson is smarter than people Human automation Almost ready to pass the Turing test? They seem like people Singularity: 2015-2032-2045 Don't let that person anywhere near my body! Hey technology, that's so easy - but you still can't do it! Technology + human is 1+1=3 Krulak's law The human touch builds an emotional relationship Digital interface versus the human touch Notes 07 Heartketing It cost us US$2 billion The case for heartketing The obsession of Pieter, Chris and Jean-Paul: Carglass, Cartamundi and Coolblue Modern leadership for customers, staff and society The proof is in the profit Heartketing means positivism Heartketing is more than responsible entrepreneurship Heartketing means ambition With new technology towards a new kind of honesty Notes 08 The human touch Google: one screen, double the creativity The human touch is not the same as the humanization of brands Even if the digital systems work perfectly, we still love people most People as a safety-net? Scarcity The emotional component of the human interface Let your people shine Human touch = emotional link Notes 09 Crowd power Back to the beginning The power of the crowd The crowd economy is expanding at incredible speed Direct to the end user The crowd economy is an opportunity The crowd as part of the emotional customer relationship Human connections as the ultimate human component in the customer relationship The human transformation: the most important ingredients When digital becomes human Conclusion Notes Index
Section - ONE: Introduction;
Chapter - 00: Introduction;
Chapter - 01: The customer relationship of the future;
Section - TWO: Digital Transformation;
Chapter - 02: Digital first = customer first;
Chapter - 03: A single digital ecosystem;
Chapter - 04: From self-service to automation;
Chapter - 05: Not 'big data' - 'big relevance';
Section - THREE: The human transformation;
Chapter - 06: The technology becomes human;
Chapter - 07: Heartketing;
Chapter - 08: The human touch;
Chapter - 09: Crowd power
Rezensionen
"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
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