Steven Van Belleghem

When Digital Becomes Human (eBook, ePUB)

The Transformation of Customer Relationships

• Format: ePub

Produktbeschreibung

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.

Produktdetails

• Verlag: Kogan Page eBook
• Seitenzahl: 208
• Erscheinungstermin: 3. April 2015
• Englisch
• ISBN-13: 9780749473242
• Artikelnr.: 42729641

Autorenporträt

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.

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;
• 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