When Digital Becomes Human: The Transformation of Customer Relationships [Pehme köide]

  • Formaat: Paperback, 208 pages, kõrgus x laius x paksus: 235x155x10 mm, kaal: 324 g, black & white illustrations
  • Ilmumisaeg: 03-Apr-2015
  • Kirjastus: Kogan Page Ltd
  • ISBN-10: 0749473231
  • ISBN-13: 9780749473235
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  • Formaat: Paperback, 208 pages, kõrgus x laius x paksus: 235x155x10 mm, kaal: 324 g, black & white illustrations
  • Ilmumisaeg: 03-Apr-2015
  • Kirjastus: Kogan Page Ltd
  • ISBN-10: 0749473231
  • ISBN-13: 9780749473235
Teised raamatud teemal:
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.

Arvustused

""When Digital Becomes Human" goes further than the traditional theories on customers and the future. It forces you to take the customer relationship ten steps further. It is an inspiring read for all managers serious about their relationships with their customers."--Wiebe Draijer "CEO, Rabobank " "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 " ""getAbstract" recommends [ Steven Van Belleghem's]take on the future of e-commerce to customer service professionals, marketers and anyone seeking insights on the business world to come."--getAbstract "Inc. "" "[ A]n interesting book about a subject that might confound current wisdom or feeling for many, yet it manages to transform thought without being confrontational or overly evangelistic. It lets the subject just speak for itself!"--Darren Ingram "Darren Ingram Media "

Muu info

Winner of CMI Management Book of the Year - 'Commuter's Read' Category 2016 (UK).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
Acknowledgements viii
Foreword x
PART ONE Introduction
1(30)
Introduction
3(4)
01 The customer relationships of the future
7(24)
Different waves strengthen each other
7(3)
The shorter adoptive curve
10(1)
From #selfie to #dronie
11(1)
Technology as the sixth sense
12(1)
Brilliant companies - but they still miss the boat
12(1)
A new field of competition? Or a new customer relationship?
13(2)
You can win a battle, but not the war
15(3)
Five digital superheroes
18(2)
The digital interface leads the dance
20(1)
Digital becomes a commodity
21(1)
Human transformation as a consequence of digital transformation
22(1)
When digital becomes human
23(5)
A double transformation
28(1)
Notes
29(2)
PART TWO Digital Transformation
31(84)
02 Digital first = customer first
33(18)
Technological progress drives customer expectations
33(1)
The distrust of e-commerce
34(1)
The most important thing? Us!
35(1)
Digital first = customer first
36(2)
The `customer first' model
38(11)
Notes
49(2)
03 A single digital ecosystem
51(17)
The magic of MyMagic+
51(1)
The magic of perfection and the frustration of half solutions
52(2)
There is only one customer relationship: the customer is central, your internal organization isn't
54(2)
The digital customer relationship is hybrid: Online and offline
56(2)
Beacons on the horizon
58(3)
From a customer-oriented strategy to a digital ecosystem
61(5)
Notes
66(2)
04 From self-service to automation
68(24)
I want everything, and I want it now!
68(1)
Return on happiness
69(2)
Self-service in all phases of the purchase process
71(7)
From self-service to self-control
78(5)
The Age of Context
83(2)
From self-control to automation
85(3)
Towards a fully automated customer relationship
88(1)
Notes
89(3)
05 Not `big data' - `big relevance'
92(23)
Enemy of the State
92(1)
Everything generates data
93(1)
Palantir: how big data grew into big business
94(1)
Big relevance
95(2)
From big data to big wisdom: the predictable consumer
97(2)
From big data to big wisdom: better marketing decisions
99(2)
From big data to big help
101(1)
From big data to big personalization
102(2)
Every company is an information company
104(1)
Awesome or creepy?
105(2)
The dark side
107(1)
From trust to better results
108(2)
Digital transformation: the most important ingredients
110(2)
Notes
112(3)
PART THREE The human transformation
115(76)
Introduction
115(2)
06 The technology becomes human
117(18)
From science fiction to science
117(1)
The second machine age
118(1)
Watson is smarter than people
119(1)
Human automation
120(1)
Almost ready to pass the Turing test?
121(1)
They seem like people
122(1)
Singularity: 2015-2032-2045
122(1)
Don't let that person anywhere near my body!
123(1)
Hey technology, that's so easy - but you still can't do it!
124(1)
Technology + human is 1+1=3
125(1)
Krulak's law
126(1)
The human touch builds an emotional relationship
127(2)
Digital interface versus the human touch
129(4)
Notes
133(2)
07 Heartketing
135(15)
It cost us $2 billion
135(1)
The case for heartketing
136(2)
The obsession of Pieter, Chris and Jean-Paul: Carglass, Cartamundi and Coolblue
138(1)
Modern leadership for customers, staff and society
139(2)
The proof is in the profit
141(1)
Heartketing means positivism
142(2)
Heartketing is more than responsible entrepreneurship
144(1)
Heartketing means ambition
145(1)
With new technology towards a new kind of honesty
146(2)
Notes
148(2)
08 The human touch
150(18)
Google: one screen, double the creativity
150(1)
The human touch is not the same as the humanization of brands
151(1)
Even if the digital systems work perfectly, we still love people most
152(1)
People as a safety net?
153(2)
Scarcity
155(2)
The emotional component of the human interface
157(7)
Let your people shine
164(1)
Human touch = emotional link
165(1)
Notes
166(2)
09 Crowd power
168(23)
Back to the beginning
168(1)
The power of the crowd
169(1)
The crowd economy is expanding at incredible speed
170(1)
Direct to the end user
171(2)
The crowd economy is an opportunity
173(3)
The crowd as part of the emotional customer relationship
176(6)
Human connections as the ultimate human component in the customer relationship
182(1)
The human transformation: the most important ingredients
183(4)
When digital becomes human
187(1)
Conclusion
188(1)
Notes
189(2)
Index 191
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.