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When Digital Becomes Human: The Transformation of Customer Relationships (2015) by Steven Van Belleghem [Dr Soc]

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  When Digital Becomes Human: The
Transformation of Customer Relationships by Steven Van Belleghem
  English | Apr 28, 2015 | ISBN: 0749473231 |
208 Pages | AZW3/MOBI/EPUB/PDF (conv) | 4.5 MB
  
  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. In a recent global market study, 73% of respondents stated that even when a
company’s digital channels work perfectly, they still want access to a real person.
  
  Steven Van
Belleghem explores and explains the new digital relationships and offers a strategic guide to combining a business's two
most important assets — its people and its digital strengths. He shows marketing managers, directors and
commercial decision makers how to positively transform customers’ digital experiences by adding a human touch. He
covers the latest issues in digital marketing and CRM including: omnichannel and multichannel experiences, big data and
predictive analytics, privacy concerns, and crowdsourcing.
  
  Packed with examples from organizations that
have successfully transformed their customer relationships, such as Amazon, Toyota, ING, Nike and Starbucks, the book
presents a clear model that illustrates how to integrate an “emotional” layer in any digital strategy to
achieve consumer engagement and loyalty.
  
  
  
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