Dallas Public Library

When digital becomes human, the transformation of customer relationships, Steven Van Belleghem

eng

Includes bibliographical references and index

illustrations

index present

non fiction

When digital becomes human

bibliography

889167285

Steven Van Belleghem

the transformation of customer relationships

"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"--, Provided by publisher

Machine generated contents note: List of figures -- List of tables -- 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 -- NotesPart 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 -- Notes03 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, not your internal organization -- The digital customer relationship is hybrid: Online and offline -- Beacons on the horizon -- From a customer-oriented strategy to a digital ecosystem -- Notes04 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 -- Notes05 Not 'big data', but '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 -- NotesPart 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 -- Notes07 Heartketing -- It cost us US$2 billion -- The case for Heartketing -- The obsession of Pieter, Chris and Jean-Paul -- 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 -- Notes08 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 -- Notes09 Crowd power -- Back to the beginning -- The power of the crowd 1 -- 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