When digital becomes human
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Average rating5
15
Ratings1
Average rating5
"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"--
"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"--
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Thanks to NetGalley for giving me a chance to review this astonishing book.
When Digital Becomes Human takes a very deep and interesting approach on how the technology world evolves and influence every aspect of the companies. It aims to develop the advantages of this evolution toward the customers and the customer relationship building.
The book is really interesting, and quite condensed in its approach of the subject. It displays quite an amount of examples of companies evolving toward a better customer experience or customer relationship with the help of the digital world, proposing new ideas, and new way to deal with this amount of changes. It also has the great advantage of showing the dark side of the digital evolution and what it means in terms of people management but also customer expectations.
It displays also the essential role of the leader and of his entire staff to develop a true digital experience and customer oriented experience in a clever and really inspiring way. For everyone who wants his business to survive, and for everyone working in a company, it's quite an interesting and mind-blowing book to read!