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When Digital Becomes Human

When Digital Becomes Human

The Transformation of Customer Relationships

Steven Van Belleghem

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Combine the benefits of digital opportunity and service with human experience to add 'heart' to the digital experience and guarantee consumer satisfaction.

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About the book

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.

Table Of Contents

  • 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


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

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

Everyone wants to be digital, even CEOs. But it only works if you create an authentic relationship with your customers - in this digital world, personal relationships actually become more important. The link between digital and human is explored brilliantly in this book. A mustread for every modern CEO. A must-read for every old-fashioned one too.
Marc Coucke, CEO, Omega Pharma

A great book for anyone in business, When Digital Becomes Human answers the question, what is great customer service in the digital age? The case studies he uses, such as Amazon, Toyota, ING, Nike and Starbucks, reinforce the idea that having a person on the other end can be the difference between keeping and losing a customer... Van Belleghem argues that the human touch will become more, not less important, in the future.
The British Weekly

An 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

Book Details

  • EAN: 9780749473235
  • Edition: 1
  • Published: 3rd April 2015
  • Paperback
  • Format: 235x155
  • 208 pages

About the Author

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.

Steven Van Belleghem

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