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When Digital Becomes Human

The Transformation of Customer Relationships

Combine the benefits of digital opportunity and service with human experience to add 'heart' to the digital experience and guarantee consumer satisfaction.
    Paperback£19.99
    Ebook£16.66
    Print and ebook bundle£25.00
    Hardback£48.99
EAN: 9780749473235
Edition: 1
Published:
Paperback
Format: 235x155
208 pages
    About the book
    Table of contents
    Reviews
    Supporting resources

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.

About the authors

Steven Van Belleghem

Steven Van Belleghem is a successful entrepreneur, academic, speaker and author. He is a Managing Partner of InSites Consulting, (a fast growing market research & consultancy firm), Professor at Vlerick Leuven Gent Management School and author of The Conversation Manager.

More about Steven Van Belleghem

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

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