When Digital Becomes Human

The Transformation of Customer Relationships

When Digital Becomes Human

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 (i.e. crowdsourcing) and more.

This was the winner in the Commuter’s Read category at the 2016 awards. Hear category judge Philip Crisp explain why this book won the panel’s recommendation:

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Additional Information

Explains in step-by-step detail how to develop a successful consumer-led strategy in a digital age

Shows how to add an emotional layer to the digital relationship so companies can compete on relevance and value, as well as on efficiency and price

Enables readers to positively transform customer relationships to drive business success, consumer engagement and loyalty

Additional Information

Edition 1stFormat Hard CopyISBN 9780749473235
Place of publication London, UK