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.

<p><b>WINNER</b>: CMI Management Book of the Year Awards 2016 - Commuter's Read Category<br><br>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 <b><i>When Digital Becomes Human</i></b>, Steven Van Belleghem explores and explains the new digital relationships. <br><br>Packed with global examples from organizations that have successfully transformed their customer relationships, such as Amazon, Toyota, ING, Coolblue, Nike and Starbucks, <b><i>When Digital Becomes Human</i></b> 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.</p>