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Více informací o knize When Digital Becomes Human

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Anotace knihy

Consumers are adopting new technologies faster than ever, and their expectations of companies are rapidly increasing. For example, in a 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 offers a strategic guide to combining a business's two most important assets -- its people and its digital strengths -- to create and maintain successful customer relationships. He shows marketing managers, directors and commercial decision makers how to positively transform customers' digital experiences by adding "heart" and a human touch, arguing that customer experience is vital to an organization's competitive advantage. 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 recognizable companies such as Amazon, 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.

Parametry knihy

Zařazení knihy Knihy v angličtině Economics, finance, business & management Business & management Sales & marketing

• Plný název: When Digital Becomes Human
• Podnázev: The Transformation of Customer Relationships
• Autor: Steven Van Belleghem
• Jazyk: Angličtina
• Vazba: Brožovaná
• Počet stran: 208
• EAN: 9780749473235
• ISBN: 0749473231
• ID: 08013028
• Nakladatelství: Kogan Page Ltd
• Hmotnost: 322 g
• Rozměry: 231 × 157 × 12 mm
• Datum vydání: 03. April 2015

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