Augmented Customer Strategy : CRM in the Digital Age /
Digital transformation is shaping a new landscape for businesses and their customers. For marketing professionals, advancing technology (artificial intelligence, robots, chatbots, etc.) and the explosion of personal data available present great opportunities to offer customers experiences that are e...
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| Language: | eng |
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London, UK : ISTE, Ltd. ; Hoboken, NJ : John Wiley & Sons, Inc.,
2019
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| _version_ | 1826468987412676608 |
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| author | N'Goala, Gilles, editor Pez-Přard, Virginie, editor Prim-Allaz, Isabelle, editor |
| author_facet | N'Goala, Gilles, editor Pez-Přard, Virginie, editor Prim-Allaz, Isabelle, editor |
| author_sort | N'Goala, Gilles, editor |
| collection | OCEAN |
| description | Digital transformation is shaping a new landscape for businesses and their customers. For marketing professionals, advancing technology (artificial intelligence, robots, chatbots, etc.) and the explosion of personal data available present great opportunities to offer customers experiences that are ever richer, more fluid and more connected. For customers, this ecosystem is synonymous with new roles. They are more autonomous and have power alongside the company: they influence, innovate, punish and more. These developments push companies to implement new customer strategies. It is in this context, marked by pitfalls and paradoxes, that the authors of this book reflect on the customer relationship, what it has become and what it will be tomorrow. The book provides practitioners, teacher-researchers and Master's students with a state of the art and a prospective vision of customer relations in a digital world. It is aimed at those who want to gain an up-to-date understanding of the field and find all the keys needed to project themselves into the future. |
| first_indexed | 2024-03-05T16:26:35Z |
| format | |
| id | KOHA-OAI-TEST:558388 |
| institution | Universiti Teknologi Malaysia - OCEAN |
| language | eng |
| last_indexed | 2024-03-05T16:26:35Z |
| publishDate | 2019 |
| publisher | London, UK : ISTE, Ltd. ; Hoboken, NJ : John Wiley & Sons, Inc., |
| record_format | dspace |
| spelling | KOHA-OAI-TEST:5583882020-12-19T17:21:07ZAugmented Customer Strategy : CRM in the Digital Age / N'Goala, Gilles, editor Pez-Přard, Virginie, editor Prim-Allaz, Isabelle, editor London, UK : ISTE, Ltd. ; Hoboken, NJ : John Wiley & Sons, Inc.,2019engDigital transformation is shaping a new landscape for businesses and their customers. For marketing professionals, advancing technology (artificial intelligence, robots, chatbots, etc.) and the explosion of personal data available present great opportunities to offer customers experiences that are ever richer, more fluid and more connected. For customers, this ecosystem is synonymous with new roles. They are more autonomous and have power alongside the company: they influence, innovate, punish and more. These developments push companies to implement new customer strategies. It is in this context, marked by pitfalls and paradoxes, that the authors of this book reflect on the customer relationship, what it has become and what it will be tomorrow. The book provides practitioners, teacher-researchers and Master's students with a state of the art and a prospective vision of customer relations in a digital world. It is aimed at those who want to gain an up-to-date understanding of the field and find all the keys needed to project themselves into the future.Includes bibliographical references and index.Digital transformation is shaping a new landscape for businesses and their customers. For marketing professionals, advancing technology (artificial intelligence, robots, chatbots, etc.) and the explosion of personal data available present great opportunities to offer customers experiences that are ever richer, more fluid and more connected. For customers, this ecosystem is synonymous with new roles. They are more autonomous and have power alongside the company: they influence, innovate, punish and more. These developments push companies to implement new customer strategies. It is in this context, marked by pitfalls and paradoxes, that the authors of this book reflect on the customer relationship, what it has become and what it will be tomorrow. The book provides practitioners, teacher-researchers and Master's students with a state of the art and a prospective vision of customer relations in a digital world. It is aimed at those who want to gain an up-to-date understanding of the field and find all the keys needed to project themselves into the future.PSZJBLCustomer relationsCustomer relationsURN:ISBN:9781786303721 |
| spellingShingle | Customer relations Customer relations N'Goala, Gilles, editor Pez-Přard, Virginie, editor Prim-Allaz, Isabelle, editor Augmented Customer Strategy : CRM in the Digital Age / |
| title | Augmented Customer Strategy : CRM in the Digital Age / |
| title_full | Augmented Customer Strategy : CRM in the Digital Age / |
| title_fullStr | Augmented Customer Strategy : CRM in the Digital Age / |
| title_full_unstemmed | Augmented Customer Strategy : CRM in the Digital Age / |
| title_short | Augmented Customer Strategy : CRM in the Digital Age / |
| title_sort | augmented customer strategy crm in the digital age |
| topic | Customer relations Customer relations |
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