Augmented Customer Strategy

Book 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.

Table of contents

  1. Cover
  2. Preface
  3. 1 Customer Strategies in the Face of New Technological, Social and Environmental Challenges
    1. 1.1. AI, robotization and algorithms: what are the effects on customers?
    2. 1.2. Business model renewal: what are the impacts on customers?
    3. 1.3. Accountability to customers and citizens: why and how?
    4. 1.4. Practicing open innovation with customers
    5. 1.5. Customer relationship management in the face of societal and environmental challenges
    6. 1.6. Conclusion
    7. 1.7. Acknowledgements
    8. 1.8. References
  4. 2 Brand Practices Faced with Augmented Consumers
    1. 2.1. A more complex approach to the customer to follow them wherever they go
    2. 2.2. An evolution of message content
    3. 2.3. A stronger involvement of consumers in brands
    4. 2.4. Conclusion
    5. 2.5. References
  5. 3 The Augmented Customer Relationship: the Increasing Importance of the Customer’s Role Customer Relationship: the Increasing Importance of the Customer’s Role
    1. 3.1. The customer, a long-standing player in the relationship
    2. 3.2. The digitization, development and diversification of the customers’ roles
    3. 3.3. The consequences for the company
    4. 3.4. References
  6. 4 Innovation Augmented by the Customer: from Ideation to Diffusion
    1. 4.1. Introduction: the new roles and contributions of the customer
    2. 4.2. The role of the customer in the upstream phase of the launch of an innovation: the customer as a source of new ideas at the service of companies’ innovation processes
    3. 4.3. The role of the customer downstream of an innovation launch: the customer influences to facilitate the adoption of the innovation on the market
    4. 4.4. Conclusion
    5. 4.5. Acknowledgements
    6. 4.6. References
  7. 5 The Customer’s Voice: Toward New Listening Tools
    1. 5.1. Introduction: “markets are conversations”
    2. 5.2. The different forms of WOM
    3. 5.3. Steps to managing the customer’s voice over the Internet
    4. 5.4. Current and future challenges
    5. 5.5. Conclusion
    6. 5.6. References
  8. 6 Redesigning the Customer’s Role in a Connected World
    1. 6.1. A connected customer with multiple faces
    2. 6.2. Managing the customer in their connected environment
    3. 6.3. Connected customers, masters of their own consumption and relationship with brands
    4. 6.4. Conclusion
    5. 6.5. References
  9. 7 The Augmented Customer Experience: Between Humanity and Robotization?
    1. 7.1. From experience to omnichannel experience
    2. 7.2. Management of the omnichannel system: between fluidity, continuity or disruption and jumping between “touchpoints”?
    3. 7.3. Conclusion: the place of the human being and technology to create a quality experience
    4. 7.4. References
  10. 8 Designing Your Customer Experience
    1. 8.1. Designing a new customer experience
    2. 8.2. Designing customer journeys
    3. 8.3. Big data and design: the two necessary areas of expertise
    4. 8.4. References
  11. 9 Customer Relationships and Digital Technologies: What Place and Role for Sales Representatives?
    1. 9.1. A new way of selling: social selling
    2. 9.2. The prospects of AI for the commercial sector
    3. 9.3. References
  12. 10 Engaging Reciprocity from the Complainant Customer in the Digital Age
    1. 10.1. Obtaining the complainant customer’s voice: a multifaceted challenge
    2. 10.2. Understanding the complainant customer’s levers of reciprocity
    3. 10.3. Differentiating the care of complainant customers
    4. 10.4. Conclusion
    5. 10.5. References
  13. 11 The Firm’s Empathic Capacity: a Social Neuroscience Perspective for Managing Customer Engagement in the Digital Era
    1. 11.1. Introduction: the dilemma of digital transformation in customer relationship management
    2. 11.2. What social neuroscience tells us about empathy
    3. 11.3. Developing firms’ empathic capacity: a two-level strategy
  14. 12 Data Marketing for Customer Intimacy
    1. 12.1. Multiple customer data sources
    2. 12.2. The different customer data hubs
    3. 12.3. The difficult consolidation of customer data
    4. 12.4. The intersection of media and data to serve customer strategy
    5. 12.5. Leveraging data: market research in the era of customer data
    6. 12.6. Data marketing… tomorrow
    7. 12.7. References
  15. 13 The Dark Side of Customer Relationship Management Practices in the Data Age: Managing Resistance and Perceived Intrusion for Responsible Practices
    1. 13.1. The dark side of customer relationship management practices
    2. 13.2. Possible consumer feelings
    3. 13.3. The consequences: consumers are showing signs of resistance
    4. 13.4. Solutions for effective and responsible practices
    5. 13.5. Acknowledgements
    6. 13.6. References
  16. 14 The Legal Basis for a Data Economy Based on Trust
    1. 14.1. Personal data at the heart of the DGMP
    2. 14.2. GDPR tools to restore trust
    3. 14.3. The future of our personal data
    4. 14.4. Conclusion
    5. 14.5. References
  17. 15 Information Systems Security: Challenges, Vulnerabilities and Tools
    1. 15.1. Current uses reinforcing the need for security: cryptocurrency and blockchains
    2. 15.2. Protecting yourself from potential threats: safety and security
    3. 15.3. Security in companies and organizations
    4. 15.4. The standards that govern safety: ISO/IEC 27000
    5. 15.5. Conclusion
    6. 15.6. References
  18. 16 Organizing the Augmented Customer Relationship
    1. 16.1. Introduction
    2. 16.2. Governance of customer strategy within the organization
    3. 16.3. The role of the different stakeholders in customer relationship management
    4. 16.4. In-house contracting or outsourcing: who should implement customer relationship management?
    5. 16.5. Aligning the organization around the customer strategy
    6. 16.6. References
  19. List of Authors
  20. Index
  21. End User License Agreement

Product information

  • Title: Augmented Customer Strategy
  • Author(s): Gilles N'Goala, Virginie Pez-Perard, Isabelle Prim-Allaz
  • Release date: July 2019
  • Publisher(s): Wiley-ISTE
  • ISBN: 9781786303721