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