Augmented Customer Strategy: CRM in the Digital Age
- 5h 53m
- Gilles N’Goala, Isabelle Prim-Allaz, Virginie Pez-Pérard
- John Wiley & Sons (US)
- 2019
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.
About the Authors
Gilles N'Goala is Professor of Marketing at the Montpellier Management Institute of the University of Montpellier in France, member of the MRM research laboratory and President of the French Marketing Association.
Virginie Pez-Pérard is Associate Professor at the University Paris II Panthéon-Assas, France, and affiliated with the LARGEPA research center. She is also a lecturer at the Ecole Polytechnique (i3-CRG laboratory, UMR CNRS 9217).
Isabelle Prim-Allaz is Professor of Marketing at Lumière University Lyon 2, France and Director of the COACTIS Research Center.
In this Book
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Customer Strategies in the Face of New Technological, Social and Environmental Challenges
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Brand Practices Faced with Augmented Consumers
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The Augmented Customer Relationship—The Increasing Importance of the Customer’s Role
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Innovation Augmented by the Customer—From Ideation to Diffusion
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The Customer’s Voice—Toward New Listening Tools
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Redesigning the Customer’s Role in a Connected World
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The Augmented Customer Experience—Between Humanity and Robotization?
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Designing Your Customer Experience
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Customer Relationships and Digital Technologies—What Place and Role for Sales Representatives?
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Engaging Reciprocity from the Complainant Customer in the Digital Age
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The Firm’s Empathic Capacity—A Social Neuroscience Perspective for Managing Customer Engagement in the Digital Era
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Data Marketing for Customer Intimacy
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The Dark Side of Customer Relationship Management Practices in the Data Age—Managing Resistance and Perceived Intrusion for Responsible Practices
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The Legal Basis for a Data Economy Based on Trust
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Information Systems Security—Challenges, Vulnerabilities and Tools
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Organizing the Augmented Customer Relationship
