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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.@provider
1. Customer Strategies in the Face of New Technological, Social and Environmental Challenges -- 2. Brand Practices Faced with Augmented Consumers -- 3. The Augmented Customer Relationship: the Increasing Importance of the Customers Role -- 4. Innovation Augmented by the Customer: From Ideation to Diffusion -- 5. The Customers Voice: Toward New Listening Tools -- 6. Redesigning the Customers Role in a Connected World -- 7. Customer Experience: Between Humanity and Robotization? -- 8. Designing Your Customer Experience -- 9. Customer Relationships and Digital Technologies: What Place and Role for Sales Representatives? -- 10. Engaging Reciprocity from the Complainant Customer in the Digital Age -- 11. The Firms Empathic Capacity: a Social Neuroscience Perspective for Managing Customer Engagement in the Digital Era -- 12. Data Marketing for Customer Intimacy -- 13. The Dark Side of Customer Relationship Management Practices in the Data Age: Managing Resistance and Perceived Intrusion for Responsible Practices -- 14. The Legal Basis for a Data Economy Based on Trust -- 15. Information Systems Security: Challenges, Vulnerabilities and Tools -- 16. Organizing the Augmented Customer Relationship.
