02579nam 2200493 450 991055512520332120230831182942.01-119-61826-61-119-61824-X1-119-61832-0(CKB)4100000008103901(MiAaPQ)EBC5761265(CaSebORM)9781786303721(EXLCZ)99410000000810390120190509d2019 uy 0engurcnu||||||||txtrdacontentcrdamediacrrdacarrierAugmented customer strategy CRM in the digital age /edited by Gilles N'Goala, Virginie Pez-Pérard, Isabelle Prim-AllazFirst editionLondon :John Wiley & Sons, Incorporated,[2019]©20191 online resource (331 pages)THEi Wiley ebooks.1-78630-372-8 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.Customer relationsManagementCustomer relationsManagementData processingCustomer relationsManagement.Customer relationsManagementData processing.658.812N'Goala Gilles1183681N'Goala GillesPez-Pérard VirginiePrim-Allaz IsabelleMiAaPQMiAaPQMiAaPQBOOK9910555125203321Augmented customer strategy2817714UNINA