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Book chapter 2 Citations

New Trends and Tools for Customer Relationship

Lima, Ana , Pacheco, Jorge , Ana Lima , Jorge Pacheco
ISLA — Instituto Politécnico de Gestão e Tecnologia
Educational and Social Dimensions of Digital Transformation in Organizations, 2019 Published by: IGI Global
DOI: 10.4018/978-1-5225-6261-0.ch001

Resume

Abstract
Digital transformation is leading companies to change their business and adjust the strategies to the new market reality – an era of constant customer connectivity focus on transforming the customer value and the use of digital technologies for greater customer interaction and collaboration. This is putting the customer first in many organizations' strategies to leverage the customer journey and experience with brands. Digital transformation is the combined effect of the main digital innovations responsible for changing structures, practices, and values within companies. In terms of customer, it means changing the way business interaction occur during the customer journey. The digital era faces a tremendous growth of customer empowerment, so companies need to structure news ways to be innovative in terms of customer support, anytime, anywhere, and with the proper device – text, video, instant messages, and unexpected ways. The authors strongly recommend any company or organization to bring the customer experience to the early stages of the implementation of a new tool.

Keywords

#customer relationship management #Digital transformation #customer experience #customer journey #consumer empowerment #Customer service #Digital technologies #customer interaction #brand experience #Customer to customer #Customer advocacy #Leverage (statistics) #Customer retention #Customer intelligence #business #Voice of the customer #Customer Engagement #Marketing

Bibliographic Details

Publication Type Book chapter
Publication Year 2019
Journal / Conference / Work Educational and Social Dimensions of Digital Transformation in Organizations
ISSN 2326-8905
ISBN 9781522562610
Publisher IGI Global
Publication Status Published

ISLA Authors & Affiliations

J
Jorge Daniel de Lima Pacheco
jorgepacheco.iscap@gmail.com ID: 5710-0CE8-5DF0
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