{"product_id":"augmented-customer-strategy-crm-in-the-digital-age-hardback-9781786303721","title":"Augmented Customer Strategy; CRM in the Digital Age (Hardback) 9781786303721","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eAugmented Customer Strategy\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eCRM in the Digital Age\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eGilles N'Goala (Edited by), G N`Goala (Author), Virginie Pez-Perard (Edited by), Isabelle Prim-Allaz (Edited by)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781786303721, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 10 May 2019\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e336 pages\u003cbr\u003e23.4 x 15 x 0.8 cm, 0.612 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eDigital 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.\u003cbr\u003e \u003cbr\u003e 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. \u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003ePreface xiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1. Customer Strategies in the Face of New Technological, Social and Environmental Challenges \u003c\/b\u003e\u003cb\u003e1\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eGilles N’GOALA\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e1.1. AI, robotization and algorithms: what are the effects on customers? 2\u003c\/p\u003e \u003cp\u003e1.2. Business model renewal: what are the impacts on customers? 6\u003c\/p\u003e \u003cp\u003e1.3. Accountability to customers and citizens: why and how? 8\u003c\/p\u003e \u003cp\u003e1.4. Practicing open innovation with customers 12\u003c\/p\u003e \u003cp\u003e1.5. Customer relationship management in the face of societal and environmental challenges 13\u003c\/p\u003e \u003cp\u003e1.6. Conclusion 17\u003c\/p\u003e \u003cp\u003e1.7. Acknowledgements 18\u003c\/p\u003e \u003cp\u003e1.8. References 19\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2. Brand Practices Faced with \u003ci\u003eAugmented \u003c\/i\u003eConsumers \u003c\/b\u003e\u003cb\u003e23\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eNathalie FLECK \u003c\/i\u003eand\u003ci\u003e Laure AMBROISE\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e2.1. A more complex approach to the customer to follow them wherever they go 24\u003c\/p\u003e \u003cp\u003e2.1.1. Following the customer wherever they buy: from multichannel to omnichannel 24\u003c\/p\u003e \u003cp\u003e2.1.2. Communicating with the customer wherever they come into contact with the company: the touchpoints 25\u003c\/p\u003e \u003cp\u003e2.2. An evolution of message content 27\u003c\/p\u003e \u003cp\u003e2.2.1. A constant search for a demonstration of transparency 27\u003c\/p\u003e \u003cp\u003e2.2.2. Indirect speaking: the growing role of influencers 30\u003c\/p\u003e \u003cp\u003e2.3. A stronger involvement of consumers in brands 31\u003c\/p\u003e \u003cp\u003e2.3.1. Increasing consumer participation 31\u003c\/p\u003e \u003cp\u003e2.3.2. An increasingly personalized relationship 34\u003c\/p\u003e \u003cp\u003e2.3.3. A relationship based on utility and meaning through commitment 35\u003c\/p\u003e \u003cp\u003e2.4. Conclusion 39\u003c\/p\u003e \u003cp\u003e2.5. References 39\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3. The \u003ci\u003eAugmented \u003c\/i\u003eCustomer Relationship: the Increasing Importance of the Customer’s Role \u003c\/b\u003e\u003cb\u003e41\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eSylvie LLOSA \u003c\/i\u003eand\u003ci\u003e Lionel NICOD\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e3.1. The customer, a long-standing player in the relationship 41\u003c\/p\u003e \u003cp\u003e3.1.1. The customer, from the role of beneficiary to the role of relationship producer 42\u003c\/p\u003e \u003cp\u003e3.1.2. A role as a producer, a source of value for the company and the customer 44\u003c\/p\u003e \u003cp\u003e3.2. The digitization, development and diversification of the customers’ roles 45\u003c\/p\u003e \u003cp\u003e3.2.1. An enrichment of intra-role roles through the development of technologies in the relationship 46\u003c\/p\u003e \u003cp\u003e3.2.2. An intensification and diversification of the customer’s extra roles 47\u003c\/p\u003e \u003cp\u003e3.3. The consequences for the company 50\u003c\/p\u003e \u003cp\u003e3.3.1. Motivating customers to play a greater role 50\u003c\/p\u003e \u003cp\u003e3.3.2. Managing customer expertise 52\u003c\/p\u003e \u003cp\u003e3.3.3. Rethinking the role of staff in the customer journey to create greater value 54\u003c\/p\u003e \u003cp\u003e3.4. References 55\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4. Innovation \u003ci\u003eAugmented \u003c\/i\u003eby the Customer: from Ideation to Diffusion \u003c\/b\u003e\u003cb\u003e59\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eThomas RUSPIL, Cyrielle VELLERA \u003c\/i\u003eand\u003ci\u003e Andreas MUNZEL\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e4.1. Introduction: the new roles and contributions of the customer 59\u003c\/p\u003e \u003cp\u003e4.2. 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 60\u003c\/p\u003e \u003cp\u003e4.2.1. Toward customer participation in innovation 60\u003c\/p\u003e \u003cp\u003e4.2.2. Innovation by customers and users (user innovation): a major phenomenon? 62\u003c\/p\u003e \u003cp\u003e4.2.3. Co-innovating with customers and users: three possible strategies 62\u003c\/p\u003e \u003cp\u003e4.2.4. Co-innovating with companies: what do the main stakeholders think? 65\u003c\/p\u003e \u003cp\u003e4.3. The role of the customer downstream of an innovation launch: the customer influences to facilitate the adoption of the innovation on the market 66\u003c\/p\u003e \u003cp\u003e4.3.1. From the innovative customer to the influential customer 66\u003c\/p\u003e \u003cp\u003e4.3.2. Influence marketing: a new role for the customer? 67\u003c\/p\u003e \u003cp\u003e4.3.3. From OLs to e-OLs – who are they? 68\u003c\/p\u003e \u003cp\u003e4.3.4. Identifying and selecting leaders and e-OLs 69\u003c\/p\u003e \u003cp\u003e4.3.5. Relationship management with leaders and e-OLs 70\u003c\/p\u003e \u003cp\u003e4.4. Conclusion 71\u003c\/p\u003e \u003cp\u003e4.5. Acknowledgements 72\u003c\/p\u003e \u003cp\u003e4.6. References 72\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5. The Customer’s Voice: Toward New Listening Tools \u003c\/b\u003e\u003cb\u003e77\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eAndreas MUNZEL, Jessie PALLUD \u003c\/i\u003eand\u003ci\u003e Daria PLOTKINA\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e5.1. Introduction: “markets are conversations” 77\u003c\/p\u003e \u003cp\u003e5.2. The different forms of WOM 78\u003c\/p\u003e \u003cp\u003e5.3. Steps to managing the customer’s voice over the Internet 79\u003c\/p\u003e \u003cp\u003e5.3.1. Step 1: set up listening measures 79\u003c\/p\u003e \u003cp\u003e5.3.2. Step 2: respond to online customers 84\u003c\/p\u003e \u003cp\u003e5.4. Current and future challenges 88\u003c\/p\u003e \u003cp\u003e5.4.1. Challenge 1: when the customer’s voice is manipulated (the case of deceptive reviews) 88\u003c\/p\u003e \u003cp\u003e5.4.2. Challenge 2: when the internal customer – the employee – expresses himself online 88\u003c\/p\u003e \u003cp\u003e5.5. Conclusion 89\u003c\/p\u003e \u003cp\u003e5.6. References 90\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6. Redesigning the Customer’s Role in a Connected World \u003c\/b\u003e\u003cb\u003e95\u003cbr\u003e \u003c\/b\u003e\u003ci\u003ePauline FOLCHER, Sarah MUSSOL\u003c\/i\u003e and\u003ci\u003e Gilles N’GOALA\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e6.1. A connected customer with multiple faces 97\u003c\/p\u003e \u003cp\u003e6.1.1. The connected customer’s fragmented identity 97\u003c\/p\u003e \u003cp\u003e6.1.2. Representations and performance of the connected customer 99\u003c\/p\u003e \u003cp\u003e6.2. Managing the customer in their connected environment 103\u003c\/p\u003e \u003cp\u003e6.2.1. Customer marketing, between secrecy and stealth 103\u003c\/p\u003e \u003cp\u003e6.2.2. The dark side of the IoT 105\u003c\/p\u003e \u003cp\u003e6.2.3. Toward the disappearance of the “customer” in a connected world? 106\u003c\/p\u003e \u003cp\u003e6.3. Connected customers, masters of their own consumption and relationship with brands 107\u003c\/p\u003e \u003cp\u003e6.3.1. Connection as a source of value creation for the individual 108\u003c\/p\u003e \u003cp\u003e6.3.2. Orchestration of connected objects and organization of services around the individual 109\u003c\/p\u003e \u003cp\u003e6.3.3. The individual in a connected environment: control or trust? 111\u003c\/p\u003e \u003cp\u003e6.4. Conclusion 113\u003c\/p\u003e \u003cp\u003e6.5. References 113\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7. The \u003ci\u003eAugmented \u003c\/i\u003eCustomer Experience: Between Humanity and Robotization? \u003c\/b\u003e\u003cb\u003e117\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eRégine VANHEEMS\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e7.1. From experience to omnichannel experience 118\u003c\/p\u003e \u003cp\u003e7.1.1. Rethinking the experience when it becomes omnichannel 118\u003c\/p\u003e \u003cp\u003e7.1.2. From the integration of the Internet into the purchasing process to omnichannel: toward a sublimation of the customer experience? 119\u003c\/p\u003e \u003cp\u003e7.1.3. Creating an unforgettable memory souvenir because of the fluidity between “touchpoints” 121\u003c\/p\u003e \u003cp\u003e7.2. Management of the omnichannel system: between fluidity, continuity or disruption and jumping between “touchpoints”? 122\u003c\/p\u003e \u003cp\u003e7.2.1. When the experience with a touchpoint is the continuity of an experience started elsewhere 122\u003c\/p\u003e \u003cp\u003e7.2.2. The TEAV model as a theoretical basis for the analysis of omnichannel trajectories 125\u003c\/p\u003e \u003cp\u003e7.2.3. The contents of the omnichannel experience approached in a holistic way 126\u003c\/p\u003e \u003cp\u003e7.2.4. An experience that is exacerbated when it is experienced over several channels? 128\u003c\/p\u003e \u003cp\u003e7.3. Conclusion: the place of the human being and technology to create a quality experience 129\u003c\/p\u003e \u003cp\u003e7.4. References 131\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8. Designing Your Customer Experience \u003c\/b\u003e\u003cb\u003e133\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eFlorence JACOB\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e8.1. Designing a new customer experience 135\u003c\/p\u003e \u003cp\u003e8.1.1. Step 1: analyzing past customer experiences 135\u003c\/p\u003e \u003cp\u003e8.1.2. Step 2: taking strategic prerequisites into account 136\u003c\/p\u003e \u003cp\u003e8.1.3. Step 3: prioritizing and determining the place for the desired experience 136\u003c\/p\u003e \u003cp\u003e8.1.4. Step 4: operationalizing the journeys that constitute the experience 138\u003c\/p\u003e \u003cp\u003e8.1.5. Step 5: checking the created journeys 139\u003c\/p\u003e \u003cp\u003e8.2. Designing customer journeys 140\u003c\/p\u003e \u003cp\u003e8.2.1. The classic graphic tools: blueprint and contact matrix 140\u003c\/p\u003e \u003cp\u003e8.2.2. Practicing design thinking by creating personas 141\u003c\/p\u003e \u003cp\u003e8.2.3. Interests and limitations of graphic tools 143\u003c\/p\u003e \u003cp\u003e8.3. Big data and design: the two necessary areas of expertise 144\u003c\/p\u003e \u003cp\u003e8.4. References 145\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9. Customer Relationships and Digital Technologies: What Place and Role for Sales Representatives? \u003c\/b\u003e\u003cb\u003e149\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eEric JULIENNE, Maud DAMPERAT\u003c\/i\u003e and\u003ci\u003e Romain FRANCK\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e9.1. A new way of selling: social selling 150\u003c\/p\u003e \u003cp\u003e9.1.1. What is social selling? 150\u003c\/p\u003e \u003cp\u003e9.1.2. Meeting customers on their buying journey 151\u003c\/p\u003e \u003cp\u003e9.1.3. Adopting a sales approach focused on meeting needs 151\u003c\/p\u003e \u003cp\u003e9.1.4. Using social media at every stage of the sale 153\u003c\/p\u003e \u003cp\u003e9.1.5. Improving business performance 154\u003c\/p\u003e \u003cp\u003e9.1.6. Overcoming social media challenges 155\u003c\/p\u003e \u003cp\u003e9.2. The prospects of AI for the commercial sector 157\u003c\/p\u003e \u003cp\u003e9.2.1. The new strategic toolbox or the augmented salesperson 158\u003c\/p\u003e \u003cp\u003e9.2.2. Toward sales automation or sales without a salesperson 162\u003c\/p\u003e \u003cp\u003e9.2.3. New forms of sale or the humanoid robot-seller 163\u003c\/p\u003e \u003cp\u003e9.3. References 164\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10. Engaging Reciprocity from the Complainant Customer in the Digital Age \u003c\/b\u003e\u003cb\u003e167\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eFrançoise SIMON\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e10.1. Obtaining the complainant customer’s voice: a multifaceted challenge 167\u003c\/p\u003e \u003cp\u003e10.1.1. Back to the Exit, Voice, Loyalty model 168\u003c\/p\u003e \u003cp\u003e10.1.2. When the customer’s desire for discussion depends on the state of the relationship with the brand 169\u003c\/p\u003e \u003cp\u003e10.2. Understanding the complainant customer’s levers of reciprocity 171\u003c\/p\u003e \u003cp\u003e10.2.1. The central role of perceived justice in shaping customer satisfaction 171\u003c\/p\u003e \u003cp\u003e10.2.2. The triggering of the customer’s desire for reciprocity 172\u003c\/p\u003e \u003cp\u003e10.3. Differentiating the care of complainant customers 175\u003c\/p\u003e \u003cp\u003e10.3.1. Globalization and taking the intercultural factor into account 175\u003c\/p\u003e \u003cp\u003e10.3.2. Identifying the complainant customer’s motivations on social networks 176\u003c\/p\u003e \u003cp\u003e10.3.3. The “love becomes hate” effect of the loyal customer 176\u003c\/p\u003e \u003cp\u003e10.3.4. The matrix of restorative actions 177\u003c\/p\u003e \u003cp\u003e10.4. Conclusion 178\u003c\/p\u003e \u003cp\u003e10.5. References 179\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11. The Firm’s Empathic Capacity: a Social Neuroscience Perspective for Managing Customer Engagement in the Digital Era \u003c\/b\u003e\u003cb\u003e183\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eMathieu LAJANTE\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e11.1. Introduction: the dilemma of digital transformation in customer relationship management 183\u003c\/p\u003e \u003cp\u003e11.2. What social neuroscience tells us about empathy 185\u003c\/p\u003e \u003cp\u003e11.2.1. Social neuroscience: what is it? 185\u003c\/p\u003e \u003cp\u003e11.2.2. The emotional connection is essential to any social and commercial relationship 186\u003c\/p\u003e \u003cp\u003e11.2.3. Empathy: the epicenter of the emotional connection 187\u003c\/p\u003e \u003cp\u003e11.3. Developing firms’ empathic capacity: a two-level strategy 191\u003c\/p\u003e \u003cp\u003e11.3.1. Sharing the customer’s emotional states 191\u003c\/p\u003e \u003cp\u003e11.3.2. Understanding the customer’s mental states 194\u003c\/p\u003e \u003cp\u003e11.3.3. How does the customer appraise their engagement with the firm? 197\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12. Data Marketing for Customer Intimacy \u003c\/b\u003e\u003cb\u003e203\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eGrégoire BOTHOREL\u003c\/i\u003e and\u003ci\u003e Virginie PEZ-PÉRARD\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e12.1. Multiple customer data sources 206\u003c\/p\u003e \u003cp\u003e12.2. The different customer data hubs 207\u003c\/p\u003e \u003cp\u003e12.3. The difficult consolidation of customer data 209\u003c\/p\u003e \u003cp\u003e12.4. The intersection of media and data to serve customer strategy 210\u003c\/p\u003e \u003cp\u003e12.5. Leveraging data: market research in the era of customer data 215\u003c\/p\u003e \u003cp\u003e12.6. Data marketing... tomorrow 217\u003c\/p\u003e \u003cp\u003e12.7. References 218\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13. The Dark Side of Customer Relationship Management Practices in the Data Age: Managing Resistance and Perceived Intrusion for Responsible Practices \u003c\/b\u003e\u003cb\u003e219\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eCaroline LANCELOT-MILTGEN, Aïda MIMOUNI CHAABANE\u003c\/i\u003e and\u003ci\u003e Virginie PEZ-PÉRARD\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e13.1. The dark side of customer relationship management practices 220\u003c\/p\u003e \u003cp\u003e13.2. Possible consumer feelings 221\u003c\/p\u003e \u003cp\u003e13.2.1. A sense of pressure 221\u003c\/p\u003e \u003cp\u003e13.2.2. A sense of injustice 222\u003c\/p\u003e \u003cp\u003e13.2.3. A sense of loss of control 223\u003c\/p\u003e \u003cp\u003e13.3. The consequences: consumers are showing signs of resistance 224\u003c\/p\u003e \u003cp\u003e13.3.1. Resistance: what are we talking about? 224\u003c\/p\u003e \u003cp\u003e13.3.2. Consumer resistance to the collection and use of personal data 227\u003c\/p\u003e \u003cp\u003e13.4. Solutions for effective and responsible practices 230\u003c\/p\u003e \u003cp\u003e13.4.1. Optimizing the execution of loyalty practices 231\u003c\/p\u003e \u003cp\u003e13.4.2. Monitoring effectiveness using customer-centric metrics 231\u003c\/p\u003e \u003cp\u003e13.4.3. Overseeing the implementation of “virtuous” practices 232\u003c\/p\u003e \u003cp\u003e13.4.4. Restoring confidence in the collection and use of data 233\u003c\/p\u003e \u003cp\u003e13.5. Acknowledgements 237\u003c\/p\u003e \u003cp\u003e13.6. References 237\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14. The Legal Basis for a Data Economy Based on Trust \u003c\/b\u003e\u003cb\u003e241\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eIsabelle LANDREAU\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e14.1. Personal data at the heart of the DGMP 242\u003c\/p\u003e \u003cp\u003e14.1.1. Personal data: the black gold of the 21st Century 242\u003c\/p\u003e \u003cp\u003e14.1.2. Personal data and brands: the cyber-consumer chooses brands that respect confidentiality 243\u003c\/p\u003e \u003cp\u003e14.2. GDPR tools to restore trust 243\u003c\/p\u003e \u003cp\u003e14.2.1. Clear and explicit consent 243\u003c\/p\u003e \u003cp\u003e14.2.2. Ensuring the rights of the cyber-consumer over their personal data 244\u003c\/p\u003e \u003cp\u003e14.2.3. Creation of a Data Protection Officer role 245\u003c\/p\u003e \u003cp\u003e14.3. The future of our personal data 245\u003c\/p\u003e \u003cp\u003e14.3.1. A right of ownership over our personal data? 245\u003c\/p\u003e \u003cp\u003e14.3.2. The future: toward a right to an income on our data? 249\u003c\/p\u003e \u003cp\u003e14.4. Conclusion 253\u003c\/p\u003e \u003cp\u003e14.5. References 254\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 15. Information Systems Security: Challenges, Vulnerabilities and Tools \u003c\/b\u003e\u003cb\u003e257\u003cbr\u003e \u003c\/b\u003e\u003ci\u003ePhilippe COHARD\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e15.1. Current uses reinforcing the need for security: cryptocurrency and blockchains 258\u003c\/p\u003e \u003cp\u003e15.1.1. Blockchain principles 258\u003c\/p\u003e \u003cp\u003e15.1.2. Blockchain applications 259\u003c\/p\u003e \u003cp\u003e15.2. Protecting yourself from potential threats: safety and security 261\u003c\/p\u003e \u003cp\u003e15.3. Security in companies and organizations 262\u003c\/p\u003e \u003cp\u003e15.3.1. Vulnerabilities, risks and ISP 262\u003c\/p\u003e \u003cp\u003e15.3.2. Deterrence, neutralization and awareness – training 263\u003c\/p\u003e \u003cp\u003e15.4. The standards that govern safety: ISO\/IEC 27000 265\u003c\/p\u003e \u003cp\u003e15.5. Conclusion 268\u003c\/p\u003e \u003cp\u003e15.6. References 269\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 16. Organizing the \u003ci\u003eAugmented \u003c\/i\u003eCustomer Relationship \u003c\/b\u003e\u003cb\u003e271\u003cbr\u003e \u003c\/b\u003e\u003ci\u003eIsabelle PRIM-ALLAZ\u003c\/i\u003e and\u003ci\u003e Pierre VOLLE\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e16.1. Introduction 271\u003c\/p\u003e \u003cp\u003e16.2. Governance of customer strategy within the organization 272\u003c\/p\u003e \u003cp\u003e16.2.1. The value of having a Chief Customer Officer 272\u003c\/p\u003e \u003cp\u003e16.2.2. The CCO, the one man orchestra 273\u003c\/p\u003e \u003cp\u003e16.3. The role of the different stakeholders in customer relationship management 274\u003c\/p\u003e \u003cp\u003e16.3.1. The key role of employees 274\u003c\/p\u003e \u003cp\u003e16.3.2. Other stakeholders involved 278\u003c\/p\u003e \u003cp\u003e16.4. In-house contracting or outsourcing: who should implement customer relationship management? 282\u003c\/p\u003e \u003cp\u003e16.4.1. Managing customer relations internally 282\u003c\/p\u003e \u003cp\u003e16.4.2. Outsourcing customer relationship management 283\u003c\/p\u003e \u003cp\u003e16.5. Aligning the organization around the customer strategy 285\u003c\/p\u003e \u003cp\u003e16.6. References 285\u003c\/p\u003e \u003cp\u003eList of Authors 289\u003c\/p\u003e \u003cp\u003eIndex 293\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley-ISTE","offers":[{"title":"Brand New","offer_id":52446638702872,"sku":"9781786303721","price":104.89,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9781786303721.jpg?v=1785112207","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/augmented-customer-strategy-crm-in-the-digital-age-hardback-9781786303721","provider":"Freshly Printed Books","version":"1.0","type":"link"}