Books

The Offer You Can’t Refuse (release date September 2020)

This last decade has been characterized by the introduction of 4G, social media and mobile services. These technologies have given rise to a new minimum in terms of customer experience. Customers expect ease of use, friendly and empathic staff, omnichannel services and competitive prices. In the years to come, customer experience will reach a whole new level. Naturally, technology (5G, quantum computing, robotics and AI) will play a key role in customer expectations, but it goes way beyond that. Invisible and automatic interfaces will become a necessity but the ultimate ease of use will no longer be enough to come out on top. Automation is but the first step. But what if customers start to have expectations that go beyond convenience? In addition, companies will have to play an active role in their customers’ life journey. As a company how can you help consumers’ dreams come true and eliminate the obstacles in their day-to-day lives? And finally, companies have the opportunity to tackle concrete world problems together with the customer. The world is facing unprecedented challenges: climate, healthcare, government budget deficits, mobility… How can a company involve its customers in the solution to these problems? The combination of automation, being a partner in consumers’ lives and solving actual social issues will be the guiding principles for the successful business of the next decade. For consumers, the combination of all these elements constitutes an offer they can’t refuse.

This video gives you some first insights about the story of this new book. Release date is September 2020.

Customers the day after tomorrow

Customers the Day after Tomorrow is a story about the future of customer relations in a world of artificial intelligence, automation and bots. In this book, companies find out what the investment axes are to win the heart and business of customers in the next five to ten years.

 

When digital becomes human

"Best marketing book in 2015"

There is an urgent need for an extreme transformation of the customer relationship. Customers live in a world of self service, big data, customer automation and the integration of the online & offline world. If your organization fails to implement the digital relation, your future becomes very uncertain. Succeeding in the digital transformation will not be enough. As a consequence of the digital evolution, there is also a need for the human transformation of your customer relationship.

Thinking about the role of humans versus machines, thinking about the role of the warm human touch and considering the power to connect people with people, are the key challenges in this domain. ’When digital becomes human’ is a story about the combination of the digital and the human transformation in your customer strategy. This story will take you on a journey to the future. It is provocative, exciting and scary. Enjoy this amazing view on the future of marketing! When digital becomes human received the award for ‘Best Marketing Book of 2015’.

The Conversation Company

"Runner’s up: most innovative marketing book in 2012"

The Conversation Company will help your organization become a business in which people are the key driver of growth, sharing engaging content and building the company’s culture and business objectives.

People now expect any brand to have a ‘human’ face and you need to define a clear set of values for both employees and customers, incorporating them in your marketing so that all company communication reflects the DNA of your organization.

The Conversation Company is a story about company culture, the power of word-of-mouth and the role of social media in your organization.

The Conversation Manager

"Best marketing book in 2015"

Mobile devices, new digital technologies and the increasing popularity of social media all contribute to the ever-growing gap between internet-savvy consumers and traditional means of advertising. With the old tried-and-fall behind, need to find novel ways to engage with the new-sprung breed of consumers.

To do this, learning to listen and communicate with your consumers is critical. Based on four years of primary research, the Conversation Manager explains the evolution of the modern consumer and clearly demonstrates why traditional advertising no longer works. Illustrated with an extensive number of examples of advertising campaigns, this book is full of practical tools to help you transform your company strategy and kick-start conversations with your customers.