Augmented Customer Strategy

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.

Autorentext

Gilles N'Goala is Professor of Marketing at the Montpellier Management Institute of the University of Montpellier in France, member of the MRM research laboratory and President of the French Marketing Association.

Virginie Pez-Pérard is Associate Professor at the University Paris II Panthéon-Assas, France, and affiliated with the LARGEPA research center. She is also a lecturer at the Ecole Polytechnique (i3-CRG laboratory, UMR CNRS 9217).

Isabelle Prim-Allaz is Professor of Marketing at Lumière University Lyon 2, France and Director of the COACTIS Research Center.

Inhalt

Preface xiii

Chapter 1. Customer Strategies in the Face of New Technological, Social and Environmental Challenges **1
Gilles N'GOALA

1.1. AI, robotization and algorithms: what are the effects on customers? 2

1.2. Business model renewal: what are the impacts on customers? 6

1.3. Accountability to customers and citizens: why and how? 8

1.4. Practicing open innovation with customers 12

1.5. Customer relationship management in the face of societal and environmental challenges 13

1.6. Conclusion 17

1.7. Acknowledgements 18

1.8. References 19

Chapter 2. Brand Practices Faced with Augmented Consumers **23
Nathalie FLECK and Laure AMBROISE

2.1. A more complex approach to the customer to follow them wherever they go 24

2.1.1. Following the customer wherever they buy: from multichannel to omnichannel 24

2.1.2. Communicating with the customer wherever they come into contact with the company: the touchpoints 25

2.2. An evolution of message content 27

2.2.1. A constant search for a demonstration of transparency 27

2.2.2. Indirect speaking: the growing role of influencers 30

2.3. A stronger involvement of consumers in brands 31

2.3.1. Increasing consumer participation 31

2.3.2. An increasingly personalized relationship 34

2.3.3. A relationship based on utility and meaning through commitment 35

2.4. Conclusion 39

2.5. References 39

Chapter 3. The Augmented Customer Relationship: the Increasing Importance of the Customer's Role **41
Sylvie LLOSA and Lionel NICOD

3.1. The customer, a long-standing player in the relationship 41

3.1.1. The customer, from the role of beneficiary to the role of relationship producer 42

3.1.2. A role as a producer, a source of value for the company and the customer 44

3.2. The digitization, development and diversification of the customers' roles 45

3.2.1. An enrichment of intra-role roles through the development of technologies in the relationship 46

3.2.2. An intensification and diversification of the customer's extra roles 47

3.3. The consequences for the company 50

3.3.1. Motivating customers to play a greater role 50

3.3.2. Managing customer expertise 52

3.3.3. Rethinking the role of staff in the customer journey to create greater value 54

3.4. References 55

Chapter 4. Innovation Augmented by the Customer: from Ideation to Diffusion **59
Thomas RUSPIL, Cyrielle VELLERA and Andreas MUNZEL

4.1. Introduction: the new roles and contributions of the customer 59

4.2. 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

4.2.1. Toward customer participation in innovation 60

4.2.2. Innovation by customers and users (user innovation): a major phenomenon? 62

4.2.3. Co-innovating with customers and users: three possible strategies 62

4.2.4. Co-innovating with companies: what do the main stakeholders think? 65

4.3. The role of the customer downstream of an innovation launch: the customer influences to facilitate the adoption of the innovation on the market 66

4.3.1. From the innovative customer to the influential customer 66

4.3.2. Influence marketing: a new role for the customer? 67

4.3.3. From OLs to e-OLs who are they? 68

4.3.4. Identifying and selecting leaders and e-OLs 69

4.3.5. Relationship management with leaders and e-OLs 70

4.4. Conclusion 71

4.5. Acknowledgements 72

4.6. References 72

Chapter 5. The Customer's Voice: Toward New Listening Tools **77
Andreas MUNZEL, Jessie PALLUD and Daria PLOTKINA 5.1. Introduction: markets are conversat...