Challenge 1: when the customer’s voice is manipulated (the case of deceptive reviews)ĥ.4.2. Step 2: respond to online customersĥ.4.1. Steps to managing the customer’s voice over the Internetĥ.3.2. Introduction: “markets are conversations”ĥ.3. The Customer’s Voice: Toward New Listening Toolsĥ.1. Relationship management with leaders and e-OLsĥ. Identifying and selecting leaders and e-OLsĤ.3.5. Influence marketing: a new role for the customer?Ĥ.3.4. From the innovative customer to the influential customerĤ.3.2. The role of the customer downstream of an innovation launch: the customer influences to facilitate the adoption of the innovation on the marketĤ.3.1. Co-innovating with companies: what do the main stakeholders think?Ĥ.3. Co-innovating with customers and users: three possible strategiesĤ.2.4. Innovation by customers and users (user innovation): a major phenomenon?Ĥ.2.3. Toward customer participation in innovationĤ.2.2. 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 processesĤ.2.1. Introduction: the new roles and contributions of the customerĤ.2. Innovation Augmented by the Customer: From Ideation to DiffusionĤ.1. Rethinking the role of staff in the customer journey to create greater valueĤ. Motivating customers to play a greater roleģ.3.3. An intensification and diversification of the customer’s extra rolesģ.3.1. An enrichment of intra-role roles through the development of technologies in the relationshipģ.2.2. The digitization, development and diversification of the customers’ rolesģ.2.1. A role as a producer, a source of value for the company and the customerģ.2. The customer, from the role of beneficiary to the role of relationship producerģ.1.2. The customer, a long-standing player in the relationshipģ.1.1. The Augmented Customer Relationship: the Increasing Importance of the Customer’s Roleģ.1. A relationship based on utility and meaning through commitmentģ.
An increasingly personalized relationshipĢ.3.3. A stronger involvement of consumers in brandsĢ.3.2. Indirect speaking: the growing role of influencersĢ.3. A constant search for a demonstration of transparencyĢ.2.2. Communicating with the customer wherever they come into contact with the company: the touchpointsĢ.2.1. Following the customer wherever they buy: from multichannel to omnichannelĢ.1.2. A more complex approach to the customer to follow them wherever they goĢ.1.1. Brand Practices Faced with Augmented ConsumersĢ.1. Customer relationship management in the face of societal and environmental challengesĢ.
Practicing open innovation with customersġ.5. Accountability to customers and citizens: why and how?ġ.4. Business model renewal: what are the impacts on customers?ġ.3. AI, robotization and algorithms: what are the effects on customers?ġ.2. Customer Strategies in the Face of New Technological, Social and Environmental Challengesġ.1.
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