Book tip: Touch. Point. Victory.
Anne M. Schüller is a management thinker, keynote speaker, bestselling author and business coach. With a degree in business administration, she is considered Europe's leading expert on touchpoint management, customer loyalty and referral marketing. She is one of the most sought-after speakers in the German-speaking world and is a guest lecturer at several universities. Her latest book deals with the topic of communication in times of digital transformation.
Oh yes - everything used to be so simple. Back then, we still talked to each other in the normal way - person to person. Then we started talking to people from a digital parallel world: with friends on displays or with business partners via video conference on the other side of the world. That's how conversations became three-dimensional. And now? We're on the verge of a whole new era of communication: we're talking to digital assistants, robots and digitized machines that give us not only information, but also commands. We will soon trust computers more than people. In the past, we had a guilty conscience; today, we have self-tracking wristbands and apps that not only monitor us, but also measure us.
Knowledge of human nature instead of Big Data
The digital transformation that is sweeping over us at an insanely fast pace will completely change the way we live and work. Of course, this also affects communication between companies and customers. With which success strategies providers can make themselves fit for this changed business world, the multiple award-winning bestselling author Anne M. Schüller shows in her new book Touch.Point.Sieg: Communication in times of digital transformation. Probably her most important conclusion is that the true communicative successes take place beyond Big Data and algorithms. It is not analytics and mathematics, but people skills and empathy that lead to the goal, especially in digitalized times.
Touching customers emotionally
The content of the book, always with an eye on advancing digitization, is on the one hand strategic and on the other very operational, i.e. chock-full of practical tips and strategies for success. The first part, entitled "Touch," reveals how you can "touch" customers emotionally and charge communication multisensory by using the latest findings of brain and behavioral research. The second part, "Point," shows how you can generate "want to have" in customers by analyzing and optimizing the communicative "touchpoints" that arise during a customer journey between supplier and customer. The third part, entitled "Victory," shows a wealth of promising, communicative paths to the digital future. Written in a pointed, entertaining, and comprehensible way Touch.Point.Victory a useful guide for all entrepreneurs and every customer-facing employee to master the challenges of the coming years.
Anne M. Schüller: Touch. Point. Victory. Communication in Times of Digital Transformation. 380 pages, hardcover. ISBN 978-3-86936-694-4. € 29.90 (D) | € 30.80 (A). GABAL Verlag, Offenbach 2016
