Phase 3 of digitalisation has started. A phase of artificial intelligence has revolutionised the buying behaviour of customers: collecting information, the buying process and customer service have changed dramatically. This book explains the impact of the 'internet of things', virtual assistants, bots and client data. But first of all this is a book about customers. In a world of automatisation the most important question remains: how can I be customer-oriented? "Steven is a much asked for keynote speaker for our events, always a highlight. He has a unique and authentic style: with a combination of academic depth and well-built cases he spices up his presentations with a tremendous amount of humor." - Anthony Belpaire, Google.