Despite the promise of enhanced customer engagement through new technology, consumer trust has suffered widespread collapse and annual corporate losses are in the trillions. This book exposes the faulty foundation of the populist Customer Experience (CX) movement, upturns long-held beliefs in its effectiveness, and details an alternative - industrial - approach to the customer asset base. Aarron Spinley is recognized as a foremost mind in the realm of customer science and strategy. His work helps us to understand - and extract - customer value based on evidence, and in so doing, influences…mehr
Despite the promise of enhanced customer engagement through new technology, consumer trust has suffered widespread collapse and annual corporate losses are in the trillions. This book exposes the faulty foundation of the populist Customer Experience (CX) movement, upturns long-held beliefs in its effectiveness, and details an alternative - industrial - approach to the customer asset base.
Aarron Spinley is recognized as a foremost mind in the realm of customer science and strategy. His work helps us to understand - and extract - customer value based on evidence, and in so doing, influences our relationship with technology for better results. The Customering Method marries the sciences and managerial precedent with contemporary capability: optimizing the intersection with marketing, mitigating risk and attrition rates, increasing sales propensity, and restoring profitability. Throughout, Spinley provides practical examples that are relatable, actionable, and defensible.
These concepts have already influenced senior leaders, CEOs, chief marketing officers, and directors of customer experience across many organizations. Now in published form, this is perhaps the most important book in the field for decades.
Aarron Spinley is a Fellow at the Field Bell Institute (www.fieldbell.org). He is recognized as a foremost mind in the realm of customer science, noted for his signature approach: measuring the intersection of established management method, complex economics, and scientific precedent to confirm and systemize, or disrupt, for effect. As a writer or commentator, Aarron has featured in leading publications including Forbes, ZDNet, MyCustomer, CMO, Mumbrella, and Mi3 Media, and has appeared on five continents as a sought-after keynote speaker.
Inhaltsangabe
Introduction 1 - Professions and Industrial Management The Rise and Value of Professions The Modern Day Industrial Management Process Customer Management Is not Marketing Introducing the Customer Management Process Model Notes 2 - The Marketing Method Diagnostics Market Orientation Market Research Market Segmentation Strategy Tactics Product Pricing Distribution Integrated Marketing Communications Notes 3 - The Customering Method The Terrain Growth and Loyalty Defining The Economic Mission The Big Proviso: Where to Limit Customer Management Investment Budgeting Notes 4 - PILLAR 1: Identity From Omni-channel to Channel-less The Identity Lens Capture Status Stitching Cyber and Privacy Systems Notes 5 - PILLAR 2: Intent Jobs to Be Done The Dimensions of Intent Behavioral and Unstructured Conversational Self-reports Summarizing the Capture of Intent Notes 6 - PILLAR 3: Interactions Applying the Customer Engagement Stack Offer Integrity The Services Layer The Experience Layer Summarizing the Stack Asset Design Ecosystems and Channel Platforms Orchestration Journey Orchestration in Practice All Channels and All Behaviors CJO Unifies Other Technologies Applying the First Three Pillars Notes 7 - PILLAR 4: Measurement and Reporting Understanding "Return" Option to Skip Measurement Methods Summarizing Measurement Company and Shareholder Reporting Notes 8 - Managing the Collision The Unintended Consequence of the Marketing Funnel The Limits of Personalization Customer-governed Application of Marketing Communications Comparing Models Notes 9 - Correcting the Record Never Segment Customers Not a Brand Differentiator Break the Survey Fever Reject Agenda-based Research Forget about "EX" Notes Epilogue - Closing the Loop
Introduction 1 - Professions and Industrial Management The Rise and Value of Professions The Modern Day Industrial Management Process Customer Management Is not Marketing Introducing the Customer Management Process Model Notes 2 - The Marketing Method Diagnostics Market Orientation Market Research Market Segmentation Strategy Tactics Product Pricing Distribution Integrated Marketing Communications Notes 3 - The Customering Method The Terrain Growth and Loyalty Defining The Economic Mission The Big Proviso: Where to Limit Customer Management Investment Budgeting Notes 4 - PILLAR 1: Identity From Omni-channel to Channel-less The Identity Lens Capture Status Stitching Cyber and Privacy Systems Notes 5 - PILLAR 2: Intent Jobs to Be Done The Dimensions of Intent Behavioral and Unstructured Conversational Self-reports Summarizing the Capture of Intent Notes 6 - PILLAR 3: Interactions Applying the Customer Engagement Stack Offer Integrity The Services Layer The Experience Layer Summarizing the Stack Asset Design Ecosystems and Channel Platforms Orchestration Journey Orchestration in Practice All Channels and All Behaviors CJO Unifies Other Technologies Applying the First Three Pillars Notes 7 - PILLAR 4: Measurement and Reporting Understanding "Return" Option to Skip Measurement Methods Summarizing Measurement Company and Shareholder Reporting Notes 8 - Managing the Collision The Unintended Consequence of the Marketing Funnel The Limits of Personalization Customer-governed Application of Marketing Communications Comparing Models Notes 9 - Correcting the Record Never Segment Customers Not a Brand Differentiator Break the Survey Fever Reject Agenda-based Research Forget about "EX" Notes Epilogue - Closing the Loop
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