Managing Customer Experience and Relationships: A Strategic Framework

ISBN-13: 9781119815334 / Angielski / Twarda / 2022 / 512 str.

Martha Rogers; Don Peppers

Spis treści

Foreword by Phil Kotler ixPreface xiiiAcknowledgments xviiAbout the Authors xixPART I Technology's Rainbow 1CHAPTER 1 Evolution of Marketing and the Revolution of Customer Strategy 3Roots of Customer Relationships and Experience 6What Is a Relationship? Is That Different from Customer Experience? 20CHAPTER 2 Treat Different Customers Differently: How Learning Relationships Lead to Better Experiences and Higher Profit 25Focus on Relationship Equity 25The Strategy: Treat Different Customers Differently (TDCD) 26The Technology Revolution and the Customer Revolution 28What Characterizes a Relationship? 31Customer Loyalty: Is It Emotional? Or Behavioral? 34Customer Retention and Enterprise Profitability 37Why Do Companies Work at Being Customer-Centric? 45CHAPTER 3 Better Customer Experiences for Better Shareholder Return 49Frictionless: The Ideal Customer Experience May Be No Experience at All 49Understanding Customer Experience through Customer Journey Mapping 62CHAPTER 4 IDIC and Trustability: Building Blocks of Customer Relationships 69IDIC: Four Implementation Tasks for Creating and Managing Customer Experiences and Relationships 69How Does Trust Characterize a Learning Relationship? 78Becoming More and More Trustable to Customers 80Do Things Right and Do the Right Thing 85Be Proactive 86Relationships Require Information, but Information Comes Only with Trust 91Behind Their Customers' Backs 94How Trustable Companies Operate 96Recovering Lost Trust 97Part I: Food for Thought 100PART II Customer Experience and Relationships: Trust Is the Foundation and IDIC the Building Blocks 103CHAPTER 5 IDIC Step 1: Identify Individual Customers 105Individual Information Requires Customer Recognition 106What Does Identify Mean? 116Customer Data Revolution 120CHAPTER 6 IDIC Step 2: Differentiate Customers by Value 129Customer Value Is a Future-Oriented Variable 131Different Customers Have Different Values 144Final Thoughts on Value Differentiation 162CHAPTER 7 IDIC Step 2, cont.: Differentiate Customers by Needs 165Definitions 166Differentiating Customers by Need: Some Examples 171Understanding Customer Behaviors and Needs 176The Difference Between Customer Behaviors and Needs 177Why Doesn't Every Company Already Differentiate Its Customers by Needs? 179Categorizing Customers by Their Needs 181Understanding Needs 183Community Knowledge 186Using Needs Differentiation to Build Customer Value 190Final Thoughts on Needs Differentiation 191CHAPTER 8 IDIC Step 3: Interact to Learn and Collaborate 195Dialogue Requirements 197Implicit and Explicit Bargains 198Do Consumers Really Want One-to-One Marketing? 200Ubiquitous Interactivity 201Omnichannel: Myth versus Reality 202Customer Interaction Redefines "Integrated Marketing" 205Customer Dialogue: A Unique and Valuable Asset 206Efficient and Effective Customer Interaction 211Complaining Customers: Hidden Assets? 213Empowering Customers to Defend the Brand 221Listening to Customers 223Age of Transparency 226As Interactions Multiply, Trust Becomes More Important 227Cultivating Customer Advocates 234CHAPTER 9 IDIC Step 3, cont.: Interact/Privacy Considerations 237Customer Loyalty: Customer Loyal to a Company, or a Company Loyal to a Customer? 248Privacy Pledges Build Enterprise Trust 253CHAPTER 10 IDIC Step 4: Customize to Build Learning Relationships 261How Mass Customization Works 262How Can Customization Be Profitable? Answer: Configuration 266Technology Accelerates Mass Customization 273Customization of Standardized Products and Services 277Value Streams 282Customer Success Management 284Culture Rules 289Technology's Real Rainbow: Collaborative Learning Relationships 289Part II: Food for Thought 290PART III Making It Happen 297CHAPTER 11 Measuring and Managing to Build Customer Value 299Customer Equity 308Customer Loyalty and Customer Equity 321Return on Customer 325Leading Indicators of LTV Change 339Stats and the Single Customer 343CHAPTER 12 Customer Analytics, Martech, Critical Thinking, Data Science, and the Customer-Strategy Enterprise 347Customer-SpecificData and Longitudinal Insight 349Big Data 354Likelihoods, Probabilities, and Reality 362A Small Section on a Big Topic : Using Martech to Build Customer Value and for Marketing Tasks 379An Analytical Fable 381CHAPTER 13 Organizing and Managing the Profitable Customer-Strategy Enterprise 383Who Owns the Customer Relationship? 383What Is the Financial Case for Investingin Customer Experience? 386Understanding the Customer Perspective 387Relationship Governance 395Making It Happen 401How Does Relationship Governance AffectCustomer Service Management? 410CHAPTER 14 Leading to Build Customer Value 411Reprise: Culture Rules 420Leadership Behavior of Customer RelationshipManagers and Others Leading the Customer-CentricOrganization 431Part III: Food for Thought 436Glossary 439Name Index 455Term Index 000

O autorze

DON PEPPERS is the co-founder of CX Speakers, which offers workshops and consulting on customer experience, customer relationships, marketing technology, corporate culture change, and other issues. He is the co-author, with Martha Rogers, of The One to One Future and 7 other bestselling business books.MARTHA ROGERS, PHD, is an author, speaker, and consultant. She is the co-founder of CX Speakers, and the founder of Trustability Metrix, designed to help companies understand how they are trusted by customers, employees, and business peers.