Anderson / Ritter Inside the Customer Universe

How to Build Unique Customer Insight for Profitable Growth and Market Leadership
1. Auflage 2008
ISBN: 978-0-470-69985-0
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 300 Seiten, E-Book

Inside the Customer Universe reveals how an organization can becomeahead of the game by focusing a its strategy on predicting customerneeds rather than following them. This book provides a uniquecontribution to the field of customer management with a departurefrom current practice towards understanding customers as'multi-individuals' and hence solving current confusionssurrounding customer behaviour.
Inside the Customer Universe's easy to implement tools, models andstrategies provide the reader with the ability to create stable andsustainable customer understanding and, therefore, sustainablebusiness growth.
"CUBEical Thinking is a great concept for developing business andthe concept of customer types is intriguing as it provides greatinsights into the drivers behind true customer loyalty."
Niels Henrik Hansen, Director SAS Corporate Sales, ScandinavianAirlines, Denmark
"CUBEical Thinking has given us the platform for developing aneffective sales and key account management organization which hasdelivered significant top and bottom line results based on targetedup and cross sales."
Henrik Hubner, Vice President Sales, Sanist?l
"CUBEical Thinking has provided us with great customer insights onwhich we are benefiting in our daily operations and it has helpedour organization focus activities and resources."
Carsten Hetling, Nordic Marketing Manager, Zyxel Communications

Autoren/Hrsg.

Anderson, Henrik

Ritter, Thomas

Inhaltsverzeichnis

Contents
Preface
1 The quick guide to Customer Universe Based Execution
PART I Discovering the Customer Universe
2 The executive challenge of driving EBITDA growth
3 The challenges of current segmentation models
4 Identifying customer types - inside the customer'smind
5 Identifying roles and scenes - inside situations andoccasions
6 CUBEical segmentation - the platform for achievingmarket leadership
PART II Activating the Customer Universe
7 CUBEical strategy - where and how to compete
8 CUBEical implementation - how to set the agenda
PART III Living the Customer Universe
9 CUBEical thinking - how does it link to otherframeworks
10 The fast moving consumer goods universe
11 The key account management universe
12 The mergers and acquisitions universe
Epilog
Glossary
Index

Über Autor(innen)

Henrik Andersen is Director of Andersen & PartnersManagement Consulting, Denmark, a company he founded in 2002 thatspecialises in strategic planning, CRM and customer segmentation.Prior to this he was a Partner at PricewaterhouseCoopers where hewas the main author of the PwC CRM Handbook. His near 20years experience in the global consultancy industry provides Henrikwith a broad experience in the field of strategic planning,organizational and cultural change, BPR, CRM, and customersegmentation across a range of different industries andorganizations. He is a regular presenter at seminars andconferences in Denmark and abroad and is often interviewed by thepress as an expert on CRM.
Thomas Ritter is a Professor at the Copenhagen BusinessSchool and Research Director at the Center for Business Marketingand Purchasing. He has published extensively in high profileacademic journals and has contributed to various books andpresented countless papers at academic conferences around theworld. He has extensive industry experience through consulting andtraining firms of all sizes and from a wide range of industriesacross Europe in market strategy, marketing and sales managementand value creation through customer relationships.