Buch, Englisch, 316 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 617 g
From CX Dogma to Customer Science
Buch, Englisch, 316 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 617 g
ISBN: 978-1-032-84542-5
Verlag: Taylor & Francis Ltd (Sales)
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.
Zielgruppe
Postgraduate and Professional Practice & Development
Autoren/Hrsg.
Fachgebiete
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Kundenbeziehungsmanagement, Kundenpflege
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
- Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Verhaltensökonomik
Weitere Infos & Material
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
