Managing Customer Experience and Relationships : A Strategic Framework

• Autore: Peppers Don
• Pubblicazione: Somerset : , : John Wiley & Sons, Incorporated, , 2016; ©2016
• Edizione: 3rd ed.
• Descrizione fisica: 1 online resource (627 pages)
• Disciplina: 658.812
• Soggetto topico: Customer relations--Management
• Altri autori: RogersMartha KotlerPhilip
• Nota di contenuto: Intro -- Managing Customer Experience and Relationships: A Strategic Framework -- Contents -- Foreword: The View from Here -- Preface -- Acknowledgments -- About the Authors -- Part I Principles of Managing Customer Experience and Relationships -- Chapter 1 Evolution of Relationships with Customers and Strategic Customer Experiences -- Roots of Customer Relationships and Experience -- Focusing on Customers Is New to Business Strategy -- Managing Customer relationships and experience is a Different Dimension of Competition -- Technology Accelerates-It Is Not the Same as-Building Customer Value -- What Is a Relationship? Is That Different from Customer Experience? -- Learning Relationships: The Crux of Managing Customer Relationships -- The Technology Revolution and the Customer Revolution -- Customers Have Changed, Too -- Customer Retention and Enterprise Profitability -- Summary -- Food for Thought -- Glossary -- Chapter 2 The Thinking Behind Customer Relationships That Leadsto Good Experiences -- Why Do Companies Work at Being "Customer-Centric"? -- What Characterizes a relationship? -- Customer Loyalty: Is It an Attitude? Or a Behavior? -- Summary -- Food for Thought -- Glossary -- Part II IDIC Implementation Process: A Model for Managing Customer Relationships and Improving Customer Experiences -- Chapter 3 Customer Relationships: Basic Building Blocks of IDIC and Trust -- Trust and Relationships Happen in Unison -- IDIC: Four Implementation Tasks for Creating and Managing Customer Experiences and Relationships -- How Does trust Characterize a Learning relationship? -- Becoming More and More Trustable to Customers -- Do Things Right and Do the Right Thing -- Be Proactive -- Relationships Require Information, but Information Comes Only with Trust -- How Mobile Phone Companies Operate Today -- How a Trustable Mobile Phone Company Would Operate. ; Summary -- Food for Thought -- Glossary -- Chapter 4 Identifying Customers -- Individual Information Requires Customer Recognition -- Step 1: How Much Customer Identifi Cation Does a Company Already Have? -- Step 2: Get Customers to Identify Themselves, Making Sure to Accurately Identify Customers on Any Channel -- What Does Identify Mean? -- Identification Activities -- Customer Identification in a B2B Setting -- Customer Identification in a B2C Setting: Unify Omnichannel Marketing Programs -- Customer Data Revolution -- What Data Do We Need When We Identify a Customer? -- Why Is Identification Important? -- Integrating Data to Identify Customers -- Summary -- Food for thought -- Glossary -- Chapter 5 Differentiating Customers: Some Customers Are Worth More Than Others -- Customer Value Is a Future-Oriented Variable -- Customer Lifetime Value -- Recognizing the Hidden Potential Value in Customers -- Growing Share of Customer -- Different Customers have Different Values -- Customer Value Categories -- Managing the Mix of Customers -- Summary -- Food for Thought -- Glossary -- Chapter 6 Differentiating Customersby Their Needs -- Definitions -- Needs -- Customers -- Differentiating Customers by Need: An Illustration -- Understanding Customer Behaviors and Needs -- Characterizing Customers by Their Needs and Behaviors -- Why Doesn't Every Company Already Differentiate Its Customers by Needs? -- Categorizing Customers by Their Needs -- Understanding Needs -- Community Knowledge -- Pharmaceutical Industry Example -- Using Needs Differentiation to Build Customer Value -- Summary -- Food for Thought -- Glossary -- Chapter 7 Interacting With Customers: Customer Collaboration Strategy -- Dialogue Requirements -- Implicit and Explicit Bargains -- Do Consumers Really Want One-to-One Marketing?. ; Technology of Interaction Requires Integrating Across the Entire Enterprise -- Customer Dialogue: a Unique and Valuable Asset -- Not All Interactions Qualify as "Dialogue" -- Cost Efficiency and Effectiveness of Customer Interaction -- Complaining Customers: Hidden Assets? -- Summary -- Food for Thought -- Glossary -- Chapter 8 Customer Insight, Dialogue, and Social Media -- Engaging Enthusiastic Supporters -- Empowering Customers to Defend the Brand -- Listening to Customers -- Enlisting Customers to Help Other Customers -- Customers Helping Customers -- Age of Transparency -- As Interactions Multiply, Trust Becomes More Important -- Summary -- Food for Thought -- Glossary -- Chapter 9 Privacy and Customer Feedback -- Privacy in Europe Is a Different World -- Stated Goals of the New EU General Data Protection Regulation -- Privacy Pledges Build Enterprise Trust -- Submitting Data Online -- Summary -- Food for Thought -- Glossary -- Chapter 10 The Payoff of IDIC: Using Mass Customization to Build Learning Relationships -- How Can Customization Be Profitable? -- Not all Customization Is equal -- Technology Accelerates Mass Customization -- Customization of Standardized Products and Services -- Value Streams -- Culture rules -- Summary -- Food for Thought -- Glossary -- Part III Measuring and Managing to Build Customer Value -- Chapter 11 Optimizing around the Customer: Measuring the Success of Customer-Based Initiatives and the Customer-Centric Organization -- Customer Equity -- Customer Loyalty and Customer Equity -- Return on Customer -- Leading Indicators of LTV Change -- Lifetime Value Drivers -- Lifestyle Changes -- Behavioral Cues -- Customer Attitudes -- Stats and the Single Customer -- Summary -- Food for Thought -- Glossary -- Chapter 12 Using Customer Analyticsto Build the Success of the Customer-Strategy Enterprise -- Summary. ; Food for Thought -- Glossary -- Chapter 13 Organizing and Managing the Profitable Customer-Strategy Enterprise, Part 1 -- Relationship Governance -- Summary -- Food for Thought -- Chapter 14 Organizing and Managing the Profitable Customer-Strategy Enterprise, Part 2: Transitioning from Traditional Business to Customer Centricity -- Pilot Projects and Incremental Change -- Picket Fence Strategy -- Segment Management -- Customer Portfolio Management -- Transition Across the Enterprise -- Transition Process for the Sales Department -- Transition Process for Marketing -- Transition Process for Customer Service -- Transition Process for Other Key Enterprise Areas -- Finance -- Research and Development -- Information Technology/Information Services -- Human Resources -- Managing Employees in the Customer-Strategy Enterprise -- Summary -- Food for Thought -- Glossary -- Chapter 15 Futureproofing the Customer-Centric Organization -- Leadership Behavior of Customer Relationship Managers -- Maintain and Increase the Trust of Customers -- Reputations Go Online -- Innovate, Innovate, Innovate -- The Importance of Corporate Culture -- Summary -- Food for Thought -- Name Index -- Term Index -- EULA.
• Titolo autorizzato: Managing Customer Experience and Relationships
• ISBN: 9781119239826; 9781119236252
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910810314903321
• Lo trovi qui: Univ. Federico II