Managing Customer Experience and Relationships - A Strategic Framework

Every business on the planet is trying to maximize the value created by its customers
 
Learn how to do it, step by step, in this newly revised Fourth Edition of Managing Customer Experience and Relationships: A Strategic Framework. Written by Don Peppers and Martha Rogers, Ph.D., recognized for decades as two of the world's leading experts on customer experience issues, the book combines theory, case studies, and strategic analyses to guide a company on its own quest to position its customers at the very center of its business model, and to "treat different customers differently."
 
This latest edition adds new material including:
* How to manage the mass-customization principles that drive digital interactions
* How to understand and manage data-driven marketing analytics issues, without having to do the math
* How to implement and monitor customer success management, the new discipline that has arisen alongside software-as-a-service businesses
* How to deal with the increasing threat to privacy, autonomy, and competition posed by the big tech companies like Facebook, Amazon, and Google
* Teaching slide decks to accompany the book, author-written test banks for all chapters, a complete glossary for the field, and full indexing
 
Ideal not just for students, but for managers, executives, and other business leaders, Managing Customer Experience and Relationships should prove an indispensable resource for marketing, sales, or customer service professionals in both the B2C and B2B world.

List of contents

Foreword by Phil Kotler ix
 
Preface xiii
 
Acknowledgments xvii
 
About the Authors xix
 
PART I Technology's Rainbow 1
 
CHAPTER 1 Evolution of Marketing and the Revolution of Customer Strategy 3
 
Roots of Customer Relationships and Experience 6
 
What Is a Relationship? Is That Different from Customer Experience? 20
 
CHAPTER 2 Treat Different Customers Differently: How Learning Relationships Lead to Better Experiences and Higher Profit 25
 
Focus on Relationship Equity 25
 
The Strategy: Treat Different Customers Differently (TDCD) 26
 
The Technology Revolution and the Customer Revolution 28
 
What Characterizes a Relationship? 31
 
Customer Loyalty: Is It Emotional? Or Behavioral? 34
 
Customer Retention and Enterprise Profitability 37
 
Why Do Companies Work at Being Customer-Centric? 45
 
CHAPTER 3 Better Customer Experiences for Better Shareholder Return 49
 
Frictionless: The Ideal Customer Experience May Be No Experience at All 49
 
Understanding Customer Experience through Customer Journey Mapping 62
 
CHAPTER 4 IDIC and Trustability: Building Blocks of Customer Relationships 69
 
IDIC: Four Implementation Tasks for Creating and Managing Customer Experiences and Relationships 69
 
How Does Trust Characterize a Learning Relationship? 78
 
Becoming More and More Trustable to Customers 80
 
Do Things Right and Do the Right Thing 85
 
Be Proactive 86
 
Relationships Require Information, but Information Comes Only with Trust 91
 
Behind Their Customers' Backs 94
 
How Trustable Companies Operate 96
 
Recovering Lost Trust 97
 
Part I: Food for Thought 100
 
PART II Customer Experience and Relationships: Trust Is the Foundation and IDIC the Building Blocks 103
 
CHAPTER 5 IDIC Step 1: Identify Individual Customers 105
 
Individual Information Requires Customer Recognition 106
 
What Does Identify Mean? 116
 
Customer Data Revolution 120
 
CHAPTER 6 IDIC Step 2: Differentiate Customers by Value 129
 
Customer Value Is a Future-Oriented Variable 131
 
Different Customers Have Different Values 144
 
Final Thoughts on Value Differentiation 162
 
CHAPTER 7 IDIC Step 2, cont.: Differentiate Customers by Needs 165
 
Definitions 166
 
Differentiating Customers by Need: Some Examples 171
 
Understanding Customer Behaviors and Needs 176
 
The Difference Between Customer Behaviors and Needs 177
 
Why Doesn't Every Company Already Differentiate Its Customers by Needs? 179
 
Categorizing Customers by Their Needs 181
 
Understanding Needs 183
 
Community Knowledge 186
 
Using Needs Differentiation to Build Customer Value 190
 
Final Thoughts on Needs Differentiation 191
 
CHAPTER 8 IDIC Step 3: Interact to Learn and Collaborate 195
 
Dialogue Requirements 197
 
Implicit and Explicit Bargains 198
 
Do Consumers Really Want One-to-One Marketing? 200
 
Ubiquitous Interactivity 201
 
Omnichannel: Myth versus Reality 202
 
Customer Interaction Redefines "Integrated Marketing" 205
 
Customer Dialogue: A Unique and Valuable Asset 206
 
Efficient and Effective Customer Interaction 211
 
Complaining Customers: Hidden Assets? 213
 
Empowering Customers to Defend the Brand 221
 
Listening to Customers 223
 
Age of Transparency 226
 
As Interactions Multiply, Trust Becomes More Important 227
 
Cultivating Customer Advocates 234
 
CHAPTER 9 IDIC

About the author

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.

Summary

Every business on the planet is trying to maximize the value created by its customers

Learn how to do it, step by step, in this newly revised Fourth Edition of Managing Customer Experience and Relationships: A Strategic Framework. Written by Don Peppers and Martha Rogers, Ph.D., recognized for decades as two of the world's leading experts on customer experience issues, the book combines theory, case studies, and strategic analyses to guide a company on its own quest to position its customers at the very center of its business model, and to "treat different customers differently."

This latest edition adds new material including:
* How to manage the mass-customization principles that drive digital interactions
* How to understand and manage data-driven marketing analytics issues, without having to do the math
* How to implement and monitor customer success management, the new discipline that has arisen alongside software-as-a-service businesses
* How to deal with the increasing threat to privacy, autonomy, and competition posed by the big tech companies like Facebook, Amazon, and Google
* Teaching slide decks to accompany the book, author-written test banks for all chapters, a complete glossary for the field, and full indexing

Ideal not just for students, but for managers, executives, and other business leaders, Managing Customer Experience and Relationships should prove an indispensable resource for marketing, sales, or customer service professionals in both the B2C and B2B world.

Product details

• Authors: Peppers, D Peppers, Don Peppers, Don (President and Founder of Marketing 1 Peppers, Don Rogers Peppers, Peppers Don, Martha Rogers, Rogers Martha
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Hardback
• Released: 31.12.2021
• EAN: 9781119815334
• ISBN: 978-1-119-81533-4
• No. of pages: 512
• Subjects: Non-fiction book > Politics, society, business > Business administration, companies; Social sciences, law, business > Business > Management; Strategisches Management, strategisches marketing, Business & management, Strategic management, Wirtschaft u. Management, Strategic Marketing