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Emotional connection and affinity are the key to turning customers into brand advocates, but with consumers constantly bombarded with information, creating that genuine, emotional connection with consumers has become increasingly difficult. This book provides mid-career marketers with practical strategies that transcend traditional transactional interactions and instead cultivate memorable experiences that resonate on a personal level with their customers. The book enables marketers to build genuine loyalty which in turn creates communities and forges an enduring bond between a brand and its users. Taking a multidisciplinary look at the issue, Transforming Customer-Brand Relationships explores topics including the power of the customer voice, social listening as a tool and customer service transformation. By moving away from traditional metrics such as customer lifetime value and acquisition costs and instead focussing on emotional engagement metrics like Net Promoter Scores and customer sentiment analysis, it helps marketers and business leaders understand and implement strategies that foster lasting relationships with customers, ensuring long-lasting patronage in this competitive digital age.
List of contents
Section - ONE: Foundational elements of customer-brand relationships; Chapter - 01: The power of the customer - understanding how customer opinion can influence behaviour; Chapter - 02: From loyalty to fandom - how brandoms are redefining engagement; Chapter - 03: The art of social listening - leveraging social media for affinity; Chapter - 04: From satisfaction to affinity - the role of customer service; Chapter - 05: Personalization and engagement - how data and creativity create core memories; Chapter - 06: Building loyalty at scale - what great looks like; Chapter - 07: What does success look like ? the metrics that matter; Chapter - 08: The storytellers - creating content that captivates; Chapter - 09: Putting it all together - the customer experience blueprint; Section - TWO: Building a community step-by-step; Chapter - 10: Building a sense of community; Chapter - 11: Designing, onboarding, and measuring success; Chapter - 12: Beta testing; Chapter - 13: Community launch, communications, and promotion; Chapter - 14: The role of online platforms and social media; Section - THREE: Overcoming challenges; Chapter - 15: When affinity falters; Chapter - 16: Navigating change; Chapter - 17: Conclusion - the future of customer experience and brand affinity; Chapter - 18: Appendix - recommended reading;
About the author
Christina Garnett is a respected fractional Chief Customer Officer and advisor, renowned for her expertise in advancing customer satisfaction and deepening brand loyalty across diverse industries, from Fortune 500 companies to startups. Based in Virginia, US, she is a contributor for Adweek and a sought-after speaker at major conferences such as INBOUND, Digital Summit, SemRush's Global Marketing Day amongst others. She runs educational courses for both HubSpot Academic and SemRush, and was instrumental in enhancing engagement strategies for HubSpot's HubFans advocacy program.
