Using information to develop a culture of customer centricity customer centricity, analytics, and information utilization
Using Information to Develop a Culture of Customer Centricity sets the stage for understanding the holistic marriage of information, socialization, and process change necessary for transitioning an organization to customer centricity. The book begins with an overview list of 8-10 precepts associated...
| Otros Autores: | , |
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Waltham, MA :
Morgan Kaufmann, an imprint of Elsevier
2013.
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| Edición: | 1st edition |
| Colección: | Gale eBooks
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| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009627901006719 |
Tabla de Contenidos:
- Front Cover; Using Information to Develop a Culture of Customer Centricity; Copyright Page; Contents; Preface; Introduction; The Challenge of Customer Centricity; What This Book Is; Why You Should Be Reading This Book; Our Approach to Knowledge Transfer; Contact Us; Acknowledgments; David's Acknowledgments; Abie's Acknowledgments; General Acknowledgments; 1 What Is Customer Centricity?; Introduction; The Evolution of Customer Centricity; Customer Experience as a Corporate Driver of Value; Increasing Corporate Value by Integrating Customer Value Analytics into the Enterprise
- Customer Data VisibilityCustomer Interaction Management; Summary: Customer Value Is Corporate Value; 2 The Value of Customer Centricity; Customer Centricity and the Concept of Value; Business Expectations and Performance Metrics; Revenue Generation; Decreasing Costs; Reducing Risk; Improving Productivity; Balancing Corporate and Customer Value: Enhancing the Customer Experience; 3 Who Is a Customer?; Who Is a Customer?; Defining the Concept of Customer-An Example; Holistic Engagement Identifies the Customer; Reflections: Customers and Customer Centricity; Entity Versus Role
- Summary: Driving Customer Centricity4 Customer Lifetime and Value Analytics; The Value of the Customer; Defining Customer Value; Additional Aspects of Customer Value; Evaluating the Value of a Customer; Developing a Customer Valuation Model; Using the Customer Valuation Model for Customer Centricity; Considerations: Influencing Customer Behavior; 5 Connectivity and Spheres of Influence; Introduction; Customer Connectivity Concepts; Modeling the Types of Customer Connections; The Customer Network: Spheres of Influence; The Advantage of Understanding Spheres of Influence
- Social Network Measures for Customer CentricityCustomer Connectivity Measures and Influencing the Spheres; 6 Customer Touch Points and the Exchange of Value; Understanding Customer Interactions; Customer Segmentation Influences the Relationship; Segmentation, Customer Touch Points, and Personalization; Types of Customer Touch Points; Thoughtful Coordination of Customer Touch Points; The Conceptual Exchange of Value; Analyzing Touch Points to Maximize Exchanged Value; Mapping the Customer's Journey; 7 Organizing Data for Customer Centricity; Customer Profiling and Customer Identity
- The Need for Data OrganizationCollecting Key Data Artifacts; Organizing Entity and Identity Data; Managing Customer Attribution and Classification Data; Layering Relationships and Hierarchies for Customer Data Organization; Organizing Customer Behavior Data; Managing Customer Identity; Customer Profile Modeling: Some Last Considerations; 8 Customer Profiling; Introduction; What Is Customer Profiling?; Profiling Characteristics; Describing Segments; Customer Data Acquisition; Profiling and Personas; Using Customer Profiles; Use Case: Improving Marketing Effectiveness
- Considerations of Privacy and Challenges of Customer Profiling
