Managing customer experience and relationships : a strategic framework

Managing customer experience and relationships a strategic framework

Bibliographic Details
Other Authors: Peppers, Don, author (author), Rogers, Martha, 1952- author
Format: eBook
Language:Inglés
Published: Hoboken, New Jersey : Wiley 2017.
Edition:Third edition
Series:New York Academy of Sciences
Subjects:
Consumers' preferences.
Customer relations > Management.
Information storage and retrieval systems > Marketing.
Relationship marketing.
See on Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009849112606719
Table of Contents:
  • 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.

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