Managing Customer Experience and Relationships: A Strategic Framework [Team-IRA]

✍ Scribed by Martha Rogers, Don Peppers

• Publisher: Wiley
• Year: 2022
• Tongue: English
• Leaves: 508
• Edition: 4
• Category: Library

✦ Synopsis

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.

✦ Table of Contents

Cover
Title Page
Copyright Page
Contents
Foreword The View from Here
Preface
Acknowledgments
About the Authors
Part I Technology’s Rainbow
Chapter 1 Evolution of Marketing and the Revolution of Customer Strategy
Roots of Customer Relationships and Experience
Initial Assessment: Where Is a Firm on the Customer Strategy Map?
Comparing Market-Share and Share-of-Customer Strategies
What Is a Relationship? Is That Different from Customer Experience?
Learning Relationships: The Crux of Building Customer Value
Chapter 2 Treat Different Customers Differently: How Learning Relationships Lead to Better Experiences and Higher Profit
Focus on Relationship Equity
The Strategy: Treat Different Customers Differently (TDCD)
The Technology Revolution and the Customer Revolution
What Characterizes a Relationship?
Customer Loyalty: Is It Emotional? Or Behavioral?
Customer Retention and Enterprise Profitability
Chapter 3 Better Customer Experiences for Better Shareholder Return
Frictionless: The Ideal Customer Experience May Be No Experience at All
Product Competence
Customer Competence
Understanding Customer Experience through Customer Journey Mapping
Chapter 4 IDIC and Trustability: Building Blocks of Customer Relationships
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, Do the Right Thing, and Be Proactive
Relationships Require Information, but Information Comes Only with Trust
Behind Their Customers’ Backs
How Trustable Companies Operate
Recovering Lost Trust
Part I: Food for Thought
Part II Customer Experience and Relationships: Trust Is the Foundation and IDIC the Building Blocks
Chapter 5 IDIC Step 1: Identify Individual Customers
Individual Information Requires Customer Recognition
What Does Identify Mean?
Customer Data Revolution
Chapter 6 IDIC Step 2: Differentiate Customers by Value
Customer Value Is a Future-Oriented Variable
Customer Lifetime Value
Recognizing the Hidden Potential Value in Customers
Different Customers Have Different Values
Customer Value Categories
Customer Referral Value
Chapter 7 IDIC Step 2: Differentiate Customers by Needs
Differentiating Customers by Need: Definitions and Examples
Understanding Customer Behaviors and Needs
Why Doesn’t Every Company Already Differentiate Its Customers by Needs?
Categorizing Customers by Their Needs
Community Knowledge
Using Needs Differentiation to Build Customer Value
Chapter 8 IDIC Step 3: Interact to Learn and Collaborate
Dialogue Requirements
Implicit and Explicit Bargains
Do Consumers Really Want One-to-One Marketing?
Customer Dialogue: A Unique and Valuable Asset
Efficient and Effective Customer Interaction
Complaining Customers: Hidden Assets?
Empowering Customers to Defend the Brand
Age of Transparency
Chapter 9 IDIC Step 3: Interact/Privacy Considerations
Protect Privacy and Earn Customer Trust to Encourage Interaction
General Data Protection Regulation
Customer Loyalty: IS A Customer Loyal to a Company, or a Company Loyal to a Customer?
Privacy Pledges Build Enterprise Trust
Chapter 10 IDIC Step 4: Customize to Build Learning Relationships
How Mass Customization Works
How Can Customization Be Profitable? Answer: Configuration
Technology Accelerates Mass Customization
Customization of Standardized Products and Services
Value Streams
Customer Success Management
Culture Rules
Technology’s Real Rainbow: Collaborative Learning Relationships
Part II: Food for Thought
Part III Making It Happen
Chapter 11 Measuring and Managing to Build Customer Value
Customer Equity
Customer Loyalty and Customer Equity
Return on Customer
Leading Indicators of LTV Change
Stats and the Single Customer
Chapter 12 Customer Analytics, Martech, Critical Thinking, Data Science, and the Customer-Strategy Enterprise
Customer-Specific Data and Longitudinal Insight
Big Data
Likelihoods, Probabilities, and Reality
Conditional Reasoning and Bayesian Analysis
A Small Section on a Big Topic: Using Martech to Build Customer Value and for Marketing Tasks
An Analytical Fable
Chapter 13 Organizing and Managing the Profitable Customer-Strategy Enterprise
Who Owns the Customer Relationship?
What Is the Financial Case for Investing in Customer Experience?
Relationship Governance
Making It Happen
How Does Relationship Governance Affect Customer Service Management?
Chapter 14 Leading to Build Customer Value
How Marketers Work with the Finance Department
Human Resources: Managing Employees in the Customer-Strategy Enterprise
Keeping and Growing Customers is Aligned with Keeping and Growing Employees
Leadership Behavior of Customer Relationship Managers and Others Leading the Customer-Centric Organization
Part III: Food for Thought
Glossary
Name Index
Term Index
EULA