Despite the promise of an enhanced customer experience through new technology, we have witnessed the widespread collapse of consumer trust. This book challenges the preconceptions of the Customer Experience (CX) movement, upturns long-held beliefs in its effectiveness, and offers an alternative approach to customer management.
Despite the promise of an enhanced customer experience through new technology, we have witnessed the widespread collapse of consumer trust. This book challenges the preconceptions of the Customer Experience (CX) movement, upturns long-held beliefs in its effectiveness, and offers an alternative approach to customer management.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Aarron Spinley is a Fellow at the Field Bell Institute (www.fieldbell.org). He is recognized as a foremost mind in the realm of customer science, noted for his signature approach: measuring the intersection of established management method, complex economics, and scientific precedent to confirm and systemize, or disrupt, for effect. As a writer or commentator, Aarron has featured in leading publications including Forbes, ZDNet, MyCustomer, CMO, Mumbrella, and Mi3 Media, and has appeared on five continents as a sought-after keynote speaker.
Inhaltsangabe
Introduction 1 - Professions and Industrial Management The Rise and Value of Professions The Modern Day Industrial Management Process Customer Management Is not Marketing Introducing the Customer Management Process Model Notes 2 - The Marketing Method Diagnostics Market Orientation Market Research Market Segmentation Strategy Tactics Product Pricing Distribution Integrated Marketing Communications Notes 3 - The Customering Method The Terrain Growth and Loyalty Defining The Economic Mission The Big Proviso: Where to Limit Customer Management Investment Budgeting Notes 4 - PILLAR 1: Identity From Omni-channel to Channel-less The Identity Lens Capture Status Stitching Cyber and Privacy Systems Notes 5 - PILLAR 2: Intent Jobs to Be Done The Dimensions of Intent Behavioral and Unstructured Conversational Self-reports Summarizing the Capture of Intent Notes 6 - PILLAR 3: Interactions Applying the Customer Engagement Stack Offer Integrity The Services Layer The Experience Layer Summarizing the Stack Asset Design Ecosystems and Channel Platforms Orchestration Journey Orchestration in Practice All Channels and All Behaviors CJO Unifies Other Technologies Applying the First Three Pillars Notes 7 - PILLAR 4: Measurement and Reporting Understanding "Return" Option to Skip Measurement Methods Summarizing Measurement Company and Shareholder Reporting Notes 8 - Managing the Collision The Unintended Consequence of the Marketing Funnel The Limits of Personalization Customer-governed Application of Marketing Communications Comparing Models Notes 9 - Correcting the Record Never Segment Customers Not a Brand Differentiator Break the Survey Fever Reject Agenda-based Research Forget about "EX" Notes Epilogue - Closing the Loop
Introduction 1 - Professions and Industrial Management The Rise and Value of Professions The Modern Day Industrial Management Process Customer Management Is not Marketing Introducing the Customer Management Process Model Notes 2 - The Marketing Method Diagnostics Market Orientation Market Research Market Segmentation Strategy Tactics Product Pricing Distribution Integrated Marketing Communications Notes 3 - The Customering Method The Terrain Growth and Loyalty Defining The Economic Mission The Big Proviso: Where to Limit Customer Management Investment Budgeting Notes 4 - PILLAR 1: Identity From Omni-channel to Channel-less The Identity Lens Capture Status Stitching Cyber and Privacy Systems Notes 5 - PILLAR 2: Intent Jobs to Be Done The Dimensions of Intent Behavioral and Unstructured Conversational Self-reports Summarizing the Capture of Intent Notes 6 - PILLAR 3: Interactions Applying the Customer Engagement Stack Offer Integrity The Services Layer The Experience Layer Summarizing the Stack Asset Design Ecosystems and Channel Platforms Orchestration Journey Orchestration in Practice All Channels and All Behaviors CJO Unifies Other Technologies Applying the First Three Pillars Notes 7 - PILLAR 4: Measurement and Reporting Understanding "Return" Option to Skip Measurement Methods Summarizing Measurement Company and Shareholder Reporting Notes 8 - Managing the Collision The Unintended Consequence of the Marketing Funnel The Limits of Personalization Customer-governed Application of Marketing Communications Comparing Models Notes 9 - Correcting the Record Never Segment Customers Not a Brand Differentiator Break the Survey Fever Reject Agenda-based Research Forget about "EX" Notes Epilogue - Closing the Loop
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