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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…mehr
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.
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Autorenporträt
DON PEPPERS is the co-founder of CX Speakers, which offers workshops and consulting on customer experience, customer relationships, marketing technology, corporate culture change, and other issues. He is the co-author, with Martha Rogers, of The One to One Future and 7 other bestselling business books.
MARTHA ROGERS, PHD, is an author, speaker, and consultant. She is the co-founder of CX Speakers, and the founder of Trustability Metrix, designed to help companies understand how they are trusted by customers, employees, and business peers.
Inhaltsangabe
Foreword by Phil Kotler ix
Preface xiii
Acknowledgments xvii
About the Authors xix
PART I Technology's Rainbow 1
CHAPTER 1 Evolution of Marketing and the Revolution of Customer Strategy 3
Roots of Customer Relationships and Experience 6
What Is a Relationship? Is That Different from Customer Experience? 20
CHAPTER 2 Treat Different Customers Differently: How Learning Relationships Lead to Better Experiences and Higher Profit 25
Focus on Relationship Equity 25
The Strategy: Treat Different Customers Differently (TDCD) 26
The Technology Revolution and the Customer Revolution 28
What Characterizes a Relationship? 31
Customer Loyalty: Is It Emotional? Or Behavioral? 34
Customer Retention and Enterprise Profitability 37
Why Do Companies Work at Being Customer-Centric? 45
CHAPTER 3 Better Customer Experiences for Better Shareholder Return 49
Frictionless: The Ideal Customer Experience May Be No Experience at All 49
Understanding Customer Experience through Customer Journey Mapping 62
CHAPTER 4 IDIC and Trustability: Building Blocks of Customer Relationships 69
IDIC: Four Implementation Tasks for Creating and Managing Customer Experiences and Relationships 69
How Does Trust Characterize a Learning Relationship? 78
Becoming More and More Trustable to Customers 80
Do Things Right and Do the Right Thing 85
Be Proactive 86
Relationships Require Information, but Information Comes Only with Trust 91
Behind Their Customers' Backs 94
How Trustable Companies Operate 96
Recovering Lost Trust 97
Part I: Food for Thought 100
PART II Customer Experience and Relationships: Trust Is the Foundation and IDIC the Building Blocks 103
