Aarron Spinley

The Customering Method (eBook, PDF)

From CX Dogma to Customer Science

• Format: PDF

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 316
• Erscheinungstermin: 1. November 2024
• Englisch
• ISBN-13: 9781040166499
• Artikelnr.: 72275325

Autorenporträt

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