Customer services Books

Book SynopsisWin the attention of high-level decision makers in large corporations; spark their interest and earn their trust to achieve long-term, sustainable mutual value. When it comes to buying and selling complex, high value products and services, people buy from people. Big businesses and public sector organizations rely on solutions to keep their essential services running - things like payroll, IT, property maintenance and communications technology. For the companies that provide those services, winning the business can mean huge, multi-year, multi-million contracts. Executive Engagement Strategies is a comprehensive guide to engaging with the senior professionals making the buying decisions - to win sustainable, long-lasting business. It provides an easy-to-follow guide that will help professionals interact at each step of the B2B buying process using a combination of people, messages and communication channels. Highly practical, Executive Engagement Strategies provides a clear, step-by-step process to capture the attention of busy c-suite executives, and keep them engaged and motivated throughout the lengthy buying process. Filled with global case studies and examples, it will help readers know what to say, and when and how to say it, to build trust and win the business. With key takeaways at the end of each chapter and clearly actionable guidelines and instructions, it is the only resource you'll need to build truly customer-centric engagement with core decision makers.Trade Review"Bev Burgess has the rare talent of being able to unravel complex topics and spell out a practical way forward. This book is about how to build relationships with the most senior prospects. She writes brilliantly and with great clarity, and has filled a major gap in our knowledge." * Malcolm McDonald, Emeritus Professor, Cranfield University School of Management *"A comprehensive overview of how to approach a game-changing services marketing activity." * Ian Hunter, Vice President, North West Europe Marketing, Fujitsu *"Will help anyone looking for new ideas, great examples, and a structured process for developing successful business relationships with target executives in today's hyper-competitive market." * Barbara Robidoux, Senior Vice President, Marketing, Dell Technologies *"A successful business relationship demands a strategic, disciplined, structured and intelligent approach. Bev Burgess' latest 'how to' is accessible, compulsive and bang on the money." * Allan Evans, Global Head of Business Development and Marketing, BDO International Limited *"Bev Burgess has a talent for breaking down the complex and sharing pragmatic advice that anyone can follow. If you're serious about building great relationships with your customers, this book is a great place to start." * Stella Low, Chief Communications Officer, Cisco Systems *"Burgess provides a wealth of ideas, practical insight, industry research, and real-world examples on the critical aspects of orchestrated executive engagement. Whether you are looking to up your company's game around executive engagement or your own personal success, this book is a must-read." * Keith Pranghofer, Director of Account Based Marketing & Engagement, Microsoft *"This is a vital and urgently needed book. If you only read one book at marketing or business this year, make it this one." * Joel Harrison, Editor-in-Chief, B2B Marketing *"Packed with clear insights into the increasingly complex world of business-to-business marketing." * Fiona Czerniawska, Joint Managing Director, Source Global Research *"This clear and easy to follow book is essential reading for managers seeking to create and sustain business relationships and successfully engage with key business stakeholders. An important book for top management, senior marketers and students." * Adrian Payne, Professor of Marketing, University of New South Wales, Australia and visiting Professor in Marketing Cranfield University, UK *"Bev Burgess demonstrates that selling successfully to businesses need not be a matter of chance. Rather, by understanding how to engage with senior executives, it can be the result of a carefully considered and controllable marketing strategy." * David Sharp, CEO, International Workplace *"The book reinforces the client-focussed messages for every element of executive engagement, demonstrating that the client journey and experience can be strategically managed to influence success in building relationships and directly supporting the sale." * Nigel Pyke, Head of EMEA Marketing & Communications, Cushman & Wakefield *"Compelling writing, terrific case studies, and action-oriented advice. A great companion piece to her book on account-based marketing!" * Jonathan Copulsky, former CMO, Deloitte Consulting and Lecturer of Marketing, Northwestern University *"A fantastic source of thoughtful guidance and practical approaches. Bev Burgess has set out a complex subject with great clarity and purpose." * Steve Andre, CEO and founder of Spirit AI *Table of Contents Chapter - 01: Business buyers don’t behave like consumers; Chapter - 02: What is executive engagement?; Chapter - 03: Understanding executives; Chapter - 04: Who should engage?; Chapter - 05: Having something to say; Chapter - 06: Knowing when to engage; Chapter - 07: Engaging with peer networks; Chapter - 08: Engaging small groups; Chapter - 09: Engaging individuals; Chapter - 10: Measuring success;

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Book SynopsisWin the attention of high-level decision makers in large corporations; spark their interest and earn their trust to achieve long-term, sustainable mutual value. When it comes to buying and selling complex, high value products and services, people buy from people. Big businesses and public sector organizations rely on solutions to keep their essential services running - things like payroll, IT, property maintenance and communications technology. For the companies that provide those services, winning the business can mean huge, multi-year, multi-million contracts. Executive Engagement Strategies is a comprehensive guide to engaging with the senior professionals making the buying decisions - to win sustainable, long-lasting business. It provides an easy-to-follow guide that will help professionals interact at each step of the B2B buying process using a combination of people, messages and communication channels. Highly practical, Executive Engagement Strategies provides a clear, step-by-step process to capture the attention of busy c-suite executives, and keep them engaged and motivated throughout the lengthy buying process. Filled with global case studies and examples, it will help readers know what to say, and when and how to say it, to build trust and win the business. With key takeaways at the end of each chapter and clearly actionable guidelines and instructions, it is the only resource you'll need to build truly customer-centric engagement with core decision makers.Trade Review"Bev Burgess has the rare talent of being able to unravel complex topics and spell out a practical way forward. This book is about how to build relationships with the most senior prospects. She writes brilliantly and with great clarity, and has filled a major gap in our knowledge." * Malcolm McDonald, Emeritus Professor, Cranfield University School of Management *"A comprehensive overview of how to approach a game-changing services marketing activity." * Ian Hunter, Vice President, North West Europe Marketing, Fujitsu *"Will help anyone looking for new ideas, great examples, and a structured process for developing successful business relationships with target executives in today's hyper-competitive market." * Barbara Robidoux, Senior Vice President, Marketing, Dell Technologies *"A successful business relationship demands a strategic, disciplined, structured and intelligent approach. Bev Burgess' latest 'how to' is accessible, compulsive and bang on the money." * Allan Evans, Global Head of Business Development and Marketing, BDO International Limited *"Bev Burgess has a talent for breaking down the complex and sharing pragmatic advice that anyone can follow. If you're serious about building great relationships with your customers, this book is a great place to start." * Stella Low, Chief Communications Officer, Cisco Systems *"Burgess provides a wealth of ideas, practical insight, industry research, and real-world examples on the critical aspects of orchestrated executive engagement. Whether you are looking to up your company's game around executive engagement or your own personal success, this book is a must-read." * Keith Pranghofer, Director of Account Based Marketing & Engagement, Microsoft *"This is a vital and urgently needed book. If you only read one book at marketing or business this year, make it this one." * Joel Harrison, Editor-in-Chief, B2B Marketing *"Packed with clear insights into the increasingly complex world of business-to-business marketing." * Fiona Czerniawska, Joint Managing Director, Source Global Research *"This clear and easy to follow book is essential reading for managers seeking to create and sustain business relationships and successfully engage with key business stakeholders. An important book for top management, senior marketers and students." * Adrian Payne, Professor of Marketing, University of New South Wales, Australia and visiting Professor in Marketing Cranfield University, UK *"Bev Burgess demonstrates that selling successfully to businesses need not be a matter of chance. Rather, by understanding how to engage with senior executives, it can be the result of a carefully considered and controllable marketing strategy." * David Sharp, CEO, International Workplace *"The book reinforces the client-focussed messages for every element of executive engagement, demonstrating that the client journey and experience can be strategically managed to influence success in building relationships and directly supporting the sale." * Nigel Pyke, Head of EMEA Marketing & Communications, Cushman & Wakefield *"Compelling writing, terrific case studies, and action-oriented advice. A great companion piece to her book on account-based marketing!" * Jonathan Copulsky, former CMO, Deloitte Consulting and Lecturer of Marketing, Northwestern University *"A fantastic source of thoughtful guidance and practical approaches. Bev Burgess has set out a complex subject with great clarity and purpose." * Steve Andre, CEO and founder of Spirit AI *Table of Contents Chapter - 01: Business buyers don’t behave like consumers; Chapter - 02: What is executive engagement?; Chapter - 03: Understanding executives; Chapter - 04: Who should engage?; Chapter - 05: Having something to say; Chapter - 06: Knowing when to engage; Chapter - 07: Engaging with peer networks; Chapter - 08: Engaging small groups; Chapter - 09: Engaging individuals; Chapter - 10: Measuring success;

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Book SynopsisLearn how to develop the values proven to boost sales performance, to ensure customers choose you over the competition in today's crowded marketplace. For years, sales people have struggled with cliched views of how they sell, while at the same time customers have become more sophisticated and discerning, stopping off at different or unconventional places in the sales funnel. The result is that the technique of sales people controlling the sales conversation and learning how to influence the customer no longer works. Selling Transformed introduces the new world of selling, and addresses the reasons why sales people are so poorly perceived. Selling Transformed provides fresh, tangible ideas on how to develop better sales practices. Focusing as much on the customers as on the sellers, it explains key theories of selling effectively and introduces four proven strategies that are based on the values customers look for in sales people: authenticity, client-centricity, proactive creativity and being tactfully audacious. Explaining what customers look for in sales people, and advising on how to develop and deliver these values, this is a new type of sales manual guaranteed to improve sales performance.Trade Review"Clarifies and reminds us of the human basics and values essential to effective selling - then, now and in the future." * Frank Cespedes, Senior Lecturer, Harvard Business School, and author of Sales Management That Works *"The definitive handbook for people who truly believe that sales is a profession worth investing a lifetime in." * Simon Dale, Managing Director, South East Asia, Adobe *"If your ambition is to improve as a sales professional, this is a must-read book, with theory, practice and tools combined." * Monic van Aarle, Chief Commercial Officer, SAP Nederland BV *Table of Contents Chapter - 00: Introduction; Chapter - 01: How history informs current sales practice; Chapter - 02: Sales psychology and the pressure of time; Chapter - 03: Changing sources of competitive advantage require a new selling paradigm; Chapter - 04: A new paradigm of selling based on values - the research journey; Chapter - 05: Values creating a positive or negative selling experience; Chapter - 06: Values that are an antecedent to trust; Chapter - 07: Principle one - the value of authenticity; Chapter - 08: Principle two - the value of client-centricity; Chapter - 09: Principle three - the value of proactive creativity; Chapter - 10: Principle four - the value of tactful audacity; Chapter - 11: Royal Caribbean International case study: turning a potential disaster into an opportunity; Chapter - 12: The role of leadership in transforming sales; Chapter - 13: Looking to the future;

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Book SynopsisLearn how to develop the values proven to boost sales performance, to ensure customers choose you over the competition in today's crowded marketplace. For years, sales people have struggled with cliched views of how they sell, while at the same time customers have become more sophisticated and discerning, stopping off at different or unconventional places in the sales funnel. The result is that the technique of sales people controlling the sales conversation and learning how to influence the customer no longer works. Selling Transformed introduces the new world of selling, and addresses the reasons why sales people are so poorly perceived. Selling Transformed provides fresh, tangible ideas on how to develop better sales practices. Focusing as much on the customers as on the sellers, it explains key theories of selling effectively and introduces four proven strategies that are based on the values customers look for in sales people: authenticity, client-centricity, proactive creativity and being tactfully audacious. Explaining what customers look for in sales people, and advising on how to develop and deliver these values, this is a new type of sales manual guaranteed to improve sales performance.Trade Review"Clarifies and reminds us of the human basics and values essential to effective selling - then, now and in the future." * Frank Cespedes, Senior Lecturer, Harvard Business School, and author of Sales Management That Works *"The definitive handbook for people who truly believe that sales is a profession worth investing a lifetime in." * Simon Dale, Managing Director, South East Asia, Adobe *"If your ambition is to improve as a sales professional, this is a must-read book, with theory, practice and tools combined." * Monic van Aarle, Chief Commercial Officer, SAP Nederland BV *Table of Contents Chapter - 00: Introduction; Chapter - 01: How history informs current sales practice; Chapter - 02: Sales psychology and the pressure of time; Chapter - 03: Changing sources of competitive advantage require a new selling paradigm; Chapter - 04: A new paradigm of selling based on values - the research journey; Chapter - 05: Values creating a positive or negative selling experience; Chapter - 06: Values that are an antecedent to trust; Chapter - 07: Principle one - the value of authenticity; Chapter - 08: Principle two - the value of client-centricity; Chapter - 09: Principle three - the value of proactive creativity; Chapter - 10: Principle four - the value of tactful audacity; Chapter - 11: Royal Caribbean International case study: turning a potential disaster into an opportunity; Chapter - 12: The role of leadership in transforming sales; Chapter - 13: Looking to the future;

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Book SynopsisIdentifying customer loyalty as a crucial success factor in contemporary marketing thinking and practice, this innovative Handbook incorporates a rich collection of perspectives on the current topics and research-driven practices in the field. Leading scholars offer an insightful reimagining of the research methods, metrics, and designs for the future of measuring and predicting customer loyalty.The Handbook recognises loyalty as a strategic asset, and analyses incentive structures such as loyalty-based learning, gamification, and automaticity to track the evolution of customer loyalty programmes. Examining the impacts of globalization and cutting-edge technologies on the customer loyalty journey, it identifies an increase in customer defection and a rapid erosion of single-brand loyalty. Forward-thinking, it concludes by reflecting on how trends like voice technology, augmented reality, and influencer marketing will shape the domain of customer loyalty in the future.Gathering together contemporary concepts, practice, measures and challenges to inform future research, this Handbook will prove an enlightening read for students and scholars of marketing, business and management, and psychology. Its illustrative case studies will also prove invaluable for practitioners in a diverse range of fields looking to future-proof and reimagine their loyalty strategies.Trade Review‘The Handbook of Research on Customer Loyalty is a must have for loyalty practitioners. This treasure chest of insights from some of the world's leading authorities in loyalty marketing combines cutting edge theoretical concepts with practical illustrations and operational know-how.’ -- Ryan Faithfull, Global Offering Manager - Know Your IBM (KYI)‘Finally a book that effectively blends academic concepts and theories, with future predictions, real life insights and case studies in loyalty marketing. I really loved the pragmatic and common sense approach which is exactly what businesses are looking for now when trying to build customer loyalty. The Handbook of Research on Customer Loyalty is a must have for any person who is operating a loyalty program or interested in the concept of customer loyalty. This is a really valuable tool carefully curating insights on relevant topics within loyalty marketing research from some of the world's leading experts. A must have!’ -- Tony Wood, Senior Partner, Mercer & Managing Director Continental Europe, Mercer Marsh Benefits, UK‘Debbie Keeling, Ko de Ruyter, and David Cox—in collaboration with 45 colleagues from around the world—bring an overview of the state of research-driven customer-loyalty practice, offer insights in research methods, metrics, and designs for measuring customer loyalty, put forward observations on programmatic approach to customer loyalty, and, finally, attempt to reimagine customer loyalty research. I especially appreciated the six chapters at the end of the Handbook, as they offer interesting avenues for future research on customer loyalty. I am confident in predicting the Handbook will be a valuable resource for scholars and practitioners alike. Kudos all around to the team behind the Handbook.’ -- Adam Lindgreen, Copenhagen Business School, Denmark and University of Pretoria, South AfricaTable of ContentsContents: 1 Introduction to the Handbook of Research on Customer Loyalty 1 Debbie I. Keeling, Ko de Ruyter and David Cox PART I PUTTING CUSTOMER LOYALTY INTO PERSPECTIVE – THE STATE OF RESEARCH-DRIVEN PRACTICE 2 A review of perspectives on customer loyalty 5 Kathy A. Keeling 3 A twenty-year review of brand and customer loyalty patents and academic literature 23 Charles V. Trappey, Amy J. C. Trappey, Annie A. S. Li and Richard Feinberg 4 The customer loyalty journey – technology enabled loyalty touchpoints 42 Mathew Chylinski and Jonas Heller 5 Customer loyalty – an international perspective 55 Aqeel Faisal A. Kadasah 6 Ethical dilemmas in terminating undesired (loyal) customers 70 Ting Yu and Michael Schwartz PART II RESEARCH METHODS, METRICS AND DESIGNS FOR CUSTOMER LOYALTY 7 Customer experience measurement: implications for customer loyalty 83 Francisco Villarroel Ordenes, David Díaz Solis and Dennis Herhausen 8 Capturing complex, dynamic customer loyalty by integrating traditional and big data analyses 95 Ce (Jacky) Mo and Ting Yu 9 Voice in customer loyalty research 107 Bitty Balducci and Detelina Marinova 10 Predictive approaches to customer loyalty: the impact of missing data on the predictability of customer loyalty models 129 Dominik M. Piehlmaier 11 Customer disloyalty: an interactive introspection 142 Maja Golf-Papez and René Moolenaar PART III PROGRAMMATIC APPROACHES TO CUSTOMER LOYALTY 12 The rewards portfolio 153 David Cox 13 Loyalty-Based Learning (LBL) in channel enablement programmes 164 Debbie I. Keeling and Ko de Ruyter 14 Play, games and gamification: possibilities for customer loyalty 173 Joey Lam, Karen Robson, Kirk Plangger, Jan Kietzmann, Ian McCarthy and Leyland Pitt 15 In search of loyalty programme soft benefits: a social capital perspective 189 David Cox 16 Nudging and marketing communications: a regulatory focus perspective 202 Ilia Protopapa and Stavros P. Kalafatis 17 Loyalty programmes: cases in points 216 David Cox 18 Habitual behaviour: design for automaticity during customer loyalty decisions 228 Dominik Mahr, Tim Hilken and Timna Bressgott 19 The journey from non-audiences to loyal audiences: a case study of a performing arts theatre 244 Yu-Chien Chang and Dirk vom Lehn PART IV REIMAGINING CUSTOMER LOYALTY RESEARCH 20 Six dilemmas for customer loyalty and sustainability 258 Fatima Wang 21 Building customer loyalty with augmented reality: current and future trends 274 Tim Hilken, Dominik Mahr and Dai-In Danny Han 22 Fostering customer loyalty using technology 291 Elisa B. Schweiger and Dhruv Grewal 23 If you post, they will follow: understanding the dynamics of the influencer marketing industry 306 Gillian Brooks and Mikołaj Piskorski 24 Role of AI in enhancing customer engagement, loyalty and loyalty programme performance 316 Choukri Menidiel, Linda D. Hollebeek, Anu Leppiman and Iivi Riivits-Arkonsuo 25 Redefining consumer relationships through voice technologies 332 Matteo Montecchi, Kirk Plangger, Anouk de Regt and Adam J. Mills Index

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Book SynopsisIn a typical day, a customer's journey moves from a physical to a digital environment multiple times, to successfully and effectively manage a customer's experience organizations need to integrate both these environments in an omnichannel way. This edited book examines customer journeys, omnichannel retailing, digital and mobile marketing, augmented and virtual reality, gamification, artificial intelligence in marketing, blockchain applications and more to provide theoretical and practical methods of impact for businesses. The book provides insights for researchers and practitioners in the areas of marketing, digitalisation, service operations, management, communication, administrative sciences and more. The chapters intersect methodology, research, theory and applications all along the customer journey and customer touchpoints through digital and physical environments. Increasing technological developments and the wider integration of the Internet of Things will make the need for smooth omnichannel management for customers and consumers ever more important for organizations and a key factor of successful business strategy.Table of ContentsTable of Contents Chapter 1. The Melody of Omnichannel Customer Experience Management (OCCEM) Taşkın Dirsehan, Meltem Dirsehan Section I. General Frames Defining OCCEM Chapter 2. The Democratization of Technology Tibor Karlovitz Chapter 3. How Does Omnichannel Transform Consumer Behavior? Özge Gök Chapter 4. Customer Preferences of MultiChannel Operations in the Context of Omni Channel World M. Öztek, Özgür Çengel Chapter 5. Digital Consumer Behavior in an Omni-Channel World Pinar Yürük-Kayapinar Chapter 6. Consumer Behavior in Omnichannel Retailing Raife Özbük, Duygu Aydin Ünal, Büşra Oktay Chapter 7. Customer Experience Management in Omnichannel Retailing Özgür Çengel, K. Çakiroğlu Section II. Pillars of OCCEM Strategies Chapter 8. Generational Differences in Omnichannel Experience-Rising New Segment-Gen Z Bilge Baykal Chapter 9. The Hybrid Shopping Mile and its Orbital Customer Journey Mapping Zeynep Bilgin-Wührer, Gerhard Wührer Chapter 10. Application and Integration of Omni Channel Decisions to CRM Ozan Karacali, Gulberk Salman Chapter 11. Features of Startups Judit Kárpáti-Daróczi, Tibor Karlovitz Section III. Illustrative Technologies in OCCEM Applications Chapter 12. Integrating Different Channels - Showrooming and Webrooming Elif Türk Chapter 13. Omni-Channel Strategy in the Framework of the Search Engines Beyza Gultekin, Sabri Erdem Chapter 14. Digitization of Luxury Fashion by Building an Omnichannel Dream Gizem Karadağ, Irem Eren Erdogmus Chapter 15. Managing the customer experience within the Town Centre retail Federica Caboni Chapter 16. How robotic process automation is revolutionizing the banking sector Anita Maček, Michael Murg, Živa Veingerl Čič Chapter 17. Two Modern Aspects of Intangible Assets – Protection on Blockchain and Funding through ICO Tatjana Horvat, Vito Bobek Chapter 18. Omnichannel Marketing Applications in Game Industry Mert Üstündağ

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Book SynopsisAdvances in Hospitality and Leisure (AHL), a peer-reviewed research journal, has been published annually since 2004. AHL is indexed in Scopus and included in the Australian Business Deans Council (ABDC) journal quality list. Its editors, editorial board members, ad-hoc reviewers entail scholars from North America, Europe and Asia-Pacific. AHL with international in focus attempts to divulge the innovative methods of inquiry to inspire new research topics that are vital and have been largely neglected in the context of hospitality, tourism, and leisure. It strives to address the needs of the populace willing to disseminate seminal ideas, concepts, and theories derived from scholarly inquiries. AHL covers full papers and research notes in the matter of conceptual models and empirical investigations using inductive and deductive methods. The authors of this publication come from America, Europe, Asia, Pacific, and Africa. Potential readers may retrieve useful articles to outline new research agendas, suggest viable topics for a dissertation work, and augment the knowledge of the new subjects of learning.Table of ContentsPart 1. Full Paper Chapter 1. It’s Ultimately Social: Exploring the Costa Rican Bar Servicescape; Francisco J. Conejo, Enrique A. Gamboa, and Andrea Insch Chapter 2. Hotel Customer Retention: A Study of Customers’ Perspectives in an Emerging Market; Paulina Adzoyi, Robert J. Blomme, and Ben Q. Honyenuga Chapter 3. Perceived Restorativeness on Tourists’ Environmentally Responsible Behavior: A Case of a Rice-Field Landscape; Yu-Jen Chiang Chapter 4. Airbnb’s Guests’ Rating of Host’s Professional Qualities; Miriam Scaglione, Blaise Larpin, and Colin Johnson Chapter 5. Glass Igloo Hotels: An Investigation of Consumers’ Willingness to Pay; Elizaveta Lohninger, Willy Legrand, and Rose Delgado-Krebs Chapter 6. Memorable Tourism Experiences, Destination Image, Satisfaction and Revisit Intention of Chinese Outbound Tourists to South Pacific Islands; Fangli Hu and Han Shen Chapter 7. Organizational Readiness: Key to Successful CRM Implementation in Hotel Industry; Helen Dah, Robert J. Blomme, Ad Kil, and Ben Q. Honyenuga Part 2. Research Note Chapter 8. The Nostalgic Influence of Place Attachment on Environmental Attitudes; Wan-Yu Liu and Ching Chuang Chapter 9. Impact of Covid-19 on the Tourism Industry of Uzbekistan and State Support during the Pandemic; Olimjon Saidmamatov, Umidjon Matyakubov, Jonathon Day, Peter Marty, Elbek Khodjaniyazov, Ergash Ibadullaev, Dilmurad Bekjanov, Murodjon Matniyozov, and Bunyod Matyusupov

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Book SynopsisCustomer engagement is now a critical research priority in contemporary marketing. In this Handbook, a cadre of international scholars offer an overview of current research on this rapidly growing field of study. Providing vital insights into current theoretical and practical treatments of customer engagement, chapters engage with a broad cross-section of state-of-the-art research. Covering the importance of customer engagement in broader marketing practices, conceptual relationships, organizational performance and networks, this Handbook grapples with both conceptual and empirical research to offer insight into current and rapidly emerging research issues. Featuring a broad theoretical scope, this Handbook attends to a rapidly growing international community of researchers in customer engagement. Scholars from related fields, including management, economics and sociology will also benefit from the range of applications of customer engagement research. This book is also crucial for marketing managers looking to improve and refine marketing environments. Contributors include: T.L. Baker, S.E. Beatty, R.N. Bolton, K. Burns, B.J. Calder, J.D. Chandler, D. Chasanidou, C. Costley, D. Cox, K. de Ruyter, L. Dessart, M. Ehret, A. Fjuk, P.W. Fombelle, D. Grewal, C. Gurau, K.L. Hall, W. Hammedi, M. Hammerschmidt, B. Henkens, L.D. Hollebeek, A. Hyder, J.U. Islam, I. Jain, L.W. Johnson, K. Johnston, A. Karahasanovi , C. Kazanis, D.I. Keeling, S.J. Kim, V. Kumar, C.R. Lages, A. Lane, C. Leckie, T. LeClercq, S. Leroi-Werelds, K. Macky, E.C. Malthouse, J. Marbach, E. Maslowska, J. Napoli, D. Novikova, M. Nyadzayo, R. Ouschan, V. Pitardi, I. Poncin, N. Puccinelli, Z. Rahman, N.B. Razavi, O. Regalado-Pezúa, A.L. Roggeveen, B. Runnalls, T.P. Scholdra, E.B. Schweiger, N. Sivertstol, D.E. Sprott, S. Streukens, T. Taguchi, J. Turkington, S. Tuzovic, A. van Riel, K. Verleye, N. Vijverman, V. Viswanathan, S.D. Vivek, C.M. Voorhees, W.H. Weiger, J. WirtzTrade Review'This is an excellent compilation of perspectives and empirical insight on customer engagement from a global list of scholars. The chapters provide insight into the psychological and sociological theories underlying consumer engagement. They are relevant to both practicing managers as they design effect customer engagement marketing initiatives and academic researchers as they work to understand this new and emerging phenomenon. It is an interesting read on a topic that continues to gain importance in marketing strategy.' --Colleen M. Harmeling, Florida State University, US'In the Handbook of Research on Customer Engagement, researchers from around the globe come together to examine a variety of emerging and innovative topics on customer engagement. Cutting across issues related to marketing practice, theory development, firm performance, and networked environments, the set of collated papers will be useful not only to academics who study engagement, but also to business practitioners who aim to better engage their customers.' --Robert W. Palmatier, University of Washington, US'The Handbook of Research on Customer Engagement addresses cutting-edge customer engagement (CE) issues and offers insight into its applications across different contexts. It includes contributions from globally renowned academics in the field and as such, should not be missed by any scholar or manager wishing to better understand or leverage CE. This title comes highly recommended.' --Moira Clark, Henley Business School, University of Reading, UKTable of ContentsContents: Introduction to the Handbook of Research on Customer Engagement 1 Linda D. Hollebeek and David E. Sprott PART I CUSTOMER ENGAGEMENT AND MARKETING PRACTICE Introduction: customer engagement and marketing practice 4 V. Kumar 1 Engagement-to-value (E2V): an empirical case study 20 Debbie Isobel Keeling, Ko de Ruyter and David Cox 2 Boosting customer engagement through gamification: a customer engagement marketing approach 35 Sandra Streukens, Allard van Riel, Daria Novikova and Sara Leroi-Werelds 3 Applying design thinking to innovate, validate, and implement new digital services 55 Nj.l Sivertst.l and Annita Fjuk 4 Online reviews as customers’ dialogues with and about brands 76 Ewa Maslowska, Su Jung Kim, Edward C. Malthouse and Vijay Viswanathan 5 Engagement and technology as key enablers for a circular economy 97 Nicholas Vijverman, Bieke Henkens and Katrien Verleye PART II CUSTOMER ENGAGEMENT CONCEPTUALIZATION AND CONCEPTUAL RELATIONSHIPS Introduction: the evolution of conceptual work on customer engagement 114 Ruth N. Bolton 6 How in-store retail and service atmosphere create customer engagement 126 Elisa B. Schweiger, Anne L. Roggeveen, Dhruv Grewal and Nancy M. Puccinelli 7 Customer engagement: the role of gamification 164 Wafa Hammedi, Thomas Leclercq and Ingrid Poncin 8 Giving or receiving in social media: can content marketing simultaneously drive productive and consumptive engagement? 186 Welf H. Weiger, Maik Hammerschmidt and Thomas P. Scholdra 9 Story-based consumer engagement: a conceptual framework 204 Laurence Dessart and Valentina Pitardi 10 Personality-based consumer engagement styles: conceptualization, research propositions and implications 224 Linda D. Hollebeek, Jamid Ul Islam, Keith Macky, Takashi Taguchi, Carolyn Costley and Dale Smith 11 Practices, engagement, and service systems as a holistic perspective on technological actors 245 Jennifer Chandler PART III CUSTOMER ENGAGEMENT AND ORGANIZATIONAL PERFORMANCE Introduction: customer engagement and organizational performance: a financial perspective 259 Bobby J. Calder 12 Review of engagement drivers for an instrument to measure customer engagement marketing strategy 271 Shiri Vivek, Cynthia Kazanis and Ingita Jain 13 Positively and negatively valenced customer engagement: the constructs and their organizational consequences 291 Julia Marbach, Niloofar Borghei Razavi, Cristiana R. Lages and Linda D. Hollebeek 14 Customer engagement and organizational performance: a service-dominant logic perspective 311 Civilai Leckie, Munyaradzi W. Nyadzayo and Lester W. Johnson 15 Leveraging user-generated content: a visual case analysis of Contiki’s brand co-creation campaign 329 Robyn Ouschan, Jay Turkington and Julie Napoli 16 A web site engagement measurement for digital marketers 358 Antonio Hyder and Otto Regalado-Pez.a 17 Temporality of customer engagement in service innovation: a theoretical model 376 Amela Karahasanović, Linda D. Hollebeek, Dimitra Chasanidou and Calin Gurau PART IV CUSTOMER ENGAGEMENT AND NETWORKED ENVIRONMENTS Introduction: value creation and co-creation within networks 391 Sharon E. Beatty 18 The impact of customer engagement behaviors and majority/minority information on the use of online reviews 402 Thomas L. Baker, Paul Fombelle, Clay Voorhees, Kristina K. Lindsey Hall and Blake Runnalls 19 Sharing uncertainty across organizations: service capital and customer engagement for realizing nonownership value 423 Michael Ehret and Jochen Wirtz 20 Connections and interactions: an engagement perspective on customer networks 441 Kim A. Johnston and Anne B. Lane 21 The role of consumer engagement in recovering online service failures: an application of service-dominant logic 456 Jamid Ul Islam, Zillur Rahman and Linda D. Hollebeek 22 Conceptualizing health consumer engagement: an extended framework of resource integration, co-creation and engagement 470 Kara Burns and Sven Tuzovic Index 493

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Book SynopsisAdvances in Hospitality and Leisure (AHL), a peer-reviewed research journal, has been published annually since 2004. AHL is indexed in Scopus and included in the Australian Business Deans Council (ABDC) journal quality list. Its editors, editorial board members, ad-hoc reviewers entail scholars from North America, Europe and Asia-Pacific. AHL with international in focus attempts to divulge the innovative methods of inquiry so as to inspire new research topics that are vital and have been in large neglected in the context of hospitality, tourism, and leisure. It strives to address the needs of the populace willing to disseminate seminal ideas, concepts, and theories derived from scholarly inquiries. AHL covers full papers and research notes in the matter of conceptual models and empirical investigations using inductive and deductive methods. The authors of this publication come from and Africa, America, Asia/Pacific, Europe, and Middle East. Potential readers may retrieve useful articles to outline new research agendas, suggest viable topics for a dissertation work, and augment the knowledge of the new subjects of learning.Table of ContentsChapter 1. Biophilic Design in the Hospitality Industry: A Window into Back of House Workspaces; Clare Hindley, Willy Legrand, and Alexanderiya Zaslavskaya Chapter 2. Factors Shaping Dinner’s COVID-19 Preventive Behavior: A Case Study in the United Arab Emirates; Thouraya Gherissi Labben, Joseph S. Chen, and Hyangmi Kim Chapter 3. Towards Hanfu Tourism: Exploring the Travel Motivation and Experience of Hanfu Tourists; Yuanyuan Zong Chapter 4. Market Segmentation Analysis of Slow Food Experiences at a Winery; Ting-Yen T. Huang Chapter 5. Framework on Managed Visitor Attraction: A Supply-side Perspective; Øystein Jensen, Hyangmi Kim, and Joseph S. Chen Chapter 6. Effects of Tourist Arrival on Energy, Pollution, Production, and Investment: A Case Study of Taiwan; Wan-Yu Liu and Chen Tsao Chapter 7. Customer Orientation, CRM Organization and Hotel Financial Performance: The Mediating role of Customer Satisfaction; Helen M. Dah, Robert J. Blomme, Arie Kil, and Ben Q. Honyenuga Chapter 8. River and Canal Waterways as a Tourism Resource; Bruce Prideaux Chapter 9. Expected Green Hotel Attributes: Visit Intentions in Light of Climate Change and COVID-19 Double Whammy; Tanmay Sharma and Joseph S.Chen

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Book SynopsisRetail assistants help us all the time. Find out what else they do.

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Book Synopsis

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Book SynopsisAdvances in Hospitality and Leisure (AHL), a peer-reviewed research journal, has been published annually since 2004. AHL is indexed in Scopus and included in the Australian Business Deans Council (ABDC) journal quality list. Its editors, editorial board members, ad-hoc reviewers entail scholars from North America, Europe and Asia-Pacific. AHL with international in focus attempts to divulge the innovative methods of inquiry so as to inspire new research topics that are vital and have been in large neglected in the context of hospitality, tourism, and leisure. It strives to address the needs of the populace willing to disseminate seminal ideas, concepts, and theories derived from scholarly inquiries. AHL covers full papers and research notes in the matter of conceptual models and empirical investigations using inductive and deductive methods. The authors of this publication come from and Africa, America, Asia/Pacific, Europe, and Middle East. Potential readers may retrieve useful articles to outline new research agendas, suggest viable topics for a dissertation work, and augment the knowledge of the new subjects of learning.Table of ContentsFull Paper Chapter 1. Luxury Hospitality and Sustainability: An Oxymoron or Viable Pursuit?; Clare Hindley, Johanna Van Stiphout, and Willy Legrand Chapter 2. Mapping Well-Being for Elders: The Antecedents and Consequences of Perceived Freedom in Leisure; You-De Dai, Giun-Ting Yeh, Tsungpo Tsai, Yi-Chun Chen, and Yuan-Chiu Chen Chapter 3. Virtual Reality Tour Segmentation via User Experiences; Ruiping Ren Chapter 4. Key Lessons in Developing Successful Drive Tourism in a Peripheral Destination; Michelle Thompson and Bruce Prideaux Chapter 5. A Study on the Influence of Cultural Heritage Tourism Perception on the National Tourism Image And Cultural Identify of Overseas Chinese Youth; Han Zhang, Jingqi Wang, and Han Shen Chapter 6. Ipa-Kano Approach to Evaluating Service Quality: A Case of Taijiang National Park, Taiwan; Wan-Yu Liu, Jie Wang, and Joseph S. Chen Chapter 7. Effects of Food Experience, Emotion, and Place Attachment On Heritage Tourists’ Revisit Intention; An-Na Li, You-De Dai, Tsungpo Tsai, Giun-Ting Yeh, and Yuan-Chiu Chen Research Note Chapter 8. From Struggle to Survive: A Market Overview for the Cruise Industry; Tianyo Pan and Rachel J.C. Fu

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Book SynopsisAdvances in Hospitality and Leisure (AHL), a peer-reviewed research journal, has been published annually since 2004. AHL is indexed in Scopus and included in the Australian Business Deans Council (ABDC) journal quality list. International in focus, the series attempts to divulge innovative methods of inquiry so as to inspire new research topics that are vital and have been in large neglected in the context of hospitality, tourism, and leisure. It strives to address the needs of the populace willing to disseminate seminal ideas, concepts, and theories derived from scholarly inquiries. This fifteenth annual volume includes eight full papers and three research notes. Most articles deploy either a quantitative or qualitative approach to data collection while two present conceptual models. The scholarly works covered in the volume are contributed by reputable researchers from five nations. The authors of this publication come from America, Europe, Asia, Pacific, and Africa. Potential readers may retrieve useful articles to outline new research agendas, suggest viable topics for a dissertation work, and augment the knowledge of the new subjects of learning.Table of ContentsFull PaperChapter 1. Leadership and Tourism Development in Rural South-East Asia: Analysis of a Capacity-Building Project in a Rural Community in Timor Leste; Frederic Bouchon and Bruce Prideaux Chapter 2. Managing Entitled Employees in the Hospitality Industry: An Exploratory Study; Valentini Kalargyrou, Emmanuel Kalargiros and Paul Harvey Chapter 3. Constructuring Brand Value of Museums; Wan-Yu LIU and Joseph S. Chen Chapter 4. The Role of Grit in Enhancing Job Performance of Frontline Employees: The Moderating Role of Oranizational Tenure; Minseong Kim, Jungmin Lee and Jihye Kim Chapter 5. Residents' Attitude and Behavior Towards Legalizing Gambling in a Small Island: Case of Kinmen, Taiwan; Chien-Yi Yang, Ming-Huey Li and Shih-Shuo Yeh Chapter 6. Memorable Travel Experiences: Qualitative Approach; Hyangmi Kim, Junhyoung Kim, Kyoung Tae Kim and Ya-Ling Chen Chapter 7. Effects of Scuba Divers' Social Support of Happiness; Li-Ming Ho, Siou-Lan Yang and Jao-Chuan Lin Chapter 8. Antecedences of Customers Loyalty in the Paskistani Hospitality Industry; Sadia Cheema, Nirmal Ahsan, Zaira Yasmeen Bukhari and Sadaf Amjad Research Note Chapter 9. The Impacts of Destination Knowledge and Destination Interest on Generation Z's Memory of a New Tourism Destination; Chengming HU and Shu Cole Chapter 10. The Concepts and Practices of Social Tourism in South Korea; Kyungmi Kim Chapter 11. Determinants of Hotel Room Prices in India; Sameer Mathur and Ashish Dubey

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Book SynopsisThe sales function is the front-line of any business. Keeping up with the latest sales techniques is essential, as well as ensuring you have a motivated, incentivised and focused sales team well-versed in the basics of selling, from identifying new prospects and getting repeat business to closing the deal. This module gives essential insight into all the key sales drivers such as account management, handling complex sales, selling services, FMCG selling, customer relationships and self-development for sales people.Table of ContentsIntroduction to ExpressExec. Introduction to Customer Relationships. What is Meant by Customer Relationships? The Evolution of Customer Relationships. Global Implications for Customer Relationships. Customer Relations: The State of the Art. Customer Relations Success Stories. Customer Relationships Key Concepts and Thinkers. Resources on Customer Relationships. Ten Steps to Effective Customer Relations. Frequently Asked Questions. Index.

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Book SynopsisGreat or Poor is a powerful and proven system to deliver excellent customer experiences in any organisation. Based around four key principles, the book shows readers how to (1) establish a genuine customer-focused mission which is embraced throughout the organisation (2) identify and understand customers' REAL needs (3) get their teams always to go "the extra inch" and (4) establish a true measure of the results. The system has already been tried and tested in a number of organisations with great results. In the words of Guy Insull, founder and MD of The Champions Club, it is is "an amazingly simple yet powerful system"; Neil Robertson, CEO of The British Institute of Innkeeping, describes it as "a real breakthrough"; and author Richard Denny says it is "the best material on customer care that I have ever come across".Trade Review"This is the best material on customer care that I have ever come across - absolutely superb!" Richard Denny, Author of the bestselling Selling to Win, and Chairman of the Richard Denny Group "This is an amazingly simple yet powerful system. I cannot recommend it highly enough." Guy Insull, Founder and MD, The Champions Club "This book is a real breakthrough in simple and effective help for businesses large and small." Neil Robertson, CEO, The British Institute of Innkeeping "A refreshing change from the usual run of management self-help books." Ian Marshall, Chairman, Markel International "Great or Poor shows managers and leaders how systematically to turn common sense into common practice in the field of customer service." Ted Tuppen, Chief Executive, Enterprise Inns PLC

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Book SynopsisCustomer service is vital to a profitable business. Learn why customer service can make you more profit, win you more customers, and get your existing customers to spend more. This book takes you step-by-step the key elements of excellent customer service, and show you how your business can improve now and how to get your customers coming back for more.

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Book SynopsisBlending the hot topics of new technology, market spaces, competitive strategy and customer behaviour, Customer Capitalism stands conventional wisdom on its head by introducing a new business model which shows how any business can generate increasing returns and gain a massive competitive advantage. Taking examples from companies as diverse as Amazon.com and Mondex, Microsoft and Monsanto, the author explains how businesses can escape the traps of a traditional mindset and originate for the customer rather than the product. These entreprises transform classic product/service categories, moving them away from market share into new "market spaces" where they find new ways of doing for customers. Customer Capitalism does what old capitalism could never do - it gives corporations a sustainable edge. Sandra Vandermerwe shows how to relate the ten principles of customer capitalism to your business and achieve the multiple and exponential rewards of increasing returns. Customer Capitalism generates growing customer value streams from ever-deepening and expanding relationships with individuals who lock-on to an organisation. These customers become an "installed customer base" who want the organisation as their dominant or sole choice on an ongoing basis. The new enterprise becomes the standard for these new ways of doing things by gathering market momentum. A growing number of individuals see and use the new way of doing things, making the enterprise ever more prevalent, and its brand increasingly infectious to others. Central to the concept of customer capitalism are six positive feedback loops which ensure customer lock-on and accelerating growth. Once the loops go into motion as one interlinking, reiterative system then the real forces of the new market and economic dynamics of customer capitalism come into play. Customers become the competitive barrier. Advantage leads to more advantage, success to more success, accumulating increasing returns in new market spaces.Table of ContentsAcknowledgements. Prologue: Changing the Business Model. 1. The Ten Principles of Customer Capitalism. Part One: New Ways of Doing Things. 2. Punctuating the Equilibrium. 3. The Power of to Revolutionize. 4. Becoming the Standard for New Ways of Doing Things. Part Two: The Time Value of Customers. 5. Learning to Customer Originate. 6. Customers as Lifelong Investfments. 7. Giving Margins a Break. Part Three: From Market Share to Market Spaces. 8. One More Time: What's Wrong with Market Share? 9. Market Spaces and Customer Capitalism. 10. Converging Industries and New Market Spaces. Part Four: Getting in Sooner, Staying in Longer. 11. Opportunity Managing in the Customer Activity Cycle. 12. On Higher Ground. 13. The New Electronic Go-between Service Proider. Part Five: Customers as Competitive Barriers. 14. Making Intention the Lever. 15. Getting Personal. 16. Moving to the Point of Acceleration. Part Six: New Competitive Wholes. 17. The Art of Connectivity. 18. Leading to Win-Win. 19. Practiving Complementarity. Part Seven: Locking on and Rolling Out. 20. First Prevalence then Profits. 21. Investing Up Front for Increasing Returns. 22. The Critical Value of Critical Mass. Part Eight: It's the Thought that Counts. 23. The Incredible Weight of Intangibles. 24. The Abundance Factor. 25. Mobilizing Mindpower. Part Nine: Economics of Customer Capitalism. 26 . Spreading the Cost of Learning. 27. The 'Falling Cost per Unit' Phenomenon. Part Ten: Scoring to Win. 29. Pricing for Time. 30. Valuing for Increasing Returns. References, Notes and Points of Departure. Index.

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Book SynopsisWe live in extraordinary economic times - volatile, uncertain, complex and ambiguous. In the service sector, many traditional approaches are no longer relevant and the landscape of brand identity, employee engagement and customer experience is changing. Organizations no longer own their own brand, while customers' expectations are increasing. Brands are now co- owned by all stakeholders - employees, service partners, local communities, investors and customers. This book explores the idea that a new 'values economy' is emerging. The successful organizations of tomorrow will establish a shared consensus of values between stakeholders - providing transparent communications and inclusivity. It then offers a practical enabling methodology: the SERVICEBRAND approach, combining brand identity, employee engagement and customer experience. The SERVICEBRAND approach will redefine the nature of business: one ecosystem of values-driven service for multiple stakeholders driving sustained organizational performance and authentic business success.

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Book SynopsisPhysical retail isn’t dead—but boring retail is! Remarkable Retail equips the savvy retailer with eight essential strategies to thrive in an increasingly volatile and uncertain future. Digital technology has profoundly altered the competitive landscape for retailers. In Remarkable Retail, industry thought leader Steve Dennis argues that in a world of nearly infinite choice, where the lines between digital and physical are increasingly blurred, even being very good is no longer good enough. To win and keep customers today, retailers must be nothing short of remarkable. In most retail categories, digital channels are often central to the consumer’s journey, but that doesn’t mean people aren’t also shopping in stores; they’re just using them differently, often browsing in one channel and buying in the other. The notion of a physical store channel and an ecommerce channel is increasingly a distinction without a difference; the customer is the channel. The future belongs to those who embrace the blur of digital and physical that represents modern retail today and work to deliver an experience that is more harmonized and more memorable, regardless of how consumers decide to shop. Packed with illuminating case studies from some of modern retail’s biggest success stories—and leveraging Dennis’s more than thirty years as a senior executive and strategic consultant to dozens of brands—Remarkable Retail lays out the case for going beyond a slightly better version of mediocre and forging a path to being truly remarkable. To help retailers on this transformation journey, Dennis presents eight essential strategies for visionary leaders who are prepared to reimagine their way of doing business. A remarkable retailer is digitally enabled, human-centered, harmonized, mobile, personal, connected, memorable, and radical. In an age where consumers have short attention spans, myriad options, and a digitally integrated relationship with every brand, Remarkable Retail is your indispensable guide to creating a powerful retail experience that keeps your customers coming back for more.

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Book SynopsisNot every client is a good client!Learn how to avoid problem clients that are more trouble than they''re worth...To succeed in business you must learn how to recognize and avoid the Toxic Client. With useful stories everyone can relate to, Toxic Client will show you how to handle the problem customers.In that first flush of life as business owners, we often say “Yes” to anyone who wants to hire us. We think the most important thing is establishing a client base. As long as we’re getting hired, that’s a good thing, and it’s all that matters.But after a while, we learn an important truth: Not every client is a good client. In fact, some of them are truly toxic — they contaminate our business environment and breed negativity about the work, they infect employees by lowering their morale, they exhaust and debilitate our energy reserves, and they drain our coffers.Toxic Client: Knowing and Avoiding Problem Customers will teach readers how to:• Deal with Angry and Lying clients• Engage in Active Listening to spot potential trouble• Identify Freeloaders and Troublemakers• Stay clear of clients with Alcohol, Drug Use and Entitlementia issues• Dismiss and Avoid Toxic ClientsThe book features a Bonus Section on using Collection Agencies, Mechanics’ Liens and Small Claims Court to get paid for your e orts.

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Book SynopsisCustomers, followers, subscribers. It's easy to just look at the numbers. How many likes? How many purchases? How many email subscribers? But as entrepreneurs, we have to remember that there are people behind all that data. People who are looking to us to be a leader, to give advice, and to care. In this dog-eat-dog world, these are the people who are looking for someone who they can trust, and who they know have their best interests in mind. These are the people, if you connect with them in the right way, who will become Superfans. Followers may "like" an Instagram post. Customers may buy a product. But "Superfans" will be your biggest supporters. They will promote you and your products because they know you have made a difference in their lives. They will tell their friends. They will send you encouraging emails. Whether you're a shy YouTuber just starting out, or the leader of a Fortune 500 company, your superfans are out there waiting for you to connect with them. You don't need to change the entire world to build a successful business; you just need to change someone's world. People don't become superfans the moment they find you. They become superfans because of the magical moments you create for them over time.

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Book SynopsisThis book highlights the latest research on sub-supplier management while also discussing its current state and related managerial challenges. It provides a process framework for managing sub-suppliers and an overview of the various buyer / sub-supplier relationships and their key characteristics. Furthermore, the respective chapters address essential capabilities to successfully manage sub-suppliers and to discuss how to overcome barriers and challenges associated with sub-supplier management. Concrete examples and cases are also provided, and, in closing, potential research opportunities are outlined and demonstrated. Table of ContentsStatus Quo in Sub-Supplier Management.- Buyer-Sub-Supplier Relationships.- Introducing the Sub-Supplier Management Framework.- Sub-Supplier Management Capabilities.- The Concept of Sub-Supplier Specific Investments as a Development Tool.- Sub-Supplier Management and Sustainability.- Digitalization and Sub-Supplier Management.

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Book SynopsisThis book explains how startups and brands in general can achieve a high level of customer experience (CX) in today's dynamic and competitive times. A well-structured and easy to apply customer experience framework defines customer experience as the start and end point of all business activities. The framework steps and tools (such as NPS, Empathy Map, Customer Journey, Golden Circle, Design Thinking, A/B-Testing) are designed to have a maximum impact on successful company building and the customer experience, which is key to generate first and repeat buyers that become fans of the company. The tools originate from different disciplines, such as management, design, digitisation or psychology – as only an interdisciplinary approach enables superior insights for initiating the right customer activities in today's highly competitive times. With this book, it is possible to look at customer experience systematically and derive your own strategy towards success. The following are the main contributions of this book: · Provides a clear step-by-step guide to create a customer experience-centric company · Introduces most impactful tools that managers can use to successfully complete every step of our framework · Guides managers through the process of creating a start-up, which is less about magically coming up with innovative business ideas, but rather about applying proven principles in a new contextTable of Contents1. Introduction.- 2. Concept, Relevance and Management of CX.- 3. Starting a Start-Up.- 4. Understanding The Outside World: Customers & The Surrounding Environment.- 5. Outside-In: Defining the CX-Centric Business DNA—The Why, How, and What of a Start-Up.- 6. Inside-Out: Testing, Implementation and Communication of Customer Experience-Centric Experience Elements.- 7. Future Considerations.

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Book SynopsisThis book contains the latest and most up-to-date research results from the fields of brands, labels and product, presented at the international colloquium COBLI 2021, held in Orleans, France. It covers a wide range of topics from the fields of economics, psychology, information technology and social sciences. In particular, the book deals with various areas of application such as consumer behavior in the omnichannel, the influence of the coronavirus pandemic on attitudes and customer behavior, franchising, origin labelling, transparency in the agri-food industry, tourism and the triptych of brand/label/product. The contributions are gathered under the following main topics: Consumer behavior and decisions, labeling strategy, brand market trends, branding of local brands, territorial impact on brand/label/product, theoretical and managerial research methods.

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Book SynopsisBusiness to business (B2B) transactions account for 60-70% of all transactions globally. Considering this, many supplier firms aspire to create high levels of customer engagement, and this involves identifying various ways to improve customer experience. In fact, companies such as Google, Amazon, Microsoft, and others now employ professionals in customer engagement roles and dedicate entire corporate divisions to ensure seamless customer engagement. Creating high customer engagement is challenging without a cohesive, strategic approach – particularly in B2B markets. This textbook introduces students to customer engagement strategy in B2B markets, the foundation of which is customer engagement capability. Companies must develop and implement four sub-capabilities – customer journey management, customer relationship management, customer communications and data analytics and insight to succeed. With a myriad of case studies, discussion questions and prompts for further reading, the textbook translates theory into practice and serves as a useful foundation for executive courses as well as fundamental reading for masters-level specialist courses in customer engagement, marketing, sales, and strategy. In addition, practitioners in supplier firms will also be able to use to build their customer engagement capability. Table of ContentsPreface. iAcknowledgments. iiiAuthor Profile. ivTable of Contents. vFigures. ixTables. ixChapter 1 What is Customer Engagement?. 111. Introduction. 112. Defining CE. 112.1. A Definition. 123. Key Attributes of CE. 133.1. CE centres on a brand. 133.2. CE is a psychological state. 143.3. CE is an emotional state. 163.4. CE is observable in customer behaviour. 173.5. A summary of CE key attributes. 194. Why CE matters. 204.1. The customer’s perspective. 214.2. The supplier’s perspective. 224.3. The impact on society. 255. Getting CE ‘right’ for suppliers. 266. Towards CE strategy. 276.1. CE strategy involves a long-term orientation. 286.2. CE strategy involves the development of capabilities. 296.3. CE strategy focuses on the most desirable customers. 326.4. CE strategy manipulates CE forms. 337. Chapter summary. 34Discussion Questions. 35References. 35Further Reading. 36Chapter 2 CE Context. 371. Introduction. 372. What is CE context?. 372.1. The properties of CE contexts. 392.1.1. Timing. 392.1.2. Place. 402.1.3. The nature of the product/ service. 412.1.4. Familiar versus unfamiliar. 432.1.5. Independent versus social 442.1.6. A summary of CE contexts. 453. The purchase situation. 474. Focusing on business-to-business (B2B) CE contexts. 504.1. Differences between B2B and B2C CE contexts. 504.2. Similarities between B2B and B2C CE contexts. 525. B2B CE contexts and organisational buying. 536. Chapter Summary. 54Discussion Questions. 55References. 55Chapter 3 Customer Experience (CX) and Customer Journey. 571. Introduction. 572. CX. 582.1. The emergence of CX. 582.2. Components of CX. 592.2.1. Customer perceptions and expectations. 602.2.2. Customer behaviour. 622.2.3. Relating customer expectations, perceptions, and behaviours. 633. Customer Journey. 663.1. Customer journey as a linear process. 663.2. Customer journey as a reflexive process. 693.3. Customer journey as both linear and reflexive. 724. B2B CX and customer journey. 745. Chapter Summary. 78Discussion Questions. 79References. 79Chapter 4 The Case for CE Capability. 811. Introduction. 812. Why we need CE capability. 823. Defining CE capabilities. 843.1. CE ordinary capabilities. 883.2. CE dynamic capabilities. 904. Four main CE sub-capabilities. 924.1. Customer journey management 934.2. Customer relationship management (CRM) 944.3. Customer communications. 974.4. Customer analytics and insight 995. A holistic CE capabilities and sub-capabilities framework. 1016. Chapter Summary. 103Discussion Questions. 104References. 104Chapter 5 Customer Journey Management. 1061. Introduction. 1062. Customer journey and brand touchpoints. 1072.1. Direct impact, high involvement 1072.2. Direct impact, low involvement 1082.3. Indirect impact, high involvement 1082.4. Indirect impact, low involvement 109An assessment framework for brand touchpoint impacts and involvement 1093. The inter-relatedness between brand touchpoints. 1133.1. Causality. 1133.2. Probability. 1144. Customer journey management – navigating the key questions. 1154.1. How many customer brand touchpoints is ideal?. 1154.2. What is the composition of each customer brand touchpoint?. 1174.3. How can we influence the customer to interact with brand touchpoints in ways that are most beneficial?. 1215. Embedding customer journey management 1266. Customer journey management as a capability. 1307. Chapter Summary. 131Discussion Questions. 132References. 133Chapter 6 Customer Relationship Management (CRM) 1341. Introduction. 1342. Customer relationships, CRM, and CE. 1343. CRM as multiple customer journeys. 136Plotting interactions between customer relationships and customer journeys. 1384. CRM as a CE sub-capability. 1404.1. The relational functions of CRM.. 1404.1.1. Choosing the right customers. 1404.1.2. Starting, building, keeping, and ending customer relationships. 1424.2. The technical functions of CRM.. 1444.2.1. Marketing automation. 1444.2.2. Sales automation. 1464.2.3. Service automation. 1475. The components of a CRM sub-capability. 1495.1. Customer acquisition. 1505.2. Customer onboarding. 1505.3. Customer relationship maintenance. 1515.3.1. Managing customer enquiries. 1525.3.2. Enhancing customer relationship value. 1535.3.3. Enhancing the customer bond. 1545.4. Customer offboarding. 1556. Chapter Summary. 156Discussion Questions. 156References. 157Chapter 7 Customer Communications. 1581. Introduction. 1582. Defining customer communications. 1592.1. Message. 1592.2. Customer communications channels. 1622.2.1. Asynchronous communications channels. 1632.2.2. Synchronous communications channels. 1642.2.3. Hybrid communications channels. 1652.2.4. Weighing up explicit customer communications channel options 1682.3. Customer communications frequency. 1712.4. Customer communications flows. 1723. Towards a customer communications capability. 1733.1. Ordinary customer communications capabilities. 1743.2. Dynamic customer communications capabilities. 1754. Proactive and reactive customer communications. 1765. Monitoring and evaluating customer communications. 1786. Chapter Summary. 180Discussion Questions. 181References. 182Chapter 8 Analytics and Insight. 1831. Introduction. 1832. Defining customer analytics, customer insight and business intelligence. 1842.1. Customer analytics – what it is, what it is not 1852.2. Customer insight – what it is, what it is not 1852.3. Business intelligence – what it is, what it is not 1863. The components of a customer analytics and insight CE sub-capability 1883.1. Problem definition. 1883.2. Planning. 1903.3. Operations. 1913.3.1. Data collection. 1923.3.2. Analysis. 1973.3.3. Reporting Insights. 2013.3.3.1. Insights and the time-poor manager. 2013.3.3.2. Insights and the ignorant manager. 2023.3.3.3. Insights and corporate crises. 2023.3.3.4. Insights and the proactive manager. 2034. Implementing customer analytics and insight – some considerations 2045. Chapter Summary. 205Discussion Questions. 206Chapter 9 CE Capability Maturity. 2071. Introduction. 2072. CE capability and its maturity. 2082.1. CE sub-capability internal consistency decision areas. 2092.2. CE sub-capability horizontal consistency decision areas. 2103. Gauging CE capability maturity. 2173.1. Scenario 1 – Low internal consistency, low horizontal consistency. 2173.2. Scenario 2 – Low internal consistency, high horizontal consistency 2183.3. Scenario 3 – High internal consistency, low horizontal consistency 2183.4. Scenario 4 – High internal consistency, high horizontal consistency 2193.5. The importance of context 2214. Developing the CE capability. 2214.1. Step 1: Build internal consistency first 2224.2. Step 2: Build horizonal consistency. 2244.3. Dealing with constraints. 2255. CE capability performance assessment 2275.1.1. CE performance tensions. 2275.1.2. CE performance metrics. 2295.1.2.1. Aggregate level CE performance metrics. 2295.1.2.2. Specific level CE performance metrics. 2305.1.2.3. A word on optimising CE performance assessment 2306. Chapter Summary. 231Discussion Questions. 232Chapter 10 Current Issues in CE. 2331. Introduction. 2332. Customer engagement and VUCA. 2333. Emerging issues affecting CE. 2344. CE developments. 2365. The next steps. 2376. Chapter Summary. 239References. 239 Index. 240

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Book SynopsisThe Journey Mapping Playbook: A practical guide to preparing, facilitating andunlocking the value of customer journey mapping A valuable guide in helping you build stronger customer experience programmes by developing effective customer experience strategies. Customer journey mapping is a vital tool used by Customer Experience professionals around the world. The journey map is crucial in understanding and managing the customer's perception of your service or brand at critical touchpoints and prioritising how to improve that experience. Journey mapping also shows where great experiences currently exist within the company and how they should be celebrated or protected. The danger in not journey mapping or getting it wrong is having no meaningful purpose and no consensus around what actions to take or why. At best, you risk wasting time, and effort or, at worst, handing your advantage over to your competitor. What should a customer journey map envisage? How should you use it? And how do you plan, facilitate then demonstrate the value of journey mapping by providing a compelling argument within the organisation to make changes? The Journey Mapping Playbook is an accessible how-to-do-it toolkit aimed at customer experience (CX) and marketing professionals who wish to improve their customer and employee experience.Jerry Angrave, a Customer and Passenger Experience Director who works across many sectors, including aviation and travel, financial services, professional services, and manufacturing, provides insight and practical guidance on planning, facilitating, and delivering a strategic journey mapping workshop. In this playbook, you will learn how to:Define journey mapping;Understand why a journey map is commercially important;Prioritise which journeys to focus on and how;Decide whom to invite and which tools to prepare;Plan for an effective session;Make every stage of the journey relevant and purposeful;What to do at the output of the workshop to ensure you get the most out of them;Build an ongoing programme;Nurture better and more profitable customer experiences. This book is for you if: You are a customer experience or marketing professional;You are in the early stages of building a rewarding career in customer experience; The Journey Mapping Playbook is a practical guide, presented in striking colour, with downloadable worksheets and frameworks to help you prepare, plan and run your workshop. Events around the book Link to a De Gruyter Online Event in which the author Jerry Angrave and founder & CEO of Empathyce, together with Ian Golding, Global Customer Experience Specialist; Sarah Corney, Head of Digital Experience, CIPD, London; and Nathalie Wickens, Customer Experience Manager, Cardiff Airport, discuss how business professionals can develop confidence with Customer Journey Mapping by making business decisions which are aligned with the experiences of the people they serve:https://youtu.be/s64kDe1dm2Y

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Book SynopsisThis book analyzes the evolution of marketing and the ways in which marketing actions can be rendered more effective, before setting out a new approach to marketing, termed The Extra Step (TES) in recognition of the importance that it attributes to the final extra step in enhancing the effectiveness of marketing efforts. Readers will find clear description of the pathway from purchase to loyalty and the various means of developing customer loyalty. It is explained how the TES approach goes one step further by considering the consumer as a partner whose involvement during the production and fine tuning phase of products and services can help to increase the efficiency of customer loyalty actions implemented by companies. The theoretical analysis is supported by observations and empirical evidence relating to the concepts and benefits of the TES approach. These examples concern firms in Italy, Europe, and the United States, including insurance agencies, pharmaceutical companies and pharmacies, and food distribution companies. The TES approach is of wide relevance and especially valid for the service sector.Table of Contents1 A brief history of Marketing - 65-years of journey from 1948 to 2013.- 2 Strategic action: four elements for increasing the effectiveness of marketing actions.- 3 TES marketing.- 4 The TES marketing mix.

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