{"product_id":"managing-customer-experience-and-relationships-9781119815334","title":"Managing Customer Experience and Relationships","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eForeword by Phil Kotler ix\u003c\/p\u003e \u003cp\u003ePreface xiii\u003c\/p\u003e \u003cp\u003eAcknowledgments xvii\u003c\/p\u003e \u003cp\u003eAbout the Authors xix\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART I Technology’s Rainbow 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 1 Evolution of Marketing and the Revolution of Customer Strategy 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eRoots of Customer Relationships and Experience 6\u003c\/p\u003e \u003cp\u003eWhat Is a Relationship? Is That Different from Customer Experience? 20\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 2 Treat Different Customers Differently: How Learning Relationships Lead to Better Experiences and Higher Profit 25\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFocus on Relationship Equity 25\u003c\/p\u003e \u003cp\u003eThe Strategy: Treat Different Customers Differently (TDCD) 26\u003c\/p\u003e \u003cp\u003eThe Technology Revolution and the Customer Revolution 28\u003c\/p\u003e \u003cp\u003eWhat Characterizes a Relationship? 31\u003c\/p\u003e \u003cp\u003eCustomer Loyalty: Is It Emotional? Or Behavioral? 34\u003c\/p\u003e \u003cp\u003eCustomer Retention and Enterprise Profitability 37\u003c\/p\u003e \u003cp\u003eWhy Do Companies Work at Being Customer-Centric? 45\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 3 Better Customer Experiences for Better Shareholder Return 49\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFrictionless: The Ideal Customer Experience May Be No Experience at All 49\u003c\/p\u003e \u003cp\u003eUnderstanding Customer Experience through Customer Journey Mapping 62\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 4 IDIC and Trustability: Building Blocks of Customer Relationships 69\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIDIC: Four Implementation Tasks for Creating and Managing Customer Experiences and Relationships 69\u003c\/p\u003e \u003cp\u003eHow Does Trust Characterize a Learning Relationship? 78\u003c\/p\u003e \u003cp\u003eBecoming More and More Trustable to Customers 80\u003c\/p\u003e \u003cp\u003eDo Things Right and Do the Right Thing 85\u003c\/p\u003e \u003cp\u003eBe Proactive 86\u003c\/p\u003e \u003cp\u003eRelationships Require Information, but Information Comes Only with Trust 91\u003c\/p\u003e \u003cp\u003eBehind Their Customers’ Backs 94\u003c\/p\u003e \u003cp\u003eHow Trustable Companies Operate 96\u003c\/p\u003e \u003cp\u003eRecovering Lost Trust 97\u003c\/p\u003e \u003cp\u003ePart I: Food for Thought 100\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART II Customer Experience and Relationships: Trust Is the Foundation and IDIC the Building Blocks 103\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 5 IDIC Step 1: Identify Individual Customers 105\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIndividual Information Requires Customer Recognition 106\u003c\/p\u003e \u003cp\u003eWhat Does Identify Mean? 116\u003c\/p\u003e \u003cp\u003eCustomer Data Revolution 120\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 6 IDIC Step 2: Differentiate Customers by Value 129\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCustomer Value Is a Future-Oriented Variable 131\u003c\/p\u003e \u003cp\u003eDifferent Customers Have Different Values 144\u003c\/p\u003e \u003cp\u003eFinal Thoughts on Value Differentiation 162\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 7 IDIC Step 2, cont.: Differentiate Customers by Needs 165\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDefinitions 166\u003c\/p\u003e \u003cp\u003eDifferentiating Customers by Need: Some Examples 171\u003c\/p\u003e \u003cp\u003eUnderstanding Customer Behaviors and Needs 176\u003c\/p\u003e \u003cp\u003eThe Difference Between Customer Behaviors and Needs 177\u003c\/p\u003e \u003cp\u003eWhy Doesn’t Every Company Already Differentiate Its Customers by Needs? 179\u003c\/p\u003e \u003cp\u003eCategorizing Customers by Their Needs 181\u003c\/p\u003e \u003cp\u003eUnderstanding Needs 183\u003c\/p\u003e \u003cp\u003eCommunity Knowledge 186\u003c\/p\u003e \u003cp\u003eUsing Needs Differentiation to Build Customer Value 190\u003c\/p\u003e \u003cp\u003eFinal Thoughts on Needs Differentiation 191\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 8 IDIC Step 3: Interact to Learn and Collaborate 195\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDialogue Requirements 197\u003c\/p\u003e \u003cp\u003eImplicit and Explicit Bargains 198\u003c\/p\u003e \u003cp\u003eDo Consumers Really Want One-to-One Marketing? 200\u003c\/p\u003e \u003cp\u003eUbiquitous Interactivity 201\u003c\/p\u003e \u003cp\u003eOmnichannel: Myth versus Reality 202\u003c\/p\u003e \u003cp\u003eCustomer Interaction Redefines “Integrated Marketing” 205\u003c\/p\u003e \u003cp\u003eCustomer Dialogue: A Unique and Valuable Asset 206\u003c\/p\u003e \u003cp\u003eEfficient and Effective Customer Interaction 211\u003c\/p\u003e \u003cp\u003eComplaining Customers: Hidden Assets? 213\u003c\/p\u003e \u003cp\u003eEmpowering Customers to Defend the Brand 221\u003c\/p\u003e \u003cp\u003eListening to Customers 223\u003c\/p\u003e \u003cp\u003eAge of Transparency 226\u003c\/p\u003e \u003cp\u003eAs Interactions Multiply, Trust Becomes More Important 227\u003c\/p\u003e \u003cp\u003eCultivating Customer Advocates 234\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 9 IDIC Step 3, cont.: Interact\/Privacy Considerations 237\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCustomer Loyalty: Customer Loyal to a Company, or a Company Loyal to a Customer? 248\u003c\/p\u003e \u003cp\u003ePrivacy Pledges Build Enterprise Trust 253\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 10 IDIC Step 4: Customize to Build Learning Relationships 261\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow Mass Customization Works 262\u003c\/p\u003e \u003cp\u003eHow Can Customization Be Profitable? Answer: Configuration 266\u003c\/p\u003e \u003cp\u003eTechnology Accelerates Mass Customization 273\u003c\/p\u003e \u003cp\u003eCustomization of Standardized Products and Services 277\u003c\/p\u003e \u003cp\u003eValue Streams 282\u003c\/p\u003e \u003cp\u003eCustomer Success Management 284\u003c\/p\u003e \u003cp\u003eCulture Rules 289\u003c\/p\u003e \u003cp\u003eTechnology’s Real Rainbow: Collaborative Learning Relationships 289\u003c\/p\u003e \u003cp\u003ePart II: Food for Thought 290\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART III Making It Happen 297\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 11 Measuring and Managing to Build Customer Value 299\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCustomer Equity 308\u003c\/p\u003e \u003cp\u003eCustomer Loyalty and Customer Equity 321\u003c\/p\u003e \u003cp\u003eReturn on Customer 325\u003c\/p\u003e \u003cp\u003eLeading Indicators of LTV Change 339\u003c\/p\u003e \u003cp\u003eStats and the Single Customer 343\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 12 Customer Analytics, Martech, Critical Thinking, Data Science, and the Customer-Strategy Enterprise 347\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCustomer-Specific\u003c\/p\u003e \u003cp\u003eData and Longitudinal Insight 349\u003c\/p\u003e \u003cp\u003eBig Data 354\u003c\/p\u003e \u003cp\u003eLikelihoods, Probabilities, and Reality 362\u003c\/p\u003e \u003cp\u003eA Small Section on a Big Topic : Using Martech to Build Customer Value and for Marketing Tasks 379\u003c\/p\u003e \u003cp\u003eAn Analytical Fable 381\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 13 Organizing and Managing the Profitable Customer-Strategy Enterprise 383\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWho Owns the Customer Relationship? 383\u003c\/p\u003e \u003cp\u003eWhat Is the Financial Case for Investing\u003c\/p\u003e \u003cp\u003ein Customer Experience? 386\u003c\/p\u003e \u003cp\u003eUnderstanding the Customer Perspective 387\u003c\/p\u003e \u003cp\u003eRelationship Governance 395\u003c\/p\u003e \u003cp\u003eMaking It Happen 401\u003c\/p\u003e \u003cp\u003eHow Does Relationship Governance Affect\u003c\/p\u003e \u003cp\u003eCustomer Service Management? 410\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 14 Leading to Build Customer Value 411\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eReprise: Culture Rules 420\u003c\/p\u003e \u003cp\u003eLeadership Behavior of Customer Relationship\u003c\/p\u003e \u003cp\u003eManagers and Others Leading the Customer-Centric\u003c\/p\u003e \u003cp\u003eOrganization 431\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III: Food for Thought 436\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGlossary 439\u003c\/p\u003e \u003cp\u003eName Index 455\u003c\/p\u003e \u003cp\u003eTerm Index 000\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49407160975703,"sku":"9781119815334","price":67.5,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781119815334.jpg?v=1730498384","url":"https:\/\/bookcurl.com\/products\/managing-customer-experience-and-relationships-9781119815334","provider":"Book Curl","version":"1.0","type":"link"}