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Customer Experience Management for Water Utilities : Marketing urban water supply.
If you manage, govern, operate, or handle public outreach for a utility, (or have more than a passing interest in such worthy topics), I encourage you to read on. This book is a treasure -- Melanie K. Goetz, author of Communicating Water's Value: Talking Points, Tips & Strategies Highly imp...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Ashland :
IWA Publishing,
2017.
|
| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 001 | EBOOKCENTRAL_on1009213214 | ||
| 003 | OCoLC | ||
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| 020 | |a 1780408676 | ||
| 020 | |a 9781780408675 |q (electronic bk.) | ||
| 020 | |z 9781780408668 | ||
| 020 | |z 9781780408897 |q (ePUB) | ||
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| 049 | |a UAMI | ||
| 100 | 1 | |a Prevos, Peter. | |
| 245 | 1 | 0 | |a Customer Experience Management for Water Utilities : |b Marketing urban water supply. |
| 260 | |a Ashland : |b IWA Publishing, |c 2017. | ||
| 300 | |a 1 online resource (219 pages) | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 588 | 0 | |a Print version record. | |
| 505 | 0 | |a Cover -- Copyright -- Contents -- List of Figures -- List of Tables -- About the Author -- Preface -- Foreword -- Acknowledgements -- Chapter 1: Introduction to water utility marketing -- 1.1 Marketing Theory and Practice -- 1.1.1 Definitions of marketing -- 1.1.2 Service-dominant logic -- 1.1.2.1 First axiom -- 1.1.2.2 Second axiom -- 1.1.2.3 Third axiom -- 1.1.2.4 Fourth axiom -- 1.1.2.5 Fifth axiom -- 1.1.2.6 Applying service-dominant logic -- 1.2 Water Utilities as Public Service Providers -- 1.2.1 Water as a public good | |
| 505 | 8 | |a 1.2.2 Natural monopolies1.2.3 Ownership models -- 1.2.4 Public service characteristics -- 1.2.5 Summary -- 1.3 Water Utility Marketing -- 1.3.1 Water utility marketing literature -- 1.3.1.1 Industry literature -- 1.3.1.2 Business literature -- 1.3.1.3 Customer relationships -- 1.3.1.4 Service failures -- 1.3.1.5 Service quality -- 1.4 Synopsis -- 1.4.1 Sanitation services -- 1.4.2 Scope of this book -- 1.4.3 The water utility marketing mix -- 1.4.4 The value proposition of tap water -- 1.4.5 Internal marketing -- 1.4.6 Measuring the customer experience | |
| 505 | 8 | |a 1.4.7 Customer relationships1.4.8 Implementing water utility marketing -- Chapter 2: A marketing mix for water utilities -- 2.1 The Marketing Mix -- 2.2 Water Utilities as Service Providers -- 2.2.1 Tap water as a service -- 2.2.2 Industry structure -- 2.2.2.1 Bargaining power of buyers -- 2.2.2.2 Bargaining power of suppliers -- 2.2.2.3 Barriers to entry -- 2.2.2.4 Threat of substitutes -- 2.2.2.5 Degree of rivalry -- 2.2.2.6 Marketing tap water services -- 2.3 Classification of Services -- 2.3.1 Tangibility and intangibility -- 2.3.2 Service factories | |
| 505 | 8 | |a 2.3.3 Classifying water utility services2.4 Water Utility Discourse Analysis -- 2.4.1 Research method -- 2.4.2 Results -- 2.5 The Water Utility Marketing Mix -- 2.5.1 Value proposition -- 2.5.2 Internal marketing -- 2.5.3 Customer relationships -- 2.5.4 Service quality -- Chapter 3: The value proposition of tap water -- 3.1 Value Propositions -- 3.2 The Anthropology of Water Consumption -- 3.2.1 Water consumers -- 3.2.1.1 Indoor water consumption -- 3.2.1.2 Outdoor water consumption -- 3.2.2 Water utilities | |
| 505 | 8 | |a 3.2.2.1 Tensions between public and private benefits3.3 Water Utility Advocates and Regulators -- 3.3.1 Employee attitudes and behaviour -- 3.3.2 Consumer experience -- 3.4 Crafting Value Propositions -- 3.4.1 Engineering and social science -- 3.4.2 The value proposition canvas -- 3.4.3 The customer profile -- 3.4.3.1 Needs -- 3.4.3.2 Wants -- 3.4.3.3 Fears -- 3.4.4 The service -- 3.4.4.1 Features -- 3.4.4.2 Benefits -- 3.4.4.3 Experience -- 3.4.5 Completing and implementing value propositions -- Chapter 4: Internal marketing | |
| 500 | |a ""4.1 Customer Focus in Water Utilities"" | ||
| 520 | |b Customer Experience Management for Water Utilities presents a practical framework for water utilities to become more focussed on their customers. This framework is founded on Service-Dominant Logic, a contemporary theory of marketing that explains value creation as a process of co-creation between the customer and the service provider. Standard models for marketing do not apply to monopolistic water utilities without modification. The first two chapters develop a marketing mix tailored to water utilities to assist them with providing customer-centric services. The water utility marketing mix includes the value proposition, internal marketing, service quality and customer relationships. he book discusses the four dimensions of the marketing mix. Chapter three presents a template for developing value propositions to assist water utilities in positioning their service. This model is based on the needs and wants of individual customer segments and the type of service. Chapter four discusses internal marketing, activities designed to improve the way utilities add value for customers. This chapter also analyses potential tensions between engineering and science-oriented employees and proposes methods to resolve these tensions. The final chapters describe customer relationships from both a theoretical and practical perspective. The customer experience is a complex phenomenon that is difficult to quantify. The book provides a method to measure the experience of the customer, based on service quality theory and psychometric statistics. Customer Experience Management for Water Utilities is one of the first books that discusses urban water supply from a marketing perspective. This perspective provides a unique insight into an industry which is often dominated by technological concerns. This book is a valuable resource for Water Utility Managers and Regulators, as well as for Marketing Consultants seeking to assist water utilities to become more customer focussed. | ||
| 520 | 1 | |a If you manage, govern, operate, or handle public outreach for a utility, (or have more than a passing interest in such worthy topics), I encourage you to read on. This book is a treasure -- Melanie K. Goetz, author of Communicating Water's Value: Talking Points, Tips & Strategies Highly impactful, relevant and useful as these services scramble to become more market oriented in their approach -- Professor Ben Lowe, Kent Business School, University of Kent, UK. | |
| 504 | |a Includes bibliographical references and index. | ||
| 590 | |a ProQuest Ebook Central |b Ebook Central Academic Complete | ||
| 650 | 0 | |a Water-supply |x Management. | |
| 650 | 6 | |a Eau |x Approvisionnement |x Gestion. | |
| 650 | 7 | |a Customer services. |2 bicssc | |
| 650 | 7 | |a Water industries. |2 bicssc | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Real Estate |x General. |2 bisacsh | |
| 650 | 7 | |a Water-supply |x Management |2 fast | |
| 650 | 7 | |a Environmental science, engineering & technology. |2 thema | |
| 650 | 7 | |a Business and Management. |2 ukslc | |
| 758 | |i has work: |a Customer experience management for water utilities (Text) |1 https://id.oclc.org/worldcat/entity/E39PCYG6g9HHXpGkQJtgxQQHFq |4 https://id.oclc.org/worldcat/ontology/hasWork | ||
| 776 | 0 | 8 | |i Print version: |a Prevos, Peter. |t Customer Experience Management for Water Utilities : Marketing urban water supply. |d Ashland : IWA Publishing, ©2017 |z 9781780408668 |
| 856 | 4 | 0 | |u https://ebookcentral.uam.elogim.com/lib/uam-ebooks/detail.action?docID=5116721 |z Texto completo |
| 938 | |a ProQuest Ebook Central |b EBLB |n EBL5116721 | ||
| 938 | |a EBSCOhost |b EBSC |n 1623754 | ||
| 938 | |a ProQuest MyiLibrary Digital eBook Collection |b IDEB |n cis37862616 | ||
| 994 | |a 92 |b IZTAP | ||