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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Prevos, Peter
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Ashland : IWA Publishing, 2017.
Temas:
Water-supply > Management.
Eau > Approvisionnement > Gestion.
Customer services.
Water industries.
BUSINESS & ECONOMICS > Real Estate > General.
Water-supply > Management
Environmental science, engineering & technology.
Business and Management.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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
  • 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
  • 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
  • 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
  • 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

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