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Igniting customer connections : fire up your company's growth by multiplying customer experience & engagement /
"A new data-driven approach to building customer relationships that fuel sustainable business growthIgniting Customer Connections explores how organizations of all sizes can build powerful and profitable customer relationships in a today's increasingly complex, fast-paced, and fragmented m...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
Wiley,
2015.
|
| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
MARC
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| 100 | 1 | |a Frawley, Andrew, |e author. | |
| 245 | 1 | 0 | |a Igniting customer connections : |b fire up your company's growth by multiplying customer experience & engagement / |c Andrew Frawley. |
| 264 | 1 | |a Hoboken, New Jersey : |b Wiley, |c 2015. | |
| 264 | 4 | |c ©2015 | |
| 300 | |a 1 online resource (259 pages) : |b illustrations | ||
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| 500 | |a Includes index. | ||
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| 520 | |a "A new data-driven approach to building customer relationships that fuel sustainable business growthIgniting Customer Connections explores how organizations of all sizes can build powerful and profitable customer relationships in a today's increasingly complex, fast-paced, and fragmented marketplace. Written by the president of one of the world's largest marketing firms, the book provides expert insights about connecting with customers effectively across all channels and over time. The central premise is a refreshingly different, evidence-based approach called Return On Experience and Engagement, or ROE2, which delivers a new way to inspire and measure customer connections--and improve business results. The traditional marketing campaign--a battle for attention with a clear launch date and endpoint--no longer works. Marketing is faster and more complex than ever, and consumers now have the power to turn off the message. Igniting Customer Connections explores the benefits of a new approach that enables companies to connect with customers, rather than just talk at them. Topics include: Why classic ROI is losing relevance as a way to measure results--and to budget marketing spend How to make powerful connections by taking full advantage of "atomic moments of truth" Amplifying the impact of customer experience and engagement Creating a continuous, measurable, repeatable process for growth The key to winning customers and building long-term business is creating positive customer experiences that inspire ongoing engagement--from Facebook "likes" to purchase decisions. Based on data and stories drawn from dozens of top brands and thousands of consumers, Igniting Customer Connections helps marketers create long-term brand equity and sustainable business growth"-- |c Provided by publisher | ||
| 505 | 0 | |a Cover -- Title Page -- Copyright -- Contents -- Preface: Marketing Is on Fire -- Part One Connect With Your Customers -- Now -- Chapter 1 The New Marketing Landscape: To Survive Here, You Need to Be Able to Deal with Complexity and Speed -- Tectonic Shift #1: More Media, Devices, and Disruption -- Tectonic Shift #2: The Data Deluge -- Tectonic Shift #3: The Infrastructure Goes Global -- Tectonic Shift #4: Digital Channels Create Opportunities for Companies of All Sizes. | |
| 505 | 8 | |a Tectonic Shift #5: The World Moves Faster Than Ever -- Tectonic Shifts Drive Crucial Changes in Consumer Behavior -- What Does an Empowered Consumer Mean? -- Marketing Isn't a Mystery Anymore -- Meet the Me Economy -- What Do These Shifts and Trends Mean to You? -- Chapter 2 Customer Connections: The Basic Concept Remained Unchanged for Hundreds of Years-Until Now -- Connections Exist at Many Levels -- The Core Elements of a Connection -- Experience: How People Feel-Emotional and Experiential Connections -- Engagement: What People Do-Transactions as Connections. | |
| 505 | 8 | |a Customer Connections in the Current Era -- A Confluence of Capabilities Opens New Doors -- As Always, Knowledge Is Power -- Chapter 3 Atomic Moments of Truth: They're Small and Plentiful, and Have the Power to Make or Break Your Brand -- The Power to Create or Destroy Value -- Know an Atomic Moment of Truth When You See One -- A Closer Look at Atomic Moments of Truth -- The Moment Is Momentous -- The Moment Starts with Customer Awareness -- Understand the Value in Play -- Invest the Appropriate Time and Money -- Building Blocks for Managing Atomic Moments of Truth -- Inspiring Hotel Happiness. | |
| 505 | 8 | |a Chapter 4 The Amplification Effect: Multiply the Power of Experience × Engagement -- Defining Experience × Engagement -- Where Do You Find Experience and Engagement? -- Applying the Amplification Effect -- What Is an Actionable Brand Idea? -- A Closer Look at an Actionable Business Idea -- The Impact of Timing on Experience × Engagement -- Measurement: Beyond Return on Investment -- The Shortcomings of ROI -- Turning Knowledge into Strategies -- Chapter 5 A Closer Look at ROE2: Get a Clear Summary of ROE2-and a For-Mere-Mortals Look at the Math Behind It -- The Promise of ROE2. | |
| 505 | 8 | |a A Closer Look at Returns-the Final Result -- A Look Ahead at How ROE2 Triggers Better Business Outcomes -- Chapter 6 Strategies for Transformation: Clear, Achievable Next Steps Help You Start Igniting Customer Connections Now -- Rethink Measurement -- Organize around the Customer, Not Products or Channels -- Establish a Consistent Marketing Process -- Use Technology to Enable, Not Distract -- Make Your Transformation a Reality -- Part Two ROE2 Research and Insights -- Chapter 7 Executive Insights: Dunkin' Donuts: How This Iconic American Brand Connects with Its Customers. | |
| 590 | |a O'Reilly |b O'Reilly Online Learning: Academic/Public Library Edition | ||
| 650 | 0 | |a Customer relations. | |
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| 650 | 0 | |a Customer loyalty. | |
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| 776 | 0 | 8 | |i Print version: |a Frawley, Andrew. |t Igniting customer connections : fire up your company's growth by multiplying customer experience & engagement. |d Hoboken, New Jersey : Wiley, ©2015 |h xv, 240 pages |z 9781118916704 |
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