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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Frawley, Andrew (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Hoboken, New Jersey : Wiley, 2015.
Temas:
Customer relations.
Marketing.
Customer loyalty.
Consommateurs > Fidélité.
marketing.
BUSINESS & ECONOMICS > General.
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Tabla de Contenidos:
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.

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