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Customer-Centric Marketing: Build Relationships, Create Advocates, and Influence Your Customers

by Aldo Cundari

May 2015

Beginner to intermediate

176 pages

3h 23m

English

Wiley

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INSPIRATION WHERE YOU'D LEAST EXPECT ITTHE AGE OF THE CUSTOMERNOTE: CUSTOMER VERSUS CONSUMER
SOLUTIONS COME THROUGH UNDERSTANDINGTHE ROAD FROM GROUND ZEROTHE AGE OF THE CUSTOMER
THE EXTERNAL CHALLENGES YOU WILL FACETHE INTERNAL CHALLENGES YOU WILL FACETHE MULTIPLIER EFFECTIGNORE THE VOICE OF DOOM; IT'S ONLY A VOICEBREAKING DOWN THE TRADITIONAL MIND-SETNO BETTER TIME TO GET STARTED THAN NOWTHE CUSTOMER-CENTRIC CHECKLISTBUILDING A CUSTOMER-CENTRIC ORGANIZATION
CUSTOMERS ARE NOT CONNECTING THE WAY THEY USED TOCUSTOMERS DON’T BELIEVE WHAT BRANDS SAY ANYMOREREBUILDING CONFIDENCE IN YOUR BRANDTHE RISE OF THE BRAND ADVOCATEHOW ELSE HAVE CUSTOMERS BEEN TRANSFORMED?THE RISE OF THE MILLENNIALMILLENNIALS AREN’T ALONEBEHAVIOR ACROSS ALL AGES IS BEING TRANSFORMEDTHE RISE OF THE BRAND ADVOCATEPRIMING THE ADVOCATE PUMPBMW 1M CASE STUDY

MODEL 1. THE CUSTOMER DECISION JOURNEYMODEL 2. FROM DECISION POINTS TO MOMENTS OF TRUTHMODEL 3. ZERO MOMENT OF TRUTHTHE NEW MODEL: CUSTOMER PURCHASE JOURNEYTHE ADVOCATE AND INFLUENCER LOOPCUSTOMER PURCHASE JOURNEYA NEW CUSTOMER ROIDEFINITION OF RETURN ON INVOLVEMENTTHE RETURN ON INVOLVEMENT FORMULA
DOES A BRAND ADD VALUE?IF A BRAND HAS VALUE, WHAT ARE ITS VALUES?THEY'RE JUST NOT THAT INTO YOUSO WHAT'S A BRAND SUPPOSED TO DO?SO, WHAT'S NEXT?TELUS TALKS BUSINESS CASE STUDY
WHERE DOES CUSTOMER EXPERIENCE START?CENTER STRATEGIES ON CUSTOMER PERSPECTIVESNOT STRATEGY AS USUALMAKING TRANSFORMATION HAPPENBREAKING NEW GROUNDCUSTOMER CENTRICITYMARKETING MANAGEMENT—PROCESS AND IMPLEMENTATIONMARKETING SCIENCE—MEASURE AND LEARN
WHY DO CUSTOMERS SHARE CONTENT?ORGANIZATIONAL MIND-SETSLICED AND DICED DISTRIBUTIONMAKING THE CASE FOR DEMPSTER'SLISTENING IS AS IMPORTANT AS STORYTELLING: REAL-TIME MARKETING (RTM)CIBC FIFA WORLD CUP™ CANADIAN SPONSORSHIPCONTENT DEVELOPMENTFAN STANDINGSSUPER FANS CONTESTRESULTSWHERE DO YOU START?PLANNINGALIGN DECISION MAKERS BEFORE YOU STARTGETTING THE CONTENT STRATEGY RIGHT UP FRONTTHE SHORT STORY BEHIND STORYTELLING—CREATIVE CONSIDERATIONSGETTING THE STORY OUT THERETHE ART OF CREATING VALUABLE CONTENT
INSIGHTS ARE THE BEDROCK OF INNOVATIVE THINKINGORGANIZING FOR INNOVATIONWHAT WE'VE DONETHE TORONTO SICKKIDS HOSPITAL PAIN SQUAD APP
CHANGE OR DIEFROM THE CLIENT POINT OF VIEWMOVING FORWARD THE CUNDARI WAYWITH THESE LESSONS, WE MADE THE FOLLOWING CHANGESANALYTICS THAT GENERATE ROIOUR NEW “TEAM-CENTRIC” MODEL

Content preview from Customer-Centric Marketing: Build Relationships, Create Advocates, and Influence Your Customers

DEDICATED TO MY DARLING WIFE, LIVIAN, AND FIVE INCREDIBLE children, Natalie, Christopher, Julia, Joseph, and Nicholas, who mean the world to me. I further dedicate this book to my Mom and Dad for taking that leap of faith to fulfill their dreams for a better life and settling in Canada. My heart will always belong to you.

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ISBN: 9781119092896Purchase book