book

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

Read now

Unlock full access

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

Prelude

Introduction The Shoemaker's Story

Chapter 1 The Age of the Customer

Chapter 2 Carpe Diem

Chapter 3 Customer Relationships Have Changed

Chapter 4 From Funnel to the Journey

Chapter 5 Brands Will Never Be the Same

Chapter 6 Customer Experience Strategy

Chapter 7 Building Relationships with the Advocate/Sharecaster

Chapter 8 Innovation in Demanding Times

Chapter 9 The New Agency

Concluding Thoughts

Notes

Index

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.

Start your free trial

Advocate Marketing: Strategies for Building Buzz, Leveraging Customer Satisfaction, and Creating Relationships

Barbara Thomas

Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force

Rob Fuggetta

Marketing 3.0: From Products to Customers to the Human Spirit

Philip Kotler, Hermawan Kartajaya, Iwan Setiawan

Marketing Strategy from the Masters (Collection)

Philip Kotler, Nancy Lee, Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein, Larry Light, Joan Kiddon

Publisher Resources

ISBN: 9781119092896Purchase book

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

by Aldo Cundari

CONTENTS

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.

You might also like

Advocate Marketing: Strategies for Building Buzz, Leveraging Customer Satisfaction, and Creating Relationships

Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force

Marketing 3.0: From Products to Customers to the Human Spirit

Marketing Strategy from the Masters (Collection)

Publisher Resources

CONTENTS

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,and much more.

You might also like

Advocate Marketing: Strategies for Building Buzz, Leveraging Customer Satisfaction, and Creating Relationships

Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force

Marketing 3.0: From Products to Customers to the Human Spirit

Marketing Strategy from the Masters (Collection)

Publisher Resources

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.