Book description
A new data-driven approach to building customer relationships that fuel sustainable business growth
Igniting 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.
Table of contents
- Cover
- Title Page
- Copyright
- Preface
- Part One: Connect with Your Customers—Now
-
Chapter 1: The New Marketing Landscape
- 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
- 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
- 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
- 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
- Chapter 6: Strategies for Transformation
- Part Two: ROE2 Research and Insights
- Chapter 7: Executive Insights
-
Chapter 8: ROE2 in the Grocery Aisles
- The Link between Emotion and Experience
- A Personal, Emotional Connection Matters
- Emotion Pays
- More Trust Means More Share of Wallet and Brand Commitment
- Emotions Can Outweigh Logical Reasoning
- More Emotional Connections = More Equity
- Common Ground at the Extremes
- Price versus Emotion
- Emotion and Experience as Differentiators
- Chapter 9: Executive Insights: JCPenney
-
Chapter 10: ROE2 in Hospitality
- Experience Impacts Business Outcomes
- Experience Creates Emotion, and Emotion Fuels Engagement
- The Connection between Experience, Emotion, and Engagement
- Key Driver #1: Alignment with Image and Personal Values
- Key Driver #2: Recognition for Loyalty
- Key Driver #3: Perception of Stature
- Customer Experience: Creating the Highest Levels of Brand and Business Equity
- Long-Term Commitment: The Ultimate Goal
- Chapter 11: Executive Insights: Angie's List
- Chapter 12: ROE2 Hits the Road
- Part Three: An ROE2 Primer
- Chapter 13: Content
-
Chapter 14: Channels
- Channels Defined
- Take a Closer Look at Digital Channels
- What Does Cross-Channel Marketing Mean to the Consumer? And to You?
- Interactions Create the Consumer Experience
- How Have Customer Expectations Changed?
- What Makes a Great or Terrible Customer Experience?
- Key Channel Trends
- Channel Challenges for Marketers
- Strategies for Improving Customer Experiences across Channels
- Channels Are Ever-Evolving—Just Like Your Work to Master and Maximize Them
- Chapter 15: Measurement and Segmentation
- Chapter 16: Technology
-
Chapter 17: Big Data
- Big Data Will Help You Create More Relevant Customer Connections
- Big Data Allows You to Be More Proactive in Delighting and Surprising Your Customers
- Big Data Enables You to Make Better Decisions Faster Than Ever Before
- The Emerging Internet of Things Will Create Even More Big Data Opportunities
- Marketers Will Need New Skills to Leverage Big Data to Connect Better with Their Customers
- Chapter 18: Online Marketing/Advertising Technology
- Chapter 19: Putting Technology to Work
- Chapter 20: Consumer Privacy
- Chapter 21: A Few Final Words on ROE2
- Acknowledgments
- About the Author
- Index
- End User License Agreement
Product information
- Title: Igniting Customer Connections: Fire Up Your Company's Growth By Multiplying Customer Experience & Engagement
- Author(s):
- Release date: October 2014
- Publisher(s): Wiley
- ISBN: 9781118916704
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