book

Opt-Out Effect, The: Marketing Strategies that Empower Consumers and Win Customer-Driven Brand Loyalty

by Gerald E. Smith

December 2015

Beginner to intermediate

288 pages

6h 59m

English

Pearson

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The Empowered CustomerSmart Brands Engage ConsumersResearching Customer EmpowermentAn Omni-Channel WorldConnected Consumers Create On-Demand ExpectationsSocially Empowered ConsumersCustomer-Driven Brand LoyaltyBuild Consumer TrustConclusion
Marketers: Advocates or AdversariesOutbound to Inbound MarketingThe New Strategic Marketing Era: Boundless MarketingTrending Toward Customer Opt-OutThe Opt-Out EffectThe Cumulative Effect of Opt-OutClasses of Opt-OutThe Financial Impact of Opt-OutConsidering the Financial Impact of Consumer Opt-Out on CLVRegulatory Involvement and Opt-OutConclusion

The Emerging Digital Dimension of the Customer–Brand RelationshipEarly Customer Relationship ManagementTransitioning to a New Paradigm in Customer LoyaltyCustomer-Driven Brand LoyaltyThe Impact of Experience on LoyaltyDemonstrating Loyalty to Consumers with Surprise and DelightExpectations and Drivers of Customer-Driven Brand LoyaltyHow Customer-Driven Brand Loyalty Builds Market-Based AssetsMarket-Based Assets and Customer Lifetime ValueCLV and Customer Brand EquityConclusion
Customer Centricity: Foundation of CMExCustomer Experience: Shaping CMExCustomer Engagement: Activating CMExCustomer Managed: Enabling Customers to Manage CMExDominant Experience Expectations: The New Competitive StandardCustomer JourneysMcKinsey’s Consumer Decision Journey ModelMcKinsey’s New Accelerated Consumer Decision JourneyOracle’s Customer Experience Infinity Loop ModelMonitoring and Engaging with Customer JourneysMeasuring and Analyzing Customer JourneysVisualizing Actual Customer JourneysDesigning and Building Customer JourneysConclusion
Moments of TruthAnticipating Triggers, or Moments of NeedMeasurements that MatterEmpowering Customers to Manage the Cost of Brand RelationshipsOpt-In/Out, Up/Down: Empowering Customers to Manage the Soft CostsBest-In-Class Preference Management ExperienceConclusion
The Impact of the Digital Economy on Brand ManagementThe Customer and the Brand Manager in the Digital EconomyCustomers as Brand Managers in the Digital EconomyConsumer Engagement and Involvement with the BrandBrand Managers in a Customer-Centric Digital EconomyDigital Brand Management