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Customer Insights mit Archetypen: Wie Sie mit archetypischen Metaphern Zielgruppen besser definieren und verstehen können (essentials)

by Jens Uwe Pätzmann Yvonne Adamczyk

Jedes Unternehmen möchte seine Kunden bestmöglich verstehen und jagt nach Customer Insights, um motivationale Barrieren und Verstärker der Zielgruppe im Hinblick auf Geschäftsmodelle, Produktinnovationen, Service Design, Personas, Creative Briefs, Claims und Storytelling besser verstehen zu können. Die Autoren zeigen, wie man archetypische Metaphern, z.B. den Fels in der Brandung, nutzt, um Customer Insights zu identifizieren, die das kollektive Unbewusste ansprechen, Emotionen erzeugen und dadurch Handlungen auslösen. Ergebnis ist ein Kompass, der den Weg zu treffgenauen inneren Bildern aufzeigt.

Customer Insights: Kundenbedürfnisse und Konsumentenverhalten verstehen

by Jonas Rashedi

Dieses Buch stellt Erhebungstechniken, Analysetechniken und Modelle vor, die dabei helfen, Kundenbedürfnisse besser zu verstehen und zu bedienen. Nur wenn wir verstehen, was einen Kunden bewegt und welche Faktoren welchen Einfluss auf sein Verhalten haben, können wir die einzelnen Touchpoints der Kundenreise zielorientiert gestalten, im besten Fall individualisiert und angepasst für den einzelnen Kunden. Durch die Digitalisierung stehen an den einzelnen Offline- und Online-Touchpoints immer mehr digitale Daten zur Verfügung. Immer performantere IT-Lösungen, das maschinelle Lernen sowie neuronale Netze erlauben es uns, diese umfangreichen Datenmengen zu diesem Zweck auszuwerten. Jonas Rashedi zeigt kompakt und praxisnah, wie das gelingt.

Customer Intimacy and Other Value Disciplines

by Fred Wiersema Michael Treacy Frederik D. Wiersema

To today's customers, value can mean any number of things, from convenience of purchase to after-sale service and dependability. But that doesn't mean companies have to excel at everything. A study of over 40 companies found that market leaders like Dell Computer, Home Depot, and NIKE succeed by narrowing their business focus, not by broadening it. They concentrate on one of three value disciplines--operational excellence, customer intimacy, or product leadership--and align their entire operating model to serve that discipline. Companies should choose a value discipline that fits with their existing capabilities and culture and then push themselves relentlessly to sustain it. And they should willingly change their operations to support that value discipline.

Customer Is King: How to Exceed Their Expectations

by Robert Craven

Updated eBook editionWhat happens to your customers when you do business with them? Customer is King helps you to approach the problem from the point of view of the clients and work towards the level of customer satisfaction that makes them come back to you again and again.Practical and packed full of easy-to-understand advice, you'll find:* checklists and worksheets* case studies of real businesses* frequently asked questions

Customer Knowledge Management in der Konzeptphase der Neuproduktentwicklung (Kundenmanagement & Electronic Commerce)

by Florian Böckermann

Die kontinuierliche Entwicklung und Vermarktung von Neuprodukten ist eine zentrale Voraussetzung für den nachhaltigen Geschäftserfolg von Unternehmen. Dabei ist die Generierung sowie sorgfältige Verarbeitung und Nutzung des Kundenwissens essenziell. Auf Basis theoretischer und empirischer Erkenntnisse sowie einer qualitativen Studie entwickelt Florian Böckermann ein Customer Knowledge Management (CKM)-Konzept, in welchem das im Rahmen der Neuproduktentwicklung besonders relevante spezifische Wissen der Kunden berücksichtigt wird. Auf Grundlage einer industrieübergreifenden empirischen Untersuchung gibt der Autor Hinweise zur Gestaltung des CKM in der Konzeptphase der Neuproduktentwicklung sowie eines Unternehmensumfeldes zur effektiven Umsetzung von CKM. Er zeigt darüber hinaus, dass CKM einen positiven Einfluss auf den Innovations- und Unternehmenserfolg besitzt.

Customer Knowledge Management: Improving Customer Relationship through Knowledge Application (Management for Professionals)

by Silvio Wilde

Managing and transferring knowledge - at the right time, in the right place and with the right quality for customers - enables companies to survive in times of fierce competition. The focus of this work is therefore on Knowledge Management and Customer Relationship Management. The theoretical part comprises several approaches to knowledge, its transfer and the barriers to be overcome when sharing knowledge. This is followed by a description of CRM and CKM (Customer Knowledge Management), outlining how crucial their successful use is. The practical part explores on the one hand the dependence on knowledge and on the other hand its availability for a good customer relationship. It includes a case study that investigates both the administrative and the operational area of a concrete company. The survey results are then discussed in detail, key success factors identified and mistakes pointed out. After this critical analysis, final recommendations are given that every company can benefit from.

Customer Knowledge Management: Leveraging Soft Skills to Improve Customer Focus (Management for Professionals)

by Silvio Wilde Soumit Sain

Customer focus is the most important challenge of the future. Providing good customer service depends on how well companies know their customers and clearly identify their needs. Availability of customer knowledge, which is knowledge from, for and about the customer, thus becomes crucial in offering customized products or services. This can be gained most efficiently from direct interaction with customers, but requires the use of interpersonal and organizational soft skills. This book presents the interrelationship between customer knowledge management, customer focus and soft skills and also provides concrete advice on how the management of customer knowledge can be optimized.

Customer Lifetime Social Value (CLSV)

by Elie Ofek Barak Libai Eitan Muller

One of the hallmarks of the digital revolution is the rise of the socially-connected consumer. Concomitantly, the ability of companies to affect and measure the social interactions among customers has grown tremendously. Consequently, in assessing the full value of each customer to the firm it is no longer sufficient to only consider a customer's worth in terms of the discounted cash flows he or she provides through direct payments, it is also critical to incorporate the indirect value generated through the customer's social influence. In this note we develop a framework for measuring and quantifying the social value that a customer generates. We derive a simple expression for Customer Social Value (CSV) and show how to combine it with the commonly used expression for Customer Lifetime Value (CLV). The combined entity is termed Customer Lifetime Social Value (CLSV). The note uses concrete examples to illustrate the main ideas and explores a host of issues related to how customers create value for the firm through their social interactions, such as the duration of social influence, reduction in acquisition costs, segmentation implications, relevance for influencer marketing programs, and connection to firm-level valuation.

Customer Lifetime Value (CLV) vs. Customer Lifetime Return on Investment (CLROI)

by Elie Ofek

This note presents two related measures for assessing the financial value of a customer to the firm. The first is the well-known measure of Customer Lifetime Value, or CLV for short. The second, which has received much less attention, treats the acquisition of a customer as a financial investment that has a quantifiable return based on future profit streams. Accordingly, we term this latter measure Customer Lifetime Return on Investment, or CLROI for short, and explain how it is calculated. We further show how employing CLROI can yield wildly different marketing implications relative to CLV (despite the strong link between them), particularly for targeting decisions. The note provides multiple examples to illustrate the concepts and also introduces formal characterizations of the two measures. The relevance of segment sizes, customer dynamics, social network influences, and strategic considerations are discussed.

Customer Lifetime Value: Reshaping the Way We Manage to Maximize Profits

by Lerzan Aksoy Timothy L. Keiningham David Bejou

Get the competitive edge by effectively managing customer lifetime valueThe customer lifetime value (CLV) concept is extensively changing the way today&’s business is managed. A student or practitioner needs to understand CLV to best gain the competitive edge in business. Customer Lifetime Value: Reshaping the Way We Manage to Maxi

Customer Lifetime Value: Reshaping the Way We Manage to Maximize Profits

by Lerzan Aksoy Timothy L. Keiningham David Bejou

Get the competitive edge by effectively managing customer lifetime valueThe customer lifetime value (CLV) concept is extensively changing the way today&’s business is managed. A student or practitioner needs to understand CLV to best gain the competitive edge in business. Customer Lifetime Value: Reshaping the Way We Manage to Maximize Profits is a text that shows in detail how managers and researchers can best use CLV to a business&’s advantage. This valuable resource explores various practical approaches to the measurement and management of customer value that focus on maximizing profitability and growth. Leading thinkers discuss how to leverage CLV in all aspects of business, including customer management, employee management, and firm valuation. Everyone needing to prepare a business for success in the future should read this book.Most books on the subject only cover separate components of CLV and are typically limited to targeting for direct response marketing. Customer Lifetime Value presents all components, cohesively putting them together into an understandable functioning whole. This source prepares forward-looking managers and researchers for the inevitable change and provides strategies to gain and sustain the competitive advantage. Topics in Customer Lifetime Value include: leveraging the customer database to maximize CLV using CLV in customer segmentation customer divestment using CLV in firm valuation setting up an organization designed to maximize CLV much more! Customer Lifetime Value: Reshaping the Way We Manage to Maximize Profits is essential reading for practitioners in the areas of customer satisfaction, loyalty, CRM, and direct response, as well as academics in the service marketing area.

Customer Loyalty Programmes and Clubs

by Stephan A. Butscher

In every industry, and any company, customer loyalty marketing is an important pillar of corporate strategy. This second edition of Customer Loyalty Programmes and Clubs, explains how the key to effective protection against competition lies in identifying and offering your customers the right combination of financial and non-financial benefits. Stephen Butscher has reviewed the developments that have taken place since his original successful step-by-step guide was published and now includes 'pricing for customer loyalty' and 'e-loyalty' along with extra case studies. He takes you through all the necessary stages to research, plan and launch a programme that builds and develops the relationship between you and your customers, and emphasises value measurement and selection of the right benefits, enabling you to integrate the loyalty programme into every part of your organization. Customer Loyalty Programmes and Clubs includes case studies from some of the most successful companies, including Volkswagen Club, Kawasaki Riders Club, Swatch the Club, Porsche and many more.

Customer Loyalty Schemes in the Retail Sector

by Aldo Sesia Jose B. Alvarez

Customer loyalty schemes (or programs) are explicit efforts by retailers to gain long-term patronage from customers. Loyalty schemes are developed for a variety of reasons: to reward loyal customers, to generate more robust information about customer behavior, to influence consumer behavior, and as a defensive measure to combat a competing scheme. The purpose of this note is to describe the objectives of these schemes, including their origin and evolution; to highlight key aspects of their implementation; and to suggest approaches to maximize their impact. While this note focuses on the U.S. and U.K. retail sectors, most of its content is applicable to other economies.

Customer Loyalty and Supply Chain Management: Business-to-Business Customer Loyalty Analysis (Routledge Studies in Business Organizations and Networks)

by Ivan Russo Ilenia Confente

Many business-to-business (B2B) managers think that customers act rationally and base decisions mostly on price, customer loyalty isn’t considered. Companies outsource various activities, which enable them to improve efficiency, reduce costs, focus more on core competencies and improve their innovation capabilities. Supply Chain Management synchronizes the efforts of all parties—particularly suppliers, manufacturers, retailers, dealers, customers—involved in achieving customer’s needs. Despite much research, the relationship between customer loyalty and the supply chain strategy remains insufficiently explored and understood by practitioners and academics, while the theme has been extensively developed within marketing literature. Customer Loyalty and Supply Chain Management is the result of years of work by the authors on different projects concerning the overlapping areas of supply chains, logistics and marketing, drawing a connection between the literature to provide a holistic picture of the customer loyalty framework. Emphasis is given to the B2B context, where recent research has provided some clues to support the fact that investment in operations, new technologies and organizational strategy have had a significant role in understanding B2B loyalty, particularly in the context of global supply chains. Moreover, the book provides a modernized and predictive model of B2B loyalty, showing a different methodological approach that aims at capturing the complexity of the phenomenon. This book will be a useful resource for professionals and scholars from across the supply chain who are interested in exploring the dimension of customer loyalty in the challenging supplier and customer context.

Customer Magic – The Macquarie Way: How to Reimagine Customer Experience to Transform Your Business

by Joseph A. Michelli

It takes a special kind of magic for a challenger brand to achieve seemingly impossible customer-centric results. It' s that magic that makes Australian telecommunications company Macquarie Technology world leaders in award-winning customer experience. Joseph A. Michelli – the bestselling author of books about brands renowned for their stellar service and outstanding growth, such as The Ritz-Carlton, Mercedes-Benz and Starbucks – was so impressed by Macquarie' s ability to deliver transformative customer experiences that he felt compelled to write this book. Customer Magic is a practical, easy-to-read guide that, consistent with Macquarie' s commitment to delivering customer value, shares transferrable knowledge on how to identify and solve customer pain points; craft a compelling unique value proposition; attract, select, grow and retain customer service talent and subject matter expertise; set, measure, track and incentivise mission-critical business goals and customer-driven growth; innovate solutions that meet your customers' stated and unstated needs; and maintain a growth mindset and leave a legacy of success.

Customer Management Dynamics and Cohort Analysis

by Elie Ofek Barak Libai Eitan Muller

The digital revolution has allowed companies to amass considerable amounts of data on their customers. Using this information to generate actionable insights is fast becoming a critical skill that firms must master if they wish to effectively compete and win in today's data-driven marketplace. This note explains the value of examining customer metrics, such as retention rate, revenues, and social influence (k-factor), on an ongoing basis by conducting a cohort analysis. Such an analysis segments customers using one or more criteria, and tracks the behavior and performance of each of these segments over time. Using several instructive examples, the presentation highlights the benefits of running a cohort analysis for deriving a deep understanding of customer trends. Moreover, the examples expose the pitfalls that arise from not accounting for segment characteristics (such as when a customer joined, from what media vehicle they were acquired, how heavily they use the product, etc.) and not paying attention to the evolution of customer metrics over time. The implications of conducting a cohort analysis for firm strategy and for determining customer lifetime value (CLV) are discussed.

Customer Management Processes

by Robert S. Kaplan David P. Norton

Customer management reflects much of what's new in modern business strategy. Whereas innovation and operations management processes remain important to strategic success, the evolution of computer and communications technology has shifted the balance of power from producers to customers. This chapter explores why understanding customers and the value proposition that attracts and retains them is fundamental to any strategy. A case study is included.

Customer Management Strategy in Business Markets

by Das Narayandas

Describes in detail customer management strategies in business markets, including selection decisions, design and management of customer relationship strategies, monitoring the health of customer relations, and linking the vendors' customer management effort to customer profitability.

Customer Mania!: It's Never Too Late to Build a Customer-Focused Company

by Jim Ballard Ken Blanchard Fred Finch

Customer service is the single most pressing problem for business managers and people in any service or sales operation, especially at the retail level. In fact, many experts believe that you build a business from the customer up. InCustomer Mania!, Ken Blanchard, one of America's biggest bestselling authors and inspiring business leaders, writes of the key to customer service -- creating a people-oriented, performance-driven, customer-first organization. Along with coauthors Jim Ballard and Fred Finch, Blanchard explains why the customer is the right starting place from which to build a successful business. By drawing on examples from the world's largest restaurant company, Yum! -- owner of KFC, Taco Bell, Pizza Hut, Long John Silver's, and A&W Restaurants -- the authors explain how any company, large or small, can develop a unified, people-first, customer-oriented culture. Packed with practical insights, Customer Mania! emphasizes four critical steps: Set Your Sights on the Right Target. The bottom line grows from taking care of customers and creating a motivating environment for your people. Treat Customers the Right Way. Determine the kind of experience you want your customers to have as they interact with every part of the company. Treat Employees the Right Way. Use strategies ranging from smart hiring to training and development to managing performance and creating a recognition culture. Build the Right Kind of Leadership. You can't do it all yourself, so let your people put their own brains to work and then support them all the way. By relying on these concepts, businesses everywhere can cultivate passionate and engaged team members who contribute to the company's overall success. From CEO to middle manager to the person facing the consumer,Customer Mania!is a vital tool for enhancing their experience -- and their customer's.

Customer Obsessed: A Whole Company Approach to Delivering Exceptional Customer Experiences

by Eric Berridge

Optimize the customer experience via the cloud to gain a powerful competitive advantage Customer Obsessed looks at customer experience through the lens of the cloud to bring you a cutting-edge handbook for customer experience. Cloud technology has been hailed as a game-changer, but a recent IDC report shows that it accounts for less than three percent of total IT spending; why are so many companies neglecting such an enormous asset? This book provides a high-level overview of how the cloud can give you a competitive advantage. You'll learn how to integrate cloud technology into sound customer experience strategy to achieve unprecedented levels of success. More than just a state-of-the-field assessment, this book offers a set of concrete actions you can take today to leverage cloud computing into technical innovation and better business outcomes at all levels of your organization. You'll examine the many factors that influence the customer experience, and emerge with the insight to fine-tune your approach using the power of the cloud. What kind of advantage is your company leaving on the table? This book guides you through the key drivers of customer success to help you optimize your approach and leverage the future of global technology. Learn the keys to competitive advantage in the digital era Gain insight into each element that affects customer experience Harness the power of the cloud to achieve customer success Follow a prescriptive framework for optimizing customer experience We are in the golden age of IT innovation, but the majority of companies haven't even adopted cloud technology, much less begun to utilize its full business capabilities. Jump into the gap now, and reap the benefits as other struggle to catch up. Customer Obsessed gives you the guidance you need to achieve sustainable success in today's digital world.

Customer Perspective

by Robert S. Kaplan David P. Norton

In the customer perspective of the Balanced Scorecard, companies identify the customer and market segments in which they have chosen to compete. These segments represent the sources that will deliver the revenue component of the company's financial objectives. This chapter illustrates how the customer perspective enables companies to align their core customer outcome measures--satisfaction, loyalty, retention, acquisition, and profitability--to targeted customers and market segments, and to identify and measure the value propositions being delivered to these segments. This chapter was originally published as chapter 4 of "The Balanced Scorecard: Translating Strategy into Action."

Customer Portfolio Management: Creating Value with a Large Leaky Bucket of Customers (Management on the Cutting Edge)

by Fred Selnes Michael D. Johnson

How to create value with all the customers in a portfolio, from the stronger relationships that increase profit margins to the weaker relationships that increase scale.Which would you rather have: a smaller, watertight bucket of loyal customers or a larger leaky bucket of both loyal and not-so-loyal customers? In Customer Portfolio Management, Fred Selnes and Michael Johnson argue that for most companies and organizations the larger leaky bucket is more valuable. While loyal customers are generally more profitable, the weaker, or &“leaky,&” relationships in a portfolio provide scale economies and a source of future loyal customers. The basic principle behind customer portfolio management (CPM), they explain, is to view a company&’s market strategies as long-term investments in the strength of relationships over an entire portfolio of current and future customers.This book helps business leaders understand when and how much to focus on acquiring customers, how to defend and leverage those relationships, and how to convert some of these relationships into stronger, more profitable ones. The authors present an implementable framework for CPM that involves:segmenting customers into strangers, acquaintances, friends and partners;understanding the lifetime value, or revenues and costs over time, across relationship segments; anddetermining when and how much to invest in customer acquisition, relationship defense, relationship leverage, and relationship conversion.Case studies and examples that include Amazon, Apple, IKEA, and dozens of other companies are used along the way to illustrate effective portfolio management principles and growth strategies.

Customer Profitability and Customer Relationship Management at RBC Financial Group

by V. G. Narayanan Lisa Brem

The Royal Bank of Canada uses customer relationship management and customer profitability tools to gain a competitive advantage in Canada's increasingly crowded financial services market. The case presents two pricing and customer management issues: one from the point of view of the vice president of customer relationship marketing and the other from a line manager's perspective.

Customer Profitability and Customer Relationship Management at RBC Financial Group (Abridged)

by V. G. Narayanan Lisa Brem

The Royal Bank of Canada uses customer relationship management and customer profitability tools to gain a competitive advantage in Canada's increasingly crowded financial services market. The case presents two pricing and customer management issues: one from the point of view of the vice president of customer relationship marketing and the other from a line manager's perspective.

Customer Profitability and Lifetime Value

by Elie Ofek

Introduces the central concepts involved in determining customer lifetime value, with detailed analysis and examples from the realm of direct marketing. Implications for marketing strategy and customer relationship management are briefly discussed.

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