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The Customer Copernicus: How to be Customer-Led
by Charlie Dawson Seán MeehanSome companies are great for customers – not only do they care but they change whole markets to work better for the customers they serve. Think of Amazon, easyJet and Sky. They make things easier and improve what really matters – obvious, surely? They have also enjoyed huge business success, growing and making plenty of money. The Customer Copernicus answers the question that follows – if it’s obvious and attractive why is it so rare? And then it answers a second question, because Tesco, O2 and Wells Fargo were like this once. Why, having mastered it, would you ever stop? Because all three did, and two ended up in court. The Customer Copernicus explains how to become and how to stay customer-led. Essential reading for leaders and teams who want their organisations to stay competitive by developing a more purposeful and innovative culture.
Customer-Driven Change: What Your Customers Know, Your Employees Think, Your Managers Overlook (Customer Driven Change Ser.)
by Bud TaylorAn accomplished change consultant offers valuable insight into using customer perspective to drive employee engagement and strategic innovation.In the world of business, theories of change always agree on two essential ingredients: committed leaders and engaged employees. Most would say that if you have these, you will have successful change—but how do you get them in the first place? And how do you maintain them through reorganization, new strategies, or necessary cutbacks?Change management expert Bud Taylor has a simple yet profoundly effective answer. In Customer Driven Change, he demonstrates the power of thinking about change from the customer’s point of view. By encouraging leaders and employees to adopt a cohesive perspective—that of your customers—you will create sustained commitment and engagement within your organization faster than with any other approach.
The Customer-Driven Culture: Six Proven Strategies to Hack Your Culture and Develop a Learning-Focused Organization
by Travis Lowdermilk Monty HammontreeIf you’re striving to make products and services that your customers will love, then you’ll need a customer-driven organization. As companies transform their businesses to meet the demands of the digital age, they find themselves grappling with uniquely human challenges. Organizational knowledge becomes siloed, employees move to safeguard their expertise, and customer data creates polarization and infighting between teams. All of these challenges widen the distance between the people who make your products and the customers who use them.To meet today’s challenges, companies need to do more than build processes for customer-driven products. They need to create a customer-driven culture.With the help of his friend and mentor Monty Hammontree, Travis Lowdermilk takes readers through the cultural transformation of the Developer Division at Microsoft. This book shows readers how to "hack" their culture and reduce the distance between them and their customers’ needs. It’s a uniquely personal story that’s told amidst a cultural revolution at one of the largest software companies in the world.This story acts as your guide. You’ll learn how to:Establish a Common Language: Help employees change their thinking and actionsBuild Bridges, Not Walls: Treat product building as a team sportEncourage Learning Versus Knowing: Help your team understand their customersBuild Leaders That Build Your Culture: Showcase star employees to inspire othersMeet Teams Where They Are: Make it easy for teams to to adopt vital behavior changesMake Data Relatable: Move beyond numbers and focus on empathizing with customers
Customer-Driven Disruption: Five Strategies to Stay Ahead of the Curve
by Suman SarkarBusinesses worry about new technologies, but customers are the ultimate disruptors—Suman Sarkar offers bold strategies for making sure you understand your customers and keep up with their ever-changing needs.Disruption—the brutal roiling of markets, the decline of long-established brands and products, and the rise of new upstarts—drives business failure and success. Most people think technology causes disruption, but technology merely enables it. Changing customer needs cause disruptions, and too many businesses get caught unaware. Suman Sarkar offers proven strategies that will enable any business to stay radically close to its customers and address their evolving needs. He argues that businesses need to focus on existing customers first—research shows they're likely to spend more and are more profitable than new customers. Personalization is becoming important for the newer generations in both developed and developing markets, so Sarkar describes approaches to make them cost-effective. In our era of instant gratification, customers want what they want now—Sarkar explains how you can develop and deliver products and services faster than ever. And since a few bad Yelp reviews, social media posts, or angry tweets from customers can ruin you, Sarkar shows how to proactively make sure the quality of your products and services stays better than that of your competitors. The key to survival in this era of changing customer needs is to focus on and address them quickly so customers don't switch to the competition. Drawing on his experiences with leading companies worldwide, Sarkar offers five strategies and techniques that will keep you ahead of the curve.
Customer Engagement: Contemporary issues and challenges
by Jodie Conduit Roderick J. Brodie Linda D. HollebeekHow customers and consumer behavior have been changing due to technology and other forces is of prime interest. This book addresses the central questions regarding new emerging consumer behavior; how does social media affect this behavior; how and at what points do emotions affect consumer decisions; and what triggers this is: How should engagement be conceptualized, defined and measured? How do social media and other marketing activities create engagement? The book draws on the rich, extensive knowledge of the authors who are pioneers in the field. The book's editors have identified the weakness in the current knowledge and aim to address this gap by touching on significant conceptual and empirical contributions to this emerging literature stream, providing readers with a comprehensive contemporary perspective of customer engagement. The book also endeavors to develop a richer narrative around the notion of social media and customer engagement, and the non-monetary notion of social media within new media-based social networks.
Customer Engagement in Theory and Practice: A Marketing Management Perspective
by Katarzyna ŻyminkowskaOffering a pragmatic understanding of customer engagement as an object of effective marketing management, this book takes an integrative approach and brings together different streams of marketing research, such as customer activism and value formation. The author explores the notion of customer engagement by analysing empirical data compiled from firms operating in the consumer goods and services sectors, as well as from the consumers themselves. An insightful read for scholars of consumer behaviour and customer relationship management, this book advances understanding of the drivers, components and effects (both positive and negative) of customer engagement and proposes a comprehensive framework for its management.
Customer Experience 3.0: High-Profit Strategies in the Age of Techno Service
by John A. GoodmanCustomer Experience 3.0 provides firsthand guidance on what works, what doesn't--and the revenue and word-of-mouth payoff of getting it right.Between smartphones, social media, mobile connectivity, and a plethora of other technological innovations changing the way we do almost everything these days, your customers are expecting you to be taking advantage of it all to enhance their customer service experience far beyond the meeting-the-minimum experiences of days past. Unfortunately, many companies are failing to take advantage of and properly manage these service-enhancing tools that now exist, and in return they deliver a series of frustrating, disjointed transactions that end up driving people away and into the pockets of businesses getting it right.Having managed more than 1,000 separate customer service studies, author John A. Goodman has created an innovative customer-experience framework and step-by-step roadmap that shows you how to:Design and deliver flawless services and products while setting honest customer expectationsCreate and implement an effective customer access strategyCapture and leverage the voice of the customer to set priorities and improve products, services and marketingUse CRM systems, cutting-edge metrics, and other tools to deliver customer satisfactionCompanies who get customer service right can regularly provide seamless experiences, seeming to know what customers want even before they know it themselves…while others end up staying generic, take stabs in the dark to try and fix the problem, and end up dropping the ball.Customer Experience 3.0 reveals how to delight customers using all the technological tools at their disposal.
Customer Experience Analytics: How Customers Can Better Guide Your Web and App Design Decisions
by Akin ArikanAn unprecedented guide to user experience (UX) analytics, this book closes a mission-critical skill gap and enables business professionals in a digital-first world to make smart, effective, and quick decisions based on experience analytics. Despite two decades of web metrics, customer experience has largely remained a black box. UX analytics tools help businesses to see themselves and their customers with a new lens, but decision-makers have had to depend on skilled analysts to interpret data from these tools, causing delays and confusion. No more: this book shows a wide range of professionals how to use UX analytics to improve the customer experience and increase revenue, and teaches the C-SUITE method for applying UX analytics to any digital optimization challenge. It provides 50 case studies and 30 cheat sheets to make this a daily reference, and includes ten mindmaps, one for each role discussed, from senior leaders to product managers to e-commerce specialists. Managers across industries will regularly consult this book to help them guide their teams, and entry- to mid-level professionals in marketing, e-commerce, sales, product management, and more will turn to these pages to improve their websites and apps.
Customer Experience Branding: Driving Engagement Through Surprise and Innovation
by Thomas GadThe individual consumer now wields more power than ever before, with increased exposure to global cultures and media. This means that customer perception is now critically important and must as such must occupy the heart of any brand. This provides a wealth of opportunities to work with and adapt to customers' motivations, but at the same time presents a series of challenges around retaining their attention and fostering positive relationships with them. The secret of a brand's success often lies in its ability to respond nimbly to the unexpected adoption of its products or services - essentially its ability to surprise its consumers. To all intents and purposes, brands must continue to introduce innovative and intriguing experiences to customers so that they can remain differentiated from the herd and deliver a human message amongst increasingly automated and unremarkable communications.Developed from experience at the forefront of new branding developments at market-leading companies, and drawing on the lessons learned by cultivating start-ups with sponsors including Google, Customer Experience Branding expertly reviews the key considerations when devising brand strategy to introduce an element of newness and interest into customer interactions. Case studies are delivered from major brands that continually achieve this, including Apple, Starbucks, Virgin, LEGO, Google, GoPro, Uber, Instagram, KLM and Handelsbanken, and the Foreword has been provided by Sir Richard Branson, who has himself unfailingly responded to consumer need and overseen a remarkable portfolio over the years as a result.
Customer Experience in Fashion Retailing: Merging Theory and Practice (Mastering Fashion Management)
by Bethan AlexanderThis text provides a holistic, integrated and in-depth perspective on the growing field of customer experience (CX), in a fashion context.Merging three core perspectives – academic, creative agency and retailer – the book takes a chronological approach to tracing the evolution of customer experience from the physical store, to omnichannel through channel convergence to consider the future of fashion retailing and customer experience. Beginning with the theoretical perspective, customer experience evolution in a fashion retail context is traced, considering the definition of customer experience, physical retail, the digitalisation of customer experience, omni-channel retail, in-store technologies and envisioning future retail CX. The retail creative agency perspective looks at how to locate and design customer experience journeys, designing harmonised CX across retail brand environments online and offline, responsible retailing and taking a human-centric approach to create visceral, wellbeing-based experiences. Finally, the retailer perspective explores real-life case studies of great customer experience from international brands, including Zara, Nike, Ecoalf, To Summer and Anya Hindmarch. Pedagogical features to aid understanding are built in throughout, including chapter objectives and reflective questions.Comprehensive and unique in its approach, Customer Experience in Fashion Retailing is recommended reading for students studying Fashion Retail Management, Customer Experience, Retail Design and Visual Merchandising, Fashion Psychology and Fashion Marketing.
Customer Experience Management in der Praxis: Grundlagen – Zusammenhänge – Umsetzung (essentials)
by Alexander TiffertAngesichts einer weiter fortschreitenden Homogenisierung von Produkt- und Servicemerkmalen wird es für Unternehmen immer wichtiger, sich über ein ganzheitliches Kundenerlebnis zu differenzieren. Daher ist das Thema „Customer Experience Management“ für nahezu jedes Unternehmen hoch relevant. Dieses essential gibt eine praxisnahe Einführung in dieses Konzept. Dazu werden sowohl zentrale Begriffe des Customer Experience Managements erklärt, als auch konkrete Aufgaben sowie Methoden für die praktische Umsetzung beschrieben. Anhand von drei Fallvignetten werden die Ausführungen abschließend anschaulich illustriert.Der Autor:Dr. Alexander Tiffert ist Experte für strategische Vertriebsentwicklung. Mit seinem Beratungsunternehmen begleitet er komplexe Prozesse zur Führungs- und Organisationsentwicklung bei Unternehmen in hochdynamischen Marktumfeldern. Zudem ist er Lehrbeauftragter für Vertriebsmanagement und Vortragsredner.
The Customer Experience Model (Routledge Focus on Business and Management)
by Adyl AliekperovFor any company, defining the most efficient marketing concept to create a competitive customer experience (CX) is vital for sustained development. The focus of this research is the creation of a comprehensible practical approach to the development of client experience: the Сustomer Experience Model (CXM). The practical application of the CX model will allow companies to create value for their customers and key stakeholders, thus generating the necessary profit and building conditions for further development. Balancing academic research and real-world applications, The Customer Experience Model provides a framework that readers can understand and utilize to implement improvements in a company. In this work the readers also will learn about application in customer experience formation of such concepts as "systems thinking", "learning organization", "Lewinian Experiential learning cycle". The role of a leader in the formation of an effective customer experience will be shown as well. Also the readers will get an obvious idea of how to plan customer experience and measure its effectiveness. The Customer Experience Model shows the latest state of knowledge on the topic and will be of interest both to students of business schools and universities at an advanced level, academics and reflective practitioners in the fields of leadership, organizational studies, marketing, and strategic management and consulting.
Customer in the Boardroom?
by Rama BijapurkarIs the Customer In Your Boardroom? The business strategies of most companies in India are marked by the supply-sided, tunnel vision of the market and obsessively competitor-centred approaches. Customer in the Boardroom? highlights the need for companies to embed customer centricity into the heart of their business strategy development process, if they are to continue to grow profitably and secure their future. Rama Bijapurkar presents a compelling treatise on how to develop business strategy around the world of customers rather than the world of competitors. She draws a sharp distinction between the 'market = industry size' and the 'market = customers with needs' bases for developing business strategy. The book proposes Customer-Based Business Strategy (CBBS), a lucid and simple framework for the successful assimilation of customer-centricity in business strategy. The framework provides a blueprint for defining and choosing market segments, developing rivalry propositions, creating value delivery systems, reading markets and gaining customer insight, reading macro trends, strengthening strategy foundation analyses, removing organizational roadblocks and more. The book draws on the author's vast experience in consulting and teaching and places equal emphasis on both the theory and the practice of bringing the customer into the boardroom. The text is replete with anecdotes, examples and cases from India Inc. and is equally applicable to both B2B and B2C businesses. Written in the author's inimitable and accessible style, the text is an effortless and effectual read. Within these pages exists the roadmap for developing winning businesses strategy that enables businesses to beat competitors by providing value to the customer, in a way that competitors will find hard to imitate.
Customer Insight Strategies: How to Understand Your Audience and Create Remarkable Marketing
by Dr Christine BaileyIn a noisy, fast-paced marketing world, customer insight holds the key to creating memorable, purpose-driven marketing. Customer Insight Strategies outlines the critical role of customer insight and provides techniques and strategies that will help marketers identify trends, nurture leads and understand consumers - ultimately, empowering them to grow profits. The strategies are explained in a straightforward, jargon-free manner, and can be applied to a huge range of marketing challenges, regardless of time, budget or organizational size.Customer Insight Strategies shows precisely how customer insights can be used to build a mission with purpose. It discusses many of the core methods through which customer insight can be gleaned, providing easy-to-follow guidelines for applying them to everyday marketing practice. Covering topics such as customer segments, marketing to personas and lead generation, it contains global case studies from organizations including Cisco, NTT, Refinitiv and The Co-op as well as interviews with leading business professionals sharing their thoughts on using customer insights to grow profits. Written by a highly respected thought-leader and industry influencer, this book will help any professional create truly powerful marketing.
Customer Relationship Management: Concepts and Technologies (Financial Times Ser.)
by Francis Buttle Stan MaklanCustomer Relationship Management, Fourth Edition continues to be the go-to CRM guide explaining with unrivalled clarity what CRM is, its uses, benefits and implementation. Buttle and Maklan take a managerial perspective to track the role of CRM throughout the customer journey stages of acquisition, retention and development. Theoretically sound and managerially relevant, the book is liberally illustrated with examples of technology applications that support marketing, sales and service teams as they interact with customers, but assumes no deep technical knowledge on the reader’s part. The book is structured around three core types of CRM – strategic, operational and analytical – and throughout each chapter, case illustrations of CRM in practice and images of CRM software demystify the technicalities. Ideal as a core textbook for advanced undergraduate and postgraduate students on CRM or related courses such as relationship marketing, digital marketing, customer experience management or key account management, the book is equally valuable to industry professionals, managers involved in CRM programs and those pursuing professional qualifications or accreditation in marketing, sales or service management. NEW TO THIS EDITION: New and updated international case illustrations throughout New and updated screenshots from CRM applications Fully updated to reflect the evolving CRM landscape, including extended coverage of: Big data and its influence on CRM Artificial intelligence (AI) Advances in CRM analytics The relationships between CRM and customer experience management The role of social media in customer management strategy Real-time marketing Chatbots and innovative customer self-service Privacy and data security Updated lecturer support materials online
Customer Relationship Management: Concepts and Technologies
by Stan Maklan Francis ButtleCustomer Relationship Management Third Edition is a much-anticipated update of a bestselling textbook, including substantial revisions to bring its coverage up to date with the very latest in CRM practice. The book introduces the concept of CRM, explains its benefits, how and why it can be used, the technologies that are deployed, and how to implement it, providing you with a guide to every aspect of CRM in your business or your studies. Both theoretically sound and managerially relevant, the book draws on academic and independent research from a wide range of disciplines including IS, HR, project management, finance, strategy and more. Buttle and Maklan, clearly and without jargon, explain how CRM can be used throughout the customer life cycle stages of customer acquisition, retention and development. The book is illustrated liberally with screenshots from CRM software applications and case illustrations of CRM in practice. NEW TO THIS EDITION: Updated instructor support materials online Full colour interior Brand new international case illustrations from many industry settings Substantial revisions throughout, including new content on: Social media and social CRM Big data and unstructured data Recent advances in analytical CRM including next best action solutions Marketing, sales and service automation Customer self-service technologies Making the business case and realising the benefits of investment in CRM ? Ideal as a core textbook by students on CRM or related courses such as relationship marketing, database marketing or key account management, the book is also essential to industry professionals, managers involved in CRM programs and those pursuing professional qualifications or accreditation in marketing, sales or service management.
Customer Relationship Management: Concepts, Applications and Technologies
by Stan Maklan Francis Buttle Daniel D. PriorThis highly regarded textbook provides the definitive account of Customer Relationship Management (CRM) concepts, applications, and technologies, focusing on how companies can create and maintain mutually beneficial relationships with customers.Readers will gain a thorough understanding of the conceptual foundations of CRM, see CRM in practice through illustrative case examples and exercises, and understand how to organise customer data gathering, analysis, and presentation for decision making. The book achieves these outcomes by first considering strategic CRM before moving into operational CRM and, finally, onto analytical aspects of CRM. The fifth edition has been fully updated to include: A series of new case examples to illustrate CRM within various regional and industrial contexts, including those relevant to large, medium, and small enterprises A series of new exercises and discussion questions to help readers understand CRM concepts and to support pedagogical processes, particularly in higher education environments A greater emphasis on managerial applications of CRM through new content to help guide managers An updated account of new and emerging technologies relevant to CRM Expanded coverage of customer experience (CX), customer engagement (CE), and customer journey management (CJM) Customer Relationship Management is essential reading for advanced undergraduate and postgraduate students studying CRM, Sales Management, Customer Experience Management, and Relationship Marketing, as well as executives who oversee CRM functions. Online resources include an Instructor’s Manual, chapter-by-chapter PowerPoint slides, and a bank of exam questions.
Customer Relationship Management: Concepts, Applications and Technologies
by Daniel D. Prior Francis Buttle Stan MaklanThis highly regarded textbook provides the definitive account of Customer Relationship Management (CRM) concepts, applications, and technologies, focusing on how companies can create and maintain mutually beneficial relationships with customers. Readers will gain a thorough understanding of the conceptual foundations of CRM, see CRM in practice through illustrative case examples and exercises, and understand how to organise customer data gathering, analysis, and presentation for decision making. The book achieves these outcomes by first considering strategic CRM before moving into operational CRM and, finally, onto analytical aspects of CRM. The fifth edition has been fully updated to include: A series of new case examples to illustrate CRM within various regional and industrial contexts, including those relevant to large, medium, and small enterprises. A series of new exercises and discussion questions to help readers understand CRM concepts and to support pedagogical processes, particularly in higher education environments. A greater emphasis on managerial applications of CRM through new content to help guide managers. An updated account of new and emerging technologies relevant to CRM. Expanded coverage of customer experience (CX), customer engagement (CE), and customer journey management (CJM). Customer Relationship Management is essential reading for advanced undergraduate and postgraduate students studying CRM, Sales Management, Customer Experience Management, and Relationship Marketing, as well as executives who oversee CRM functions. Online resources include an Instructor’s Manual, chapter-by-chapter PowerPoint slides, and a bank of exam questions.
Customer Sense
by Aradhna KrishnaAn insightful look at how touch, taste, smell, sound, and appearance effect how customers relate to products on a sensory level, and how small sensory changes can make a huge impact. Customer Sense describes how managers can use this knowledge to improve packaging, branding, and advertising to captivate the consumer's senses.
Customer Service Delivery in Africa: Consumer Perceptions of Quality in Selected African Countries
by Robert Ebo Hinson Esi Akyere Mensah Doreen Anyamesem OdameCustomer service management is one of the key pillars of today’s business environment. Businesses operating in sub-Saharan Africa and other frontier markets have begun to embrace the concept of customer service management, with many incorporating the notion into their mission statements – with many forward-thinking companies transitioning from a transactional to a more strategic view of the customer. As customers have evolved and transformed from "passive audiences" to "active players" businesses are moving away from "the old industry model that sees value as created from goods and services to a new model where value is created by experiences". Today, businesses and customers create value through customised, co-produced offerings. This co-creation of value helps firms highlight the customer’s or consumer’s point of view and improve the front-end process of identifying customers’ needs. Given the increasing recognition of the customer as a co-creator of value, perceptions of customer service quality during COVID-19 and afterwards matter to businesses in Africa looking to thrive in a new post-COVID era since customers increasingly face several choices in the bid to access consumer products and services. This book consists of seven chapters beginning with an overview detailing the importance of customer service matters to Africa’s development and ending with a discussion of the future directions for enhanced customer service delivery in Africa. Each chapter in this book includes actual customer service and delivery practices from various countries on the African continent, including Egypt, Ghana, and South Africa, and uncovers the challenges, successes, and potential areas for improvement in delivering quality customer service.
Customer Service Management in Africa: A Strategic and Operational Perspective
by Terri R. Lituchy Robert Ebo Hinson Ogechi Adeola Abednego Feehi Okoe AmarteyCustomer Service Management in Africa: A Strategic and Operational Perspective (978-0-367-14337-4, K410515) "Customer Service is Changing!" The message of 34 authors featured in Customer Service Management in Africa: A Strategic and Operational Perspective is clear: Today’s consumers are no longer ‘passive audiences’ but ‘active players’ that engage with businesses at each stage of product or service design and delivery systems. Consumer demands and expectations are also increasingly being dictated by changing personal preferences, enhanced access to information and expanding digital reality. The customer service principles – strategic and operational – advocated by these authors are universal, but particularly compelling as they apply to Africa’s unique and dynamic operating environment. In recognition of the importance of excellent customer service, this comprehensive and well-timed book provides an essential guide on the increasing role of the customer to business success. This book discusses the management and delivery of customer service under seven broad themes: Customer Service as Shared Value, Customer Service Strategy, Customer Service Systems, Customer Service Style, Customer Service Culture, Customer Service Skills and Customer Experience – Advancing Customer Service in Africa. Central questions posed and addressed include: What is the new definition of customer service management? How should organisations position themselves to create value for customers and stakeholders? How should employees project themselves to align with customer service promises made by their organisations? Overall, this book provides strategic and operational insights into effective customer service management in Africa. The customer service management concepts, roles and practices outlined, particularly as they apply to the African context, make it an important addition to scholars’ or practitioners’ reference works.
Customer Success Management: Helping Business Customers Achieve Their Goals (Management for Professionals)
by Michael Kleinaltenkamp Katharina Prohl-Schwenke Laura ElgetiEnd of 2022, nearly 200,000 people indicated holding a position as a customer success manager on LinkedIn. Customer success management (CSM) is thus the fastest growing business function. It was first implemented in selected service businesses, but currently CSM applications are spreading globally across industries. This book provides a clear understanding of CSM for practitioners based on comprehensibly prepared knowledge from practical and scientific resources. The book can be used as a practical guide to learn about CSM process and the roles, necessary capabilities, and expectations toward customer success managers. Furthermore, it also shows how CSM differs from and, at the same time, relates to existing customer-related management concepts such as value-based selling, key account management and customer relationship management. The presented insights are not only relevant for customer success managers, but also for those aiming at such a position in the future. The book is also useful for supplier and customer representatives who are connected with customer success management activities in their daily business.
Customer Success Management – Kundenerfolg als Geschäftsstrategie: Wie Business-Kunden ihre Ziele erreichen können
by Michael Kleinaltenkamp Katharina Prohl-Schwenke Laura ElgetiEnde 2024 gaben fast 250.000 Personen auf LinkedIn an, eine Position als Customer Success Manager zu bekleiden. Customer Success Management (CSM) ist somit die am schnellsten wachsende Unternehmensfunktion. Zunächst in ausgewählten Dienstleistungsunternehmen implementiert, verbreitet sich CSM inzwischen weltweit und branchenübergreifend vor allem in Unternehmen, die serviceorientierte Lösungen anbieten bzw. die sich durch komplexe Angebote auszeichnen. Trotz der Praxisrelevanz herrscht vielfach immer noch Unklarheit darüber, was Kundenerfolg ist und wie er von der Anbieterseite aus gemanagt werden kann. Dieses Buch vermittelt Praktikern einen profunden Überblick über CSM auf der Basis von anschaulich aufbereitetem Wissen aus Wissenschaft und Praxis. Die AutorInnen stellen einen praktischen Leitfaden zur Verfügung, der den CSM-Prozess sowie die Rollen, notwendigen Fähigkeiten und Erwartungen an Customer Success Manager umfasst. Darüber hinaus wird aufgezeigt, wie sich CSM von bestehenden kundenbezogenen Managementkonzepten wie Value Based Selling, Key Account Management und Customer Relationship Management unterscheidet und gleichzeitig zu diesen in Beziehung steht. Der Inhalt Customer Success Management: Der Aufstieg eines neuen Managementkonzepts.-Kundenerfolg aus einer zielorientierten Perspektive.- Treiber der Implementierung von CSM.- Value-based Selling.- Implementierung und Onboarding.- Kundenbezogene CSM-Aktivitäten.- Anpassung der Value Proposition und Renewals.- Customer Advocacy. Ergebnisse des Einsatzes von CSM.- CSM-Strukturen
The Customer Trap
by Andrew R. Thomas Timothy J. WilkinsonAmerican business is dysfunctional. Companies of all sizes follow the mistaken belief that their products and services are best sold through mega-customers with pervasive market reach, such as Amazon and Walmart. Far too many business leaders fail to realize--until it is too late--that the relentless pursuit of volume at all cost is not the key to long-term profits and success. The Customer Trap: How to Avoid the Biggest Mistake in Business is Thomas and Wilkinson''s sequel to The Distribution Trap: Keeping Your Innovations from Becoming Commodities, which won the Berry-American Marketing Association Prize for the best marketing book of 2010. The Distribution Trap contended that cracking the big-box channel is not necessarily the Holy Grail that many marketers assume it is. The Customer Trap takes this thesis to the next level by arguing that all companies, regardless of the industry there are in, should maintain control over their sales and distribution channels. Volume forgone by avoiding the mass market is more than offset by higher margins and stronger brand equity. The Customer Trap shows that giving power to a customer who violates "the ten percent rule" sets a company up for ruin. Yet, when presented with the opportunity to push more sales through large customers, most decision-makers jump at the chance. As a result, marketing has come to resemble a relentless quest for efficiency and scale. Demands from mega-customers in the form of discounts, deals, and incentives erode the integrity of the brand and what it originally stood for. Lower margins become the norm and cost-saving compromises on quality take over. In time, the brand suffers and, in some cases, fails outright. Stark examples from Oreck Vacuum Cleaners, Rubbermaid, Goodyear, Levi''s, and others illustrate the perils of falling into the "customer trap. " This book demonstrates in vivid detail how to thrive by controlling your sales and distribution. The authors show how many firms, such as STIHL Inc. , etailz, Apple, Red Ant Pants, and Columbia Paints & Coatings, have prospered by avoiding the "customer trap"--and how your company can have similar success. What you''ll learn Why making a deal with a mega-retailer is often a bad idea How innovators allow mega-customers to dilute the value of their products and services, while letting them impose costs and force changes in strategic direction and operational control How to take back control of your sales and distribution, using the newest direct marketing techniques and the most innovative electronic platforms How innovators can avoid the distribution trap, build a sustainable business, and maintain the brand equity and margins of the products and services they worked so hard to create Who this book is for Leaders of businesses of all sizes. Table of Contents Chapter 1. The Biggest Business Mistake Chapter 2. The Customer Trap and Brand Destruction Chapter 3. Turning Your Innovations into Commodities Chapter 4. When Sales Channels Get Hijacked Chapter 5. Living the Outsourcing CompulsionChapter 6. The STIHL Story Chapter 7. Innovation''s Second Step Chapter 8. Getting the Data and Doing Marketing Right Chapter 9. Going Global and Keeping the Faith Chapter 10. Staying Local and Independent
The Customering Method: From CX Dogma to Customer Science
by Aarron SpinleyDespite the promise of enhanced customer engagement through new technology, consumer trust has suffered widespread collapse and annual corporate losses are in the trillions. This book exposes the faulty foundation of the populist Customer Experience (CX) movement, upturns long-held beliefs in its effectiveness, and details an alternative – industrial – approach to the customer asset base.Aarron Spinley is recognized as a foremost mind in the realm of customer science and strategy. His work helps us to understand – and extract – customer value based on evidence, and in so doing, influences our relationship with technology for better results. The Customering Method marries the sciences and managerial precedent with contemporary capability: optimizing the intersection with marketing, mitigating risk and attrition rates, increasing sales propensity, and restoring profitability. Throughout, Spinley provides practical examples that are relatable, actionable, and defensible.These concepts have already influenced senior leaders, CEOs, chief marketing officers, and directors of customer experience across many organizations. Now in published form, this is perhaps the most important book in the field for decades.