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Author Frawley, Andrew
Title Igniting Customer Connections : Fire up Your Company's Growth by Multiplying Customer Experience and Engagement
Imprint New York : John Wiley & Sons, Incorporated, 2014
©2015
book jacket
Edition 1st ed
Descript 1 online resource (259 pages)
text txt rdacontent
computer c rdamedia
online resource cr rdacarrier
Note Cover -- Title Page -- Copyright -- Contents -- Preface: Marketing Is on Fire -- Part One Connect With Your Customers - Now -- Chapter 1 The New Marketing Landscape: To Survive Here, You Need to Be Able to Deal with Complexity and Speed -- 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: The Basic Concept Remained Unchanged for Hundreds of Years-Until Now -- 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: They're Small and Plentiful, and Have the Power to Make or Break Your Brand -- 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: Multiply the Power of Experience × Engagement -- 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: Get a Clear Summary of ROE2-and a For-Mere-Mortals Look at the Math Behind It -- The Promise of ROE2 -- A Closer Look at Returns-the Final Result -- A Look Ahead at How ROE2 Triggers Better Business Outcomes -- Chapter 6 Strategies for Transformation: Clear, Achievable Next Steps Help You Start Igniting Customer Connections Now -- Rethink Measurement -- Organize around the Customer, Not Products or Channels -- Establish a Consistent Marketing Process -- Use Technology to Enable, Not Distract -- Make Your Transformation a Reality -- Part Two ROE2 Research and Insights -- Chapter 7 Executive Insights: Dunkin' Donuts: How This Iconic American Brand Connects with Its Customers -- Chapter 8 ROE2 in the Grocery Aisles: How Do Emotion and Experience Influence Grocery Consumers? -- 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: How JCPenney Uses Loyalty to Inspire Engagement -- Chapter 10 ROE2 in Hospitality: How Does Experience Impact How Consumers Choose Hotels? -- 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: Find Out How Angie's List Keeps Its Members Engaged with Its Brand -- Chapter 12 ROE2 Hits the Road: What Drives Consumer Behavior When Buying a Car? -- What Drives Consumer Behavior? -- Functionality Doesn't Motivate -- Intent to Repurchase -- The Dealership Must Deliver on the Promise -- The Impact of Recalls -- Commitment to the Dealership (Service) -- Positive Experiences × Meaningful Engagements = Dealership Commitment -- The Amplification Effect in Action -- Part Three An ROE2 Primer -- Chapter 13 Content: Connecting with More Customers Starts with More (and More Relevant) Content -- Content and ROE2: The Content Connection -- Content Defined -- How Has Content Evolved? -- Key Content Trends -- Content Challenges -- Content Advice for Marketers -- Tap the Power of Content Marketing -- Chapter 14 Channels: More Paths Than Ever Lead You to Your Audience-But Reaching Them Is Just the Beginning -- 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: Segment Your Customers and Measure Your Results, Accurately and Consistently -- A Renewed Focus on Measurable Results -- Important Elements We're Trying to Understand -- It's Really about Marketing Investment Allocation
The Changing Landscape of Measurement and Segmentation -- Five Trends in Measurement -- Five Measurement Strategies -- Measurement and ROE2 -- Chapter 16 Technology: The Technologies That Empower ROE2 Are Available, Implementable, and Incredible -- What Technologies Enable ROE2? -- A New Development-the Marketing Cloud -- Marketing Clouds Explored -- Chapter 17 Big Data: What Do Marketers Need to Know about 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: What Marketers Need to Know about This Key Area -- It's All about the Audience -- The Audience Is All about Data -- Enabling Data for Use Online Requires Technology -- Privacy, Privacy, Privacy -- Don't Forget the Power of People -- Chapter 19 Putting Technology to Work: Strategies for Implementing ROE2 Technology Successfully -- Create a Partnership between Information Technology and Marketing -- Develop a Consistent Master Data Management Strategy -- Know That Implementing Technology Is Always Harder Than It Seems -- Beware of Bright, Shiny Solutions -- Find the Right Starting Point -- Technology Enables, but It Isn't Everything -- Chapter 20 Consumer Privacy: Address This Critical Issue with Transparency, Knowledge, Respect, and Responsibility -- Why Is Privacy an Issue? -- Why Gather Data? -- What Should Your Company Be Doing? -- Transparency: For the Good of Your Company and Our Industry -- Respect: For Your Customers -- Knowledge: For Your Company
Responsibility: For Security and More -- Stay True to Your Principles -- Chapter 21 A Few Final Words on ROE2: Before You Start Igniting Your Customer Connections -- Acknowledgments -- About the Author -- Index -- EULA
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
Description based on publisher supplied metadata and other sources
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2020. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries
Link Print version: Frawley, Andrew Igniting Customer Connections : Fire up Your Company's Growth by Multiplying Customer Experience and Engagement New York : John Wiley & Sons, Incorporated,c2014 9781118916704
Subject Customer relations.;Marketing.;Customer loyalty
Electronic books
Alt Author Frawley, Andy
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