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Don Peppers
Managing Customer Experience and Relationships
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Страница 1
Table of Contents
List of Exhibit
Guide
Pages
Managing Customer Experience and Relationships
Страница 7
Страница 8
Страница 9
Acknowledgments
About the Authors
Страница 12
CHAPTER 1 Evolution of Marketing and the Revolution of Customer Strategy
ROOTS OF CUSTOMER RELATIONSHIPS AND EXPERIENCE
How to Think About Relationships and Customer Experience as Key to Business Strategy
Traditional Marketing Redux
Continuing Roles for Mass Media and Branding
INITIAL ASSESSMENT: WHERE IS A FIRM ON THE CUSTOMER STRATEGY MAP?
COMPARING MARKET-SHARE AND SHARE-OF-CUSTOMER STRATEGIES
WHAT IS A RELATIONSHIP? IS THAT DIFFERENT FROM CUSTOMER EXPERIENCE?
Who Is the Customer?
How to Think about Customer Experience
LEARNING RELATIONSHIPS: THE CRUX OF BUILDING CUSTOMER VALUE
Notes
CHAPTER 2 Treat Different Customers Differently: How Learning Relationships Lead to Better Experiences and Higher Profit
FOCUS ON RELATIONSHIP EQUITY
THE STRATEGY: TREAT DIFFERENT CUSTOMERS DIFFERENTLY (TDCD)
THE TECHNOLOGY REVOLUTION AND THE CUSTOMER REVOLUTION
Customers Have Changed, Too
WHAT CHARACTERIZES A RELATIONSHIP?
Characteristics of a Genuine Business Relationship
CUSTOMER LOYALTY: IS IT EMOTIONAL? OR BEHAVIORAL?
CUSTOMER RETENTION AND ENTERPRISE PROFITABILITY
The Financial Payoff of Building Customer Relationships in Financial Services
Why Do Companies Work at Being Customer-Centric?
Return on Customer: Measuring and Increasing the Efficiency with Which Customers Create Value
Notes
CHAPTER 3 Better Customer Experiences for Better Shareholder Return
FRICTIONLESS: THE IDEAL CUSTOMER EXPERIENCE MAY BE NO EXPERIENCE AT ALL
How Hard Does Your Customer Have to Work for You To Make Money?
The Shoe Salesman's Hidden Motivation
PRODUCT COMPETENCE
Customer Experience Duality
CUSTOMER COMPETENCE
Don't Run Your Business on the Goldfish Principle
UNDERSTANDING CUSTOMER EXPERIENCE THROUGH CUSTOMER JOURNEY MAPPING
What Is Not Customer Journey Mapping?
What Makes a Good Map?
CJM Outcomes
Notes
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