Managing the customer experience: turning customers into advocates
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Financial Times Prentice Hall
2002
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVI, 254 S. graph. Darst. |
| ISBN: | 0273661957 9780273661955 |
Internformat
MARC
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| 264 | 1 | |a London [u.a.] |b Financial Times Prentice Hall |c 2002 | |
| 300 | |a XVI, 254 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
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| 650 | 4 | |a Customer loyalty | |
| 650 | 4 | |a Customer relations | |
| 650 | 4 | |a Relationship marketing | |
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Datensatz im Suchindex
| _version_ | 1804138347692556288 |
|---|---|
| adam_text | Contents
»¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦
Foreword x
Acknowledgments xii
Introduction xiii
1 The age of experience 1
Evolving brands 4
Experiencing the brand 10
Branding the experience 13
The Branded Customer Experience® 15
2 Beyond satisfaction 25
Gimmicks don t buy loyalty 28
Loyalty at work 32
From loyalty to advocacy 35
3 Loyalty by design 41
Define customer values 44
Design the Branded Customer
Experience® 51
Equip people and deliver consistently 60
Sustain and enhance performance 63
4 A new brand of leadership 71
Deserving to be followed 72
Understand your customers 75
Bring the courage of conviction 77
Unleash the power of people 79
Manage the business from the
customer experience 82
Measuring employee satisfaction 84
Create leaders at every level 88
5 Creating triad power 90
The role of marketing in the triad 92
HR s real potential 93
Smooth operators 95
Partnership behaviors 96
6 People first 100
Hire people with the attributes to satisfy 104
Train employees to deliver experiences 106
Reward the right behaviors 112
Drive the behaviors from the top 116
7 The Branded Sales Experience 123
Start with segmentation, but drive to
personalization 124
Design a sales process that creates
value for customers 126
Align the sales process with the total
organization 127
Train, coach, and reward the desired
sales behaviors 129
Manage the sales process to deliver
a Branded Customer Experience® 130
8 Putting the e in experience 133
Building customer confidence 135
We live in a multi-channel world 137
Blending high-tech with high-touch 138
Contents
Aligning the inside and the outside 140
Online in practice 142
9 The Branded Product Experience:
more than a doughnut 150
Experiencing the bear 152
The affluentials 153
The last of the real sports cars 155
Multi-sensory experience or doughnut? 157
10 Keeping the edge 162
Brand revitalization 164
Keeping the edge through a visionary goal 165
The emotional dimension 167
11 Putting it all together 169
The secrets of uncommon practice 171
Forum s research themes 172
12 Loyalty by design in practice 180
Define customer values 181
Design the Branded Customer
Experience® 182
Leadership results 193
The end or the beginning? 195
Appendix 197
Forum s Uncommon Practice Research 199
Tool Kit 205
Index 251
|
| adam_txt |
Contents
»¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦¦
Foreword x
Acknowledgments xii
Introduction xiii
1 The age of experience 1
Evolving brands 4
Experiencing the brand 10
Branding the experience 13
The Branded Customer Experience® 15
2 Beyond satisfaction 25
Gimmicks don't buy loyalty 28
Loyalty at work 32
From loyalty to advocacy 35
3 Loyalty by design 41
Define customer values 44
Design the Branded Customer
Experience® 51
Equip people and deliver consistently 60
Sustain and enhance performance 63
4 A new brand of leadership 71
Deserving to be followed 72
Understand your customers 75
Bring the courage of conviction 77
Unleash the power of people 79
Manage the business from the
customer experience 82
Measuring employee satisfaction 84
Create leaders at every level 88
5 Creating triad power 90
The role of marketing in the triad 92
HR's real potential 93
Smooth operators 95
Partnership behaviors 96
6 People first 100
Hire people with the attributes to satisfy 104
Train employees to deliver experiences 106
Reward the right behaviors 112
Drive the behaviors from the top 116
7 The Branded Sales Experience 123
Start with segmentation, but drive to
personalization 124
Design a sales process that creates
value for customers 126
Align the sales process with the total
organization 127
Train, coach, and reward the desired
sales behaviors 129
Manage the sales process to deliver
a Branded Customer Experience® 130
8 Putting the "e" in experience 133
Building customer confidence 135
We live in a multi-channel world 137
Blending high-tech with high-touch 138
Contents
Aligning the inside and the outside 140
Online in practice 142
9 The Branded Product Experience:
more than a doughnut 150
Experiencing the bear 152
The affluentials 153
The last of the real sports cars 155
Multi-sensory experience or doughnut? 157
10 Keeping the edge 162
Brand revitalization 164
Keeping the edge through a visionary goal 165
The emotional dimension 167
11 Putting it all together 169
The secrets of uncommon practice 171
Forum's research themes 172
12 Loyalty by design in practice 180
Define customer values 181
Design the Branded Customer
Experience® 182
Leadership results 193
The end or the beginning? 195
Appendix 197
Forum's Uncommon Practice Research 199
Tool Kit 205
Index 251 |
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| illustrated | Illustrated |
| index_date | 2024-07-02T22:56:24Z |
| indexdate | 2024-07-09T21:26:45Z |
| institution | BVB |
| isbn | 0273661957 9780273661955 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-016983644 |
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| physical | XVI, 254 S. graph. Darst. |
| publishDate | 2002 |
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| publisher | Financial Times Prentice Hall |
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| spelling | Smith, Shaun Verfasser aut Managing the customer experience turning customers into advocates Shaun Smith and Joe Wheeler 1. publ. London [u.a.] Financial Times Prentice Hall 2002 XVI, 254 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Customer loyalty Customer relations Relationship marketing Beziehungsmanagement (DE-588)4326109-7 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 s Beziehungsmanagement (DE-588)4326109-7 s DE-604 Wheeler, Joe Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016983644&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Smith, Shaun Wheeler, Joe Managing the customer experience turning customers into advocates Customer loyalty Customer relations Relationship marketing Beziehungsmanagement (DE-588)4326109-7 gnd Kundenmanagement (DE-588)4236865-0 gnd |
| subject_GND | (DE-588)4326109-7 (DE-588)4236865-0 |
| title | Managing the customer experience turning customers into advocates |
| title_auth | Managing the customer experience turning customers into advocates |
| title_exact_search | Managing the customer experience turning customers into advocates |
| title_exact_search_txtP | Managing the customer experience turning customers into advocates |
| title_full | Managing the customer experience turning customers into advocates Shaun Smith and Joe Wheeler |
| title_fullStr | Managing the customer experience turning customers into advocates Shaun Smith and Joe Wheeler |
| title_full_unstemmed | Managing the customer experience turning customers into advocates Shaun Smith and Joe Wheeler |
| title_short | Managing the customer experience |
| title_sort | managing the customer experience turning customers into advocates |
| title_sub | turning customers into advocates |
| topic | Customer loyalty Customer relations Relationship marketing Beziehungsmanagement (DE-588)4326109-7 gnd Kundenmanagement (DE-588)4236865-0 gnd |
| topic_facet | Customer loyalty Customer relations Relationship marketing Beziehungsmanagement Kundenmanagement |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016983644&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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