The hidden power of your customers: four keys to growing your business through existing customers
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, NJ
Wiley
2011
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | "Winning strategies to keep your existing customers coming back. A business's current customer base needs to be considered among the company's most valuable assets. Discover the practical tools to preserve and grow this asset and boost your business by tapping into The Hidden Power of Your Customers. Existing customers are the key to ongoing business growth. They are the people who already know you and buy from you. Yet too many businesses allow their existing customers their least expensive, most easily acquired sales to slip away. Don't let this happen to you! Learn how to strengthen your business using social entrepreneur Becky Carroll's four keys to unleash The Hidden Power of Your Customers. This easy-to-read and practical guide features useful steps, inspirational stories, and real-world examples so you can create a customer strategy that keeps customers coming back (and telling their friends and colleagues). Reveals four keys to success: relevant marketing, orchestrated customer experience, customer-focused metrics, and killer customer service. Details a fundamental shift that needs to take place in how businesses treat their existing customers. The author writes the blog "Customers Rock!" and is the Social Media Correspondent for NBC/7 San Diego"-- Provided by publisher. |
| Beschreibung: | XVI, 240 S. |
| ISBN: | 9781118018217 |
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| 650 | 4 | |a Customer services | |
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Datensatz im Suchindex
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|---|---|
| adam_text | Titel: The hidden power of your customers
Autor: Carroll, Becky
Jahr: 2011
Contents
Acknowledgments xi
Foreword BRIAN SOUS xiii
Introduction A Bird in the Hand Is Worth More Than You
Think 1
Return to the Customer 2
What Is the Hidden Power? 3
Anatomy of a Customers Rock! Company 6
Build on the Rock : The Four Keys to Growth 7
How to Read This Book 10
KEY ONE R-RELEVANT MARKETING 13
Chapter 1 Listen to Your Customer before Doing
Anything 15
Customer Listening Posts 16
Listen for Customer Feedback 19
Listen for Customer Insight 22
Foundation for the Four Keys 25
Chapter 2 Keep Customer Needs in Mind 26
Experience the Life Cycle 26
Understand the Customer s State of Mind 27
Meet the Needs of Your Customers 28
Just What I Needed 33
Case Study: Teradata Builds Close Customer
Relationships 34
VII
viii CONTENTS
Chapter 3 Communicate with and Become a Fan of Your
Customers 37
Marketing the Way Your Customers Prefer It 37
Social Media for Engagement and
Conversation 40
Case Study: Sanuk Loves Its Customers in
Return 44
Start an Ongoing Dialogue 47
Case Study: FreshBooks Becomes a Fan of Its
Customers 50
Chapter 4 Capture, Then Reward, Their Business 54
Send More Than Just Bills 55
Why Do Only New Customers Get the Best
Deals? 59
Thank You for Being a Customer-I Mean It! 62
Make Customers Feel Valued 65
Case Study: Marriott Rewards Its Customers 69
KEY TWO O-ORCHESTRATE THE CUSTOMER
EXPERIENCE 73
Chapter 5 Plan the Experience 75
The Customer Experience 76
The Customer Perspective 77
Customer Expectations Drive the Outcome 79
Your Customer Experience Competition 81
Uncover the Best Experience 83
Focus on Your Customers 84
Chapter 6 Get the Lay of the Land 85
Managing the Customer Experience-Or Not 85
Design the Customer Experience End-to-End 86
Map the Customer Journey 92
Chapter 7 Fine-Tune the Experience 97
Take Care of the Beginning 98
Make It Personal 99
You Are Always Onstage 101
Contents ix
Putting It All Together for the Customer 102
A Competitive Differentiator 105
Case Study: Lexus Treats Customers as Guests
in Their Home 106
Chapter 8 Align Around the Customer 110
No Silos 110
Design Processes That Fit 112
Do You Want My Business? 116
Case Study: The Urbane Experience 117
KEY THREE C-CUSTOMER-FOCUSED CULTURE 123
Chapter 9 Culture of Customer Service 125
Put People First 125
What We Value 128
Keep It Going 131
Chapter 10 Measure What Matters 134
Customer-Focused Metrics 135
Move from Data to Insight to Action 136
Satisfaction: Does It Matter? 138
Measuring Customer Perception 140
New Metrics for Measuring the Customer
Service Experience 143
Measuring the Success of Customer Strategy 146
Case Study: EMC Measures What Matters to
Customers 148
Chapter 11 The Power behind the Scenes 154
Hire for Attitude 155
Engaged Employees Equal Engaged
Customers 157
Case Study: Nicor National Creates Positiviry
at Work 160
Employee Empowerment 164
Employees Make the Difference 168
Case Study: Southwest Airlines Is Passionate
about People 169
x CONTENTS
KEY FOUR K-KILLER CUSTOMER SERVICE 173
Chapter 12 Ignore Customers at Your Peril 175
Customer Service Is the New Marketing 175
How Do You View Your Customers? 177
Where Does Social Media Fit? 179
Viral Campaigning versus Viral Complaining 183
Using Social Media for Customer Service-Yes
or No? 185
The True Meaning of Customer Service 186
Chapter 13 Shift Your Thinking from New to Old 187
Little Things Make a Difference 188
Put Yourself in Their Shoes 190
Make Them Want to Shout about It 191
Case Study: Five-Star Service Makes a
Difference for Salon Radius 194
Help Customers Play a Role 196
Chapter 14 Care and Feeding of Customers 200
Things Will Go Wrong 200
The Golden Rule for Customers 205
Taking Care of Business 206
Focus on the Customer 209
Case Study: Mighty Fine Burgers Serves
It Up Right 210
SUMMARY SURVIVAL TACTICS FOR THE
TWENTY-FIRST CENTURY 215
Chapter 15 Unlocking the Hidden Power of Your
Customers 217
Your Call to Action 218
Use the Four Keys 219
How It Could Look 222
Now It s Your Turn 226
Notes 229
Index 235
|
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| spelling | Carroll, Becky 1966- Verfasser (DE-588)1014488702 aut The hidden power of your customers four keys to growing your business through existing customers Becky Carroll Hoboken, NJ Wiley 2011 XVI, 240 S. txt rdacontent n rdamedia nc rdacarrier "Winning strategies to keep your existing customers coming back. A business's current customer base needs to be considered among the company's most valuable assets. Discover the practical tools to preserve and grow this asset and boost your business by tapping into The Hidden Power of Your Customers. Existing customers are the key to ongoing business growth. They are the people who already know you and buy from you. Yet too many businesses allow their existing customers their least expensive, most easily acquired sales to slip away. Don't let this happen to you! Learn how to strengthen your business using social entrepreneur Becky Carroll's four keys to unleash The Hidden Power of Your Customers. This easy-to-read and practical guide features useful steps, inspirational stories, and real-world examples so you can create a customer strategy that keeps customers coming back (and telling their friends and colleagues). Reveals four keys to success: relevant marketing, orchestrated customer experience, customer-focused metrics, and killer customer service. Details a fundamental shift that needs to take place in how businesses treat their existing customers. The author writes the blog "Customers Rock!" and is the Social Media Correspondent for NBC/7 San Diego"-- Provided by publisher. Wirtschaft Customer services Customer relations Customer services Management Customer relations Management BUSINESS & ECONOMICS / Customer Relations bisacsh Kundenmanagement (DE-588)4236865-0 gnd rswk-swf Kundenbindung (DE-588)4384508-3 gnd rswk-swf Kundendienst (DE-588)4135134-4 gnd rswk-swf Nachkaufmarketing (DE-588)4387564-6 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 s Kundenbindung (DE-588)4384508-3 s Kundendienst (DE-588)4135134-4 s Nachkaufmarketing (DE-588)4387564-6 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024436228&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Carroll, Becky 1966- The hidden power of your customers four keys to growing your business through existing customers Wirtschaft Customer services Customer relations Customer services Management Customer relations Management BUSINESS & ECONOMICS / Customer Relations bisacsh Kundenmanagement (DE-588)4236865-0 gnd Kundenbindung (DE-588)4384508-3 gnd Kundendienst (DE-588)4135134-4 gnd Nachkaufmarketing (DE-588)4387564-6 gnd |
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| title | The hidden power of your customers four keys to growing your business through existing customers |
| title_auth | The hidden power of your customers four keys to growing your business through existing customers |
| title_exact_search | The hidden power of your customers four keys to growing your business through existing customers |
| title_full | The hidden power of your customers four keys to growing your business through existing customers Becky Carroll |
| title_fullStr | The hidden power of your customers four keys to growing your business through existing customers Becky Carroll |
| title_full_unstemmed | The hidden power of your customers four keys to growing your business through existing customers Becky Carroll |
| title_short | The hidden power of your customers |
| title_sort | the hidden power of your customers four keys to growing your business through existing customers |
| title_sub | four keys to growing your business through existing customers |
| topic | Wirtschaft Customer services Customer relations Customer services Management Customer relations Management BUSINESS & ECONOMICS / Customer Relations bisacsh Kundenmanagement (DE-588)4236865-0 gnd Kundenbindung (DE-588)4384508-3 gnd Kundendienst (DE-588)4135134-4 gnd Nachkaufmarketing (DE-588)4387564-6 gnd |
| topic_facet | Wirtschaft Customer services Customer relations Customer services Management Customer relations Management BUSINESS & ECONOMICS / Customer Relations Kundenmanagement Kundenbindung Kundendienst Nachkaufmarketing |
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