{"product_id":"managing-customer-experience-and-relationships-isbn-9781119815334","title":"Managing Customer Experience and Relationships","description":"\u003cp\u003e\u003cb\u003eEvery business on the planet is trying to maximize the value created by its customers\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearn how to do it, step by step, in this newly revised Fourth Edition of \u003ci\u003eManaging Customer Experience and Relationships: A Strategic Framework.\u003c\/i\u003e Written by Don Peppers and Martha Rogers, Ph.D., recognized for decades as two of the world's leading experts on customer experience issues, the book combines theory, case studies, and strategic analyses to guide a company on its own quest to position its customers at the very center of its business model, and to \"treat different customers differently.\"\u003c\/p\u003e \u003cp\u003eThis latest edition adds new material including:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eHow to manage the mass-customization principles that drive digital interactions\u003c\/li\u003e \u003cli\u003eHow to understand and manage data-driven marketing analytics issues, without having to do the math\u003c\/li\u003e \u003cli\u003eHow to implement and monitor customer success management, the new discipline that has arisen alongside software-as-a-service businesses\u003c\/li\u003e \u003cli\u003eHow to deal with the increasing threat to privacy, autonomy, and competition posed by the big tech companies like Facebook, Amazon, and Google\u003c\/li\u003e \u003cli\u003eTeaching slide decks to accompany the book, author-written test banks for all chapters, a complete glossary for the field, and full indexing\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eIdeal not just for students, but for managers, executives, and other business leaders, \u003ci\u003eManaging Customer Experience and Relationships\u003c\/i\u003e should prove an indispensable resource for marketing, sales, or customer service professionals in both the B2C and B2B world.\u003c\/p\u003e \u003cp\u003eForeword by Phil Kotler ix\u003c\/p\u003e \u003cp\u003ePreface xiii\u003c\/p\u003e \u003cp\u003eAcknowledgments xvii\u003c\/p\u003e \u003cp\u003eAbout the Authors xix\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART I Technology’s Rainbow 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 1 Evolution of Marketing and the Revolution of Customer Strategy 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eRoots of Customer Relationships and Experience 6\u003c\/p\u003e \u003cp\u003eWhat Is a Relationship? Is That Different from Customer Experience? 20\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 2 Treat Different Customers Differently: How Learning Relationships Lead to Better Experiences and Higher Profit 25\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFocus on Relationship Equity 25\u003c\/p\u003e \u003cp\u003eThe Strategy: Treat Different Customers Differently (TDCD) 26\u003c\/p\u003e \u003cp\u003eThe Technology Revolution and the Customer Revolution 28\u003c\/p\u003e \u003cp\u003eWhat Characterizes a Relationship? 31\u003c\/p\u003e \u003cp\u003eCustomer Loyalty: Is It Emotional? Or Behavioral? 34\u003c\/p\u003e \u003cp\u003eCustomer Retention and Enterprise Profitability 37\u003c\/p\u003e \u003cp\u003eWhy Do Companies Work at Being Customer-Centric? 45\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 3 Better Customer Experiences for Better Shareholder Return 49\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFrictionless: The Ideal Customer Experience May Be No Experience at All 49\u003c\/p\u003e \u003cp\u003eUnderstanding Customer Experience through Customer Journey Mapping 62\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 4 IDIC and Trustability: Building Blocks of Customer Relationships 69\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIDIC: Four Implementation Tasks for Creating and Managing Customer Experiences and Relationships 69\u003c\/p\u003e \u003cp\u003eHow Does Trust Characterize a Learning Relationship? 78\u003c\/p\u003e \u003cp\u003eBecoming More and More Trustable to Customers 80\u003c\/p\u003e \u003cp\u003eDo Things Right and Do the Right Thing 85\u003c\/p\u003e \u003cp\u003eBe Proactive 86\u003c\/p\u003e \u003cp\u003eRelationships Require Information, but Information Comes Only with Trust 91\u003c\/p\u003e \u003cp\u003eBehind Their Customers’ Backs 94\u003c\/p\u003e \u003cp\u003eHow Trustable Companies Operate 96\u003c\/p\u003e \u003cp\u003eRecovering Lost Trust 97\u003c\/p\u003e \u003cp\u003ePart I: Food for Thought 100\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART II Customer Experience and Relationships: Trust Is the Foundation and IDIC the Building Blocks 103\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 5 IDIC Step 1: Identify Individual Customers 105\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIndividual Information Requires Customer Recognition 106\u003c\/p\u003e \u003cp\u003eWhat Does Identify Mean? 116\u003c\/p\u003e \u003cp\u003eCustomer Data Revolution 120\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 6 IDIC Step 2: Differentiate Customers by Value 129\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCustomer Value Is a Future-Oriented Variable 131\u003c\/p\u003e \u003cp\u003eDifferent Customers Have Different Values 144\u003c\/p\u003e \u003cp\u003eFinal Thoughts on Value Differentiation 162\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 7 IDIC Step 2, cont.: Differentiate Customers by Needs 165\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDefinitions 166\u003c\/p\u003e \u003cp\u003eDifferentiating Customers by Need: Some Examples 171\u003c\/p\u003e \u003cp\u003eUnderstanding Customer Behaviors and Needs 176\u003c\/p\u003e \u003cp\u003eThe Difference Between Customer Behaviors and Needs 177\u003c\/p\u003e \u003cp\u003eWhy Doesn’t Every Company Already Differentiate Its Customers by Needs? 179\u003c\/p\u003e \u003cp\u003eCategorizing Customers by Their Needs 181\u003c\/p\u003e \u003cp\u003eUnderstanding Needs 183\u003c\/p\u003e \u003cp\u003eCommunity Knowledge 186\u003c\/p\u003e \u003cp\u003eUsing Needs Differentiation to Build Customer Value 190\u003c\/p\u003e \u003cp\u003eFinal Thoughts on Needs Differentiation 191\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 8 IDIC Step 3: Interact to Learn and Collaborate 195\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDialogue Requirements 197\u003c\/p\u003e \u003cp\u003eImplicit and Explicit Bargains 198\u003c\/p\u003e \u003cp\u003eDo Consumers Really Want One-to-One Marketing? 200\u003c\/p\u003e \u003cp\u003eUbiquitous Interactivity 201\u003c\/p\u003e \u003cp\u003eOmnichannel: Myth versus Reality 202\u003c\/p\u003e \u003cp\u003eCustomer Interaction Redefines “Integrated Marketing” 205\u003c\/p\u003e \u003cp\u003eCustomer Dialogue: A Unique and Valuable Asset 206\u003c\/p\u003e \u003cp\u003eEfficient and Effective Customer Interaction 211\u003c\/p\u003e \u003cp\u003eComplaining Customers: Hidden Assets? 213\u003c\/p\u003e \u003cp\u003eEmpowering Customers to Defend the Brand 221\u003c\/p\u003e \u003cp\u003eListening to Customers 223\u003c\/p\u003e \u003cp\u003eAge of Transparency 226\u003c\/p\u003e \u003cp\u003eAs Interactions Multiply, Trust Becomes More Important 227\u003c\/p\u003e \u003cp\u003eCultivating Customer Advocates 234\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 9 IDIC Step 3, cont.: Interact\/Privacy Considerations 237\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCustomer Loyalty: Customer Loyal to a Company, or a Company Loyal to a Customer? 248\u003c\/p\u003e \u003cp\u003ePrivacy Pledges Build Enterprise Trust 253\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 10 IDIC Step 4: Customize to Build Learning Relationships 261\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow Mass Customization Works 262\u003c\/p\u003e \u003cp\u003eHow Can Customization Be Profitable? Answer: Configuration 266\u003c\/p\u003e \u003cp\u003eTechnology Accelerates Mass Customization 273\u003c\/p\u003e \u003cp\u003eCustomization of Standardized Products and Services 277\u003c\/p\u003e \u003cp\u003eValue Streams 282\u003c\/p\u003e \u003cp\u003eCustomer Success Management 284\u003c\/p\u003e \u003cp\u003eCulture Rules 289\u003c\/p\u003e \u003cp\u003eTechnology’s Real Rainbow: Collaborative Learning Relationships 289\u003c\/p\u003e \u003cp\u003ePart II: Food for Thought 290\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART III Making It Happen 297\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 11 Measuring and Managing to Build Customer Value 299\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCustomer Equity 308\u003c\/p\u003e \u003cp\u003eCustomer Loyalty and Customer Equity 321\u003c\/p\u003e \u003cp\u003eReturn on Customer 325\u003c\/p\u003e \u003cp\u003eLeading Indicators of LTV Change 339\u003c\/p\u003e \u003cp\u003eStats and the Single Customer 343\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 12 Customer Analytics, Martech, Critical Thinking, Data Science, and the Customer-Strategy Enterprise 347\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCustomer-Specific\u003c\/p\u003e \u003cp\u003eData and Longitudinal Insight 349\u003c\/p\u003e \u003cp\u003eBig Data 354\u003c\/p\u003e \u003cp\u003eLikelihoods, Probabilities, and Reality 362\u003c\/p\u003e \u003cp\u003eA Small Section on a Big Topic : Using Martech to Build Customer Value and for Marketing Tasks 379\u003c\/p\u003e \u003cp\u003eAn Analytical Fable 381\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 13 Organizing and Managing the Profitable Customer-Strategy Enterprise 383\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWho Owns the Customer Relationship? 383\u003c\/p\u003e \u003cp\u003eWhat Is the Financial Case for Investing\u003c\/p\u003e \u003cp\u003ein Customer Experience? 386\u003c\/p\u003e \u003cp\u003eUnderstanding the Customer Perspective 387\u003c\/p\u003e \u003cp\u003eRelationship Governance 395\u003c\/p\u003e \u003cp\u003eMaking It Happen 401\u003c\/p\u003e \u003cp\u003eHow Does Relationship Governance Affect\u003c\/p\u003e \u003cp\u003eCustomer Service Management? 410\u003c\/p\u003e \u003cp\u003e\u003cb\u003eCHAPTER 14 Leading to Build Customer Value 411\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eReprise: Culture Rules 420\u003c\/p\u003e \u003cp\u003eLeadership Behavior of Customer Relationship\u003c\/p\u003e \u003cp\u003eManagers and Others Leading the Customer-Centric\u003c\/p\u003e \u003cp\u003eOrganization 431\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III: Food for Thought 436\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGlossary 439\u003c\/p\u003e \u003cp\u003eName Index 455\u003c\/p\u003e \u003cp\u003eTerm Index 000\u003c\/p\u003e \u003cp\u003e\u003cb\u003eDON PEPPERS\u003c\/b\u003e is the co-founder of CX Speakers, which offers workshops and consulting on customer experience, customer relationships, marketing technology, corporate culture change, and other issues. He is the co-author, with Martha Rogers, of \u003ci\u003eThe One to One Future\u003c\/i\u003e and 7 other bestselling business books.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eMARTHA ROGERS, P\u003csmall\u003eH\u003c\/small\u003eD, \u003c\/b\u003eis an author, speaker, and consultant. She is the co-founder of CX Speakers, and the founder of Trustability Metrix, designed to help companies understand how they are trusted by customers, employees, and business peers.  \u003c\/p\u003e\u003cp\u003eEvery business on the planet is trying to maximize lifetime customer value to improve their bottom line. But in a world of rapidly expanding consumer options and an ever-increasing volume of customer interactions, how do we break through to deliver the \u003ci\u003eright\u003c\/i\u003e experience to move our relationship with a customer forward?\u003c\/p\u003e \u003cp\u003eIn the newly revised \u003ci\u003eFourth Edition of Managing Customer Experience and Relationships: A Strategic Framework,\u003c\/i\u003e two of the world’s leading experts on customer experience deliver a combination of theory, case studies, and incisive strategic analysis to guide companies on their quests to put customers at the center of their business model. \u003c\/p\u003e\u003cp\u003eYou’ll discover how to “treat different customers differently,” in both a B2C and B2B context, exploring the mass-customization and real-time interaction principles that drive digital interactions while mastering data-driven marketing analytics processes—without needing an advanced degree in mathematics or statistics. \u003c\/p\u003e\u003cp\u003eThe authors of this book suggest ways to deal with the increasing threats to privacy, autonomy, and competition posed by tech behemoths such as Facebook, Amazon, and Google, and they also provide searchable glossaries for key terms and comprehensive indexing. \u003c\/p\u003e\u003cp\u003eWhile this latest edition of \u003ci\u003eManaging Customer Experience and Relationships\u003c\/i\u003e is a practical and up-to-date resource for students of marketing, sales, customer service, customer success, and related business topics, it will also earn a place on the bookshelves of managers, executives, and other business leaders engaged in revenue generation and all other customer-facing business activities around the world.  \u003c\/p\u003e\u003cp\u003e\u003cb\u003eMaximize lifetime customer value and transform prospects into brand evangelists with the latest edition of this celebrated text\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eManaging Customer Experience and Relationships: A Strategic Framework, Fourth Edition,\u003c\/i\u003e is a hands-on and insightful discussion of how businesses can create meaningful and memorable customer experiences for individual customers on a large scale. The book’s emphasis on “treating different customers differently” and implementing mass-customization principles to drive digital interactions offers readers a strategy for avoiding the one-size-fits-all customer interactions that characterize less sophisticated organizations. \u003c\/p\u003e\u003cp\u003eThe distinguished authors combine theory, case studies, and strategic analyses as they provide students and working professionals with the blueprint to putting individual customers—and not just customer profiles or fictional avatars—at the center of their business model. They draw on decades of academic and professional experience in customer relationships as they provide brand-new material on data-driven marketing analytics and the implementation and monitoring of customer success management programs. \u003c\/p\u003e\u003cp\u003eThe newly updated \u003ci\u003eFourth Edition\u003c\/i\u003e of \u003ci\u003eManaging Customer Experience and Relationships\u003c\/i\u003e is a can’t-miss resource for students, researchers, and professionals interested in sales, marketing, and other revenue generation fields who seek practical and concrete strategies for delivering individualized and impactful customer experiences that transform window shoppers into brand loyalists, in order to increase the value of the enterprise by increasing the value of the customer base.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989564178661,"sku":"NP9781119815334","price":74.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119815334.jpg?v=1761784616","url":"https:\/\/k12savings.com\/es\/products\/managing-customer-experience-and-relationships-isbn-9781119815334","provider":"K12savings","version":"1.0","type":"link"}