{"product_id":"winning-with-customers-isbn-9780470547991","title":"Winning with Customers","description":"\u003cb\u003eDo Your Customers Make More Money Doing Business With You?\u003c\/b\u003e  \u003cp\u003e\u003cb\u003eKnowing the answer can help you build measurable and valuable customer relationships, outperform the competition, and unlock profitable growth.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCompanies are blind to opportunities for profitable customer relationships without a deep understanding of how they create customer value relative to competitors. With a rigorous and measurable understanding of how customers make more money today and in the future with you, combined with supporting plans and tools to align the entire organization for success, a company can win and win big. \u003ci\u003eWinning with Customers\u003c\/i\u003e offers a step-by-step playbook to help companies develop this capability for themselves, act on it, build a culture around it and sustain it over time. The playbook includes case studies, interviews, and tools from leading B2B companies who have demonstrated success. Written by recognized business thought leaders and practitioners, this book will guide you to profitable growth. The book also serves as a launch point into a community of like-minded executives that includes a companion website which offers exercises, access to thought leaders, and other tools help you win with customers.\u003c\/p\u003e \u003cp\u003eForeword by Karel Czanderna xv\u003c\/p\u003e \u003cp\u003ePreface xvii\u003c\/p\u003e \u003cp\u003eAcknowledgments xxiii\u003c\/p\u003e \u003cp\u003eIntroduction by Glenn Dalhart xxvii\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Why We Lose 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSix Reasons Why We Lose 2\u003c\/p\u003e \u003cp\u003eIs This Book for You? 11\u003c\/p\u003e \u003cp\u003eWhy This Book Is Important 15\u003c\/p\u003e \u003cp\u003eWhat Will You Learn? 15\u003c\/p\u003e \u003cp\u003eIs Now the Time? 17\u003c\/p\u003e \u003cp\u003eSummary 20\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Define Winning 23\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Big 6 26\u003c\/p\u003e \u003cp\u003eWhere Does This Book Fit in the World of Profit Growth Solutions? 36\u003c\/p\u003e \u003cp\u003eBuilding the Foundation: Does Your Customer Make More Money by Doing Business with You Relative to Your Competitors? 39\u003c\/p\u003e \u003cp\u003eRevenue, Cost, and Profits 49\u003c\/p\u003e \u003cp\u003eSummary 49\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 The Playbook 51\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDefining the Playbook 52\u003c\/p\u003e \u003cp\u003ePlay 1: Discover 54\u003c\/p\u003e \u003cp\u003ePlay 2: Analyze 61\u003c\/p\u003e \u003cp\u003ePlay 3: Execute 66\u003c\/p\u003e \u003cp\u003ePlay 4: Measure 76\u003c\/p\u003e \u003cp\u003ePlay 5: Certify 83\u003c\/p\u003e \u003cp\u003ePlay 6: CVC Management System 90\u003c\/p\u003e \u003cp\u003eKey Philosophies 93\u003c\/p\u003e \u003cp\u003eThe Role of Technology 95\u003c\/p\u003e \u003cp\u003eThe Maturity Model 95\u003c\/p\u003e \u003cp\u003eSummary 99\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Winning Metrics 119\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe History of Our Metrics 121\u003c\/p\u003e \u003cp\u003eDeveloping the Metrics 124\u003c\/p\u003e \u003cp\u003eThe Winning with Customer Metric 128\u003c\/p\u003e \u003cp\u003eExploring Differential Value Attributes 130\u003c\/p\u003e \u003cp\u003eExploring the DVP% 134\u003c\/p\u003e \u003cp\u003eUsing DVP% on an Aggregated Business Level 140\u003c\/p\u003e \u003cp\u003eSummary 144\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 What Does Your Customer Think? 153\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGet on the Field 154\u003c\/p\u003e \u003cp\u003eThe Discover Play 155\u003c\/p\u003e \u003cp\u003eDo My Customers Care . . . Will They Talk? 161\u003c\/p\u003e \u003cp\u003eThe Discover Process: Prepare 163\u003c\/p\u003e \u003cp\u003eLet’s Prepare 167\u003c\/p\u003e \u003cp\u003eWho Should You Interview? 176\u003c\/p\u003e \u003cp\u003eWho Conducts the Interview? 179\u003c\/p\u003e \u003cp\u003eThe Discover Process: Conduct the Interview 180\u003c\/p\u003e \u003cp\u003eThe Discover Process: Capture Data 201\u003c\/p\u003e \u003cp\u003eThe Discover Process: Customer Follow-Up 202\u003c\/p\u003e \u003cp\u003eThe Discover Process: Quick Wins 203\u003c\/p\u003e \u003cp\u003eYou Will Go Broke Doing What the Customer Says 204\u003c\/p\u003e \u003cp\u003eSummary 206\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Informing Decisions 209\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Is Analyze? 211\u003c\/p\u003e \u003cp\u003eWhat You Get 212\u003c\/p\u003e \u003cp\u003eGenerating Actionable Insights 215\u003c\/p\u003e \u003cp\u003eInterpret One Interview 217\u003c\/p\u003e \u003cp\u003eAssemble the Data 223\u003c\/p\u003e \u003cp\u003eDetermining Scope 230\u003c\/p\u003e \u003cp\u003eIdentify and Assign Analysts 232\u003c\/p\u003e \u003cp\u003eUnderstanding Your Current Differential Value Proposition 234\u003c\/p\u003e \u003cp\u003eTurning Customer Needs into Potential Projects 251\u003c\/p\u003e \u003cp\u003eWhat Are the Top 10 Investments to Make? 254\u003c\/p\u003e \u003cp\u003eHow Can Customers Be Segmented According to Their Needs? 259\u003c\/p\u003e \u003cp\u003eTurning Initiatives into Investment Decisions 260\u003c\/p\u003e \u003cp\u003eSetting Value Creation Goals 262\u003c\/p\u003e \u003cp\u003eEstimating Investment Required 263\u003c\/p\u003e \u003cp\u003eSetting Value Capture Goals 264\u003c\/p\u003e \u003cp\u003eInitiatives to Investment Portfolio 268\u003c\/p\u003e \u003cp\u003eInsights to Decisions 269\u003c\/p\u003e \u003cp\u003eConnecting Insights to Process Organizations 270\u003c\/p\u003e \u003cp\u003eEncourage Ad Hoc Analysis 271\u003c\/p\u003e \u003cp\u003eEmpower Resources to Become Analysts 272\u003c\/p\u003e \u003cp\u003eBenefits of Technology 272\u003c\/p\u003e \u003cp\u003eSummary 276\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Executing Value Creation and Value Capture 279\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Is Execute? 280\u003c\/p\u003e \u003cp\u003eA Quick Recap and Chapter Setup 281\u003c\/p\u003e \u003cp\u003eBuilding a Plan for Your Customer 286\u003c\/p\u003e \u003cp\u003ePlan Value Capture 297\u003c\/p\u003e \u003cp\u003eGain Customer Alignment 304\u003c\/p\u003e \u003cp\u003eProviding a Technology Assist 306\u003c\/p\u003e \u003cp\u003eThe Vault 307\u003c\/p\u003e \u003cp\u003eSummary 308\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 The Scoreboard 311\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFinding Our Place on the Field 313\u003c\/p\u003e \u003cp\u003eThe Process 314\u003c\/p\u003e \u003cp\u003eCollecting the Scorecard Data 315\u003c\/p\u003e \u003cp\u003eBuilding the Basic Scoreboard 318\u003c\/p\u003e \u003cp\u003eAdvanced Scoreboard Topics 324\u003c\/p\u003e \u003cp\u003eMeasuring CVC Activity for the Scoreboard 331\u003c\/p\u003e \u003cp\u003eContinuous Improvement 333\u003c\/p\u003e \u003cp\u003eHow Technology Helps 335\u003c\/p\u003e \u003cp\u003eSummary 336\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Getting Started 339\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKickoff 340\u003c\/p\u003e \u003cp\u003eFielding a Team 353\u003c\/p\u003e \u003cp\u003eEnrolling the Team: It Is How You Do Business 360\u003c\/p\u003e \u003cp\u003eWithout the Customer There Is No Team 362\u003c\/p\u003e \u003cp\u003eStart Small and Grow 364\u003c\/p\u003e \u003cp\u003eThe First Project 367\u003c\/p\u003e \u003cp\u003eSummary 375\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Sustaining and Scaling: The Maturity Model 377\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Hurdles We Faced 378\u003c\/p\u003e \u003cp\u003eSticking to It: Maturity Model 379\u003c\/p\u003e \u003cp\u003eSustaining and Scaling 389\u003c\/p\u003e \u003cp\u003eSummary 398\u003c\/p\u003e \u003cp\u003eAfterword 401\u003c\/p\u003e \u003cp\u003eIn the Beginning 401\u003c\/p\u003e \u003cp\u003eA Few Highlights 404\u003c\/p\u003e \u003cp\u003eGet into Action 410\u003c\/p\u003e \u003cp\u003eAbout the Authors 411\u003c\/p\u003e \u003cp\u003eAbout the Contributors 415\u003c\/p\u003e \u003cp\u003eIndex 419\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eD. KEITH PIGUES\u003c\/b\u003e is a recognized leader of strategic growth and marketing, developing new growth strategies and marketing capabilities, creating valuable brands, building effective global marketing teams, and increasing profitable revenue growth through strategy and marketing excellence. He is Senior Vice President and Chief Marketing Officer at Ply Gem, Inc., responsible for corporate branding, marketing, strategic planning, and international expansion. He has held senior marketing positions with CEMEX, RR Donnelley, and ADP, as well as sales positions with IBM and Hewlett-Packard. Read more about Keith at dkeithpigues.com. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eJERRY D. ALDERMAN\u003c\/b\u003e, a recognized business science thought leader, is coauthor of \u003ci\u003eBeyond Six Sigma\u003c\/i\u003e (Wiley). He has written numerous white papers, is a frequent speaker on achieving profitable growth through customer value creation, and has led and developed his innovative approach to building corporate competitive advantage through using and executing on unique, deep customer insights. He is founder and CEO of Valkre Solutions, Inc., a product and services company that develops capability with business-to-business (B2B) companies to use deep customer understanding to build and execute customer-driven operating plans. His company has developed these solutions with great partners, including Owens Corning, Kimberly-Clark, Turtle Wax, RR Donnelley, and more. To find out more about Jerry and Valkre go to valkre.com.   \"This book captures the invaluable lessons learned from a nearly decade-long journey focused on perfecting the business science of creating value for customers in the so-called business-to-business (B2B) segment of commerce. Keith and Jerry have clearly arrived at an important destination. Not only has the customer value creation (CVC) science been significantly advanced, it has been proven by real-world application in numerous B2B settings.\"\u003cbr\u003e —\u003cb\u003eFrom the Introduction, Glenn Dalhart, retired partner, Ernst \u0026amp; Young management consulting\u003c\/b\u003e  \u003c\/p\u003e\u003cp\u003eProviding deep insight into the discoveries that can help you win with your customers and, ultimately, increase the value of your business, \u003ci\u003eWinning with Customers\u003c\/i\u003e introduces you to proven ideas for helping your organization accelerate profitable growth. Sharing real experiences from real companies that have delivered significant results using the authors' \"Winning with Customers\" approach, this effective guide reveals a wealth of practical information to help you put their winning formula to work in your organization.\u003c\/p\u003e \u003cp\u003eFilled with case studies, examples, and workable tips, this easy-to-use handbook includes everything your corporation needs to succeed, including:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eHands-on advice on what winning with customers means and the measures that really work\u003c\/li\u003e \u003cli\u003eGuidance for moving you from anecdotes and gut feelings to sound metrics for success\u003c\/li\u003e \u003cli\u003eThe resources you need to collect your customers' perspectives on the value you create for them\u003c\/li\u003e \u003cli\u003eStep-by-step customer plans that can be executed by the organization, understood by the sales force, and communicated easily to customers\u003c\/li\u003e \u003cli\u003eAn accompanying web site (winningwithcustomers.com) packed with online exercises, a community forum, additional case studies, and more\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003ePractical, useful, and readable, the tools and tactics in Winning with Customers will help your business create impactful changes that generate a sustainable competitive advantage in the process.\u003c\/p\u003e \u003cp\u003e\"Now\" is always the right time to kick off a \u003ci\u003eWinning with Customers\u003c\/i\u003e effort in your organization. You now have the playbook to get started.\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eWinning with Customers\u003c\/b\u003e A Playbook For B2B \u003c\/p\u003e\u003cp\u003e\"This book captures the invaluable lessons learned from a nearly decade-long journey focused on perfecting the business science of creating value for customers in the so-called business-to-business (B2B) segment of commerce. Keith and Jerry have clearly arrived at an important destination. Not only has the customer value creation (CVC) science been significantly advanced, it has been proven by real-world application in numerous B2B settings.\" \u003cb\u003e—From the Introduction, Glenn Dalhart, retired partner, Ernst \u0026amp; Young management consulting\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eProviding deep insight into the discoveries that can help you win with your customers and, ultimately, increase the value of your business, \u003ci\u003eWinning with Customers\u003c\/i\u003e introduces you to proven ideas for helping your organization accelerate profitable growth. Sharing real experiences from real companies that have delivered significant results using the authors' \"Winning with Customers\" approach, this effective guide reveals a wealth of practical information to help you put their winning formula to work in your organization. \u003c\/p\u003e\u003cp\u003eFilled with case studies, examples, and workable tips, this easy-to-use handbook includes everything your corporation needs to succeed, including: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eHands-on advice on what winning with customers means and the measures that really work\u003c\/li\u003e \u003cli\u003eGuidance for moving you from anecdotes and gut feelings to sound metrics for success\u003c\/li\u003e \u003cli\u003eThe resources you need to collect your customers' perspectives on the value you create for them\u003c\/li\u003e \u003cli\u003eStep-by-step customer plans that can be executed by the organization, understood by the sales force, and communicated easily to customers\u003c\/li\u003e \u003cli\u003eAn accompanying web site (winningwithcustomers.com) packed with online exercises, a community forum, additional case studies, and more\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003ePractical, useful, and readable, the tools and tactics in \u003ci\u003eWinning with Customers\u003c\/i\u003e will help your business create impactful changes that generate a sustainable competitive advantage in the process. \u003c\/p\u003e\u003cp\u003e\"Now\" is always the right time to kick off a Winning with Customers effort in \u003ci\u003eyour\u003c\/i\u003e organization. You now have the playbook to get started.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990496821477,"sku":"NP9780470547991","price":84.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470547991.jpg?v=1761788062","url":"https:\/\/k12savings.com\/es\/products\/winning-with-customers-isbn-9780470547991","provider":"K12savings","version":"1.0","type":"link"}