Customers Inside, Customers Outside, livre ebook

Over the past several years, leading companies have
entered a period of major marketing and operational
adjustment and convergence, or intersection. It’s a
reaction to a critical fact of life: Customers—not organizations—
now control the decision-making dynamics
and how organizations are perceived. We are
witnessing significant multichannel media application
(and resultant omnichannel access by consumers),
along with more effective and pervasive customer
data gathering, analysis, and modeling.
If you’re observing these major shifts in your own
organization, you’ll need this book. Inside, you’ll
learn how to build proactive customer communication,
improve relationships, drive positive brand
perception, optimize channel selection and message
personalization, and enhance employee-related factors
(hiring, training, reward, recognition), all leading
to superior customer experience and a customercentric
culture. In addition, the author has incorporated
content on “Big Data” generation and analytics,
which you’ll master while scoring a direct hit to the
moving target—your continuously changing, and increasingly
independent, customer base.
List of Figures .................................................. xiii
Preface .................................................. xv
Introduction .................................................. xix
Chapter 1 The Customer-Centric Enterprise .................................................. 1
Chapter 2 Customer and Brand Decision
Making and Influence .................................................. 35
Chapter 3 Customer Behavior Measurement .................................................. 51
Chapter 4 Big Customer Data .................................................. 69
Chapter 5 Customer Strategy and Tactics (Branding,
Communications, and Relationships).................................................. 83
Afterword .................................................. 111
Epilogue .................................................. 115
About the Author .................................................. 121
Notes .................................................. 123
References.................................................. 125
Index .................................................. 127