Transforming Customer-Brand Relationships

Discover how to transform customer-brand relationships to build brand affinity and advocacy for long-term success.

Emotional connection and affinity are the key to turning customers into brand advocates, but with consumers constantly bombarded with information, creating that genuine, emotional connection with consumers has become increasingly difficult.

This book provides mid-level marketers with practical strategies that transcend traditional transactional interactions and instead cultivate memorable experiences that resonate on a personal level with their customers. The book enables marketers to build genuine loyalty which in turn creates communities and forges an enduring bond between a brand and its users.

Taking a multidisciplinary look at the issue, this new book explores topics including the power of the customer voice, social listening as a tool, customer service transformation, personalization and content that captivates as ways of developing a community of customers and building life-long brand affinity. By moving away from traditional metrics such as customer lifetime value and acquisition costs and instead focussing on emotional engagement metrics like Net Promoter Scores and customer sentiment analysis, it helps marketers and business leaders understand and implement strategies that foster lasting relationships with customers, ensuring long-lasting patronage in this competitive digital age.