Despite the promise of an enhanced customer experience through new technology, we have witnessed the widespread collapse of consumer trust. This book challenges the preconceptions of the Customer Experience (CX) movement, upturns long-held beliefs in its effectiveness, and offers an alternative approach to customer management.
Inhaltsverzeichnis
Introduction 1 - Professions and Industrial Management The Rise and Value of Professions, The Modern Day, Industrial Management Process, Customer Management Is not Marketing, Introducing the Customer Management Process Model, Notes 2 - The Marketing Method Diagnostics, Market Orientation, Market Research, Market Segmentation, Strategy, Tactics, Product, Pricing, Distribution, Integrated Marketing Communications, Notes 3 - The Customering Method, The Terrain, Growth and Loyalty, Defining The Economic Mission, The Big Proviso: Where to Limit Customer Management Investment, Budgeting, Notes 4 - PILLAR 1: Identity From Omni-channel to Channel-less, The Identity Lens, Capture Status, Stitching, Cyber and Privacy, Systems, Notes 5 - PILLAR 2: Intent Jobs to Be Done, The Dimensions of Intent, Behavioral and Unstructured, Conversational, Self-reports, Summarizing the Capture of Intent, Notes 6 - PILLAR 3: Interactions Applying the Customer Engagement Stack, Offer Integrity, The Services Layer, The Experience Layer, Summarizing the Stack, Asset Design, Ecosystems and Channel Platforms, Orchestration, Journey Orchestration in Practice, All Channels and All Behaviors, CJO Unifies Other Technologies, Applying the First Three Pillars, Notes 7 - PILLAR 4: Measurement and Reporting Understanding "Return", Option to Skip, Measurement Methods, Summarizing Measurement, Company and Shareholder Reporting, Notes 8 - Managing the Collision, The Unintended Consequence of the Marketing Funnel, The Limits of Personalization, Customer-governed Application of Marketing Communications, Comparing Models, Notes 9 - Correcting the Record Never Segment Customers, Not a Brand Differentiator, Break the Survey Fever, Reject Agenda-based Research, Forget about "EX", Notes Epilogue - Closing the Loop
