Table of Contents
1 Cover
4 Foreword The View from Here NOTE
8 PART I: Technology's Rainbow CHAPTER 1: Evolution of Marketing and the Revolution of Customer Strategy ROOTS OF CUSTOMER RELATIONSHIPS AND EXPERIENCE INITIAL ASSESSMENT: WHERE IS A FIRM ON THE CUSTOMER STRATEGY MAP? COMPARING MARKET-SHARE AND SHARE-OF-CUSTOMER STRATEGIES WHAT IS A RELATIONSHIP? IS THAT DIFFERENT FROM CUSTOMER EXPERIENCE? LEARNING RELATIONSHIPS: THE CRUX OF BUILDING CUSTOMER VALUE NOTES CHAPTER 2: Treat Different Customers Differently: How Learning Relationships Lead to Better Experiences and Higher Profit FOCUS ON RELATIONSHIP EQUITY THE STRATEGY: TREAT DIFFERENT CUSTOMERS DIFFERENTLY (TDCD) THE TECHNOLOGY REVOLUTION AND THE CUSTOMER REVOLUTION WHAT CHARACTERIZES A RELATIONSHIP? CUSTOMER LOYALTY: IS IT EMOTIONAL? OR BEHAVIORAL? CUSTOMER RETENTION AND ENTERPRISE PROFITABILITY NOTES CHAPTER 3: Better Customer Experiences for Better Shareholder Return FRICTIONLESS: THE IDEAL CUSTOMER EXPERIENCE MAY BE NO EXPERIENCE AT ALL PRODUCT COMPETENCE CUSTOMER EXPERIENCE DUALITY CUSTOMER COMPETENCE UNDERSTANDING CUSTOMER EXPERIENCE THROUGH CUSTOMER JOURNEY MAPPING NOTES CHAPTER 4: IDIC and Trustability: Building Blocks of Customer Relationships IDIC: FOUR IMPLEMENTATION TASKS FOR CREATING AND MANAGING CUSTOMER EXPERIENCES AND RELATIONSHIPS HOW DOES TRUST CHARACTERIZE A LEARNING RELATIONSHIP? DO THINGS RIGHT, DO THE RIGHT THING, AND BE PROACTIVE RELATIONSHIPS REQUIRE INFORMATION, BUT INFORMATION COMES ONLY WITH TRUST BEHIND THEIR CUSTOMERS' BACKS HOW TRUSTABLE COMPANIES OPERATE RECOVERING LOST TRUST NOTES PART I: Food for Thought NOTE
9 PART II: Customer Experience and Relationships: Trust Is the Foundation and IDIC the Building Blocks CHAPTER 5: IDIC Step 1: Identify Individual Customers INDIVIDUAL INFORMATION REQUIRES CUSTOMER RECOGNITION THE REAL OBJECTIVE OF LOYALTY PROGRAMS WHAT DOES IDENTIFY MEAN? FOUR WAYS TO INTEGRATE THE ONLINE AND CONTACT-CENTER EXPERIENCE CUSTOMER DATA REVOLUTION COOKIES AND PRIVACY NOTES CHAPTER 6: IDIC Step 2: Differentiate Customers by Value CUSTOMER VALUE IS A FUTURE-ORIENTED VARIABLE CUSTOMER LIFETIME VALUE RECOGNIZING THE HIDDEN POTENTIAL VALUE IN CUSTOMERS DIFFERENT CUSTOMERS HAVE DIFFERENT VALUES CUSTOMER VALUE CATEGORIES CUSTOMER REFERRAL VALUE NOTES CHAPTER 7: IDIC Step 2: Differentiate Customers by Needs DIFFERENTIATING CUSTOMERS BY NEED: DEFINITIONS AND EXAMPLES UNDERSTANDING CUSTOMER BEHAVIORS AND NEEDS WHY DOESN'T EVERY COMPANY ALREADY DIFFERENTIATE ITS CUSTOMERS BY NEEDS? CATEGORIZING CUSTOMERS BY THEIR NEEDS COMMUNITY KNOWLEDGE USING NEEDS DIFFERENTIATION TO BUILD CUSTOMER VALUE