Igniting Customer Connections
Fire Up Your Company's Growth By Multiplying Customer Experience and Engagement
Published on 23. December 2014
Book
Hardback
256 pages
978-1-118-91670-4 (ISBN)
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Description
A new data-driven approach to building customer relationships that fuel sustainable business growth
Igniting Customer Connections explores how organizations of all sizes can build powerful and profitable customer relationships in a today's increasingly complex, fast-paced, and fragmented marketplace. Written by the president of one of the world's largest marketing firms, the book provides expert insights about connecting with customers effectively across all channels and over time. The central premise is a refreshingly different, evidence-based approach called Return On Experience and Engagement, or ROE², which delivers a new way to inspire and measure customer connections--and improve business results.
The traditional marketing campaign--a battle for attention with a clear launch date and endpoint--no longer works. Marketing is faster and more complex than ever, and consumers now have the power to turn off the message. Igniting Customer Connections explores the benefits of a new approach that enables companies to connect with customers, rather than just talk at them. Topics include:
* Why classic ROI is losing relevance as a way to measure results--and to budget marketing spend
* How to make powerful connections by taking full advantage of "atomic moments of truth"
* Amplifying the impact of customer experience and engagement
* Creating a continuous, measurable, repeatable process for growth
The key to winning customers and building long-term business is creating positive customer experiences that inspire ongoing engagement--from Facebook "likes" to purchase decisions. Based on data and stories drawn from dozens of top brands and thousands of consumers, Igniting Customer Connections helps marketers create long-term brand equity and sustainable business growth.
Igniting Customer Connections explores how organizations of all sizes can build powerful and profitable customer relationships in a today's increasingly complex, fast-paced, and fragmented marketplace. Written by the president of one of the world's largest marketing firms, the book provides expert insights about connecting with customers effectively across all channels and over time. The central premise is a refreshingly different, evidence-based approach called Return On Experience and Engagement, or ROE², which delivers a new way to inspire and measure customer connections--and improve business results.
The traditional marketing campaign--a battle for attention with a clear launch date and endpoint--no longer works. Marketing is faster and more complex than ever, and consumers now have the power to turn off the message. Igniting Customer Connections explores the benefits of a new approach that enables companies to connect with customers, rather than just talk at them. Topics include:
* Why classic ROI is losing relevance as a way to measure results--and to budget marketing spend
* How to make powerful connections by taking full advantage of "atomic moments of truth"
* Amplifying the impact of customer experience and engagement
* Creating a continuous, measurable, repeatable process for growth
The key to winning customers and building long-term business is creating positive customer experiences that inspire ongoing engagement--from Facebook "likes" to purchase decisions. Based on data and stories drawn from dozens of top brands and thousands of consumers, Igniting Customer Connections helps marketers create long-term brand equity and sustainable business growth.
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Andrew Frawley
Igniting Customer Connections
Fire Up Your Company's Growth By Multiplying Customer Experience and Engagement
E-Book
10/2014
Wiley
€18.99
Available for download
Andrew Frawley
Igniting Customer Connections
Fire Up Your Company's Growth By Multiplying Customer Experience and Engagement
E-Book
10/2014
Wiley
€18.99
Available for download
Person
ANDY FRAWLEY is President of Epsilon, a global leader in creating customer connections that build brand and business equity. He has 30 years of marketing experience, including 25 years at the senior management level. He's also an in-demand subject matter expert on digital marketing, and his expertise has been sought by USA Today, The New York Times, and other leading publications.
Content
Preface: Marketing Is on Fire ix
Part One CONNECT WITH YOUR CUSTOMERS--NOW 1
1 The New Marketing Landscape
To Survive Here, You Need to Be Able to Deal with Complexity and Speed 3
2 Customer Connections
The Basic Concept Remained Unchanged for Hundreds of Years--Until Now 17
3 Atomic Moments of Truth
They're Small and Plentiful, and Have the Power to Make or Break Your Brand 27
4 The Amplification Effect
Multiply the Power of Experience × Engagement 41
5 A Closer Look at ROE2
Get a Clear Summary of ROE2--and a For-Mere-Mortals Look at the Math Behind It 53
6 Strategies for Transformation
Clear, Achievable Next Steps Help You Start Igniting Customer Connections Now 61
Part Two ROE2 RESEARCH AND INSIGHTS 73
7 Executive Insights: Dunkin' Donuts
How This Iconic American Brand Connects with Its Customers 75
8 ROE2 in the Grocery Aisles
How Do Emotion and Experience Influence Grocery Consumers? 83
9 Executive Insights: JCPenney
How JCPenney Uses Loyalty to Inspire Engagement 93
10 ROE2 in Hospitality
How Does Experience Impact How Consumers Choose Hotels? 99
11 Executive Insights: Angie's List
Find Out How Angie's List Keeps Its Members Engaged with Its Brand 113
12 ROE2 Hits the Road
What Drives Consumer Behavior When Buying a Car? 121
Part Three AN ROE2 PRIMER 135
13 Content
Connecting with More Customers Starts with More (and More Relevant) Content 137
14 Channels
More PathsThan Ever Lead You to Your Audience--But Reaching Them Is Just the Beginning 147
15 Measurement and Segmentation
Segment Your Customers and Measure Your Results, Accurately and Consistently 165
16 Technology
The Technologies That Empower ROE2 Are Available, Implementable, and Incredible 181
17 Big Data
What Do Marketers Need to Know about Big Data? 193
18 Online Marketing/Advertising Technology
What Marketers Need to Know about This Key Area 201
19 Putting Technology to Work
Strategies for Implementing ROE2 Technology Successfully 207
20 Consumer Privacy
Address This Critical Issue with Transparency, Knowledge, Respect, and Responsibility 211
21 A Few Final Words on ROE2
Before You Start Igniting Your Customer Connections 223
Acknowledgments 225
About the Author 227
Index 229
Part One CONNECT WITH YOUR CUSTOMERS--NOW 1
1 The New Marketing Landscape
To Survive Here, You Need to Be Able to Deal with Complexity and Speed 3
2 Customer Connections
The Basic Concept Remained Unchanged for Hundreds of Years--Until Now 17
3 Atomic Moments of Truth
They're Small and Plentiful, and Have the Power to Make or Break Your Brand 27
4 The Amplification Effect
Multiply the Power of Experience × Engagement 41
5 A Closer Look at ROE2
Get a Clear Summary of ROE2--and a For-Mere-Mortals Look at the Math Behind It 53
6 Strategies for Transformation
Clear, Achievable Next Steps Help You Start Igniting Customer Connections Now 61
Part Two ROE2 RESEARCH AND INSIGHTS 73
7 Executive Insights: Dunkin' Donuts
How This Iconic American Brand Connects with Its Customers 75
8 ROE2 in the Grocery Aisles
How Do Emotion and Experience Influence Grocery Consumers? 83
9 Executive Insights: JCPenney
How JCPenney Uses Loyalty to Inspire Engagement 93
10 ROE2 in Hospitality
How Does Experience Impact How Consumers Choose Hotels? 99
11 Executive Insights: Angie's List
Find Out How Angie's List Keeps Its Members Engaged with Its Brand 113
12 ROE2 Hits the Road
What Drives Consumer Behavior When Buying a Car? 121
Part Three AN ROE2 PRIMER 135
13 Content
Connecting with More Customers Starts with More (and More Relevant) Content 137
14 Channels
More PathsThan Ever Lead You to Your Audience--But Reaching Them Is Just the Beginning 147
15 Measurement and Segmentation
Segment Your Customers and Measure Your Results, Accurately and Consistently 165
16 Technology
The Technologies That Empower ROE2 Are Available, Implementable, and Incredible 181
17 Big Data
What Do Marketers Need to Know about Big Data? 193
18 Online Marketing/Advertising Technology
What Marketers Need to Know about This Key Area 201
19 Putting Technology to Work
Strategies for Implementing ROE2 Technology Successfully 207
20 Consumer Privacy
Address This Critical Issue with Transparency, Knowledge, Respect, and Responsibility 211
21 A Few Final Words on ROE2
Before You Start Igniting Your Customer Connections 223
Acknowledgments 225
About the Author 227
Index 229