Customers Inside, Customers Outside: Designing and Succeeding With Enterprise Customer-Centricity Concepts, Practices, and Applications

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.

About the Author

Michael W. Lowenstein, PhD, CMC, is Thought Leadership Principal for Beyond Philosophy, a leading-edge international strategic customer experience consultancy (beyondphilosophy.com), which is based in the United States of America. Author of five customer-centric strategy books and over 150 white papers and articles, Lowenstein’s PhD is in strategy and program development, earned from SKEMA Graduate Business School, in France. As part of his professional background, Lowenstein has held senior executive positions with several major worldwide research and consulting organizations.

He is broadly experienced as a strategic and innovative marketing consultant in many B2B and B2C product and service industries; and his particular areas of interest are impact of brand equity and word-of-mouth communication on downstream customer behavior, employee commitment and ambassadorship, and how organizations build trust and authenticity through customer centricity, and use customer insight, in reaching their strategic business goals.

Lowenstein is an active international conference keynoter and speaker, workshop facilitator, and trainer, and he is a regular featured contributor to two customer loyalty newsletters. He also provides expert customer and stakeholder loyalty resource commentary to several professional customer relationship management (CRM), marketing, and customer experience sites on the Internet, and is an active blogger on these and related subjects.

He has been a strategic customer life cycle workshop developer/facilitator for the Direct Marketing Association and has been a brand and customer loyalty/stakeholder behavior instructor for Pennsylvania State University, American Marketing Association, American Society for Quality, The Conference Board, ESOMAR, Bank Administration Institute, Frost & Sullivan, Institute for International Research, SOCAP, Marcus Evans, UNI, eCustomer Service World, ICEMD, and the American Management Association. He has presented at industry and professional conferences across the United States of America and in over 30 foreign countries, and for corporations such as Toyota, Aetna, Nestle, MetLife, General Motors, EarthLink, Sprint, Daimler-Chrysler, Bell South, and Charles Schwab. Additionally, he has lectured in the MBA and EMBA programs of University of Pennsylvania, New York University, Villanova University, and Columbia University.

Also, Lowenstein holds a Certified Management Consultant (CMC) professional designation, awarded by Institute of Management Consultants, United States of America. He is a member of the Greater Philadelphia Senior Executives Group (GPSEG); and, through this organization, provides strategic mentoring to MBA and Executive MBA students at Drexel University, Temple University, and Villanova University.