Igniting Customer Connections: Fire Up Your Company's Growth By Multiplying Customer Experience & Engagement
- 2h 33m
- Andy Frawley
- John Wiley & Sons (US)
- 2015
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.
About the Author
Andy Frawley is President of Epsilon, a global leader in creating customer connections that build brand and business equity. He has 30 years of operating experience, including 25 years at the senior management level, within agency, marketing services, consulting, enterprise software, software as a service (SaaS), and professional services companies. He's also a leading subject matter expert on digital marketing, including email marketing, CRM, Big Data, database marketing, marketing automation, and customer value management.
In this Book
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Igniting Customer Connections—Fire Up Your Company’s Growth by Multiplying Customer Experience & Engagement
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Preface—Marketing Is on Fire
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The New Marketing Landscape—To Survive Here, You Need to Be Able to Deal with Complexity and Speed
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Customer Connections—The Basic Concept Remained Unchanged for Hundreds of Years—Until Now
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Atomic Moments of Truth—They’re Small and Plentiful, and Have the Power to Make or Break Your Brand
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The Amplification Effect—Multiply the Power of Experience × Engagement
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A Closer Look at ROE2—Get a Clear Summary of ROE2—and a For-Mere-Mortals Look at the Math Behind It
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Strategies for Transformation—Clear, Achievable Next Steps Help You Start Igniting Customer Connections Now
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Executive Insights—Dunkin’ Donuts—How This Iconic American Brand Connects with Its Customers
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ROE2 in the Grocery Aisles—How Do Emotion and Experience Influence Grocery Consumers?
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Executive Insights—JCPenney—How JCPenney Uses Loyalty to Inspire Engagement
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ROE2 in Hospitality—How Does Experience Impact How Consumers Choose Hotels?
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Executive Insights: Angie’s List—Find Out How Angie’s List Keeps Its Members Engaged with Its Brand
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ROE2 Hits the Road—What Drives Consumer Behavior When Buying a Car?
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Content—Connecting with More Customers Starts with More (and More Relevant) Content
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Channels—More Paths Than Ever Lead You to Your Audience—But Reaching Them Is Just the Beginning
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Measurement and Segmentation—Segment Your Customers and Measure Your Results, Accurately and Consistently
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Technology—The Technologies That Empower ROE2 Are Available, Implementable, and Incredible
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Big Data—What Do Marketers Need to Know about Big Data?
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Online Marketing/ Advertising Technology—What Marketers Need to Know about This Key Area
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Putting Technology to Work—Strategies for Implementing ROE2 Technology Successfully
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Consumer Privacy—Address This Critical Issue with Transparency, Knowledge, Respect, and Responsibility
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A Few Final Words on ROE2—Before You Start Igniting Your Customer Connections
