Inside the Customer Universe. How to Build Unique Customer Insight for Profitable Growth and Market Leadership

  • ID: 2488576
  • Book
  • 300 Pages
  • John Wiley and Sons Ltd
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Inside the Customer Universe reveals how an organization can become ahead of the game by focusing a its strategy on predicting customer needs rather than following them. This book provides a unique contribution to the field of customer management with a departure from current practice towards understanding customers as multi–individuals and hence solving current confusions surrounding customer behaviour.

Inside the Customer Universe s easy to implement tools, models and strategies provide the reader with the ability to create stable and sustainable customer understanding and, therefore, sustainable business growth.

CUBEical Thinking is a great concept for developing business and the concept of customer types is intriguing as it provides great insights into the drivers behind true customer loyalty.

Niels Henrik Hansen, Director SAS Corporate Sales, Scandinavian Airlines, Denmark

CUBEical Thinking has given us the platform for developing an effective sales and key account management organization which has delivered significant top and bottom line results based on targeted up and cross sales.

Henrik Hübner, Vice President Sales, Sanistål

CUBEical Thinking has provided us with great customer insights on which we are benefiting in our daily operations and it has helped our organization focus activities and resources.

Carsten Hetling, Nordic Marketing Manager, Zyxel Communications

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Contents

Preface

1 The quick guide to Customer Universe Based Execution

PART I Discovering the Customer Universe

2 The executive challenge of driving EBITDA growth

3 The challenges of current segmentation models

4 Identifying customer types inside the customer s mind

5 Identifying roles and scenes inside situations and occasions

6 CUBEical segmentation the platform for achieving market leadership

PART II Activating the Customer Universe

7 CUBEical strategy where and how to compete

8 CUBEical implementation how to set the agenda

PART III Living the Customer Universe

9 CUBEical thinking how does it link to other frameworks

10 The fast moving consumer goods universe

11 The key account management universe

12 The mergers and acquisitions universe

Epilog

Glossary

Index

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Henrik Anderson
Thomas Ritter
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