Igniting Customer Connections. Fire Up Your Company's Growth By Multiplying Customer Experience and Engagement

  • ID: 2866019
  • Book
  • 256 Pages
  • John Wiley and Sons Ltd
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Praise for Igniting Customer Connections

"Andy Frawley pours gasoline on the hot spots for marketers in Igniting Customer Connections. It′s about time we linked marketing success to customer satisfaction. This book lights the way."
Jeffrey Hayzlett, Primetime TV Show Host, Bestselling Author and Sometime Cowboy

"The customers are in charge. This smart, practical and approachable book clearly demonstrates why and how businesses can create meaningful connections with consumers. Highly recommended for all marketers."
Jay Baer, New York Times bestselling author of Youtility

"In Igniting Customer Connections, Andy Frawley provides an easy–to–follow roadmap for measuring and improving customer experience and engagement by leveraging relevance. Frawley draws up his three decades of experience to give marketers sound strategies to improve ROE² (Return on Experience × Engagement)."
Bryan Pearson, president and CEO of LoyaltyOne and bestselling author of The Loyalty Leap and The Loyalty Leap for B2B

"Consumer interaction today is changing, and companies of all sizes need to take a new look at how they′re engaging with customers in ways that are truly relevant. Igniting Customer Connections is an important read for every marketer, offering a compelling guide to differentiating brands through a superior customer experience."
John Costello, President, Global Marketing and Innovation for Dunkin′ Brands

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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

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Andrew Frawley
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