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

Michael W. Lowenstein

ian. 2014 · Business Expert Press

Despre această carte electronică

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.

Despre autor

Michael W. Lowenstein, PhD, CMC, is Thought Leadership Principal for Beyond Philosophy. He is the author of five customer-centric strategy books and over 150 white papers and articles. His PhD is 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, and he is broadly experienced as a strategic and innovative marketing consultant in many B2B and B2C product and service industries.