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Managing Customer Experience and Relationships: A Strategic Framework

Managing Customer Experience and Relationships: A Strategic Framework 3rd Edition

By: Don Peppers Martha Rogers Philip Kotler
ISBN-10: 1119236258
/ ISBN-13: 9781119239819
Edition: 3rd Edition
Language: English
				
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Foreword: The View from Here

    • Getting Better at Consumer Marketing
    • Note

Preface

    • How to Use This Book
    • Note

Acknowledgments

About the Authors

Part I: Principles of Managing Customer Experience and Relationships

    • Chapter 1: Evolution of Relationships with Customers and Strategic Customer Experiences
    • Roots of Customer Relationships and Experience
    • What Is a Relationship? Is That Different from Customer Experience?
    • The Technology Revolution and the Customer Revolution
    • Summary
    • Food for Thought
    • Glossary
    • Notes
    • Chapter 2: The Thinking behind Customer Relationships That Leads to Good Experiences
    • Why Do Companies Work at Being “Customer-Centric”?
    • What Characterizes a Relationship?
    • Customer Loyalty: Is It an Attitude? Or a Behavior?
    • Summary
    • Food for Thought
    • Glossary
    • Notes

Part II: IDIC Implementation Process: A Model for Managing Customer Relationships and Improving Customer Experiences

    • Chapter 3: Customer Relationships: Basic Building Blocks of IDIC and Trust
    • Trust and Relationships Happen in Unison
    • IDIC: Four Implementation Tasks for Creating and Managing Customer Experiences and Relationships
    • How Does Trust Characterize a Learning Relationship?
    • Becoming More and More Trustable to Customers
    • Do Things Right and Do the Right Thing
    • Be Proactive
    • Relationships Require Information, but Information Comes Only with Trust
    • Summary
    • Food for Thought
    • Glossary
    • Notes
    • Chapter 4: Identifying Customers
    • Individual Information Requires Customer Recognition
    • What Does Identify Mean?
    • Customer Data Revolution
    • Summary
    • Food for Thought
    • Glossary
    • Notes
    • Chapter 5: Differentiating Customers: Some Customers Are Worth More Than Others
    • Customer Value Is a Future-Oriented Variable
    • Different Customers Have Different Values
    • Summary
    • Food for Thought
    • Glossary
    • Notes
    • Chapter 6: Differentiating Customers by Their Needs
    • Definitions
    • Differentiating Customers by Need: An Illustration
    • Understanding Customer Behaviors and Needs
    • Why Doesn’t Every Company Already Differentiate Its Customers by Needs?
    • Categorizing Customers by Their Needs
    • Understanding Needs
    • Community Knowledge
    • Using Needs Differentiation to Build Customer Value
    • Summary
    • Food for Thought
    • Glossary
    • Notes
    • Chapter 7: Interacting with Customers: Customer Collaboration Strategy
    • Dialogue Requirements
    • Implicit and Explicit Bargains
    • Do Consumers Really Want One-to-One Marketing?
    • Technology of Interaction Requires Integrating across the Entire Enterprise
    • Customer Dialogue: A Unique and Valuable Asset
    • Not All Interactions Qualify as “Dialogue”
    • Cost Efficiency and Effectiveness of Customer Interaction
    • Complaining Customers: Hidden Assets?
    • Summary
    • Food for Thought
    • Glossary
    • Notes
    • Chapter 8: Customer Insight, Dialogue, and Social Media
    • Listening to Customers
    • Age of Transparency
    • As Interactions Multiply, Trust Becomes More Important
    • Summary
    • Food for Thought
    • Glossary
    • Notes
    • Chapter 9: Privacy and Customer Feedback
    • Privacy in Europe Is a Different World
    • Privacy Pledges Build Enterprise Trust
    • Submitting Data Online
    • Summary
    • Food for Thought
    • Glossary
    • Notes
    • Chapter 10: The Payoff of IDIC: Using Mass Customization to Build Learning Relationships
    • How Can Customization Be Profitable?
    • Technology Accelerates Mass Customization
    • Customization of Standardized Products and Services
    • Value Streams
    • Culture Rules
    • Summary
    • Food for Thought
    • Glossary
    • Notes

Part III: Measuring and Managing to Build Customer Value

    • Chapter 11: Optimizing around the Customer: Measuring the Success of Customer-Based Initiatives and the Customer-Centric Organization
    • Customer Equity
    • Customer Loyalty and Customer Equity
    • Return on Customer
    • Leading Indicators of LTV Change
    • Stats and the Single Customer
    • Summary
    • Food for Thought
    • Glossary
    • Notes
    • Chapter 12: Using Customer Analytics to Build the Success of the Customer-Strategy Enterprise
    • Summary
    • Food for Thought
    • Glossary
    • Notes
    • Chapter 13: Organizing and Managing the Profitable Customer-Strategy Enterprise, Part 1
    • Relationship Governance
    • Summary
    • Food for Thought
    • Glossary
    • Notes
    • Chapter 14: Organizing and Managing the Profitable Customer-Strategy Enterprise, Part 2: Transitioning from Traditional Business to Customer Centricity
    • Pilot Projects and Incremental Change
    • Picket Fence Strategy
    • Segment Management
    • Customer Portfolio Management
    • Transition across the Enterprise
    • Transition Process for Other Key Enterprise Areas
    • Managing Employees in the Customer-Strategy Enterprise
    • Summary
    • Food for Thought
    • Glossary
    • Notes
    • Chapter 15: Futureproofing the Customer-Centric Organization
    • Leadership Behavior of Customer Relationship Managers
    • Maintain and Increase the Trust of Customers
    • Summary
    • Food for Thought
    • Notes

Name Index

Term Index

EULA

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