| Description |
1 online resource |
| Contents |
Cover -- Title Page -- Copyright -- Contents -- Foreword -- Introduction -- Chapter 1 The Customer Is in Control -- Welcome to the Era of the Connected Customer -- The Future -- Trust as the New Currency -- Attract -- Communicate -- Trust -- Commit -- How Relevant Are You to Your Customers? -- Data Is the Glue -- The New Marketing Mandate: Connected Marketing in the Era of the Connected Customer -- Note -- Chapter 2 The New Marketing Mandate -- Key Initiatives -- Metrics -- Customer Life Cycle Engagement -- Contextualization -- Organizational Buy-In -- Don't Boil the Ocean -- Agile Approach for Marketing -- Investing Where It's Needed -- Breaking through the Biggest Barriers to Marketing Success -- People -- Process -- Technology -- Chapter 3 Measuring Customer Experience Maturity -- To Be Successful Takes People, Process, and Technology -- Customer Experience Maturity Model -- Three Phases in the Customer Experience Maturity Model -- Stages in the Customer Experience Maturity Model -- Initiate -- Radiate -- Align -- Optimize -- Nurture -- Engage -- Lifetime Customers -- Mapping to Capabilities -- Crawl, Walk, Run, Fly! -- Next Steps: How Mature Is Your Organization? -- Notes -- Chapter 4 How Does Your Organization Compare? -- The Time for Change Is Now -- Biggest Barrier to Marketing Maturity -- How Do You Compare to Your Industry? -- How Do We Measure Success? -- How Does Your Top-Level Management Compare for Involvement with Digital Strategy? -- How Do You Compare in Optimizing for Mobile Devices? -- How Do You Compare in Using Segmented Email Campaigns? -- How Do You Compare in Using Testing to Optimize Customer Experience? -- How Do You Compare in Using Personalization to Be More Relevant? |
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How Do You Compare in Using Behavioral Targeting to Adapt to Visitor Browsing? -- How Do You Compare to Organizations Using Marketing Automation? -- How Do You Compare to Those Having a Single View of the Customer across Online and Offline Touch Points? -- How Do You Compare in Using Predictive Analytics to Steer Content Targeting for Specific Customers? -- Mapping People, Process, and Technology to the Customer Experience Maturity Model -- Technology -- People -- Process -- Where Are Organizations Investing? -- What Must You Do? -- Every Industry Has a Customer Experience Leader -- Notes -- Chapter 5 Making It Happen! -- What Barriers Are Preventing You from Maturing? -- Steps to Successfully Improve Marketing -- Burning Platform Method of Organizational Change -- John Kotter's Eight-Step Model of Organizational Change -- Trapeze Theory Model of Organizational Change -- Common Barriers to Increasing Maturity and How to Break Through -- Barrier 1: Lack of Understanding Return on Investment (Early Stages) -- Barrier 2: Lack of Strategic Direction (Early Stages) -- Barrier 3: Lack of Resources, or How to Focus the Resources You Have (Early to Middle Stages) -- Barrier 4: Caught in a Technology Silo (Middle Stages) -- Barrier 5: Lack of Executive Buy-In (Middle Stages) -- Notes -- Chapter 6 Stage 1-Initiate, and Stage 2-Radiate -- The Initiate and Radiate Stages -- Objectives of Initiate and Radiate -- Case Story: Chester Zoo -- Marketing Is under Attack on Two Fronts -- Benefits to Your Customer -- Benefits to Your Organization -- Process for Identifying Critical Content -- Identifying Your Customers and Visitors -- Planning Your Customer's Journey -- It's Not Just Content -- It's Also Context -- Creating the Digital Relevancy Map -- Identifying Content to Match the DRM -- Breaking Barriers |
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Moving to a Higher Level of Marketing -- Knowing You Have Arrived -- Notes -- Chapter 7 Stage 3-Align -- The Align Stage -- Objectives of the Align Stage -- Case Story: FK Distribution -- Benefits of Aligning -- Benefits to Your Customers -- Benefits to Your Organization -- What You Need to Do to Align -- How to Align Marketing with Strategic Objectives -- Identifying Strategic Themes -- Identifying Strategic Objectives -- Identifying Marketing Objectives -- Identifying Digital Goals That Drive Marketing Objectives -- What You Need to Do to Measure Impact and Alignment -- What Is Engagement Value? -- What Is an Engagement Value Scale? -- Experience Analytics Complements Traditional Analytics -- What You Need to Do with Experience Analytics -- Measuring Marketing Impact and Effectiveness with Value and Value per Visit -- Balancing Impact and Effectiveness across Channels -- Marketing Impact and Effectiveness by Campaign or Asset -- Improving Campaign Performance with the Marketing Optimization Matrix -- MOM Helps Marketers Take Action -- Additional Ways to Increase Alignment -- Aligning to Increase Acquisition Marketing -- Aligning with Sales -- Aligning Customer Intelligence throughout Your Organization -- Breaking Barriers -- Moving to a Higher Level of Marketing -- Knowing You Have Arrived -- Chapter 8 Stage 4-Optimize -- The Optimize Stage -- Objectives of the Optimize Stage -- Case Story: QT Mutual Bank -- Benefits -- Benefits to Your Customers -- Benefits to Your Organization -- What You Need to Do -- Contextualization -- Connect Your Data -- User Scenarios -- Testing to Optimize the Experience -- Establish a Marketing Taxonomy -- Extend Customer Experiences with New Owned Channels -- Collect Data by Applying Content Profiles -- Breaking Barriers -- Moving to a Higher Level of Marketing -- The Quick Win Approach |
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People, Process, and Technology -- How Long Will It Take? -- How Do You Know You Are There? -- Note -- Chapter 9 Stage 5-Nurture -- The Nurture Stage -- Objectives of the Nurture Stage -- Case Story: QualityCare by LEO Pharma -- Benefits of Nurturing -- Benefits to Your Customers -- Benefits to Your Organization -- What You Need to Do to Nurture Customers -- How to Approach Nurturing -- Identify Processes to Nurture Customers -- Breaking Barriers -- Moving to a Higher Level -- Steps for Developing an Approach to Cross-Channel Nurturing -- Identifying Nurture Processes -- Identifying Technology Needs -- Email Marketing -- How Long Will It Take? -- How Do You Know You Are There? -- Notes -- Chapter 10 Stage 6-Engage -- The Engage Stage -- Objectives of the Engage Stage -- Case Story: AustralianSuper -- Benefits of Engage: The Single View of the Customer -- Benefits to Your Customers -- Benefits to Your Organization -- What You Need to Do -- Creating a Single View of Your Customer -- Breaking Barriers -- People Barriers -- Technology Barriers -- Organizational Barriers -- Moving to the Higher Level of Engage -- How Long Will It Take? -- How Do You Know You Are There? -- Notes -- Chapter 11 Stage 7-Lifetime Customers -- The Lifetime Customers Stage -- Objectives -- Amazon.com, an Example of Stage 7 Maturity -- Benefits of Lifetime Customers -- Benefits to Your Customers -- Benefits to Your Organization -- What You Need to Do to Capture Lifetime Customers -- How to Approach Marketing for Lifetime Customers -- Identifying Processes Critical to Engaging Lifetime Customers -- Cross-Channel Marketing Portfolios -- Data-Driven Marketing and Big Data -- Personalize All Touch Points -- Automatic Recommendations to Optimize Marketing and Forecasting -- Breaking Barriers -- Maintaining Lifetime Customers -- People -- Process -- Technology |
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How Long Will It Take? -- How Do You Know You Are There? -- Notes -- Chapter 12 Growing Your Organization and Roles -- To Win, You Need the Best Resources -- Roles You Need on Your Team -- Marketers -- Digital Analysts -- Acquisition Marketer -- Channel Experts -- Data Analyst or Data Scientist -- Emerging Roles -- The Chief Digital Officer or Chief Marketing Technologist -- Experience Architect -- Organizational Structure -- Digital Center of Excellence -- Hub-and-Spoke Organization -- The Innovation Team -- Chapter 13 Selling to the Board -- Realizing There Is a Gap -- Inspiration Workshop -- Undercover Approach -- The Journey Toward Connected Customer Experiences -- Note -- Appendix -- About Sitecore -- About Sitecore Business Optimization Services -- The SBOS Manifesto -- About the Authors -- Acknowledgments -- Connect Websites -- Index -- EULA |
| Summary |
"Marketing is going through a revolution that rivals the impact of Gutenberg's printing press. Customers are in control and marketers have become an unnecessary annoyance. Smart marketers have learned to think in new ways, use new technology, and apply new processes. They've moved to a higher level that achieves their business objectives while being more relevant to the customer. In this "age of the customer," a marketer's message must be personal, relevant, and accessible at all touch points throughout a customer's life cycle, both online and offline. This takes new ways of thinking and new processes to be relevant to individual customers, to be accessible through multiple online and offline channels, and to link digital goals and metrics to business objectives. It's a tough new world of marketing, but Owning the Customer Experience takes you inside this world to see how the winners are jumping ahead of their competitors."-- Provided by publisher |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Print version record and CIP data provided by publisher |
| Subject |
Internet marketing.
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Customer relations.
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BUSINESS & ECONOMICS -- E-Commerce -- Internet Marketing.
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Customer relations
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Internet marketing
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| Genre/Form |
Electronic books
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| Form |
Electronic book
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| Author |
Person, Ron, 1948-
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Nash, Christopher
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| LC no. |
2014026247 |
| ISBN |
9781118963623 |
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1118963628 |
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9781118963609 |
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1118963601 |
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1322110328 |
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9781322110325 |
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