Managing Customer Experience and Relationships: A Strategic Framework 4th edition [Hardback]

"This title provides a comprehensive overview of customer relationship management. It emphasizes customer strategies and building customer value. New to this edition are: Customer success management. This is a discipline that has arisen with SaaS businesses like Salesforce, Medallia, Totango, and almost all software these days, which can now be sold from "the cloud." The discipline even has lessons for how to manage remote workers, given the dramatic increase in off-premises work required during Covid19.Better decision-making practices with data. An increasingly important topic for students and professionals because of the immense amounts of data generated by smartphone, IoT, and other technologies. Readers must be able to understand and communicate with statistical analysts without having to resort to advanced equations. They need to know the difference between observational data and interactive data, and they need to be able to detect when data is not being used properly (which is more and more frequent these days). So we need to talk about things such as A/B testing, Goodhart's Law, and even Bayesian analysis, without requiring math. behavioral economics lessons, biases in VOC subjective data, better use of "observational" data, Goodhart's Law, etc. Also, some basic statistical principles that don't require equations -- such as A/B testing ideas, and sequential Bayes Theorem testing, and what that implies for marketing decisions. Marketing issues related to startups. The "customer development" process is integral to startup planning and involves research to probe customer needs. Readers need a background in issues such as "agile" process thinking, which has come to dominate the rapidly changing, more entrepreneurial companies of today, and is a majorpart of many companies' marketing efforts, which can be treated as "ventures" to be explored and developed. the "customer development" process is integral to startup planning, and involves research to probe customer needs. CRM tools and platforms. These tools and platforms (like Salesforce and others) need to be capable of helping companies "treat different customers differently," and the only way to do this at scale is to use mass-customization principles to digitize the process. The Big Tech threat to privacy, autonomy, competition, etc. Network-effect monopolies? Income inequality? This may be the "last frontier" of the new one-to-one marketing model. Make money by protecting privacy, not threatening it."--

Every business on the planet is trying to maximize the value created by its customers

Learn how to do it, step by step, in this newly revised Fourth Edition of Managing Customer Experience and Relationships: A Strategic Framework. Written by Don Peppers and Martha Rogers, Ph.D., recognized for decades as two of the world's leading experts on customer experience issues, the book combines theory, case studies, and strategic analyses to guide a company on its own quest to position its customers at the very center of its business model, and to "treat different customers differently."

This latest edition adds new material including:

• How to manage the mass-customization principles that drive digital interactions
• How to understand and manage data-driven marketing analytics issues, without having to do the math
• How to implement and monitor customer success management, the new discipline that has arisen alongside software-as-a-service businesses
• How to deal with the increasing threat to privacy, autonomy, and competition posed by the big tech companies like Facebook, Amazon, and Google
• Teaching slide decks to accompany the book, author-written test banks for all chapters, a complete glossary for the field, and full indexing

Ideal not just for students, but for managers, executives, and other business leaders, Managing Customer Experience and Relationships should prove an indispensable resource for marketing, sales, or customer service professionals in both the B2C and B2B world.