One customer, divisible : linking customer insight to loyalty and advocacy behavior
著者
書誌事項
One customer, divisible : linking customer insight to loyalty and advocacy behavior
Thomson, c2005
- alk. paper
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
Are you getting the most from your customers? ONE CUSTOMER DIVISIBLE, LINKING CUSTOMER INSIGT TO LOYALTY AND ADVOCACY BEHAVIOR shows you how to optimize your customer relationships.You'll explore using individual customer data, on a purchasing situation or venue-specific basis, to provide the highest level of perceived value. And you"l learn what information a marketer should gather from and about customers, how to manage it, how to share it, and how to apply it, customer by customer and situation by situation.
目次
FOREWORD ? Greg R. Gianforte, CEO & Founder, RightNow Technologies PREFACE INTRODUCTION ACKNOWLEDGEMENTS THE AUTHOR 1. A Few Historical Perspectives, Basic Ground Rules, and Looks Into The Future Never Hurt Anybody? 2. Is Viral Marketing An Epidemic? If So, What?s The Cure? 3. Simpler Is Often Better: Acquiring, Managing and Applying Divisible Customer Data 4. Targeting Messages and Managing Experiences, Part I -What Clicks With Customers, And What Doesn?t 5. Targeting Messages and Managing Experiences, Part II - Be Mindful Of The Customer Life Cycle 6. Targeting Messages and Managing Experiences, Part III ? How Committed And Involved Are Your Customers? Better Find Out Fast! 7. Best Of The Best New Relationship And Data Tools 8. The Pivotal Emerging Data Importance of Customer Clubs, Loyalty Programs, and Communities 9. How Does, Or Will, Customer Service Fit Into The Mix? 10. Virtual And Real Return On Relationship Investment 11. (Not) Back To The Future NOTES SUBJECT AND COMPANY INDEX
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