The practical, expert guide to reaching the new consumer
Customer-Centric Marketing is a comprehensive game plan on succeeding in the new marketing landscape by focusing on the customer. Written by one of Canada's top communications pioneers, this book examines the complex forces influencing the rise of empowered and demanding customers and outlines a framework that helps marketers exploit these forces to engage them. You'll find actionable advice to help you pull together these seemingly independent elements to create a customer-centric business model that is ideally positioned to take on the dynamic requirements of today's marketing environment, and learn the strategic rules that CMOs can use to model their organizations to win. Valuable insights on customer experience, innovation, content, social media, and operating strategies will help you formulate a workable plan, and when combined with the practical guidance and expert advice, enable you to put your plan into action today.
The new purchasing journey has created a whole new set of customer touch points with unique needs, and has identified key activity areas that drive success or failure in the marketplace. This guide helps you sort it all out, and make your organization rise to the top. * Define the new customer-purchasing journey * Identify and influence the new consumer * Engage, nurture, and utilize brand advocates to spread your message * Position your organization to win in the new marketplace
As customers evolve, smart companies evolve with them, and, with a track record that speaks for itself, putting the customer at the center of strategic thinking is the key to a winning plan,. Consumer evolution is happening more rapidly than ever before, and keeping your organization out in front has never been more important. Customer-Centric Marketing provides the concrete framework, expert insight, and actionable advice that turns strategy into reality.
Prelude ix
Introduction The Shoemaker s Story xi
Chapter 1 The Age of the Customer 1
Chapter 2 Carpe Diem 11
Chapter 3 Customer Relationships Have Changed 25
Chapter 4 From Funnel to the Journey 45
Chapter 5 Brands Will Never Be the Same 57
Chapter 6 Customer Experience Strategy 71
Chapter 7 Building Relationships with the Advocate/Sharecaster 85
Chapter 8 Innovation in Demanding Times 117
Chapter 9 The New Agency 131
Concluding Thoughts 143
Notes 147
Index 151
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