Details

Inside the Customer Universe


Inside the Customer Universe

How to Build Unique Customer Insight for Profitable Growth and Market Leadership
1. Aufl.

von: Henrik Anderson, Thomas Ritter

32,99 €

Verlag: Wiley
Format: PDF
Veröffentl.: 08.12.2008
ISBN/EAN: 9780470699850
Sprache: englisch
Anzahl Seiten: 300

DRM-geschütztes eBook, Sie benötigen z.B. Adobe Digital Editions und eine Adobe ID zum Lesen.

Beschreibungen

Inside the Customer Universe reveals how an organization can become ahead of the game by focusing a its strategy on predicting customer needs rather than following them. This book provides a unique contribution to the field of customer management with a departure from current practice towards understanding customers as 'multi-individuals' and hence solving current confusions surrounding customer behaviour. Inside the Customer Universe's easy to implement tools, models and strategies provide the reader with the ability to create stable and sustainable customer understanding and, therefore, sustainable business growth. "CUBEical Thinking is a great concept for developing business and the concept of customer types is intriguing as it provides great insights into the drivers behind true customer loyalty." Niels Henrik Hansen, Director SAS Corporate Sales, Scandinavian Airlines, Denmark "CUBEical Thinking has given us the platform for developing an effective sales and key account management organization which has delivered significant top and bottom line results based on targeted up and cross sales." Henrik Hubner, Vice President Sales, Sanist?l "CUBEical Thinking has provided us with great customer insights on which we are benefiting in our daily operations and it has helped our organization focus activities and resources." Carsten Hetling, Nordic Marketing Manager, Zyxel Communications
Contents Preface 1 The quick guide to Customer Universe Based Execution PART I Discovering the Customer Universe 2 The executive challenge of driving EBITDA growth 3 The challenges of current segmentation models 4 Identifying customer types – inside the customer’s mind 5 Identifying roles and scenes – inside situations and occasions 6 CUBEical segmentation – the platform for achieving market leadership PART II Activating the Customer Universe 7 CUBEical strategy – where and how to compete 8 CUBEical implementation – how to set the agenda PART III Living the Customer Universe 9 CUBEical thinking – how does it link to other frameworks 10 The fast moving consumer goods universe 11 The key account management universe 12 The mergers and acquisitions universe Epilog Glossary Index
Henrik Andersen is Director of Andersen & Partners Management Consulting, Denmark, a company he founded in 2002 that specialises in strategic planning, CRM and customer segmentation. Prior to this he was a Partner at PricewaterhouseCoopers where he was the main author of the PwC CRM Handbook. His near 20 years experience in the global consultancy industry provides Henrik with a broad experience in the field of strategic planning, organizational and cultural change, BPR, CRM, and customer segmentation across a range of different industries and organizations. He is a regular presenter at seminars and conferences in Denmark and abroad and is often interviewed by the press as an expert on CRM. Thomas Ritter is a Professor at the Copenhagen Business School and Research Director at the Center for Business Marketing and Purchasing. He has published extensively in high profile academic journals and has contributed to various books and presented countless papers at academic conferences around the world. He has extensive industry experience through consulting and training firms of all sizes and from a wide range of industries across Europe in market strategy, marketing and sales management and value creation through customer relationships.
Inside the Customer Universe provides a systematic approach to out-compete competitors by providing the tools to decode the drivers of customer needs that will lead to the implementation of successful customer management growth strategies. Inside the Customer Universe introduces a tool that enables the organization to identify and define three key elements: customer types, customer roles, and scenes. These elements are part of a tool called CUBEical segmentation (Customer Universe Based Execution). Based on this segmentation, managers are enabled to manage customer relationships proactively rather than reactively by building a compelling model of customer needs that is stable over time. CUBEical segmentation is a significant departure from current practice that builds strategies upon dynamic, ever-changing phenomena such as customer expectations, customer experience, and customer satisfaction. The tool and model are built into a framework that presents first approach to base a firm’s strategy on predicting customer needs rather than following them, and on setting customer expectations rather than firefighting dissatisfaction. The framework, in turn, can be used to create strategies around where and how the organization can compete in the market place. The book is lavishly illustrated with examples from B2B and B2C firms, where the tools and model are being implemented. These examples provide hands-on illustrations of how the reader can implement the thinking and show how the reader can develop their own unique understanding of customers, their needs, and how to address them.
Inside the Customer Universe reveals how an organization can become ahead of the game by focusing a its strategy on predicting customer needs rather than following them. This book provides a unique contribution to the field of customer management with a departure from current practice towards understanding customers as ‘multi-individuals’ and hence solving current confusions surrounding customer behaviour. Inside the Customer Universe’s easy to implement tools, models and strategies provide the reader with the ability to create stable and sustainable customer understanding and, therefore, sustainable business growth. “CUBEical Thinking is a great concept for developing business and the concept of customer types is intriguing as it provides great insights into the drivers behind true customer loyalty.” Niels Henrik Hansen, Director SAS Corporate Sales, Scandinavian Airlines, Denmark “CUBEical Thinking has given us the platform for developing an effective sales and key account management organization which has delivered significant top and bottom line results based on targeted up and cross sales.” Henrik Hübner, Vice President Sales, Sanistål “CUBEical Thinking has provided us with great customer insights on which we are benefiting in our daily operations and it has helped our organization focus activities and resources.” Carsten Hetling, Nordic Marketing Manager, Zyxel Communications

Diese Produkte könnten Sie auch interessieren:

Die Strategie der 5 Sinne
Die Strategie der 5 Sinne
von: Karl Werner Schmitz
EPUB ebook
17,99 €
Balanced Brand
Balanced Brand
von: John Foley, Julie Kendrick
PDF ebook
20,99 €