The indispensable guide to data-powered marketing from the team behind the data management platform that helps fuel Salesforce the #1 customer relationship management (CRM) company in the world A tectonic shift in the practice of marketing is underway. Digital technology, social media, and e-commerce have radically changed the way consumers access information, order products, and shop for services. Using the latest technologies cloud, mobile, social, internet of things (IoT), and artificial intelligence (AI) we have more data about consumers and their needs, wants, and affinities than ever before. Data Driven will show you how to: Target and delight your customers with unprecedented accuracy and success Bring customers closer to your brand and inspire them to engage, purchase, and remain loyal Capture, organize, and analyze data from every source and activate it across every channel Create a data-powered marketing strategy that can be customized for any audience Serve individual consumers with highly personalized interactions Deliver better customer service for the best customer experience Improve your products and optimize your operating systems Use AI and IoT to predict the future direction of markets You'll discover the three principles for building a successful data strategy and the five sources of data-driven power. You'll see how top companies put these data-driven strategies into action: how Pandora used second- and third-hand data to learn more about its listeners; how Georgia-Pacific moved from scarcity to abundance in the data sphere; and how Dunkin' Brands leveraged CRM data as a force multiplier for customer engagement. And if you're wondering what the future holds, you'll receive seven forecasts to better prepare you for what may come next. Sure to be a classic, Data Driven is a practical road map to the modern marketing landscape and a toolkit for success in the face of changes already underway and still to come.

Customer Service Excellence is a mini-training program in a book designed for customer service professionals, customer service representatives, sales people and business professionals. Customer Service Excellence combines self-study with realistic workplace activities to build advanced knowledge of customer service principles. In a selling situation this Learning Short-take(r) helps to uncover customer needs and sell the value of the produce on benefits rather than just price. In a customer service environment this Learning Short-take(r) helps to listen to the voice of the customer, responding to their stated needs and uncovering their unstated needs. The book includes free downloadable job aids and tools.

The advent of Web 2.0 has led to a rebalancing of power between the customer and the company through the consumer's voice about the brand and referral behavior via electronic word of mouth. Customer opinions within the virtual brand communities can have a vast impact on a company's sales and image. It is crucial for companies to promote and use customer contributions in order to enhance their brand image, retain customers, and develop their marketing strategy. Social Customer Relationship Management (Social-CRM) in the Era of Web 4.0 provides relevant theoretical frameworks and the latest results of empirical research on the strategic role of marketing 2.0, digital customer experience, and social customer relationship management on social networks. Covering a range of topics such as disruptive marketing, artificial intelligence, and customer behavior, this reference work is ideal for marketers, IT practitioners, CRM specialists, industry professionals, researchers, scholars, practitioners, academicians, instructors, and students.

In The Big Miss: How Businesses Overlook the Value of Emotions, Zhecho Dobrev reveals how organizations are frequently deceived by customers and fail to act on what they fail to notice-thus are missing the biggest driver of profitable customer behavior!What are the emotional and subconscious drivers behind your customers' behavior? Do you have a science and data-based strategy to drive this in the direction you want? In The Big Miss: How Businesses Overlook the Value of Emotions, Zhecho Dobrev reveals how organizations are frequently deceived by customers and fail to act on what they fail to notice-thus are missing the biggest driver of profitable customer behavior! His extensive research shows that emotions are the key drivers of customer behavior, yet few organizations have a strategy to evoke specific emotions based on science and data. Does yours? In this book, the author provides business leaders with a practical framework for how to embed emotions in their business practices, which includes learning how to: Discover the difference between what customers say and do Create a data-based strategy around specific emotions Use customer science to future-proof your business and make the most out of Digital Transformation, Data, and AI ...and much more. Behind every business problem, there is a customer problem! This book will change how you think about customer behavior and challenge you to harness the business power of emotions.

Engaging customers has become an effective strategy of marketers for improving customer-brand relationships as customer engagement is a perfect predictor of organic growth. Aggressive sales promotions, advertising campaigns, rewards, discounts, and more may attract a customer, but customer engagement creates an emotional connection with the brands/firms/services, which drives customer loyalty and long-term profitability. This has become much more applicable and effective with the use of social media platforms and the increased access of internet. Moreover, the implementation of customer analytics to measure engagement activities has provided marketers with more insights for improving services. Insights, Innovation, and Analytics for Optimal Customer Engagement is an advanced reference book that covers the latest emerging research in customer engagement and includes underlying theories, innovative methods, a review of existing literature, engagement analytics, and insights for marketers with reference to customer engagement. The book covers various product categories, industries, and sectors that are working to engage customers in inventive and creative ways. This book is a comprehensive reference tool for marketers, brand managers, social media specialists, advertisers, managers, executives, academicians, researchers, practitioners, and students interested in gaining comprehensive knowledge about customer engagement and the latest advancements in the field.

In many ways, the appearance of the metaverse is an unparalleled progression. A number of new technologies have come together to enable its vision. Augmented reality (AR) and virtual reality (VR) headsets have become cheaper and more powerful improving the user experience. Blockchain has enabled digital currencies and NFTs. The new methods to transact and own digital goods are allowing creators to monetize their activities through tokens. In addition to monetization, and as a means to exchange value, token-holders can also participate in the platform's governance (e.g., vote on decisions). This democratic ownership economy coupled with the possibility of interoperability could unlock immense economic opportunities whereby digital goods and services are no longer captive to a singular gaming platform or brand. As the world steps into the metaverse, it is imperative to spark conversations with all objects and those interacting within the next dimension. Applying Metalytics to Measure Customer Experience in the Metaverse introduces metalytics, a new perspective on analytics for the new dimension of spatial and immersive Web 3.0. It presents the new conversations in the elements of a new digital age converging at a large scale. Covering topics such as big data analytics, financial services, and network analysis, this premier reference source is an essential resource for business leaders and executives, IT managers, entrepreneurs, financial specialists, consultants, statisticians, marketers, government officials, students and educators of higher education, librarians, researchers, and academicians.