A new data-driven approach to building customer relationships that
fuel sustainable business growth
"Igniting Customer Connections "explores how organizations of
all sizes can build powerful and profitable customer relationships
in a today's increasingly complex, fast-paced, and fragmented
marketplace. Written by the president of one of the world's largest
marketing firms, the book provides expert insights about connecting
with customers effectively across all channels and over time. The
central premise is a refreshingly different, evidence-based
approach called Return On Experience and Engagement, or ROE2, which
delivers a new way to inspire and measure customer connections--and
improve business results.
The traditional marketing campaign--a battle for attention with
a clear launch date and endpoint--no longer works. Marketing is
faster and more complex than ever, and consumers now have the power
to turn off the message. "Igniting Customer Connections" explores
the benefits of a new approach that enables companies to "connect
with" customers, rather than just "talk at" them. Topics include:
Why classic ROI is losing relevance as a way to measure
results--and to budget marketing spend How to make powerful
connections by taking full advantage of "atomic moments of
truth"Amplifying the impact of customer experience and
engagementCreating a continuous, measurable, repeatable process for
growth
The key to winning customers and building long-term business is
creating positive customer experiences that inspire ongoing
engagement--from Facebook "likes" to purchase decisions. Based on
data and stories drawn from dozens of top brands and thousands of
consumers, "Igniting Customer Connections" helps marketers create
long-term brand equity and sustainable business growth.
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