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Every business on the planet is trying to maximize the value
created by its customers Learn how to do it, step by step, in this
newly revised Fourth Edition of Managing Customer Experience and
Relationships: A Strategic Framework. Written by Don Peppers and
Martha Rogers, Ph.D., recognized for decades as two of the world's
leading experts on customer experience issues, the book combines
theory, case studies, and strategic analyses to guide a company on
its own quest to position its customers at the very center of its
business model, and to "treat different customers differently."
This latest edition adds new material including: How to manage the
mass-customization principles that drive digital interactions How
to understand and manage data-driven marketing analytics issues,
without having to do the math How to implement and monitor customer
success management, the new discipline that has arisen alongside
software-as-a-service businesses How to deal with the increasing
threat to privacy, autonomy, and competition posed by the big tech
companies like Facebook, Amazon, and Google Teaching slide decks to
accompany the book, author-written test banks for all chapters, a
complete glossary for the field, and full indexing Ideal not just
for students, but for managers, executives, and other business
leaders, Managing Customer Experience and Relationships should
prove an indispensable resource for marketing, sales, or customer
service professionals in both the B2C and B2B world.
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