Customer Strategy

Marketers are faced with a stark and challenging dilemma: Customers demand deep personalization, but they are increasingly leery of offering the type of personal data required to make it happen. As a solution to this problem, customer data platforms have come to the fore. CDPs are the hottest marketing technology around today, but are they worthy of the hype? Customer Data Platforms takes a deep dive into everything CDP, so you can learn how to steer your firm toward the future of personalization.

With emerging technology transforming customer expectations, it's important to keep a laser focus on the experience companies provide their customers. Tomorrow's customers need to be targeted today! Customer experience futurist Blake Morgan outlines ten easy-to-follow customer experience...

The former EVP of Walt Disney World shares indispensible rules for serving customers with consistency, efficiency, creativity, sincerity, and excellence. Lee Cockerell knows that success in business - any business - depends upon winning and keeping customers. In 39 digestible, bite-sized chapters, Lee shares everything he has learned in his 40-plus-year career in the hospitality industry about creating an environment that keeps customers coming back for more. Here, Lee not only shows why the customer always rules, but also the rules for serving customers so well they'll never want to do business with anyone but you.

The author argues that in an extremely cluttered marketplace, traditional differentiation is no longer enough—today companies need “radical differentiation” to create lasting value for their shareholders and customers.

Relationships are the foundation of our long-term business success. The problem is a million things get in the way. But there’s a simple solution to breaking through all this noise: Giving. When you focus on giving, you will remove your own mental roadblocks. You’ll be centered on solving the client’s problems and investing in their success. And you can build a system to consistently integrate the right moves into your busy work life. In Give to Grow, Mo Bunnell shows how to develop the growth mindset that keeps the focus on the relationship.

Any organization can win more customers and increase sales if they learn to be more strategic with their customer service. When customers complain, employees respond. The typical service model is riddled with holes. What about people and businesses who never speak up, but never come back? Learn...

If leaders aren't integrating their digital offerings into a philosophy of customer success, they will be defeated in the next decade because technical excellence and other traditional competitive advantages are becoming too easy to imitate. The Customer Success Economy offers examples and specifics of how companies can transform. It addresses the pains of transforming organizational charts, leadership roles, responsibilities, and strategies so the whole company works together in total service to the customer.

Clayton M. Christensen is a professor of business administration at Harvard Business School. Michael E. Raynor is a director at Deloitte Research. Together, they outline an innovative plan that urges businesses to create disruption rather than fleeing from it. Named one of 2003's Best Business Books by Business Week, this book is a Wall Street Journal and New York Times best seller.

Pricing mastery made easy. A must-listen for entrepreneurs seeking to determine what their customers value and set prices they want by understanding the truth about pricing—it isn't about the price. Everything that happens before the price matters much more than the price itself. Have happier clients, boost your profits, and confidently master the pricing game with this comprehensive guide.

Digital marketers tap into an unprecedented ability to discover and reach motivated customers at scale. Now more than ever digital marketing strategies are the key for emerging brands, new and veteran entrepreneurs, and businesses of all sizes to convert customers in digital spaces. Author and veteran marketer Benjamin Sweeney distills a decade's worth of marketing experience into a crash course that covers everything from marketing fundamentals to sophisticated digital strategies.

Best-selling authors and business experts Thomas A. Stewart and Patricia O'Connell contend that most companies, both digital and brick-and-mortar, B2B or B2C, are not designed for service - to provide an experience that matches a customer's expectations with every interaction and serves the company's needs. When customers have more choices than ever before, study after study reveals that it's the experience that makes the difference.

Linda Kaplan Thaler and Robin Koval have moved to the top of the advertising industry by following a simple but powerful philosophy: it pays to be nice. While so many companies encourage a dog-eat-dog mentality, The Kaplan Thaler Group has succeeded through chocolate and flowers.

Compete in the digital world with pragmatic strategies for success. Digital Sense provides a complete playbook for organizations seeking a more engaged customer experience strategy. By reorganizing sales and marketing to compete in today's digital-first, omni-channel environment, you gain newfound talent and knowledge from the resources already at hand.

In this book, Nicolaj Siggelkow and Christian Terwiesch reveal the emergence of connected strategies as a new source of competitive advantage. With in-depth examples from companies operating in various industries, Connected Strategy identifies the four pathways - respond-to-desire, curated offering, coach behavior, and automatic execution - for turning episodic interactions into continuous relationships. The authors show how each pathway creates a competitive advantage, then guide you through the critical decisions for creating and implementing your own connected strategies.

The ultimate guide to transforming your customer service, company culture, and customer experience, endorsed by all the top names in the field. Great customer service may be today's most essential competitive advantage. This book gives a step-by-step plan to craft a customer service culture and...

Who’s going to write the next chapter in the saga of American business? Who’s going to chronicle the best way to compete, the new way to win? That’s the mission of Mavericks at Work, a book that profiles a network of rebels who are creating a new business model that makes use of fresh principles and captures what it means to be a state-of-the-art organization. Including such pioneering companies as ING Direct, Southwest Airlines, Pixar, HBO, Anthropologie, Craigslist, Netflix, and Commerce Bank, this book is nothing short of a lively new intellectual agenda for business.

As IMD professors Goutam Challagalla and Frédéric Dalsace show in this eye-opening and practical book, it's due to a basic strategic misalignment and a misunderstanding of what actually drives customers' purchase decisions.

Shift your strategy downstream. Why do your customers buy from you rather than from your competitors? If you think the answer is your superior products, think again. Products are important, of course. For decades, businesses sought competitive advantage almost exclusively in activities related to new product creation. They won by building bigger factories, by finding cheaper raw materials or labor, or by coming up with more efficient ways to move and store inventory - and by inventing exciting new products that competitors could not replicate.

Elevate your business through digital mastery: Achieve success faster than you imagined, even if technology feels overwhelming to you. Are you overwhelmed by ever-evolving digital marketing strategies, desperate to leverage AI but unsure where to start? Have you wondered if there's a way to build a profitable online presence without burning through your budget? You're not alone. Many business owners and aspiring marketers face the same challenges in the rapidly changing digital landscape. But there's good news!

Innovation expert Marion Debruyne explains how to become an outside-in organization by constantly connecting with the market to anticipate changes, converting customer insights into actionable change and collaborating with others where their own capabilities fall short. Packed with real world examples from leading global companies, Customer Innovation provides the framework needed to shift from a product-oriented to a solutions-oriented focus and from a transaction-based to a co-creation-based customer relationship.