Build Your Customer Strategy: A Guide to Creating Profitable Customer Relationships

Build Your Customer Strategy guides you to approach “experience” in ways your competitors haven’t even considered.

Description

Description

In Build Your Customer Strategy: A Guide to Creating Profitable Customer Relationships, the author explains how to forge profitable and enduring relationships with customers. Demonstrating how to approach “experience” in ways your competitors haven’t even considered, it demystifies creating a great customer experience – something that everyone seems to be talking about these days.

Here’s what you will learn in this course:

Introduction.

Chapter 1 How Do You Make Them Feel? The Focus Is on the Customer-Just Listen!

Learn long-term strategy
The hard and the soft in customer relationships
Remember That Quarter-Inch Drill
Different View of CRM. This Isn’t New, but It’s Not Easy Either

Chapter 2 Are They Loyal or Merely Satisfied? Great Expectations.

Understand how important satisfaction and loyalty are
Learn the Fragility of Customer Satisfaction
Understand how loyalty decides to buy
Why Satisfaction Is Like Cholesterol
How the Functionally Loyal Five Steps transform into Solid Customer Relationships

Chapter 3 Create Meaningful Value. What’s Value Got to Do with It?

The Essential Role of the Firm for making value creation
Learn Value Equations, Value Hierarchy, and Value Proposition
Know Customer Context and What Are They Going Through?
The Essence of the Customer Strategy

Chapter 4 Nature of Customer Relationships.

Learn the Hierarchy of Emotions
How Emotions in Relationship Building work
How to set Building Blocks of Customer Strategy

Chapter 5 Beyond Mundane Experiences.

Know The Brand Experience
Know What Contributes to the Experience
How to Elevate the Experience Beyond the Mundane
How to Personalize the Customer Experience

Chapter 6 Ultimate Customer Experience

Know the Need for Contextual Intelligence
Understand Delivering the Unexpected and B2B Perspective
How to Create That Eclipse
Know Really Thinking Outside the Box

Chapter 7 Payback Time. Customer Relationships as Assets.

Understand the Curse of Customer Churn
The Value of Loyal Customer
What is Real ROI from Customer Relationships?
Learn VI3C
What is A Customer’s Sphere of Influence?
An Aside: Historic Customer Value
How Dangerous the Database View is

Chapter 8 Characteristics of Relationship-Focused Firms. 20/20 Insight.

How to Plan to Measure Results
What Are the Challenges of Being Accountable?
Measure the Need and Equity in the Relationship
Learn Relationship Segmentation and Understand Relationships at Risk
Beneath the Radar: The Problem of the “Almost Customer”
How to set a Measurement Plan

Chapter 9 What Management Needs to Know. It’s a Different View of Things. What’s Holding Us Back? You Need Great People. Creating Creativity. Be Careful How You Pay Them. Getting That Elusive Buy-In. How Great Companies Got to Be That Good. Resist the Temptation to Tell Everyone. Putting It All Together.

Chapter 10 Putting It All Together. Always Moving Forward.