Customer Worthy: How and Why Everyone in Your Organization Must Think Like a Customer

Customer Worthy: How and Why Everyone in Your Organization Must Think Like a Customer

by Michael R. Hoffman
     
 

Recommended for chief information officers, chief operating officers, CMOs, marketing directors, brand managers, marketing operations managers, and customer experience managers.
Your company’s internal measurements might look fine but customer and contact flow may reflect disengaged and indifferent customers. The result is revenue decline and business…  See more details below

Overview

Recommended for chief information officers, chief operating officers, CMOs, marketing directors, brand managers, marketing operations managers, and customer experience managers.
Your company’s internal measurements might look fine but customer and contact flow may reflect disengaged and indifferent customers. The result is revenue decline and business erosion.

Companies that cannot monitor contact data are continually surprised by revenue shortfall, inventory outages, cost overruns, and diminished customer satisfaction. Traditional financial measures lag too far behind customer activities to be effective for timely decision-making.

In this forward-thinking approach, Hoffman challenges companies to critique every business decision using one simple, inarguable criterion, “Is it Customer Worthy?”

Customer Worthy shows marketers how to leverage new and future technologies and explains "marketing" to technologists and other management disciplines.

Hoffman delves into “customer experience” as the most critical and under-used company asset. He shows how to thread persuasion and innovation through every customer contact across advertising, marketing, sales, operations and customer service.

In this groundbreaking book, Michael Hoffman explains how to use what he calls the CxC Matrix to craft each customer experience, contact by contact, to script the best business outcome. The CxC Matrix exposes untapped marketing opportunities resident in every company in every medium. Hoffman delivers a process to visualize, analyze, monetize and optimize every customer opportunity.

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Product Details

ISBN-13:
2940012180001
Publisher:
Paramount Market Publishing, Inc.
Publication date:
03/04/2011
Sold by:
Barnes & Noble
Format:
NOOK Book
File size:
1 MB

Meet the Author

Michael R. Hoffman is a pioneer in monetizing customers and customer experience. He has spent more than 20 years working with global data and technology companies helping them design and sell systems to help companies better understand, target, win, and grow customers.
Mr. Hoffman speaks the language of sales, operations, finance and technology all with a customer dialect. His “customers are everyone’s business” approach invigorates employees across a company spurring innovation, enthusiasm and a contagious passion to build, sell and deliver customer worthy solutions.
Mr. Hoffman’s knowledge comes from years spent in front of customers and board rooms, within customer technology development skunk works, and inside multi-thousand cubicle customer contact centers. He shows companies how to gain unfair competitive advantage leveraging customer information to design, execute and measure superior customer worthy solutions.
In 2004, he launched Client x Client, LLC, a consulting firm specializing in marketing technology, customer relationship management (CRM), and strategy. His model for optimizing customer value is the basis for Customer Worthy: Why and How Everyone in Your Organization Must Think Like A Customer. He is a frequent speaker and author for the marketing, sales, CRM and technology industries and trade magazines.
His prior experience includes executive positions at Google (formerly DoubleClick), Sitel (formerly ClientLogic), Experian, and marketing technology start-ups. His diverse clients and partnerships include well-known establishments in the retail, banking, insurance, non-profit, telecommunications, publishing, travel, technology, services, and entertainment industries. His CxC Matrix is used by both business-to-consumer and business-to-business enterprises.
Mr. Hoffman is a graduate of LaSalle University and did post-graduate work at New York University and Seton Hall University.

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