Igniting Customer Connections: Fire Up Your Company's Growth By Multiplying Customer Experience & Engagement

Igniting Customer Connections: Fire Up Your Company's Growth By Multiplying Customer Experience & Engagement

by Andrew Frawley

Hardcover

$25.96 $28.00 Save 7% Current price is $25.96, Original price is $28. You Save 7%.
View All Available Formats & Editions
Want it by Friday, December 21 Order now and choose Expedited Shipping during checkout.

Product Details

ISBN-13: 9781118916704
Publisher: Wiley
Publication date: 10/27/2014
Pages: 256
Product dimensions: 6.20(w) x 9.10(h) x 1.10(d)

About the Author

ANDY FRAWLEY is President of Epsilon, a global leader increating customer connections that build brand and business equity.He has 30 years of marketing experience, including 25 years at thesenior management level. He's also an in-demand subject matterexpert on digital marketing, and his expertise has been sought byUSA Today, The New York Times, and other leadingpublications.

Read an Excerpt

Click to read or download

Table of Contents

Preface: Marketing Is on Fire ix

Part One CONNECT WITH YOUR CUSTOMERS—NOW 1

1 The New Marketing Landscape

To Survive Here, You Need to Be Able to Deal with Complexity andSpeed 3

2 Customer Connections

The Basic Concept Remained Unchanged for Hundreds ofYears—Until Now 17

3 Atomic Moments of Truth

They’re Small and Plentiful, and Have the Power to Make orBreak Your Brand 27

4 The Amplification Effect

Multiply the Power of Experience × Engagement 41

5 A Closer Look at ROE2

Get a Clear Summary of ROE2—and a For-Mere-Mortals Look atthe Math Behind It 53

6 Strategies for Transformation

Clear, Achievable Next Steps Help You Start Igniting CustomerConnections Now 61

Part Two ROE2 RESEARCH AND INSIGHTS 73

7 Executive Insights: Dunkin’ Donuts

How This Iconic American Brand Connects with Its Customers75

8 ROE2 in the Grocery Aisles

How Do Emotion and Experience Influence Grocery Consumers?83

9 Executive Insights: JCPenney

How JCPenney Uses Loyalty to Inspire Engagement 93

10 ROE2 in Hospitality

How Does Experience Impact How Consumers Choose Hotels? 99

11 Executive Insights: Angie’s List

Find Out How Angie’s List Keeps Its Members Engaged withIts Brand 113

12 ROE2 Hits the Road

What Drives Consumer Behavior When Buying a Car? 121

Part Three AN ROE2 PRIMER 135

13 Content

Connecting with More Customers Starts with More (and MoreRelevant) Content 137

14 Channels

More PathsThan Ever Lead You to Your Audience—But ReachingThem Is Just the Beginning 147

15 Measurement and Segmentation

Segment Your Customers and Measure Your Results, Accurately andConsistently 165

16 Technology

The Technologies That Empower ROE2 Are Available, Implementable,and Incredible 181

17 Big Data

What Do Marketers Need to Know about Big Data? 193

18 Online Marketing/Advertising Technology

What Marketers Need to Know about This Key Area 201

19 Putting Technology to Work

Strategies for Implementing ROE2 Technology Successfully 207

20 Consumer Privacy

Address This Critical Issue with Transparency, Knowledge,Respect, and Responsibility 211

21 A Few Final Words on ROE2

Before You Start Igniting Your Customer Connections 223

Acknowledgments 225

About the Author 227

Index 229

Customer Reviews

Most Helpful Customer Reviews

See All Customer Reviews

Igniting Customer Connections: Fire Up Your Company's Growth By Multiplying Customer Experience & Engagement 5 out of 5 based on 0 ratings. 1 reviews.
Anonymous More than 1 year ago
Must read for marketers