The Customering Method: From CX Dogma to Customer Science

by Aarron Spinley

Overview

Despite the promise of enhanced customer engagement through new technology, consumer trust has suffered widespread collapse and annual corporate losses are in the trillions. This book exposes the faulty foundation of the populist Customer Experience (CX) movement, upturns long-held beliefs in its effectiveness, and details an alternative – industrial – approach to the customer asset base.

Aarron Spinley is recognized as a foremost mind in the realm of customer science and strategy. His work helps us to understand – and extract – customer value based on evidence, and in so doing, influences our relationship with technology for better results. The Customering Method marries the sciences and managerial precedent with contemporary capability: optimizing the intersection with marketing, mitigating risk and attrition rates, increasing sales propensity, and restoring profitability. Throughout, Spinley provides practical examples that are relatable, actionable, and defensible.

These concepts have already influenced senior leaders, CEOs, chief marketing officers, and directors of customer experience across many organizations. Now in published form, this is perhaps the most important book in the field for decades.

Product Details

ISBN-13:	9781032823089
Publisher:	Taylor & Francis
Publication date:	11/01/2024
Pages:	316
Product dimensions:	6.12(w) x 9.19(h) x (d)

About the Author

Aarron Spinley is a Fellow at the Field Bell Institute (www.fieldbell.org). He is recognized as a foremost mind in the realm of customer science, noted for his signature approach: measuring the intersection of established management method, complex economics, and scientific precedent to confirm and systemize, or disrupt, for effect. As a writer or commentator, Aarron has featured in leading publications including Forbes, ZDNet, MyCustomer, CMO, Mumbrella, and Mi3 Media, and has appeared on five continents as a sought-after keynote speaker.

Table of Contents

Introduction 1 – Professions and Industrial Management The Rise and Value of Professions, The Modern Day, Industrial Management Process, Customer Management Is not Marketing, Introducing the Customer Management Process Model, Notes 2 – The Marketing Method Diagnostics, Market Orientation, Market Research, Market Segmentation, Strategy, Tactics, Product, Pricing, Distribution, Integrated Marketing Communications, Notes 3 – The Customering Method, The Terrain, Growth and Loyalty, Defining The Economic Mission, The Big Proviso: Where to Limit Customer Management Investment, Budgeting, Notes 4 – PILLAR 1: Identity From Omni-channel to Channel-less, The Identity Lens, Capture Status, Stitching, Cyber and Privacy, Systems, Notes 5 – PILLAR 2: Intent Jobs to Be Done, The Dimensions of Intent, Behavioral and Unstructured, Conversational, Self-reports, Summarizing the Capture of Intent, Notes 6 – PILLAR 3: Interactions Applying the Customer Engagement Stack, Offer Integrity, The Services Layer, The Experience Layer, Summarizing the Stack, Asset Design, Ecosystems and Channel Platforms, Orchestration, Journey Orchestration in Practice, All Channels and All Behaviors, CJO Unifies Other Technologies, Applying the First Three Pillars, Notes 7 - PILLAR 4: Measurement and Reporting Understanding “Return”, Option to Skip, Measurement Methods, Summarizing Measurement, Company and Shareholder Reporting, Notes 8 – Managing the Collision, The Unintended Consequence of the Marketing Funnel, The Limits of Personalization, Customer-governed Application of Marketing Communications, Comparing Models, Notes 9 – Correcting the Record Never Segment Customers, Not a Brand Differentiator, Break the Survey Fever, Reject Agenda-based Research, Forget about “EX”, Notes Epilogue – Closing the Loop

Editorial Reviews

"The Customering Method fits the knowledge needs of marketing professionals, consultants, and anyone associated with CRM and the technology sector. It also suits the classroom, especially graduate studies at the MBA level and beyond. I recommend it as a supplement in traditional MBA marketing management classes, and it may suit some academics as a core text."

Dr Stephen A. LeMay, Professor of Marketing and Logistics at the University of West Florida

"If you work in marketing, customer management, or technology and consulting – this should be the new number 1 book on your shelf. Better yet, keep it open, with a highlighter close by, at the very center of your desk!"

Jason Hemingway, CMO and Fellow of the Chartered Institute of Marketing

"What makes this book exceptional is its concentration on the economics… He matures the field in a way that finally we can say it is truly a science of business."

Paul Greenberg, Managing Principal, The 56 Group LLC

"Despite claims to the contrary, plummeting satisfaction statistics suggests management has forgotten customer-centricity basics. Spinley's timely book is just what companies need to put customers back at the centre of profitable business. Take my advice: buy it, read it, and apply it. Your customers will thank you. And so will your shareholders."

Dr Graham Hill, Optima Partners

"Aarron Spinley's book proves that he truly gets what it's like to be a customer, and what it's like to be an organisation designing for them. In a world of mass generalisation, of forced chatbots, badly timed surveys, and mediocre customer service, Customering makes it clear that Context is King."

Alex Mead, Global Customer Service Experience Chief, Alvarez & Marsal

"For too long, customer management has been plagued by populist practices. Without a systems view, managers have failed to create beautiful music by obsessing over one instrument at a time. In The Customering Method, Spinley equips you with the sheets to Beethoven and the conductor’s wand to rouse the symphony you’ve always known is possible."

John Rizzo, Chair of the Monash University Marketing Department Industry Advisory Board and Former Act. Chief Strategy Officer at BUPA

"In The Customering Method, Spinley helps readers rediscover business with service and experience at the center."

Brian Solis, Author of Mindshift, X, and Head of Global Innovation, ServiceNow

"In an era of dogma, Aarron Spinley takes us back to First Principles: customization, budget allocation, customer loyalty, and revenue [and profit]."

R “Ray” Wang, CEO Constellation Research and Best-Selling Author

From the Publisher