Test Bank for Managing Customer Experience and Relationships: A Strategic Framework 4th Edition Peppers ISBN: 9781119815341

Description

Test Bank for Managing Customer Experience and Relationships: A Strategic Framework 4th Edition Peppers ISBN: 9781119815341

Test Bank for Managing Customer Experience and Relationships: A Strategic Framework, 4th Edition, Don Peppers, Martha Rogers, ISBN: 1119815339, ISBN: 9781119815341

Table of Contents

PART I Technology’s Rainbow 1
CHAPTER 1 Evolution of Marketing and the Revolution of Customer Strategy 3
CHAPTER 2 Treat Different Customers Differently: How Learning Relationships Lead to Better Experiences and Higher Profit 25
CHAPTER 3 Better Customer Experiences for Better Shareholder Return 49
CHAPTER 4 IDIC and Trustability: Building Blocks of Customer Relationships 69

PART II Customer Experience and Relationships: Trust Is the Foundation and IDIC the Building Blocks 103
CHAPTER 5 IDIC Step 1: Identify Individual Customers 105
CHAPTER 6 IDIC Step 2: Differentiate Customers by Value 129
CHAPTER 7 IDIC Step 2, cont.: Differentiate Customers by Needs 165
CHAPTER 8 IDIC Step 3: Interact to Learn and Collaborate 195
CHAPTER 9 IDIC Step 3, cont.: Interact/Privacy Considerations 237

PART III Making It Happen 297
CHAPTER 11 Measuring and Managing to Build Customer Value 299
CHAPTER 12 Customer Analytics, Martech, Critical Thinking, Data Science, and the Customer-Strategy Enterprise 347
CHAPTER 13 Organizing and Managing the Profitable Customer-Strategy Enterprise 383
CHAPTER 14 Leading to Build Customer Value 411