企業目的に合致した顧客戦略 On Purpose : Delivering a Branded Customer Experience People Love

Smith, Shaun/ Milligan, Andy

Kogan Page Ltd（2015/11発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 288 p.
• 言語 ENG
• 商品コード 9780749471910
• DDC分類 658.827

Full Description

Brands growing rapidly have a clear sense of purpose and the value they bring to their customers and employees. On Purpose is a practical guide to executing business purpose successfully by delivering a branded customer experience people love. It presents a framework for success based on being clear about your brand purpose and promise so you can achieve exceptional results through exceptional experiences. It provides the tools for brands to stand out by defining, designing and delivering distinctive, valuable customer experiences across multiple channels.

Because purpose is what you do, not what you claim, On Purpose helps you act on your business purpose by showing you how to make your brand stand out. Each chapter illustrates how to succeed in a specific channel by presenting interviews with purpose-driven leaders such as Vernon Hill (Metro Bank), John Forrest (Premier Inn) and Gav Thompson (giffgaff) and case studies of companies including:

- Altro
- Barclays Bank
- Best Western
- citizenM
- IKEA
- LEGO
- Liberty Global Business Services
- London 2012 Olympics
- Lush
- Nissan
- O2
- Timpson
- Zappos

Contents

Section - ONE: Stand Up;

Chapter - 01: Purpose Driven;
Chapter - 02: Purposeful Leadership;

Section - TWO: Stand Out;

Chapter - 03: Infectious Communication;
Chapter - 04: Distinctive Customer Experience;
Chapter - 05: Continuous Innovation;

Section - THREE: Stand Firm;

Chapter - 06: Cult-Like Culture;
Chapter - 07: Distinctive Employee Experience;
Chapter - 08: Experience Measurement;
Chapter - 09: Never Stand Still;
Chapter - 10: On Purpose Profile;
Chapter - 11: How to Implement - Successfully;
Chapter - 12: Putting the Principles into Practice