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Full Description
In our changing consumer landscape, it's not enough to produce an outstanding product or service. To grow valuable relationships with customers, organisations must successfully bridge the gap between data and customer experience. This accessible book contains exhilarating practical examples and takes a refreshing look at how small and large businesses can harness the power of data and gain deep insights into customer needs by making a real connection, even at the kitchen table. The tools included are the key to change your organisation's culture to focus on both human relationships and analytics and grow a healthier financial bottom line.
Learn how to: •find customers willing to build a long-term relationship •invest in loyal customers without going bankrupt •understand the impact of pricing •explore the power of big data with common sense •discover deeper customer needs
Contents
PREFACE The Relationship Economy Is Here MAKE DATA WORK FOR YOU (AND NOT AGAINST YOU) 1. Let Business People Lead the Data Teams 2. Rethink KPIs 3. Punch through the Big Data Hype 4. Start with the Basics BUILD VALUABLE RELATIONSHIPS 5. Don't Break Up over Money 6. Find the Right Price to Attract New Customers 7. Stop Dating, Get Engaged 8. Understand Employees and Their Impact on Relationships SUSTAIN RELATIONSHIPS BY IMPROVING CUSTOMER EXPERIENCE 9. Sit Down at the Kitchen Table 10. Keep Investing in Relationships ANALYTICAL TOOLS TO INCREASE THE VALUE OF RELATIONSHIPS 11. Customer Lifetime Value (CLV) 13. Revenue and Audience-Volume Forecast Model 14. Comprehensive Data Gathering with Listener 15. Yield Management for Recurring Revenue 16. Acquisition Pricing CUSTOMER-EXPERIENCE TOOLS 17. D.school Methodology 18. Service Design 19. Active Listening 20. Needs Matrix CONCLUSION ABOUT THE AUTHORS ACKNOWLEDGMENTS SOURCES INDEX
