Every business on the planet is trying to maximize the value created
by its customers
Learn how to do it, step by step, in this newly revised Fourth Edition
of Managing Customer Experience and Relationships: A Strategic
Framework. Written by Don Peppers and Martha Rogers, Ph.D., recognized
for decades as two of the world's leading experts on customer experience
issues, the book combines theory, case studies, and strategic analyses
to guide a company on its own quest to position its customers at the
very center of its business model, and to "treat different customers
differently."
This latest edition adds new material including:
- How to manage the mass-customization principles that drive digital
interactions
- How to understand and manage data-driven marketing analytics issues,
without having to do the math
- How to implement and monitor customer success management, the new
discipline that has arisen alongside software-as-a-service businesses
- How to deal with the increasing threat to privacy, autonomy, and
competition posed by the big tech companies like Facebook, Amazon, and
Google
- Teaching slide decks to accompany the book, author-written test banks
for all chapters, a complete glossary for the field, and full indexing
Ideal not just for students, but for managers, executives, and other
business leaders, Managing Customer Experience and Relationships
should prove an indispensable resource for marketing, sales, or customer
service professionals in both the B2C and B2B world.
