A new data-driven approach to building customer relationshipsthat fuel sustainable business growth
Igniting Customer Connections explores how organizationsof all sizes can build powerful and profitable customerrelationships in a today's increasingly complex, fast-paced, andfragmented marketplace. Written by the president of one of theworld's largest marketing firms, the book provides expert insightsabout connecting with customers effectively across all channels andover time. The central premise is a refreshingly different,evidence-based approach called Return On Experience andEngagement, or ROE², which delivers a new wayto inspire and measure customer connections--and improvebusiness results.
The traditional marketing campaign--a battle for attentionwith a clear launch date and endpoint--no longer works.Marketing is faster and more complex than ever, and consumers nowhave the power to turn off the message. Igniting CustomerConnections explores the benefits of a new approach thatenables companies to connect with customers, rather thanjust talk at them. Topics include:
* Why classic ROI is losing relevance as a way to measureresults--and to budget marketing spend
* How to make powerful connections by taking full advantage of"atomic moments of truth"
* Amplifying the impact of customer experience andengagement
* Creating a continuous, measurable, repeatable process forgrowth
The key to winning customers and building long-term business iscreating positive customer experiences that inspire ongoingengagement--from Facebook "likes" to purchase decisions. Basedon data and stories drawn from dozens of top brands and thousandsof consumers, Igniting Customer Connections helps marketerscreate long-term brand equity and sustainable business growth.