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Title: Igniting Customer Connections
Subtitle: Fire up Your Company's Growth by Multiplying Customer Experience & Engagement
Author: Andrew Frawley
Narrator: Corey Gagne
Format: Unabridged
Length: 5 hrs and 6 mins
Language: English
Release date: 10-31-14
Publisher: Audible Studios
Ratings: 4 of 5 out of 5 votes
Genres: Business, Management
Publisher's Summary:
A new data-driven approach to building customer relationships that fuel sustainable business growth.
Igniting Customer Connections explores how organizations of all sizes can build powerful and profitable customer relationships in a today's increasingly complex, fast-paced, and fragmented marketplace. Written by the president of one of the world's largest marketing firms, the audiobook provides expert insights about connecting with customers effectively across all channels and over time. The central premise is a refreshingly different, evidence-based approach called Return On Experience and Engagement, or ROE2, which delivers a new way to inspire and measure customer connections - and improve business results. The traditional marketing campaign - a battle for attention with a clear launch date and endpoint - no longer works. Marketing is faster and more complex than ever, and consumers now have the power to turn off the message.
Igniting Customer Connections explores the benefits of a new approach that enables companies to connect with customers, rather than just talk at them. Topics include:
The key to winning customers and building long-term business is creating positive customer experiences that inspire ongoing engagement - from Facebook "likes" to purchase decisions. Based on data and stories drawn from dozens of top brands and thousands of consumers, Igniting Customer Connections helps marketers create long-term brand equity and sustainable business growth.
Members Reviews:
How To Survive The New Marketing Landscape
Reality check: Every citizen-buyer is a marketer now. Between tweets, posts and blogs, your consumer's reach is every bit as broad as any marketer you can think of. So you probably already realize how easy it is for today's consumer to simply turn off your message. But do you know what to do about it? Do you know how to actually connect with customers instead of merely talk at them? You'll need to if you want to create long-term brand equity.
Finally, a commonsense approach about sustainable growth that provides evidence instead of opinions. And includes first-person accounts from leaders at organizations we've all heard of.
But get ready for some of your most cherished thoughts about traditional marketing to be set ablaze when you check out the section on "Atomic Moments of Truth." Game. Set. And most definitely, Match.
For example, forget classic ROI and think instead about a new way to inspire and measure customer connections: Return on Experience x Engagement (ROE2).
With the proper consumer data and insights, you can create a constant sense of interest and excitement for your brand. And in doing so, consumers will sense that your brand moves faster, sees farther, and is highly experiential and more responsive to their future needs.
You'll find each chapter intellectually challenging without being wonky. I believe any marketer of big brands must read this book and encourage her entire team to do so as well.
And for savvy business leaders, smart marketers and CMOs looking to defy your brand's competitors . . . you would do well to make it essential reading.
As a colleague of Andy's at Epsilon, I know that Igniting Customer Connections is much more than a book for him.