000			04405nam a22002537a 4500
005			20230322153343.0
008			230322b ph ||||| |||| 00| 0 eng d
020			_a9781119815334 _qpbk.
040			_aPCUS
050	0	0	_aHF5415 _bP42 2022
100	1		_aPeppers, Don
245	1	0	_aManaging customer experience and relationships : _ba strategic framework / _cDon Peppers, and Martha Rogers
250			_aFourth edition
260			_aHobken, NJ : _bJohn Wiley and Sons, Inc. _c2022
300			_axxi, 483 pages : _bfigures and tables ; _c26 cm.
504			_aIncludes indexes and glossary
505			_aChapter 1 Evolution of marketing and the revolution of customer strategy -- Chapter 2 Treat different customers differently: how learning relationships lead to better experiences and higher profit -- Chapter 3 Better customer experiences for better shareholder return -- Chapter 4 IDIC and trustability: building blocks of customer relationships -- Chapter 5 IDIC Step 1 : identify individual customers -- Chapter 6 IDIC step 2 : Differentiate customer by value -- Chapter 7 IDIC step 2 : differentiate customers by needs -- Chapter 8 IDIC step 3 : interact to learn and collaboration -- Chapter 9 IDIC step 3 : interact/privacy considerations -- Chapter 10 IDIC step 4 : customize to build learning relationships -- Chapter 11 Measuring and managing to build customer value -- Chapter 12 Customer analytics, martech, critical thinking, data science, and the customer-strategy enterprise -- Chapter 13 Organizing and managing the profitable customer-strategy enterprise -- Chapter 14 Leading to build customer value.
520			_a"This title provides a comprehensive overview of customer relationship management. It emphasizes customer strategies and building customer value. New to this edition are: Customer success management. This is a discipline that has arisen with SaaS businesses like Salesforce, Medallia, Totango, and almost all software these days, which can now be sold from "the cloud." The discipline even has lessons for how to manage remote workers, given the dramatic increase in off-premises work required during Covid19. Better decision-making practices with data. An increasingly important topic for students and professionals because of the immense amounts of data generated by smartphone, IoT, and other technologies. Readers must be able to understand and communicate with statistical analysts without having to resort to advanced equations. They need to know the difference between observational data and interactive data, and they need to be able to detect when data is not being used properly (which is more and more frequent these days). So we need to talk about things such as A/B testing, Goodhart's Law, and even Bayesian analysis, without requiring math. behavioral economics lessons, biases in VOC subjective data, better use of "observational" data, Goodhart's Law, etc. Also, some basic statistical principles that don't require equations -- such as A/B testing ideas, and sequential Bayes Theorem testing, and what that implies for marketing decisions. Marketing issues related to startups. The "customer development" process is integral to startup planning and involves research to probe customer needs. Readers need a background in issues such as "agile" process thinking, which has come to dominate the rapidly changing, more entrepreneurial companies of today, and is a major part of many companies' marketing efforts, which can be treated as "ventures" to be explored and developed. the "customer development" process is integral to startup planning, and involves research to probe customer needs. CRM tools and platforms. These tools and platforms (like Salesforce and others) need to be capable of helping companies "treat different customers differently," and the only way to do this at scale is to use mass-customization principles to digitize the process. The Big Tech threat to privacy, autonomy, competition, etc. Network-effect monopolies? Income inequality? This may be the "last frontier" of the new one-to-one marketing model. Make money by protecting privacy, not threatening it."
650		0	_aRelationship marketing
650		0	_aConsumer's preferences
700	1		_aRogers, Martha
999			_c6037 _d6037