The Customering Method : From CX Dogma to Customer Science (Hardcover)

Introduction??Chapter 1 ? Professions and Industrial Management?The Rise and Value of Professions, The Modern Day, Industrial Management Process, Customer Management is Not Marketing, Introducing the Customer Management Process Model,?Notes??Chapter 2 ? The Marketing Method?Diagnostics, Strategy, Tactics,?Notes??Chapter 3 ? The Customering Method,?The Terrain, Growth and Loyalty, Defining The Economic Mission, The Big Proviso: Where to Limit Customer Management Investment, Budgeting,?Notes??Chapter 4 ? PILLAR 1: Identity?From Omni-channel to Channel-less, The Identity Lens, Capture Status, Stitching, Cyber and Privacy, Systems,?Notes??Chapter 5 ? PILLAR 2: Intent?Jobs To Be Done, The Dimensions of Intent, Behavioral and Unstructured, Conversational, Self-Reports, Summarizing the Capture of Intent,?Notes??Chapter 6 ? PILLAR 3: Interactions?Applying The Customer Engagement Stack, The Services Layer, The Experience Layer, Asset Design, Ecosystems and Channel Platforms, Orchestration, Applying The First Three Pillars,?Notes??Chapter 7 - PILLAR 4: Measurement and Reporting?Understanding “Return”, Option to Skip, Measurement Methods, Summarizing Measurement, Company and Shareholder Reporting,?Notes??Chapter 8 ? Managing the Collision,?The Unintended Consequence of the Marketing Funnel, The Limits of Personalization, Customer-Governed Application of Marketing Communications, Comparing Models,?Notes??Chapter 9 ? Correcting the Record?Never Segment Customers, CX Is Not a Brand Differentiator, Accept that NPS Doesn’t Work, Break The Survey Fever, Reject Agenda-Based Research, Forget About “EX”,?Notes??Epilogue ? Closing the Loop?Notes