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关键词：
Managing Customer Experience and Relationships: A Strategic Framework, 4Th Edition
书目信息
ISBN：
9781119815358
本馆索书号：
中图分类号：
C93
中文译名：
管理客户体验与关系：战略框架 第4版
作者：
Don Peppers
编者：
语种：
英语
出版信息
出版社：
Wiley
出版地：
出版年：
2022
版本：
4
版本类型：
原版
丛书题名：
卷期：
文献信息
关键词：
前言：
摘要：
内容简介：
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, Goodharts Law, and even Bayesian analysis, without requiring math. behavioral economics lessons, biases in VOC subjective data, better use of observational data, Goodharts Law, etc. Also, some basic statistical principles that dont 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.
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