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OverviewThe customer has received a fair amount of attention from marketers and academics in the last decade, and for good reason. While brand focuses on an organisation's products, there is a solid trend towards emphasising the customer - what they think, feel, say and do. This trend addresses customer behaviour instead of customer characteristics, and it includes business strategies such as customer retention and add-on selling (cross-selling), rather than once-off customer acquisition. Paying attention to the customer sells, and it sells again and again. This book is about customers as market-based assets that can be leveraged to drive shareholder value. It contains the secrets to creating happy customers... And the secrets to keeping them. Based on years of research and experience in both the business and the academic arenas, it is the ideal handbook for business leaders, and anyone else, who understands the importance and the value of the customer. Full Product DetailsAuthor: Samantha L WorthingtonPublisher: Mardi Gras Marketing Imprint: Mardi Gras Marketing Dimensions: Width: 15.20cm , Height: 1.10cm , Length: 22.90cm Weight: 0.277kg ISBN: 9781648262364ISBN 10: 1648262368 Pages: 202 Publication Date: 13 March 2020 Audience: General/trade , General Format: Paperback Publisher's Status: Active Availability: In stock  We have confirmation that this item is in stock with the supplier. It will be ordered in for you and dispatched immediately. Table of ContentsReviewsForeword by Kane and Alessia Minkus . . . . . . . . . . . . . . . . xi Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xv Chapter One: The Customer is King . . . . . . . . . . . . . . . 1 Chapter Two: A Quick Note on Leadership . . . . . . . . . . . .23 Chapter Three: An Introduction to Planned Change Towards Customer-Centricity . . . . . . . . . . .25 Chapter Four: Make the Change - Steps Towards a Customer-Centric Business . . . . . . . . . . . . 45 Chapter Five: A Case Study on Company Culture and Customer-Centricity . . . . . . . . . . . . . .61 Chapter Six: A Case Study on Integrated Strategic Change and Customer-Centricity . . . . . . . . . 66 Chapter Seven: Workforce Trends and Customer-Centricity . . . .75 Chapter Eight: A Case Study on Workforce Trends . . . . . . . . 87 Chapter Nine: Customer-Centric Sales Management . . . . . . 130 Chapter Ten: Keep Your Customers . . . . . . . . . . . . . . 144 Chapter Eleven: The Power of Value-Added Benefits . . . . . . . 154 Chapter Twelve: Can Corporate Social Responsibility (CSR) Make Your Business Customer-Centric? . 158 About the Author . . . . . . . . . . . . . . . . . . . . . . . . . 173 Author InformationTab Content 6Author Website:Countries AvailableAll regions |
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