Martha Rogers - Böcker

Praise for Rules to Break & Laws to Follow: How Your Business Can Beat the Crisis of Short-Termism "A fascinating, highly readable synthesis of business principles, technology, sociology and common sense, Rules to Break and Laws to Follow persuasively shows the connection between customer trust and business profits, and then explains how to make it happen. As a bonus, you'll learn how to make your company more innovative, how to ensure your employees actually enjoy what they're doing, and how to deal with the kinds of service and quality breakdowns that occasionally plague any company, even a well-managed one. This book should be on your required reading list."—Stephen M. R. Covey, bestselling author of The Speed of Trust: The One Thing That Changes Everything"Over the years, Peppers and Rogers have given me valuable advice about navigating the changing business landscape. This book is a must-read for managers who want to empower their employees and customers to?make change their ally."—Jim McCann, founder and CEO of 1-800-FLOWERS.COM"Highly readable and entertaining. Make sure everybody in your firm reads this book by last Friday."—Dror Pockard, CEO of eglue"In a time when most companies are built to flip, Peppers and Rogers have planted a stake in the ground to help you survive past the next round of financing or consumer fad. Knowing what rules to break is arguably even more important than what laws to follow, and this book imparts knowledge for both."—Guy Kawasaki, cofounder of Truemors and author of The Art of the Start"Peppers and Rogers have created the unthinkable: an enjoyable wake-up call! Their book serves up one compelling and provocative idea after another, and the authors enjoy debunking some of our most deeply ingrained business beliefs. Read this book and your customers will thank you."—Dan Heath, coauthor of Made to Stick: Why Some Ideas Survive and Others Die

Every business on the planet is trying to maximize the value created by its customersLearn how to do it, step by step, in this newly revised Fourth Edition of Managing Customer Experience and Relationships: A Strategic Framework. Written by Don Peppers and Martha Rogers, Ph.D., recognized for decades as two of the world's leading experts on customer experience issues, the book combines theory, case studies, and strategic analyses to guide a company on its own quest to position its customers at the very center of its business model, and to "treat different customers differently."This latest edition adds new material including: How to manage the mass-customization principles that drive digital interactionsHow to understand and manage data-driven marketing analytics issues, without having to do the mathHow to implement and monitor customer success management, the new discipline that has arisen alongside software-as-a-service businessesHow to deal with the increasing threat to privacy, autonomy, and competition posed by the big tech companies like Facebook, Amazon, and GoogleTeaching slide decks to accompany the book, author-written test banks for all chapters, a complete glossary for the field, and full indexingIdeal not just for students, but for managers, executives, and other business leaders, Managing Customer Experience and Relationships should prove an indispensable resource for marketing, sales, or customer service professionals in both the B2C and B2B world.

This classic article shows how to make mass customization and efficient and personal marketing work by putting the producer and consumer in a "learning relationship." Over time, this ongoing relationship allows your company to meet a customer's changing needs over time. Furthermore, as your company develops learning relationships with its customers, it should be able to retain their business virtually forever.