Inside the Customer Universe: How to Build Unique Customer Insight for Profitable Growth and Market Leadership - Hardcover

Anderson, Henrik; Ritter, Thomas

Hardcover

ISBN 10: 0470694246 ISBN 13: 9780470694244

Verlag: Wiley, 2008

Inhaltsangabe

Inside the Customer Universe reveals how an organization can become ahead of the game by focusing a its strategy on predicting customer needs rather than following them. This book provides a unique contribution to the field of customer management with a departure from current practice towards understanding customers as 'multi-individuals' and hence solving current confusions surrounding customer behaviour.
 

Inside the Customer Universe's easy to implement tools, models and strategies provide the reader with the ability to create stable and sustainable customer understanding and, therefore, sustainable business growth.
 

"CUBEical Thinking is a great concept for developing business and the concept of customer types is intriguing as it provides great insights into the drivers behind true customer loyalty."
 
Niels Henrik Hansen, Director SAS Corporate Sales, Scandinavian Airlines, Denmark
 

"CUBEical Thinking has given us the platform for developing an effective sales and key account management organization which has delivered significant top and bottom line results based on targeted up and cross sales."
 
Henrik Hübner, Vice President Sales, Sanistål
 

"CUBEical Thinking has provided us with great customer insights on which we are benefiting in our daily operations and it has helped our organization focus activities and resources."
 
Carsten Hetling, Nordic Marketing Manager, Zyxel Communications

Über diesen Titel

Über die Autorin bzw. den Autor

Henrik Andersen is Director of Andersen & Partners Management Consulting, Denmark, a company he founded in 2002 that specialises in strategic planning, CRM and customer segmentation. Prior to this he was a Partner at PricewaterhouseCoopers where he was the main author of the PwC CRM Handbook. His near 20 years experience in the global consultancy industry provides Henrik with a broad experience in the field of strategic planning, organizational and cultural change, BPR, CRM, and customer segmentation across a range of different industries and organizations. He is a regular presenter at seminars and conferences in Denmark and abroad and is often interviewed by the press as an expert on CRM.
 
Thomas Ritter is a Professor at the Copenhagen Business School and Research Director at the Center for Business Marketing and Purchasing. He has published extensively in high profile academic journals and has contributed to various books and presented countless papers at academic conferences around the world. He has extensive industry experience through consulting and training firms of all sizes and from a wide range of industries across Europe in market strategy, marketing and sales management and value creation through customer relationships.

Von der hinteren Coverseite

Inside the Customer Universe provides a systematic approach to out-compete competitors by providing the tools to decode the drivers of customer needs that will lead to the implementation of successful customer management growth strategies.
 

Inside the Customer Universe introduces a tool that enables the organization to identify and define three key elements: customer types, customer roles, and scenes. These elements are part of a tool called CUBEical segmentation (Customer Universe Based Execution). Based on this segmentation, managers are enabled to manage customer relationships proactively rather than reactively by building a compelling model of customer needs that is stable over time. CUBEical segmentation is a significant departure from current practice that builds strategies upon dynamic, ever-changing phenomena such as customer expectations, customer experience, and customer satisfaction. The tool and model are built into a framework that presents first approach to base a firm's strategy on predicting customer needs rather than following them, and on setting customer expectations rather than firefighting dissatisfaction. The framework, in turn, can be used to create strategies around where and how the organization can compete in the market place.
 

The book is lavishly illustrated with examples from B2B and B2C firms, where the tools and model are being implemented. These examples provide hands-on illustrations of how the reader can implement the thinking and show how the reader can develop their own unique understanding of customers, their needs, and how to address them.

Details zur Ausgabe

• Verlag: Wiley
• Erscheinungsdatum: 2008
• Sprache: Englisch
• ISBN 10: 0470694246
• ISBN 13: 9780470694244
• Einband: Gebundene Ausgabe
• Auflage: 1
• Anzahl der Seiten: 300
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar