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Customer Centered Selling: Sales Techniques For A New World Economy
by Robert L. Jolles Michael MendelsohnThis revised edition of Robert Jolles’s classic book on sales technique features brand new material throughout, including illustrations, teaching aids, coaching techniques, and true implementation strategies! When you have a process, you have a way of measuring what you are doing. When you can measure it—you can fix it!" Customer Centered Selling teaches the secrets of the world-famous Xerox sales training by reversing the conventional selling practices of searching for customer needs, pitching product, and adopting an order-taking mentality. Jolles provides a systematic, repeatable, predictable approach that teaches how to anticipate and influence behavior by studying and understanding the client’s "Decision Cycle" and critical "Decision Points. " Through the use of case studies, interactive activities, and job aids, anyone—from a seasoned sales professional to a manager or parent—can not only learn the power to influence behavior, but can implement these ideas as well. Put to good use by Toyota, Disney, NASA, Nortel, General Electric, a dozen universities, and more than fifty financial institutions, Customer Centered Selling provides a step-by-step, consultative process that inspires as it teaches.
Customer Centric Support Services in the Digital Age: The Next Frontier of Competitive Advantage
by Jagdish N. Sheth Emmanuel Mogaji Varsha Jain Anupama AmbikaThis book explores how customer service can become the singular competitive differentiator for organizations in the digital era.Given the pace of digitization and the rise in customer expectations post-pandemic, organizations must focus on customer-centricity in all functions in the digital age, providing factors, enablers, and processes for customer service and sharing best practices based on research from global experts.The book is a valuable resource for students and researchers keen on understanding the new digital landscape in customer service to develop, maintain, and enhance customer relationships.
Customer Centricity in New Product Development: Radical Customer Orientation as the Key to High-potential Innovations (essentials)
by Ute RademacherThe pressure on companies to innovate is increasing. Market conditions are becoming more volatile. The number of competitors is increasing. New business models are upsetting old structures. And customers are increasingly well informed and digitally connected. Only offers that provide comprehensible and credible solutions for a company's own pain points can prevail.
Customer Centricity in der Neuproduktentwicklung: Radikale Kundenorientierung als Schlüssel für potenzialstarke Innovationen (essentials)
by Ute RademacherDer Innovationsdruck auf Unternehmen steigt. Die Marktbedingungen werden volatiler. Die Zahl der Mitbewerber:innen steigt. Neue Geschäftsmodelle wirbeln alte Strukturen durcheinander. Und Kund:innen sind immer besser informiert und digital vernetzt. Nur Angebote, die verständliche und glaubwürdige Lösungen für die eigenen „Pain Points“ liefern, können sich durchsetzen.
Customer Centricity: Focus on the Right Customers for Strategic Advantage (Wharton Executive Essentials)
by Peter FaderNot all customers are created equal.Despite what the tired old adage says, the customer is not always right. Not all customers deserve your best efforts: in the world of customer centricity, there are good customers...and then there is pretty much everybody else.Upending some of our most fundamental beliefs, renowned behavioral data expert Peter Fader, Co-Director of The Wharton Customer Analytics Initiative, helps businesses radically rethink how they relate to customers. He provides insights to help you revamp your performance metrics, product development, customer relationship management and organization in order to make sure you focus directly on the needs of your most valuable customers and increase profits for the long term.
Customer Centricity: Focus on the Right Customers for Strategic Advantage (Wharton Executive Essentials)
by Peter FaderA powerful call to action, Customer Centricity upends some of our most fundamental beliefs about customer service, customer relationship management, and customer lifetime value.Despite what the old adage says, the customer is not always right. Even companies that can seemingly do no wrong—like the coffeehouse giant Starbucks—have only recently started to figure this out.Starbucks is one of many companies that has successfully executed a pivot that puts the company in a customer-centric mindset, an approach that Wharton professor Peter Fader describes in Customer Centricity. Fader advocates that in the world of customer centricity, there are good customers … and then there is pretty much everybody else. In a new preface and afterword to Customer Centricity, Fader reflects on how the landscape has changed over nearly a decade since he first proposed that businesses radically rethink how they relate to customers. Using examples from Starbucks, Nordstrom, and more, Fader provides insights to help you understand: Why customer centricity is the new model for success in today’s data-driven environment. How the ideas of brand equity and customer asset value help us understand what kinds of companies naturally lend themselves to the customer-centric model and which ones don’t; Why the traditional models for determining the value of individual customers are flawed; How executives can use customer lifetime value (CLV) and other customer-centric data to make smarter decisions about their companies; How the well-intended idea of customer relationship management (CRM) lost its way—and how your company can properly put CRM to use; How customer centricity will help you realign your performance metrics, product development, customer relationship management and organization to make sure you focus directly on the needs of your most valuable customers and increase profits for the long term.ALSO AVAILABLE: Once Fader convinces you of the value of customer centricity in this book, The Customer Centricity Playbook, with Sarah Toms, will show you where to get started to bring it to the forefront of your organization.THE WHARTON EXECUTIVE ESSENTIALS SERIESThe Wharton Executive Essentials series from Wharton School Press brings the ideas of the Wharton School’s thought leaders to you wherever you are. Inspired by Wharton’s Executive Education program, each book is authored by globally renowned faculty and filled with real-life business examples and actionable advice. Wharton Executive Essentials guides offer a quick-reading, penetrating, and comprehensive summary of the knowledge leaders need to excel in today’s competitive business environment and capture tomorrow’s opportunities.
Customer Centricity: Innovative Unternehmenspraxis: Insights, Strategien und Impulse
by Gabriele Schuster Susanne O’GormanDieses Buch schlägt eine Brücke zwischen wissenschaftlicher Forschung zu Customer Centricity und ihrer praxisorientierten Anwendung. Das Interesse und die Begeisterung für Customer Centricity sind seit einigen Jahren ungebrochen, doch trotz reger Forschungstätigkeit und großem Interesse aus der Praxis scheitern viele Unternehmen nach wie vor an der Umsetzung. Zahlreiche Beitragsautor:innen betrachten in diesem Buch sowohl die Perspektive der Konsument:innen als auch der Unternehmen und integrieren zukunftsorientierte Ansätze wie Design Thinking, Augmented/Virtual Reality und CX-Plattformen. Die Leser:innen erhalten wissenschaftlich fundierte Handlungsempfehlungen für ein kundenzentriertes Unternehmen von praxiserfahrenen Expert:innen.Mit Beiträgen von:Prof. Dr. Laura-Maria AltendorferElaine BecraftProf. Dr. Thomas BolzProf. Dr. Benny BriesemeisterChristian FeddersenCharlotte FietzLivia FreudlTim GnanntProf. Dr. Stefan Godehardt-BestmannDr. Gregor ElbelProf. Dr. Katja GruppMatthias HackenbrachtProf. Dr. Cansu HattulaProf. Dr. Clare HindleyProf. Dr. Nicole KleinProf. Dr. Alexandra KühtePhilip MaloneyProf. Dr. Rico ManßProf. Dr. Astrid MühlböckProf. Dr. Bettina-Maria Müller Prof. Dr. Miriam O’SheaProf. Dr. Katharina RehfeldProf. Dr. Christian SchachtnerProf. Dr. Katrin E. ScheinProf. Dr. Uta ScheunertProf. Dr. Inga F. SchlömerProf. Dr. Benjamin Schulte Stephan SchusserMelanie StehrDr. Sascha TammTimo ThuencherNeal WesslingProf. Dr. Annegret Wittmann-Wurzer Prof. Dr. Nicola ZechProf. Dr. Matthias ZeisbergDr. Li Zeng
Customer Communities: Engage and Retain Customers to Build the Future of Your Business
by Nick Mehta Robin Van LieshoutMake community building your ultimate business growth strategy In Customer Communities: Engage and Retain Customers to Build the Future of Your Business, Nick Mehta and Robin Van Lieshout deliver an actionable playbook on how to cultivate meaningful communities that fuel quantifiable business growth. In the book, you’ll learn how to capitalize on this new growth strategy to scale your company and develop excitement around your products and your firm. The authors outline the 10 foundational Laws of Community, explaining why community development does not need to be expensive and how to integrate community in the heart of your customer journey. You’ll also find: Strategies for creating a cross functional customer engagement team Techniques for building community in places that aren’t the web or on social media Ways to bring your organization’s culture and values into your community with a human-first alignmentAn essential roadmap to community development for customer success, marketing, support and product teams, and other entrepreneurs, founders, and executive business leaders. Customer Communities will earn a place on the bookshelves of anyone with a stake in organizational growth and resilience.
Customer Data Integration
by Don Peppers Martha Rogers Evan Levy Jill Dyché"Customers are the heart of any business. But we can't succeed if we develop only one talk addressed to the 'average customer.' Instead we must know each customer and build our individual engagements with that knowledge. If Customer Relationship Management (CRM) is going to work, it calls for skills in Customer Data Integration (CDI). This is the best book that I have seen on the subject. Jill Dych? is to be complimented for her thoroughness in interviewing executives and presenting CDI."-Philip Kotler, S. C. JohnsonDistinguished Professor of International Marketing Kellogg School of Management, Northwestern University"In this world of killer competition, hanging on to existing customers is critical to survival. Jill Dych?'s new book makes that job a lot easier than it has been."-Jack Trout, author, Differentiate or Die"Jill and Evan have not only written the definitive work on Customer Data Integration, they've made the business case for it. This book offers sound advice to business people in search of innovative ways to bring data together about customers-their most important asset-while at the same time giving IT some practical tips for implementing CDI and MDM the right way."-Wayne Eckerson, The Data Warehousing Institute author of Performance Dashboards: Measuring, Monitoring, and Managing Your BusinessWhatever business you're in, you're ultimately in the customer business. No matter what your product, customers pay the bills. But the strategic importance of customer relationships hasn't brought companies much closer to a single, authoritative view of their customers. Written from both business and technicalperspectives, Customer Data Integration shows companies how to deliver an accurate, holistic, and long-term understanding of their customers through CDI.
Customer Data Platforms: Use People Data to Transform the Future of Marketing Engagement
by Martin Kihn Christopher B. O'HaraMaster the hottest technology around to drive marketing success Marketers are faced with a stark and challenging dilemma: customers demand deep personalization, but they are increasingly leery of offering the type of personal data required to make it happen. As a solution to this problem, Customer Data Platforms have come to the fore, offering companies a way to capture, unify, activate, and analyze customer data. CDPs are the hottest marketing technology around today, but are they worthy of the hype? Customer Data Platforms takes a deep dive into everything CDP so you can learn how to steer your firm toward the future of personalization. Over the years, many of us have built byzantine “stacks” of various marketing and advertising technology in an attempt to deliver the fabled “right person, right message, right time” experience. This can lead to siloed systems, disconnected processes, and legacy technical debt. CDPs offer a way to simplify the stack and deliver a balanced and engaging customer experience. Customer Data Platforms breaks down the fundamentals, including how to: Understand the problems of managing customer data Understand what CDPs are and what they do (and don’t do) Organize and harmonize customer data for use in marketing Build a safe, compliant first-party data asset that your brand can use as fuel Create a data-driven culture that puts customers at the center of everything you do Understand how to use AI and machine learning to drive the future of personalization Orchestrate modern customer journeys that react to customers in real-time <li style="margin: 0in 0in 0.0001pt 0.25in; font-size: 11pt; font-family: Calibri, sans-serif; vertical-align: baseline; user-sele
Customer Data Sharing Frameworks: Twelve Lessons for the World (Routledge Focus on Economics and Finance)
by Ross P. Buckley Anton Didenko Natalia JevglevskajaThe proliferation of open banking and open finance regimes across the globe demonstrates an ever-increasing interest of policymakers in empowering customers to take control of their data through innovative data sharing frameworks. These frameworks mostly operate within a single (e.g., financial services) sector but are poised to extend to other parts of the economy in the future – and eventually apply economy-wide.This book articulates the concept of economy-wide customer data sharing (CDS) frameworks, analyses in detail the main challenges associated with the development of such frameworks and is informed by the lessons learned from Australia’s world-first cross-sectoral Consumer Data Right regime. It develops a first comprehensive taxonomy of CDS frameworks and offers valuable insights on crucial issues of customer trust, information security, consumer protection and participant regulation.This study, apart from its scholarly importance, has clear practical value. It formulates twelve lessons that will assist governmental officials and other policymakers engaged in establishing and revising data sharing frameworks across the globe. It is essential reading for anyone interested or involved in the law and policy related to the sharing of a most precious resource in the modern economy – customer data.
Customer Discovery and Validation for Entrepreneurs
by Frank V. Cespedes Thomas R. Eisenmann Steven G. BlankProvides practical guidelines for conducting market research to explore and validate demand for entrepreneurial offering. Explains how the research objectives of entrepreneurs might differ from those relevant to managers evaluating product or service offerings to established markets. For each of several research techniques, specifies conditions under which the technique is most likely to yield valuable insights; describes how the technique should be adapted for use in an entrepreneurial context; and offers tips and cautions about applying the technique. The techniques include customer surveys, usability tests, market trials, split tests, and Net Promoter Score. Appendices discuss the use of focus groups and conjoint analysis in an entrepreneurial context. The Note is therefore suitable for use in MBA, Executive Education, Field Study, or project contexts where the focus is startups, new business development, product development, or innovation.
Customer Engagement Marketing
by V. Kumar Robert W. Palmatier Colleen M. HarmelingThis book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing strategies. Responding to the rapidly changing business landscape where consumers are more connected, accessible, and informed than ever before, many firms are investing in customer engagement marketing. The book will appeal to academics, practitioners, consultants, and managers looking to improve customer engagement.
Customer Engagement in Theory and Practice: A Marketing Management Perspective
by Katarzyna ŻyminkowskaOffering a pragmatic understanding of customer engagement as an object of effective marketing management, this book takes an integrative approach and brings together different streams of marketing research, such as customer activism and value formation. The author explores the notion of customer engagement by analysing empirical data compiled from firms operating in the consumer goods and services sectors, as well as from the consumers themselves. An insightful read for scholars of consumer behaviour and customer relationship management, this book advances understanding of the drivers, components and effects (both positive and negative) of customer engagement and proposes a comprehensive framework for its management.
Customer Engagement: Contemporary issues and challenges
by Jodie Conduit Roderick J. Brodie Linda D. HollebeekHow customers and consumer behavior have been changing due to technology and other forces is of prime interest. This book addresses the central questions regarding new emerging consumer behavior; how does social media affect this behavior; how and at what points do emotions affect consumer decisions; and what triggers this is: How should engagement be conceptualized, defined and measured? How do social media and other marketing activities create engagement? The book draws on the rich, extensive knowledge of the authors who are pioneers in the field. The book's editors have identified the weakness in the current knowledge and aim to address this gap by touching on significant conceptual and empirical contributions to this emerging literature stream, providing readers with a comprehensive contemporary perspective of customer engagement. The book also endeavors to develop a richer narrative around the notion of social media and customer engagement, and the non-monetary notion of social media within new media-based social networks.
Customer Experience 3.0: High-Profit Strategies in the Age of Techno Service
by John A. GoodmanCustomer Experience 3.0 provides firsthand guidance on what works, what doesn't--and the revenue and word-of-mouth payoff of getting it right.Between smartphones, social media, mobile connectivity, and a plethora of other technological innovations changing the way we do almost everything these days, your customers are expecting you to be taking advantage of it all to enhance their customer service experience far beyond the meeting-the-minimum experiences of days past. Unfortunately, many companies are failing to take advantage of and properly manage these service-enhancing tools that now exist, and in return they deliver a series of frustrating, disjointed transactions that end up driving people away and into the pockets of businesses getting it right.Having managed more than 1,000 separate customer service studies, author John A. Goodman has created an innovative customer-experience framework and step-by-step roadmap that shows you how to:Design and deliver flawless services and products while setting honest customer expectationsCreate and implement an effective customer access strategyCapture and leverage the voice of the customer to set priorities and improve products, services and marketingUse CRM systems, cutting-edge metrics, and other tools to deliver customer satisfactionCompanies who get customer service right can regularly provide seamless experiences, seeming to know what customers want even before they know it themselves…while others end up staying generic, take stabs in the dark to try and fix the problem, and end up dropping the ball.Customer Experience 3.0 reveals how to delight customers using all the technological tools at their disposal.
Customer Experience Analytics: How Customers Can Better Guide Your Web and App Design Decisions
by Akin ArikanAn unprecedented guide to user experience (UX) analytics, this book closes a mission-critical skill gap and enables business professionals in a digital-first world to make smart, effective, and quick decisions based on experience analytics. Despite two decades of web metrics, customer experience has largely remained a black box. UX analytics tools help businesses to see themselves and their customers with a new lens, but decision-makers have had to depend on skilled analysts to interpret data from these tools, causing delays and confusion. No more: this book shows a wide range of professionals how to use UX analytics to improve the customer experience and increase revenue, and teaches the C-SUITE method for applying UX analytics to any digital optimization challenge. It provides 50 case studies and 30 cheat sheets to make this a daily reference, and includes ten mindmaps, one for each role discussed, from senior leaders to product managers to e-commerce specialists. Managers across industries will regularly consult this book to help them guide their teams, and entry- to mid-level professionals in marketing, e-commerce, sales, product management, and more will turn to these pages to improve their websites and apps.
Customer Experience Branding: Driving Engagement Through Surprise and Innovation
by Thomas GadThe individual consumer now wields more power than ever before, with increased exposure to global cultures and media. This means that customer perception is now critically important and must as such must occupy the heart of any brand. This provides a wealth of opportunities to work with and adapt to customers' motivations, but at the same time presents a series of challenges around retaining their attention and fostering positive relationships with them. The secret of a brand's success often lies in its ability to respond nimbly to the unexpected adoption of its products or services - essentially its ability to surprise its consumers. To all intents and purposes, brands must continue to introduce innovative and intriguing experiences to customers so that they can remain differentiated from the herd and deliver a human message amongst increasingly automated and unremarkable communications.Developed from experience at the forefront of new branding developments at market-leading companies, and drawing on the lessons learned by cultivating start-ups with sponsors including Google, Customer Experience Branding expertly reviews the key considerations when devising brand strategy to introduce an element of newness and interest into customer interactions. Case studies are delivered from major brands that continually achieve this, including Apple, Starbucks, Virgin, LEGO, Google, GoPro, Uber, Instagram, KLM and Handelsbanken, and the Foreword has been provided by Sir Richard Branson, who has himself unfailingly responded to consumer need and overseen a remarkable portfolio over the years as a result.
Customer Experience Excellence: The Six Pillars of Growth
by Tim Knight David ConwayDiscover how the world's best brands create outstanding customer experience, engaged teams and market-beating growth with this practical guide, providing a model that will help any organization deliver effective and seamless customer engagement. Customer experience (CX) has been a phrase in business lexicon for over 30 years. Seen by many as the last battleground, where winners will gain competitive advantage and increased market share, there is not a company in the world that is not in some way focused on the quality of the experience they deliver.However, for many businesses, CX is neither a strategic discipline, consistently applied, nor is it a well-trodden path. It's not easy to deliver exceptional customer experience, again and again, and it becomes difficult to have a CX strategy that provides tangible and measurable results. Customer Experience Excellence provides a route map to CX success. Drawing on a vast body of research collated and curated by the global consulting group KPMG, this book shows how the world's most elite organizations have made excellence a habit, by creating authentic, human connections at scale. Whether dealing with external consumers or internal colleagues, learn how to become an enlightened and agile business and 'think customer' at every single touch point.
Customer Experience For Dummies
by Bob Kelleher Roy BarnesGain, engage, and retain customers with positive experiences A positive customer experience is absolutely essential to keeping your business relevant. Today's business owners need to know how to connect and engage with their customers through a variety of different channels, including online reviews and word of mouth. Customer Experience For Dummies helps you listen to your customers and offers friendly, practical, and easy-to-implement solutions for incorporating customer engagement into your business plans and keep the crowds singing your praises. The book will show you simple and attainable ways to increase customer experience and generate sales growth, competitive advantage, and profitability. You'll get the know-how to successfully optimize social media to create more loyal customers, provide feedback that keeps them coming back for more, become a trustworthy and transparent entity that receives positive reviews, and so much more. Gives you the tools you need to target customers more precisely Helps you implement new social and mobile strategies Shows you how to generate and maintain customer loyalty in order to achieve success through multiple channels Explains how a fully-engaged customer can help you outperform the competition Learn how to respond effectively to customer feedback Your brand's reputation and success is your lifeblood, and Customer Experience For Dummies shows you how to stay relevant, add value, and win and retain customers.
Customer Experience Management
by Bernd H. SchmittIn Customer Experience Management, renowned consultant and marketing thinker Bernd Schmitt follows up on his groundbreaking book Experiential Marketing by introducing a new and visionary approach to marketing called customer experience management (CEM). In this book, Schmitt demonstrates how to put his CEM framework to work in any organization to spur growth, increase revenues, and transform the image of your company and its brands. From retail buying to telephone orders, from marketing communications to online shopping, every customer touch-point offers companies an opportunity to maximize the customer experience and establish a bond that will never be broken.Customer Experience Management introduces the five-step CEM process, a comprehensive tool for connecting with customers at every touch-point. This revolutionary marketing guide provides cases of successful CEM implementations in a wide variety of consumer and B2B industries, including pharmaceuticals, electronics, beauty and cosmetics, telecommunications, beverages, financial services, and even the nonprofit sector.A must-read for senior executives, marketing managers, and anyone who wants to drive growth, increase income, and spur organizational change, Customer Experience Management demonstrates the power of collecting truly relevant customer information, developing and implementing winning strategies, and measuring their results.
Customer Experience Management Rebooted: Are you an Experience brand or an Efficiency brand?
by Steven WaldenWalden shows why most customer experience management fails to improve the customer's real experience and how to concentrate on the subjective emotional perceptions that drive the customer's actual "experience" rather than the quantitative service efficiency metrics gathered by most CX tools. Customer experience management is not about managing every objective "experience" your customers have with you. It's about understanding, measuring and creating "experiences" that customers "value". So while service and efficiency are wonderful things, they represent "business as usual"; the ticket to the game, the platform from which "experiences" are created not the experience itself! The message of this book is that businesses are at risk! Their uber focus on efficiency is leading them to miss the chance to connect more closely with their customer base and deliver on the creative potential of their brand. They ignore the fact that technology is an enabler of the "experience" it is not "the experience". Customers are not data - they are people: living, breathing, contradictory, infuriating bundles of cognitive and emotionally-driven responses to stimuli. "Experience" deals with how customers think, feel and behave - the things that motivate them to act which go beyond frequently forgettable efficiency. This means differentiating by providing new and better experiences based on a deeper understanding of what motivates customers to buy. To do that we must leave the objective, quantitative, world of quality management and enter the subjective, qualitative, world of customer's psychology. Walden reboots our understanding of customer experience, showing us what it means, how to measure it, what we need to do to manage it and how we can gain financially from it. Understand, measure, create and do - but first of all, understand.
Customer Experience Management in Business-to-Business-Märkten: Eine branchenübergreifende Untersuchung zu Konzeption, Messung und Wirkungen (Schriftenreihe des Instituts für Marktorientierte Unternehmensführung (IMU), Universität Mannheim)
by Moritz TischerMoritz Tischer zeigt die Bedeutung organisationaler Kompetenzen für das erfolgreiche Management der Kundenerfahrung (Customer Experience) in B2B-Märkten und leitet Handlungsempfehlungen für die Unternehmenspraxis ab. Hierfür schafft er in einer ersten empirischen Studie ein grundlegendes konzeptionelles Verständnis der Customer-Experience-Management-Kompetenz im B2B-Kontext. In einer zweiten empirischen Studie entwickelt er eine branchenübergreifende Skala, mit der Wissenschaftler und Manager die Customer-Journey-Management-Kompetenz von B2B-Unternehmen messen können und analysiert deren Einfluss auf den Unternehmenserfolg. Das Institut für Marktorientierte Unternehmensführung (IMU) wurde 1999 an der UniversitätMannheim neu konstituiert. Es versteht sich als Plattform für anwendungsorientierteForschung sowie als Forum des Dialogs zwischen Wissenschaft und Praxis. Ziel dieserSchriftenreihe ist es, wissenschaftliche Erkenntnisse zu publizieren, die für diemarktorientierte Unternehmensführung von Bedeutung sind.
Customer Experience Management in der Praxis: Grundlagen – Zusammenhänge – Umsetzung (essentials)
by Alexander TiffertAngesichts einer weiter fortschreitenden Homogenisierung von Produkt- und Servicemerkmalen wird es für Unternehmen immer wichtiger, sich über ein ganzheitliches Kundenerlebnis zu differenzieren. Daher ist das Thema „Customer Experience Management“ für nahezu jedes Unternehmen hoch relevant. Dieses essential gibt eine praxisnahe Einführung in dieses Konzept. Dazu werden sowohl zentrale Begriffe des Customer Experience Managements erklärt, als auch konkrete Aufgaben sowie Methoden für die praktische Umsetzung beschrieben. Anhand von drei Fallvignetten werden die Ausführungen abschließend anschaulich illustriert.Der Autor:Dr. Alexander Tiffert ist Experte für strategische Vertriebsentwicklung. Mit seinem Beratungsunternehmen begleitet er komplexe Prozesse zur Führungs- und Organisationsentwicklung bei Unternehmen in hochdynamischen Marktumfeldern. Zudem ist er Lehrbeauftragter für Vertriebsmanagement und Vortragsredner.