Opt-Out Effect, The · Marketing Strategies that Empower Consumers and Win Customer-Driven Brand Loyalty (Joel Giambeluca's Library) by Smith, Gerald E. -- Read -- Imperial Library of Trantor

Index

Praise Endorsements Title Page Copyright Page Dedication Page Table of Contents Acknowledgments About the Authors Introduction Chapter 1 The Age of the Customer

The Empowered Customer Smart Brands Engage Consumers Researching Customer Empowerment An Omni-Channel World Connected Consumers Create On-Demand Expectations Socially Empowered Consumers Customer-Driven Brand Loyalty Build Consumer Trust Conclusion

Chapter 2 The Opt-Out Effect

Marketers: Advocates or Adversaries Outbound to Inbound Marketing The New Strategic Marketing Era: Boundless Marketing Trending Toward Customer Opt-Out The Opt-Out Effect The Cumulative Effect of Opt-Out Classes of Opt-Out The Financial Impact of Opt-Out Considering the Financial Impact of Consumer Opt-Out on CLV Regulatory Involvement and Opt-Out Conclusion

Chapter 3 The New Look of Loyalty

The Emerging Digital Dimension of the Customer–Brand Relationship Early Customer Relationship Management Transitioning to a New Paradigm in Customer Loyalty Customer-Driven Brand Loyalty The Impact of Experience on Loyalty Demonstrating Loyalty to Consumers with Surprise and Delight Expectations and Drivers of Customer-Driven Brand Loyalty How Customer-Driven Brand Loyalty Builds Market-Based Assets Market-Based Assets and Customer Lifetime Value CLV and Customer Brand Equity Conclusion

Chapter 4 Customer-Managed Experience

Customer Centricity: Foundation of CMEx Customer Experience: Shaping CMEx Customer Engagement: Activating CMEx Customer Managed: Enabling Customers to Manage CMEx Dominant Experience Expectations: The New Competitive Standard Customer Journeys McKinsey’s Consumer Decision Journey Model McKinsey’s New Accelerated Consumer Decision Journey Oracle’s Customer Experience Infinity Loop Model Monitoring and Engaging with Customer Journeys Measuring and Analyzing Customer Journeys Visualizing Actual Customer Journeys Designing and Building Customer Journeys Conclusion

Chapter 5 Managing Moments of Truth and Opt-Out

Moments of Truth Anticipating Triggers, or Moments of Need Measurements that Matter Empowering Customers to Manage the Cost of Brand Relationships Opt-In/Out, Up/Down: Empowering Customers to Manage the Soft Costs Best-In-Class Preference Management Experience Conclusion

Chapter 6 The New Brand Manager in the Digital Economy

Index