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Using Information to Develop a Culture of Customer Centricity

Book Description

Using Information to Develop a Culture of Customer Centricity sets the stage for understanding the holistic marriage of information, socialization, and process change necessary for transitioning an organization to customer centricity. The book begins with an overview list of 8-10 precepts associated with a business-focused view of the knowledge necessary for developing customer-oriented business processes that lead to excellent customer experiences resulting in increased revenues. Each chapter delves into each precept in more detail.

Table of Contents

  1. Cover image
  2. Title page
  3. Table of Contents
  4. Copyright
  5. Preface
    1. Introduction
    2. The Challenge of Customer Centricity
    3. What This Book Is
    4. Why You Should Be Reading This Book
    5. Our Approach to Knowledge Transfer
    6. Contact Us
  6. Acknowledgments
    1. David’s Acknowledgments
    2. Abie’s Acknowledgments
    3. General Acknowledgments
  7. Chapter 1. What Is Customer Centricity?
    1. Introduction
    2. The Evolution of Customer Centricity
    3. Customer Experience as a Corporate Driver of Value
    4. Increasing Corporate Value by Integrating Customer Value Analytics into the Enterprise
    5. Customer Data Visibility
    6. Customer Interaction Management
    7. Summary: Customer Value Is Corporate Value
  8. Chapter 2. The Value of Customer Centricity
    1. Customer Centricity and the Concept of Value
    2. Business Expectations and Performance Metrics
    3. Revenue Generation
    4. Decreasing Costs
    5. Reducing Risk
    6. Improving Productivity
    7. Balancing Corporate and Customer Value: Enhancing the Customer Experience
  9. Chapter 3. Who Is a Customer?
    1. Who Is a Customer?
    2. Defining the Concept of Customer—An Example
    3. Holistic Engagement Identifies the Customer
    4. Reflections: Customers and Customer Centricity
    5. Entity Versus Role
    6. Summary: Driving Customer Centricity
  10. Chapter 4. Customer Lifetime and Value Analytics
    1. The Value of the Customer
    2. Defining Customer Value
    3. Additional Aspects of Customer Value
    4. Evaluating the Value of a Customer
    5. Developing a Customer Valuation Model
    6. Using the Customer Valuation Model for Customer Centricity
    7. Considerations: Influencing Customer Behavior
  11. Chapter 5. Connectivity and Spheres of Influence
    1. Introduction
    2. Customer Connectivity Concepts
    3. Modeling the Types of Customer Connections
    4. The Customer Network: Spheres of Influence
    5. The Advantage of Understanding Spheres of Influence
    6. Social Network Measures for Customer Centricity
    7. Customer Connectivity Measures and Influencing the Spheres
  12. Chapter 6. Customer Touch Points and the Exchange of Value
    1. Understanding Customer Interactions
    2. Customer Segmentation Influences the Relationship
    3. Segmentation, Customer Touch Points, and Personalization
    4. Types of Customer Touch Points
    5. Thoughtful Coordination of Customer Touch Points
    6. The Conceptual Exchange of Value
    7. Analyzing Touch Points to Maximize Exchanged Value
    8. Mapping the Customer’s Journey
  13. Chapter 7. Organizing Data for Customer Centricity
    1. Customer Profiling and Customer Identity
    2. The Need for Data Organization
    3. Collecting Key Data Artifacts
    4. Organizing Entity and Identity Data
    5. Managing Customer Attribution and Classification Data
    6. Layering Relationships and Hierarchies for Customer Data Organization
    7. Organizing Customer Behavior Data
    8. Managing Customer Identity
    9. Customer Profile Modeling: Some Last Considerations
  14. Chapter 8. Customer Profiling
    1. Introduction
    2. What Is Customer Profiling?
    3. Profiling Characteristics
    4. Describing Segments
    5. Customer Data Acquisition
    6. Profiling and Personas
    7. Using Customer Profiles
    8. Use Case: Improving Marketing Effectiveness
    9. Considerations of Privacy and Challenges of Customer Profiling
    10. Taking Customer Profiling to the Next Level
  15. Chapter 9. Customer Data Analytics
    1. The Analytics Feedback Loop
    2. Customer Segmentation and Classification
    3. Supervised Analysis
    4. Unsupervised Analysis
    5. Analysis Techniques and Methods
    6. Market Basket Analysis
    7. Memory-Based Reasoning
    8. Cluster Detection
    9. Link Analysis
    10. Decision Trees
    11. Making Analytics Part of the Process
  16. Chapter 10. Making Customer Centricity Pervasive in the Company
    1. Introduction
    2. Taking it from the Top
    3. Overseeing Change Management
    4. Incentivize Good Behavior Through Recognition and Reward
    5. Associate Every Job to Customers
    6. Replicate Best Practices Through Mentorship Programs
    7. Align Operational and Organizational Interfaces
    8. Be Self-Aware and Self-Truthful
    9. Next Steps: Developing the Program Plan