Despite the promise of an enhanced customer experience through new technology, we have witnessed the widespread collapse of consumer trust. This book challenges the preconceptions of the Customer Experience (CX) movement, upturns long-held beliefs in its effectiveness, and offers an alternative approach to customer management.
Despite the promise of enhanced customer engagement through new technology, consumer trust has suffered widespread collapse and annual corporate losses are in the trillions. This book exposes the faulty foundation of the populist Customer Experience (CX) movement, upturns long-held beliefs in its effectiveness, and details an alternative – industrial – approach to the customer asset base.
Aarron Spinley is recognized as a foremost mind in the realm of customer science and strategy. His work helps us to understand – and extract – customer value based on evidence, and in so doing, influences our relationship with technology for better results. The Customering Method marries the sciences and managerial precedent with contemporary capability: optimizing the intersection with marketing, mitigating risk and attrition rates, increasing sales propensity, and restoring profitability. Throughout, Spinley provides practical examples that are relatable, actionable, and defensible.
These concepts have already influenced senior leaders, CEOs, chief marketing officers, and directors of customer experience across many organizations. Now in published form, this is perhaps the most important book in the field for decades.
Introduction 1 Professions and Industrial Management The Rise and
Value of Professions, The Modern Day, Industrial Management Process, Customer
Management Is not Marketing, Introducing the Customer Management Process
Model, Notes 2 The Marketing Method Diagnostics, Market Orientation,
Market Research, Market Segmentation, Strategy, Tactics, Product, Pricing,
Distribution, Integrated Marketing Communications, Notes 3 The Customering
Method, The Terrain, Growth and Loyalty, Defining The Economic Mission, The
Big Proviso: Where to Limit Customer Management Investment, Budgeting, Notes
4 PILLAR 1: Identity From Omni-channel to Channel-less, The Identity Lens,
Capture Status, Stitching, Cyber and Privacy, Systems, Notes 5 PILLAR 2:
Intent Jobs to Be Done, The Dimensions of Intent, Behavioral and
Unstructured, Conversational, Self-reports, Summarizing the Capture of
Intent, Notes 6 PILLAR 3: Interactions Applying the Customer Engagement
Stack, Offer Integrity, The Services Layer, The Experience Layer, Summarizing
the Stack, Asset Design, Ecosystems and Channel Platforms, Orchestration,
Journey Orchestration in Practice, All Channels and All Behaviors, CJO
Unifies Other Technologies, Applying the First Three Pillars, Notes 7 -
PILLAR 4: Measurement and Reporting Understanding Return, Option to Skip,
Measurement Methods, Summarizing Measurement, Company and Shareholder
Reporting, Notes 8 Managing the Collision, The Unintended Consequence of
the Marketing Funnel, The Limits of Personalization, Customer-governed
Application of Marketing Communications, Comparing Models, Notes 9
Correcting the Record Never Segment Customers, Not a Brand Differentiator,
Break the Survey Fever, Reject Agenda-based Research, Forget about EX,
Notes Epilogue Closing the Loop
Aarron Spinley is a Fellow at the Field Bell Institute (www.fieldbell.org). He is recognized as a foremost mind in the realm of customer science, noted for his signature approach: measuring the intersection of established management method, complex economics, and scientific precedent to confirm and systemize, or disrupt, for effect. As a writer or commentator, Aarron has featured in leading publications including Forbes, ZDNet, MyCustomer, CMO, Mumbrella, and Mi3 Media, and has appeared on five continents as a sought-after keynote speaker.
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