Emotional connection and affinity are the key to turning customers into brand advocates, but with consumers constantly bombarded with information, creating that genuine, emotional connection with consumers has become increasingly difficult.
This book provides mid-career marketers with practical strategies that transcend traditional transactional interactions and instead cultivate memorable experiences that resonate on a personal level with their customers. The book enables marketers to build genuine loyalty which in turn creates communities and forges an enduring bond between a brand and its users.
Taking a multidisciplinary look at the issue, Transforming Customer-Brand Relationships explores topics including the power of the customer voice, social listening as a tool and customer service transformation. By moving away from traditional metrics such as customer lifetime value and acquisition costs and instead focussing on emotional engagement metrics like Net Promoter Scores and customer sentiment analysis, it helps marketers and business leaders understand and implement strategies that foster lasting relationships with customers, ensuring long-lasting patronage in this competitive digital age.
Chapter - 00: Introduction
Section - 1: PART 1: Foundational Elements of Customer-Brand Relationships
Chapter - 01: The Power of the Customer Voice: Understanding How Customer
Opinion Can Influence Behaviour
Chapter - 02: From Customer Loyalty to Fandom: How Brandoms are Redefining
Engagement
Chapter - 03: The Art of Social Listening: Leveraging Social Media for
Affinity
Chapter - 04: From Satisfaction to Affinity: The Role of Customer Service
Chapter - 05: Personalization and Engagement: How Data and Creativity Create
Core Memories
Chapter - 06: Building Loyalty at Scale: What Great Looks Like
Chapter - 07: What Does Success Look Like: The Metrics That Matter
Chapter - 08: The Storytellers: Creating Content That Captivates
Chapter - 09: Putting It All Together - The Customer Experience Blueprint
Chapter - 10: Conclusion: The Future of Brand Affinity
Section - 2: PART II: Building a Community Step-By-Step
Chapter - 10: Building a Sense of Community
Chapter - 11: Designing, Onboarding, and Measuring Success
Chapter - 12: Beta Testing
Chapter - 13: Community Launch, Communications, and Promotion
Chapter - 14: The Role of Online Platforms and Social Media
Section - 3: PART III: Overcoming Challenges
Chapter - 15: When Affinity Falters
Chapter - 16: Navigating Change
Chapter - 17: Conclusion: The Future of Customer Experience and Brand
Affinity
Chapter - 18: Appendix: Resources and Tools
Christina Garnett is a respected fractional Chief Customer Officer and advisor, renowned for her expertise in advancing customer satisfaction and deepening brand loyalty across diverse industries, from Fortune 500 companies to startups. Based in Salem, Virginia, she is a contributor for Adweek and a sought-after speaker at major conferences such as INBOUND, Digital Summit, SemRush's Global Marketing Day amongst others. She also runs educational courses for both HubSpot Academic and SemRush.
