This book provides a systematic approach to out-compete competitors by providing the tools to decode the drivers of customer needs that will lead to the implementation of successful customer management growth strategies. The book enables readers to be proactive rather than reactive in their customer management. It presents the first approach to base a firms strategy on predicting customer needs rather than following them, and on setting customer expectations rather than firefighting dissatisfaction. The book introduces a tool that enables the organization to identify and define three key elements: customer value profiles customer roles scenes These elements are part of a tool called CUBEical segmentation*. The tool enables managers to build a compelling model of customer needs that is stable over time. CUBEical segmentation is a significant departure from current practice that builds strategies upon dynamic, ever-chaning phenomena such as customer expectations, customer experience, and customer satisfaction. The tool and model are built into a framework that can be used to predict customer needs. The framework, in turn, can be used to create strategies around where and how the organization can compete in the market place (CUBEical Strategy). The tools, strategies and framework outlined lead an organization to be able to develop new products and services successfully, and to utilize their cross and up sales potential to drive sustainable growth. The book is illustrated with examples fro B2B and B2C firms (including SAS Airlines, Carlsberg, Coke and Microsoft) where the tools and model are being implemented. These examples provide hands-on illustrations of how the reader can implement the thinking and show how the reader can develop their own unique understanding of customers, their needs, and how to address them. *CUBEical: Customer Universe Based Execution
Book Details:
- Author: Henrik Anderson
- ISBN: 9780470694244
- Year Published: 2008
- Pages: 300
- BISAC: BUS016000, BUSINESS & ECONOMICS/Consumer Behavior
About the Book and Topic:
This book provides a systematic approach to out-compete competitors by providing the tools to decode the drivers of customer needs that will lead to the implementation of successful customer management growth strategies. The book enables readers to be proactive rather than reactive in their customer management. It presents the first approach to base a firms strategy on predicting customer needs rather than following them, and on setting customer expectations rather than firefighting dissatisfaction. The book introduces a tool that enables the organization to identify and define three key elements: customer value profiles customer roles scenes These elements are part of a tool called CUBEical segmentation*. The tool enables managers to build a compelling model of customer needs that is stable over time. CUBEical segmentation is a significant departure from current practice that builds strategies upon dynamic, ever-chaning phenomena such as customer expectations, customer experience, and customer satisfaction. The tool and model are built into a framework that can be used to predict customer needs. The framework, in turn, can be used to create strategies around where and how the organization can compete in the market place (CUBEical Strategy). The tools, strategies and framework outlined lead an organization to be able to develop new products and services successfully, and to utilize their cross and up sales potential to drive sustainable growth. The book is illustrated with examples fro B2B and B2C firms (including SAS Airlines, Carlsberg, Coke and Microsoft) where the tools and model are being implemented. These examples provide hands-on illustrations of how the reader can implement the thinking and show how the reader can develop their own unique understanding of customers, their needs, and how to address them. *CUBEical: Customer Universe Based Execution
Until now, most books and concepts take customer needs as a given but they avoid the definition of the need. Current concept and practice concentrate on the impact of needs rather than their root. Literature has promoted customer satisfaction as key to understanding customer needs and expectations and firms have responded to this by investing heavily in performing customer satisfaction reviews. Most firms concluded that satisfaction scores may function as warning indicators but are not useful for gaining customer insights. To become a market leader a firm must be able to predict, understand and act upon the needs of their customers by proactively setting their expectations. In understanding the root of a customers needs firms have a unique opportunity to build their business proactively rather than following their customers and their competitors.
CONTEMPORARY THINKING: A unique contribution to the field of customer management with a departure from current practice towards understanding customers as multi-individuals and hence solving current confusions surrounding consumer behaviour. PRACTICAL APPROACH: Provides a set of easy to implement tools, models and strategies that will lead to stable and sustainable customer understanding and, therefore, business growth. INTERNATIONAL APPEAL: Based on global case studies from SAS Airlines, Carlsberg, Coke and Microsoft
About the Author
Henrik Andersen is Director of Andersen CRM Handbook (approximately 50,000 copies distributed globally, with translations in 6 languages). His near 20 years experience in the global consultancy industry provides Hendrik with a broad experience in the field of strategic planning, organizational and cultural change, BPR, CRM, and customer segmentation across a range of different industries and organizations. He is a regular presenter at seminars and conferences in Denmark and abroad and is often interviewed by the press as an expert on CRM. Thomas Ritter is a Professor at the Copenhagen Business School and Research Director at the Center for Applied Market Science. He has published extensively in high profile academic journals and has contributed to various books (see later) and presented countless papers at academic conferences around the world (including the American Marketing Association 2006, regularly at the annual International Marketing and Purchasing conferences worldwide