Superior Customer Value, Third Edition

ISBN-10: 1439861285
ISBN-13: 9781439861288
Edition: 3rd 2012 (Revised)
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Description: Great companies consistently meet and exceed customer desires. Superior Customer Value in the New Economy: Concepts and Cases, Second Edition offers a blueprint for responding effectively to customer demands and for creating the benchmarks common to  More...

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Book details

Edition: 3rd
Copyright year: 2012
Publisher: CRC Press LLC
Publication date: 2/24/2012
Binding: Hardcover
Pages: 319
Size: 6.25" wide x 9.00" long x 1.00" tall
Weight: 4.290
Language: English

Great companies consistently meet and exceed customer desires. Superior Customer Value in the New Economy: Concepts and Cases, Second Edition offers a blueprint for responding effectively to customer demands and for creating the benchmarks common to world-class service companies. The Second Edition elaborates on the latest perspectives of the business and academic communities, exploring leading marketing and managing developments in the crucial area of customer value (CV). It delivers expert guidance on designing, implementing, and evaluating a CV strategy that benefits e-service and information-based organizations.Building upon concepts, cases, and in-chapter applications, the book addresses best practices, organizational responsiveness, market orientation, and the planning and strategy issues that result in high rates of customersatisfaction in e-service and information-based organizations. It concludes with 18 detailed, "hands-on" examples of companies attempting to create customer value. Each case study delivers an in-depth look at major CV themes such as responding to change, being customer oriented, customer loyalty, and more. Each of these real-world examples provides excellent learning opportunities to model effective customer value behavior and practices.

Preface
Acknowledgments
About the Author
Customer Value-The Building Blocks
Customers Want Exceptional Value!
Importance of Customer Value
So, What Does Value Really Mean?
Service, Quality, Image, and Price: The Essence of Customer Value
Business Climate for Value Creation
Rise and Fall of the New Economy
Newer Economy
Overcoming the Great Recession
Value-Creating Organization
Customer Value-Marketing Management Implications
Summary
Be Customer Driven and Market Driving
Customer Commitment: Follow the Market Leaders
Revisiting and Extending the Marketing Concept
Building a Market Orientation
Business Orientations
Becoming Customer Oriented
Market Orientation and Business Performance: Research Findings
Market-Driving Practices
Creating a Bias for Action
Corporate Entrepreneurship
Cocreation of Value: An Overview
Summary
Process Management-Best Practices
Deming's (PDCA) Cycle
Plan
Do
Check
Act
Creating Value-Process Innovation
Connecting Value-Customer Experience Management
CEM-Research Findings
Checking Value-Benchmarking and Related Process Tools
Other Process-Checking Tools
Summary
Designing a Successful Customer Strategy
Building a Winning Business Model and Value Proposition
Business Models
Value Proposition
Service, Quality, Image, and Price-The Crux of Customer Value
Differentiation-Adding Value
Strategic Implications of Differentiation
Summary
Appendix: Customer Value Assessment Tool (CVAT™)
Guidelines for Using the Customer Value Assessment Tool
Perceived Service Quality
Perceived Product Quality
Perceived Image
Perceived Value-Based Price
Service and Quality-The Core Offering
Services Create Value
What Is a Service?
Cocreation of Services
Customer Service-Research Findings and Managerial Implications
Quality Matters
What Is Quality?
Managing Service Quality
Service Delivery Stages-From Pre- to Postsale
SERVQUAL and Gap Analysis
Explicating Service Quality
Improving Service Quality
Summary
Price and Image-The Communicators
How Price Relates to Value
About Reference Prices
Strategic Pricing
Pricing Methods
Making Good Pricing Decisions
Why Price Cuts Are Seldom the Answer
Future Pricing Issues
Image-The Other Communicator
Image-Based Differentiation and Positioning
"Cool" Companies
Summary
Excelling in the Marketspace
E-Commerce-Opportunities in Marketspace
E-Commerce and Customer Satisfaction
Going Mobile and New Technologies
Defining E-Service Quality
E-SQ and Customer Loyalty
Improving E-Service Quality
Summary
Integrated Marketing Communications and Social Media
Communicating Value through an IMC Program
Creating an IMC Program
Social Media
Online Consumer Typologies
Viral Marketing
Measuring the Impact of Social Networks and New Media
Summary
Retaining Customers-Analysis and Strategy
Creating Value through Relationship Marketing
What Is Relationship Marketing?
Relationship Marketing Success
Building Strong Customer Relationships
Analyzing Buyer Relationships
Improving Supply Chain Relationships
Customer Relationship Management
Social Customer Relationship Management
Marketing Automation
Relationship Marketing-Keys to Success
Summary
Customer Loyalty and Retention
Why Focus on Customer Retention?
Customer Loyalty-Issues, Strategies, and Analysis
Measuring Customer Loyalty
NPS
RFM
Usage Analysis and Customer Retention
Customer Value/Retention Model
Designing a Customer Retention Program
Customer Retention Approaches
Summary
Customer Value Metrics
Accountability in Marketing
Creating a New Mindset about Measuring Marketing Performance
The 5C Approach to Customer Value Metrics
Collect VOC Data
Customer Lifetime Value (CLV)
Customer Retention
Customer Revenue
Communications
Marketing Dashboards
Summary
Notes
Customer Value Case Studies
Appendix: Analyzing Business Situations-The Customer-Value Funnel Approach
Case 1: Enterprise Rent-A-Car-A Market-Driven Company
Customers and Environmental Factors
Customer Expectations
Competitive Practices
Economic Influences
Global Opportunities
Value Creation Approach
Case 2: FedEx Corporation-A Customer Value Funnel Assessment
Global Business Community (Macroenvironment)
Market (Microenvironment)
Organization
Branding
Customer Value and Business Performance
Stumbling Blocks
Strategic Changes
Case 3: The Grateful Dead-Creating Deadheads by Providing Drop-Dead Customer Service
Reliability
Availability
Tangibles
Empathy
Responsiveness
Recent Developments
Summary
Case 4: Harrah's Entertainment-Loyalty Management
Harrah�s Strategy
Creating Loyal Patronage
Migration to the Web
Online Gaming
Case 5: Publix Super Markets-Achieving Customer Intimacy
Background and Company Philosophy
Key Success Factors
Industry Trends and Rankings
Industry Trends
Industry Rankings
Company Earnings
Service with a Smile: The Publix Style
Publix Goes Online (and Off)
Current Trends
Concluding Remark
Case 6: StatePride Industrial Laundry-Value Chain Analysis
What Is Value?
Creating Value: The Value Chain Analysis
Applying Value Chain Analysis
Index

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