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Hood C: Unmapping Customer Journeys

Unmapping Customer Journeys

A Framework for Adaptive CX

Markt- und Unternehmensentwicklung Markets and Organisations

Towards a More In-Situ Research Method to Analyze Customer Experience

Mobile Ethnography

Die Kundenzentrierung ist heute der entscheidende Erfolgsfaktor für Unternehmen. Denn neben Preisstrategie und Leistungsangebot ist sie das zentrale Differenzierungsmerkmal, um sich nachhaltig vom Wettbewerb abzuheben und Kunden in Erinnerung zu bleiben. Mit dem CX/CRM Growth Wheel haben die Leser ein Modell an der Hand, das sie dabei unterstützt, die Bedürfnisse und Erwartungen ihrer Zielgruppen systematisch zu identifizieren und wirksam zu erfüllen. Als Lerninstrument und Self-Assessment-Tool bietet es Verantwortlichen eine Orientierung für eine erfolgreiche CX- und CRM-Transformation durch anerkannte Studien und Fakten in jeder Entwicklungsstufe.
In acht Fachbereichen vermittelt das Modell fundiertes Grundlagen-wissen und erprobtes Praxis-Know-how - genau das, was es braucht, um erfolgreiche Veränderungsprozesse im Unternehmen anzustoßen und konsequent umzusetzen. Der hohe Praxisbezug wird durch vier aufeinander aufbauende Aktionsstufen sichergestellt:
¿ Einsteiger: Wissensaufbau für Entscheidungsfindung &amp; Identifikation von Aktionspotenzial im Unternehmen
¿ Impulsgeber: Bereitschaft für Veränderungsprozesse schaffen und diese als Piloten initialisieren
¿ Wegweiser: Umsatzrelevante Ergebnisse definieren, erzielen und gemeinschaftlich nachverfolgen
¿ Transformierer: Langfristige Effekte durch Erneuerung erzielen und ganzheitliche Veränderungen bewirken

Customer Experience (CX) und Customer Relationship Management (CRM) praktisch anwenden

The ultimate sales leader playbookSales is the lifeblood of every organisation, and more than ever we need strong, capable, humble, authentic and inclusive commercial leaders who know how to get the best out of their sales teams.You were at the top of your game as a sales person. But now you're a sales leader, and getting results through a high-performing sales team is a different game. There are so many different hats you need to wear: Chief Strategy Officer, Chief Team Motivator, Chief Value Storyteller...Discover a simple, powerful framework to help you make that transition, mastering each critical area of sales leadership step by step. Easy to read and packed with real-life examples, tips and coaching questions you can use today, together with downloadable tools and templates, this is the essential guide to success in what can be one of the toughest, loneliest jobs in business.Amanda Downs is Director of Commercial Leadership at The Uspire Group and Founding Director of her private coaching practice, Sales Growth Expert. A sales leadership capability expert, she brings decades of hands-on management, training and coaching wisdom to her sales leader clients globally.

How to lead your new sales team to thrive and grow

Step Up To Sales Leader

This book provides insight into the luxury yacht (or superyacht) tourism market and industry. Superyacht tourism is a distinct form of tourism by virtue of the fact that luxury yacht consumers (guests) receive a bespoke vacation experience co-created with both the yachts’ crew and associated allied agencies. Elaborating on these co-created superyacht experiences, the book explores the inputs of both guests and stakeholders and is unique in three main ways. Firstly, it presents insight into the luxury value proposition all the way from yacht design through to ownership, staffing, charter management and consumption. Secondly, it presents an understanding of the luxury yacht market proposition through the unifying framework of customer experience. In doing so the book follows the shift in focus from the material and symbolic elements of luxury towards the experiential element. Finally, the book incorporates both academic and industry expert insights into the co-creation of luxury yacht experiences.

This book provides insight into the luxury yacht (or superyacht) tourism market and industry.&nbsp;Superyacht tourism is a distinct form of tourism by virtue of the fact that luxury yacht consumers (guests) receive a bespoke vacation experience co-created with both the yachts’ crew and associated allied agencies. Elaborating on these co-created superyacht experiences, the book explores the inputs of both guests and stakeholders and is unique in three main ways.&nbsp;&nbsp; Firstly, it presents insight into the luxury value proposition all the way from yacht design through to ownership, staffing, charter management and consumption. Secondly, it presents an understanding of the luxury yacht market proposition through the unifying framework of customer experience. In doing so the book follows the shift in focus from the material and symbolic elements of luxury towards the experiential element. Finally, the book incorporates both academic and industry expert insights into the co-creation of luxury yacht experiences.

Exploring the Superyacht Market

Co-creating Luxury Customer Experiences in Tourism

Mastering Fashion Management

This book provides a practical and comprehensive guide to fashion entrepreneurship, empowering readers to transform their creative ideas into a viable fashion business. It is key reading for undergraduate and postgraduate students studying fashion entrepreneurship, fashion business, fashion management studies, and related disciplines.

Principles and Practice

Fashion Entrepreneurship

"A clear, practical, and long-overdue guide to a powerful idea that the industry has largely overlooked." Paul Cobban, ex Chief Transformation Officer, DBS "Healthy Money is a must-read for anyone&nbsp;serious about transforming financial services for the better."&nbsp; Simon McNamara ex-CIO RBS / NatWest How-to guide for incumbent banks to use digital transformation to improve the financial lives of their customers Healthy Money serves as both a polemic and a practical handbook on upgrading banks to be future-relevant. It uniquely integrates customer, technology, and leadership perspectives to build a "Healthy Money"-oriented bank, focusing on how banks can transform, with the explicit goal of helping customers run their financial lives effectively. Written by Alastair Campbell, a seasoned executive with over 30 years of international experience in banking and banking advisory, this book delivers insights on: <ul> <li>Thriving at a time when most growth is going on outside of the incumbent banks</li> <li>Leading a shift in focus to drive success through digital customer engagement, and perpetually giving customers more for less</li> <li>Leveraging the new realities of the deflationary effect of digital technology</li> <li>Redesigning the bank's architecture around a modular, layered and loosely coupled approach that emphasises rich customer IDs and networks, exchange assurance, fungible/configurable services and personalised experiences</li> <li>Remaking services around supporting customers to build and sustain healthy financial lives</li> </ul> Healthy Money is required reading for all executives and professionals at Incumbent banks seeking to reclaim centre stage by fundamentally addressing their most pressing issues in a unified way.

Building the Bank of the Future Around Financial Health, Data Networks and Ecosystems

Healthy Money

The Human-centered Design (HCD) Discovery Guide helps individuals and organizations understand customers, their goals, and their moments of delight and frustration.

This modular guide was developed through real-world testing in organizations numbering from a dozen people to hundreds of thousands of employees. It shows how to move through customer research with confidence, from first ideas to final, actionable insights and their presentation to stakeholders.

Use the HCD Discovery Guide to: Understand the best framing for your core research questions. 
Scope a project to investigate that problem. 
Conduct that project in a rigorous way.
Pull actionable customer insights from your research. 
Deliver your project on-time.



From receiving the first project brief or identifying a first customer problem to delivering a final presentation to stakeholders, this guide helps innovative generalists get the direction they need to conduct smart, focused, and efficient customer and stakeholder research. This strong, foundational research for product, service, program, and service development then sets up individuals and organizations up to build great things with the confidence that they truly understand their customers.

Concepts & Operations

HCD Discovery Guides

Quick Guide

<div>Customer Experience (CX) ist mehr als ein Buzzword der modernen Wirtschaft oder eine weitere Abteilung im heutigen Business – sie ist ein business-kritischer Werttreiber für Unternehmen. Doch wie lässt sich der Return on Investment (ROI) von CX konkret nachweisen? Dieser Quick Guide liefert Führungskräften, CX-Verantwortlichen und Strateg*innen einen praxisnahen und fundierten Ansatz, um CX-Maßnahmen mit Business-Kennzahlen zu verknüpfen. Anhand eines klar strukturierten Modells zeigt das Buch, wie CX-Werte wie NPS, CSAT oder CES mit wirtschaftlichen Größen wie CLV, CAC oder Churn Rate in Beziehung gesetzt werden können. Zahlreiche Beispiele, Tools und Visualisierungen helfen dabei, CX-Programme strategisch zu verankern, ihre Wirkung zu messen und den ROI überzeugend zu kommunizieren – intern wie extern. Ein unverzichtbarer Leitfaden für alle, die Customer Experience als wirtschaftlich relevanten Erfolgsfaktor verstehen und nutzen wollen.</div>

Customer Experience (CX) ist mehr als ein Buzzword der modernen Wirtschaft oder eine weitere Abteilung im heutigen Business – sie ist ein business-kritischer Werttreiber für Unternehmen. Doch wie lässt sich der Return on Investment (ROI) von CX konkret nachweisen? Dieser Quick Guide liefert Führungskräften, CX-Verantwortlichen und Strateg*innen einen praxisnahen und fundierten Ansatz, um CX-Maßnahmen mit Business-Kennzahlen zu verknüpfen. Anhand eines klar strukturierten Modells zeigt das Buch, wie CX-Werte wie NPS, CSAT oder CES mit wirtschaftlichen Größen wie CLV, CAC oder Churn Rate in Beziehung gesetzt werden können. Zahlreiche Beispiele, Tools und Visualisierungen helfen dabei, CX-Programme strategisch zu verankern, ihre Wirkung zu messen und den ROI überzeugend zu kommunizieren – intern wie extern. Ein unverzichtbarer Leitfaden für alle, die Customer Experience als wirtschaftlich relevanten Erfolgsfaktor verstehen und nutzen wollen.

Wie Kundenerlebnisse zu messbarem Unternehmenserfolg führen

Quick Guide Der ROI von Customer Experience

PRAISE FOR MARKETING 7.0 "Legendary for his insight and foresight, Philip Kotler, with his long-time co-authors Hermawan Kartajaya and Iwan Setiawan, take the next step in their leading-edge marketing series. Building on advances in social media, AI and immersive technology from their previous three editions, Marketing 7.0 creatively applies cognitive science concepts and theories to show how marketers can navigate gateways to the human mind to design more personal, relevant and influential marketing." -KEVIN LANE KELLER, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth College "Marketing 7.0 by Philip Kotler is a visionary guide that captures the next evolution of marketing in the age of AI, sustainability, and humanity. This book is an essential read for anyone who wants to understand where marketing is headed and how to stay ahead of the curve." -HERMANN SIMON, Founder and Honorary Chairman, Simon-Kucher "Marketing 7.0 unites technology and human insight, illustrating how marketing has evolved from products and data to the exploration of the depths of the human mind. By integrating AI, immersive technology, and cognitive science, Philip Kotler redefines marketing as a discipline that goes beyond understanding customers and connects with their thoughts, emotions, and experiences." -ALEXANDER CHERNEV, Professor of Marketing, Kellogg School of Management, Northwestern University

A Guide for Thinking Marketers in the Age of AI

Marketing 7.0

Retail Marketing offers an up-to-date and accessible approach that balances the key theories with real-world industry practice to show how retailers are operating in today's complex business environment. It covers essential topics of retail marketing and management, beginning with a history of retailing practices to understand the background behind retail's position within society. It then moves on to recent innovations and trends that are leading the field today. Supported by international examples throughout, the textbook also examines topics such as strategy, customer experience, supply chains and merchandising to ensure students gain an understanding of the whole retail process. Written by the BBC's retail expert, Sarah Montano, it also covers important discussions of ethics in retailing, sustainability considerations as well as multi-channel methods including the combined use of physical and digital channels in 'phygital' retail. Real-world examples from Cadbury, Tiffany and Co, Wilko and H&amp;M Ginza, Japan, and vignettes from industry professionals and customers ensure students put their understanding of the theory into practice. Retail Marketing includes in-text learning features such as learning outcomes, a glossary and exercise questions. It is supported by online resources of PowerPoint slides, multiple choice questions, videos and interactive diagrams. This textbook is ideal for postgraduate students taking modules on Retail Marketing as part of their Retail or Marketing degrees.

Contemporary Approaches to Retailing in the Digital and Experience Economy

Retail Marketing

Unlock your marketing potential with actionable AI insights to supercharge customer engagement and retention. Customer Intelligence: Know Your Buyer to Transform Your Marketing by Eli Schwartz tackles the common pitfalls businesses face when they make incorrect assumptions about their customers. Relying on his experience working with companies like Google and Tinder, Schwartz guides you through understanding and leveraging AI to strengthen your marketing strategies and truly resonate with your customer base. The book provides a robust framework for identifying and understanding customer needs, helping you avoid costly marketing mistakes. Through real-world examples, Eli Schwartz demonstrates how AI can transform your strategies, ensuring not only attraction but retention of a loyal customer base. Inside the book: <ul> <li>Discover the pivotal role of customer insights in marketing success </li> </ul> <ul> <li>Learn to leverage AI for authentic customer connection </li> </ul> <ul> <li>Avoid the cost of marketing missteps with proven strategies </li> </ul> Whether you are a seasoned marketing professional or a business looking to enhance its customer engagement, Customer Intelligence is designed for those who wish to harness the power of AI for effective marketing and loyalty building. This book will equip you with the tools needed to make informed decisions that align with your customers' real desires and motivations.

Know Your Buyer to Transform Your Marketing

Customer Intelligence

Unmapping Customer Journeys

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