Customers Inside, Customers Outside: Designing and Succeeding With Enterprise Customer-Centricity Concepts, Practices, and Applications

Over the past several years, leading companies have entered a period of marketing and operational intersection and convergence. During this time, those of us who actively follow and consult with companies about trends in organizational development are witnessing significant changes, among which are multi-channel media application (and the resultant omni-channel application by consumers); more effective and pervasive customer data gathering, analysis and application; a stronger enterprise-wide focus on customers; and recognition by senior executives that a dedicated high level function, supported by a team and sufficient resources, is needed to lead and manage the customer experience.

This book is an attempt to cover the most important developments in the business community, including customer and brand decision-making and influence; customer behavior measurement; big customer data; customer strategy and tactics and building ?outside" customers, that have led to this focus on the customer. Customers Inside, Customers Outside: Designing and Succeeding with Enterprise Customer-Centricity traces the evolution of the Chief Customer Officer role; the importance of experience optimization, trust, and customer partnering in fostering customer-centricity; and the leveraging of service (including proactive complaint generation and resolution) and employee behavior to provide customers with a better service experience. In doing so, the financial foundation of the organization is strengthened