دانلود کتاب Valuing Customer Engagement: Strategies to Measure and Maximize Profitability

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Foreword by David J. Reibstein
Foreword by J. Patrick Bewley
Preface
Acknowledgments
Praise for Valuing Customer Engagement
Contents
List of Figures
List of Tables
1 Overview of Customer Engagement
Engaging with Your Customers
Understanding the Need to Value Customer Engagement
Valuing Customer Engagement—Under the Hood
Notes and References
2 Customer Valuation Theory
Let’s Begin with the Stock Market…
What Is the Value of My Customers?
The Customer Valuation Theory
Valuing Customers as Assets
Managing Customer Portfolios
Nurturing Profitable Customers
How Does the Use of CVT Benefit Businesses?
Notes and References
3 Customer Engagement Value
A Firm’s Approach to Customer Engagement
Conceptualizing CEV: An Integrated Framework
Customer Brand Value (CBV)
Customer Lifetime Value (CLV)
Customer Referral Value (CRV)
Business Reference Value (BRV)
Customer Influence Value (CIV)
Customer Knowledge Value (CKV)
How Does It Help Organizations?
Notes and References
4 Brand: “What Do You Think of Me?”
Connecting Brands with Customers
Need to Measure Brand Value
Aggregate Versus Individual Brand Value
The CBV Framework
Brand Knowledge
Brand Attitude
Brand Behavior Intention
Brand Behavior
Predicted Behavior Outcomes
Measuring CBV
Maximizing CBV
Notes and References
5 How Much Are Your Customers Worth?
Introduction: Why Measure Customer Value?
Traditional Measures of Customer Value: Backward-Looking Metrics
Recency–Frequency–Monetary (RFM) Value
Share of Wallet
Past Customer Value
Tenure/Duration
Defining CLV: The Forward-Looking Metric
Measuring CLV
How Can CLV Be Computed?
Drivers of CLV
Maximizing CLV to Ensure Profitable Customer Engagement
Customer Selection
Managing Loyalty and Profitability Simultaneously
Optimal Allocation of Resources
Cross-Buying Behavior
Pitching the Right Product to the Right Customer at the Right Time
Preventing Customer Attrition
Product Returns
Managing Multichannel Shoppers
Linking Investments in Branding to Customer Profitability
Acquiring Profitable Customers
Interaction Orientation
Viral and Referral Marketing Strategies
Future of Customer Management
CLV—Extensions and Applications
Salesperson Future Value
Global CLV
Computing CLV for Consumer Packaged Goods
Looking Beyond CLV
Notes and References
6 When Brand Value Meets Customer Value
How to Link the Brand Value to Customer Value
How the Various Components of CBV Are Linked
How CBV and CLV Are Linked
The Role of Brand Communication in Linking Brand and Customer Value
Strategic Implementation of Managing Brands and Customers
Telecommunication
Financial Services
Retailer
Brand Awareness and Image
Brand Trust and Affect
Brand Purchase Intention
Brand Loyalty
Premium Price Behavior
Brand Advocacy
Notes and References
7 What’s the Word Out There?
Introduction: Valuing the Word that Goes Around
Conceptual Background
WOM Marketing
Customer Referrals and Referral Programs
The Value of Referred Customers
Referral Intentions
Defining CRV
Measuring CRV
Calculating CRV—An Example
Maximizing CRV
Linking CRV and CLV
Implementing CRV in Business
Campaign Preparation
Campaign Description
Campaign Results
Linking CBV and CRV
The Value of References in the B2B Setting
Measuring BRV
Calculating BRV—An Example
Drivers of BRV
Drivers of BRV in a Telecommunications Firm and a Financial Services Firm
Maximizing BRV
Impact of BRV on CLV
Impact of BRV on Customer Acquisition
Linking BRV and CBV
From Referrals to Influence
Notes and References
8 Hey, Have You Heard About This?
Introduction: Social Media
Why Social Media Can Be Powerful
Successes and Failures in Marketing Through Social Media
Defining Customer Influence Effect (CIE) and Customer Influence Value (CIV)
A Seven-Step Framework for Creating Successful Social Media Marketing Campaigns
Implementation of the Seven-Step Framework
Implementation of the Seven-Step Process in Hokeypokey
Measuring CIV: Calculating the Effect and Value of Social Media Influence
The Campaign Results and Implications
Computation of CIV
How Can This Be Computed?
Implications of CIV for Social Media Marketers
Encouraging and Maximizing CIV
Launching Social Coupons
Avoiding the Pitfalls in Social Coupon Launches
What Should the Firm Do to Improve Profits?
Redesigning the Social Coupon Strategy
Interrelationships
CIV, CRV, and CLV
The Relationship Between CLV and CIV
The Relationship Between CIV and CBV
The Relationship Between CRV and CIV
Social Media Marketing (SMM): Version 2.0
Regulated Social Media Marketing
A Sample Framework for Implementation
The Dark Side of Social Media Marketing
Notes and References
9 We Need Your Help!
Introduction: The Value of Customer Knowledge
Defining Customer Knowledge Value (CKV)
Measuring CKV
CKV Measurement Strategy
Customer Feedback Channel Identification
Data Collection
Rating Normalization
Data Analysis: Feedback Response Strategy
Feedback Response Strategy Design and Implementation
Impact of Social Media in CKV
Encouraging and Maximizing CKV
Applying CKV in Business
Interrelationships
Linking CKV and CLV
Linking CKV and CBV
Linking CKV and CIV
Linking CKV and CRV
Linking CKV and BRV
Notes and References
10 Engaging with Customers in a Multi-dimensional World
Managing the CEV Framework
Customer Brand Value
Customer Lifetime Value
Customer Referral Value/Business Reference Value
Customer Influence Value
Customer Knowledge Value
A Note on Managing the Framework
Organizational Challenges
Loyalty
Customer Feedback
Data Availability
Data Management
Data Integrity
Data Accessibility
Data Security
Disaster Recovery
Change Management
Recent Developments in Valuing Customer Engagement
On the Theory Behind Customer Engagement
On Customer Engagement in a Service Setting
On Customer Engagement in a Global Context
On Establishing Employee Engagement
Conclusion
Notes and References
Index