Maximize lifetime customer value and transform prospects into brand evangelists with the latest edition of this celebrated text

Managing Customer Experience and Relationships: A Strategic Framework, Fourth Edition, is a hands-on and insightful discussion of how businesses can create meaningful and memorable customer experiences for individual customers on a large scale. The book’s emphasis on “treating different customers differently” and implementing mass-customization principles to drive digital interactions offers readers a strategy for avoiding the one-size-fits-all customer interactions that characterize less sophisticated organizations.

The distinguished authors combine theory, case studies, and strategic analyses as they provide students and working professionals with the blueprint to putting individual customers—and not just customer profiles or fictional avatars—at the center of their business model. They draw on decades of academic and professional experience in customer relationships as they provide brand-new material on data-driven marketing analytics and the implementation and monitoring of customer success management programs.

The newly updated Fourth Edition of Managing Customer Experience and Relationships is a can’t-miss resource for students, researchers, and professionals interested in sales, marketing, and other revenue generation fields who seek practical and concrete strategies for delivering individualized and impactful customer experiences that transform window shoppers into brand loyalists, in order to increase the value of the enterprise by increasing the value of the customer base.

Every business on the planet is trying to maximize the value created by its customers

Learn how to do it, step by step, in this newly revised Fourth Edition of Managing Customer Experience and Relationships: A Strategic Framework. Written by Don Peppers and Martha Rogers, Ph.D., recognized for decades as two of the world's leading experts on customer experience issues, the book combines theory, case studies, and strategic analyses to guide a company on its own quest to position its customers at the very center of its business model, and to "treat different customers differently."

This latest edition adds new material including:

• How to manage the mass-customization principles that drive digital interactions
• How to understand and manage data-driven marketing analytics issues, without having to do the math
• How to implement and monitor customer success management, the new discipline that has arisen alongside software-as-a-service businesses
• How to deal with the increasing threat to privacy, autonomy, and competition posed by the big tech companies like Facebook, Amazon, and Google
• Teaching slide decks to accompany the book, author-written test banks for all chapters, a complete glossary for the field, and full indexing

Ideal not just for students, but for managers, executives, and other business leaders, Managing Customer Experience and Relationships should prove an indispensable resource for marketing, sales, or customer service professionals in both the B2C and B2B world.