A customer-centric culture provides focus and direction for the organization, ensuring that exceptional value will be offered to customers — this, in turn, results in enhanced market performance. Unfortunately, caught up in the daily economic and competitive pressures of running complex and fast-changing businesses, managers may lose sight of customers’ desires. And, consequently, customer experiences often fall far short of expectations.
Written by an expert with more than fifteen years of experience, Superior Customer Value: Strategies for Winning and Retaining Customers, Third Edition benchmarks the best companies and shows you what it truly means to create world-class value for customers. The book is a state-of-the-art guide to designing, implementing, and evaluating a customer value strategy in service, technology, and information-based organizations. It explores key marketing planning issues that emphasize relationship management strategies to keep customers happy.
See What’s New in the Third Edition:
New topics include:
- Business models
- Co-creation of value
- Corporate entrepreneurship
- Customer experience management
- Customer value metrics
- Net promoter score
- Social media
Expanded coverage of:
- Customer relationship management
- E-business opportunities
Written as an academic textbook for use in MBA programs, the book is highly readable, practical, and action-oriented, giving managers at all levels of experience guidance on how to improve marketing operations and create customer-centric organizations. It explains valuable tools such as customer value funnel, customer value assessment, service-quality-image-price (SQIP) analysis, and CRM models. Each chapter has a customer value insight checklist, action items, and informative figures and tables.
This revised edition addresses current trends in value-adding business practice, from understanding how to drive a market and find new ventures to the rise in customer importance of the online arena and new models and metrics for customer loyalty and retention. Great companies amaze and delight customers — Superior Customer Value offers a strategic blueprint to learn from the market leaders and apply those lessons to your organization.Art Weinstein discusses the book in several videos on the CRC Press YouTube Channel.
Table of Contents
Customer Value—The Building Blocks
Customers Want Exceptional Value!
Be Customer Driven and Market Driving
Process Management—Best Practices
Designing a Successful Customer Strategy
Building a Winning Business Model and Value Proposition
Service and Quality—The Core Offering
Price and Image—The Communicators
Excelling in the Marketspace
e-Commerce—Opportunities in Marketspace
Integrated Marketing Communications and Social Media
Retaining Customers—Analysis and Strategy
Creating Value through Relationship Marketing
Customer Loyalty and Retention
Customer Value Metrics
Customer Value Case Studies
Appendix: Analyzing Business Situations—The Customer-Value Funnel Approach
Case 1. Enterprise Rent-a-Car
Case 2. FedEx Corporation
Case 3. The Grateful Dead
Case 4. Harrah’s Entertainment, Inc.
Case 5. Publix Super Markets, Inc.
Case 6. StatePride Industrial Laundry
Art Weinstein is a professor of marketing in the Huizenga School of Business and Entrepreneurship at Nova Southeastern University, Fort Lauderdale. He earned his Ph.D. in 1991 from Florida International University. Dr. Weinstein is the author of The Handbook of Market Segmentation, 3rd Edition and Defining Your Market, as well as more than 70 scholarly articles and papers on customer-focused topics and marketing strategy issues. He was the founder and editor of the Journal of Segmentation in Marketing. Dr. Weinstein has consulted for many high-tech and service firms.
"Art Weinstein's latest edition tells YOU what you MUST do to CREATE VALUE in your current business environment. A recognized marketing expert, Weinstein not only makes clear the constructs that weave everything together, but he does it in his normal easy-to-understand style. What is value, how you create it, what drives loyalty — it’s all here. His book is a must-read for anyone expecting to successfully compete in their marketplace."
— Dr. RJ Trasorras, President of the Trasorras Intelligence Group, Tampa, Florida
"This book really provides valuable tools to implement integrated marketing communications (IMC), including social media, in every organization. It is a must-have for all managers in order to be successful!"
— Ben Verschuur, Internet Marketer and Social Media Expert in the EU
"We highly recommend this book from Dr. Weinstein, it will give you great insights into creating customer value."
— Dr. Matthew Kenney, Founder and President, Kenney College MBA in Entrepreneurship