Firing Up the Customer: Aligning Brand, Strategy, and Technology to Deliver the Extraordinary Customer Experience

The first book to synthesize marketing, CRM technology, and branding into a 360-degree view of the customer Firing Up the Customer is different from other limited-viewpoint business strategy books. It examines the entire customer experience­­from products and channels to communications, markets, and in-house staff­­to present holistic, real-world strategies for reaching customer pocketbooks and creating sustainable competitive advantage. Based on research findings from dozens of leading global marketers, it features the strategies and practices necessary to transform "customer-centric" talk into increased customer satisfaction and real business value. This hands-on, no-nonsense book discusses the steps that must happen before companies can expand market share, increase profits, and pursue market dominance. Sales and marketing managers will discover: How to uncover and correct sources of misalignment in go-to-market strategies Techniques to ensure clarity and execution for increased revenues and customer loyalty "Customer branding" strategies for targeting only the best, most profitable customers