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by Christopher Nash, Ron Person, Lars Birkholm Petersen
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Title Page
Copyright
Dedication
Foreword
Notes
Introduction
What You Will Learn in This Book
Terms and Phrases We Use in This Book
Request for Feedback
Note
Chapter 1: The Customer Is in Control
Welcome to the Era of the Connected Customer
The Future
Trust as the New Currency
How Relevant Are You to Your Customers?
Data Is the Glue
The New Marketing Mandate: Connected Marketing in the Era of the Connected Customer
Note
Chapter 2: The New Marketing Mandate
Key Initiatives
Don't Boil the Ocean
Agile Approach for Marketing
Investing Where It's Needed
Breaking through the Biggest Barriers to Marketing Success
Chapter 3: Measuring Customer Experience Maturity
To Be Successful Takes People, Process, and Technology
Customer Experience Maturity Model
Three Phases in the Customer Experience Maturity Model
Stages in the Customer Experience Maturity Model
Mapping to Capabilities
Crawl, Walk, Run, Fly!
Next Steps: How Mature Is Your Organization?
Notes
Chapter 4: How Does Your Organization Compare?
The Time for Change Is Now
Biggest Barrier to Marketing Maturity
How Do You Compare to Your Industry?
How Do We Measure Success?
How Does Your Top-Level Management Compare for Involvement with Digital Strategy?
How Do You Compare in Optimizing for Mobile Devices?
How Do You Compare in Using Segmented Email Campaigns?
How Do You Compare in Using Testing to Optimize Customer Experience?
How Do You Compare in Using Personalization to Be More Relevant?
How Do You Compare in Using Behavioral Targeting to Adapt to Visitor Browsing?
How Do You Compare to Organizations Using Marketing Automation?
How Do You Compare to Those Having a Single View of the Customer across Online and Offline Touch Points?
How Do You Compare in Using Predictive Analytics to Steer Content Targeting for Specific Customers?
Mapping People, Process, and Technology to the Customer Experience Maturity Model
Where Are Organizations Investing?
What Must You Do?
Notes
Chapter 5: Making It Happen!
What Barriers Are Preventing You from Maturing?
Steps to Successfully Improve Marketing
Common Barriers to Increasing Maturity and How to Break Through
Notes
Chapter 6: Stage 1—Initiate, and Stage 2—Radiate
The Initiate and Radiate Stages
Case Story: Chester Zoo
Marketing Is under Attack on Two Fronts
Process for Identifying Critical Content
Breaking Barriers
Moving to a Higher Level of Marketing
Knowing You Have Arrived
Notes
Chapter 7: Stage 3—Align
The Align Stage
Case Story: FK Distribution
Benefits of Aligning
What You Need to Do to Align
What You Need to Do to Measure Impact and Alignment
What You Need to Do with Experience Analytics
Additional Ways to Increase Alignment
Breaking Barriers
Moving to a Higher Level of Marketing
Knowing You Have Arrived
Chapter 8: Stage 4—Optimize
The Optimize Stage
Case Story: QT Mutual Bank
Benefits
What You Need to Do
Breaking Barriers
Moving to a Higher Level of Marketing
How Do You Know You Are There?
Note
Chapter 9: Stage 5—Nurture
The Nurture Stage
Case Story: QualityCare™ by LEO Pharma
Benefits of Nurturing
What You Need to Do to Nurture Customers
Breaking Barriers
Moving to a Higher Level
How Long Will It Take?
How Do You Know You Are There?
Notes
Chapter 10: Stage 6—Engage
The Engage Stage
Case Story: AustralianSuper
Benefits of Engage: The Single View of the Customer
What You Need to Do
Creating a Single View of Your Customer
Breaking Barriers
Moving to the Higher Level of Engage
How Do You Know You Are There?
Notes
Chapter 11: Stage 7—Lifetime Customers
The Lifetime Customers Stage
Amazon.com, an Example of Stage 7 Maturity
Benefits of Lifetime Customers
What You Need to Do to Capture Lifetime Customers
Breaking Barriers
Maintaining Lifetime Customers
How Do You Know You Are There?
Notes
Chapter 12: Growing Your Organization and Roles
To Win, You Need the Best Resources
Roles You Need on Your Team
Emerging Roles
Organizational Structure
The Innovation Team
Chapter 13: Selling to the Board
Realizing There Is a Gap
Undercover Approach
The Journey toward Connected Customer Experiences
Note
Appendix
About Sitecore
About Sitecore Business Optimization Services
About the Authors
Lars Birkholm Petersen @LarsBirkholm
Ron Person @SitecoreRon
Christopher Nash @chrisnash
Acknowledgments
Special Acknowledgment for Case Stories
Connect Websites
Index
End User License Agreement
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Prev
Previous Chapter
Cover
Next
Next Chapter
Title Page
Table of Contents
Title Page
Copyright
Dedication
Foreword
Notes
Introduction
What You Will Learn in This Book
Terms and Phrases We Use in This Book
Request for Feedback
Note
Chapter 1: The Customer Is in Control
Welcome to the Era of the Connected Customer
The Future
Trust as the New Currency
How Relevant Are You to Your Customers?
Data Is the Glue
The New Marketing Mandate: Connected Marketing in the Era of the Connected Customer
Note
Chapter 2: The New Marketing Mandate
Key Initiatives
Don't Boil the Ocean
Agile Approach for Marketing
Investing Where It's Needed
Breaking through the Biggest Barriers to Marketing Success
Chapter 3: Measuring Customer Experience Maturity
To Be Successful Takes People, Process, and Technology
Customer Experience Maturity Model
Three Phases in the Customer Experience Maturity Model
Stages in the Customer Experience Maturity Model
Mapping to Capabilities
Crawl, Walk, Run, Fly!
Next Steps: How Mature Is Your Organization?
Notes
Chapter 4: How Does Your Organization Compare?
The Time for Change Is Now
Biggest Barrier to Marketing Maturity
How Do You Compare to Your Industry?
How Do We Measure Success?
How Does Your Top-Level Management Compare for Involvement with Digital Strategy?
How Do You Compare in Optimizing for Mobile Devices?
How Do You Compare in Using Segmented Email Campaigns?
How Do You Compare in Using Testing to Optimize Customer Experience?
How Do You Compare in Using Personalization to Be More Relevant?
How Do You Compare in Using Behavioral Targeting to Adapt to Visitor Browsing?
How Do You Compare to Organizations Using Marketing Automation?
How Do You Compare to Those Having a Single View of the Customer across Online and Offline Touch Points?
How Do You Compare in Using Predictive Analytics to Steer Content Targeting for Specific Customers?
Mapping People, Process, and Technology to the Customer Experience Maturity Model
Where Are Organizations Investing?
What Must You Do?
Notes
Chapter 5: Making It Happen!
What Barriers Are Preventing You from Maturing?
Steps to Successfully Improve Marketing
Common Barriers to Increasing Maturity and How to Break Through
Notes
Chapter 6: Stage 1—Initiate, and Stage 2—Radiate
The Initiate and Radiate Stages
Case Story: Chester Zoo
Marketing Is under Attack on Two Fronts
Process for Identifying Critical Content
Breaking Barriers
Moving to a Higher Level of Marketing
Knowing You Have Arrived
Notes
Chapter 7: Stage 3—Align
The Align Stage
Case Story: FK Distribution
Benefits of Aligning
What You Need to Do to Align
What You Need to Do to Measure Impact and Alignment
What You Need to Do with Experience Analytics
Additional Ways to Increase Alignment
Breaking Barriers
Moving to a Higher Level of Marketing
Knowing You Have Arrived
Chapter 8: Stage 4—Optimize
The Optimize Stage
Case Story: QT Mutual Bank
Benefits
What You Need to Do
Breaking Barriers
Moving to a Higher Level of Marketing
How Do You Know You Are There?
Note
Chapter 9: Stage 5—Nurture
The Nurture Stage
Case Story: QualityCare™ by LEO Pharma
Benefits of Nurturing
What You Need to Do to Nurture Customers
Breaking Barriers
Moving to a Higher Level
How Long Will It Take?
How Do You Know You Are There?
Notes
Chapter 10: Stage 6—Engage
The Engage Stage
Case Story: AustralianSuper
Benefits of Engage: The Single View of the Customer
What You Need to Do
Creating a Single View of Your Customer
Breaking Barriers
Moving to the Higher Level of Engage
How Do You Know You Are There?
Notes
Chapter 11: Stage 7—Lifetime Customers
The Lifetime Customers Stage
Amazon.com, an Example of Stage 7 Maturity
Benefits of Lifetime Customers
What You Need to Do to Capture Lifetime Customers
Breaking Barriers
Maintaining Lifetime Customers
How Do You Know You Are There?
Notes
Chapter 12: Growing Your Organization and Roles
To Win, You Need the Best Resources
Roles You Need on Your Team
Emerging Roles
Organizational Structure
The Innovation Team
Chapter 13: Selling to the Board
Realizing There Is a Gap
Undercover Approach
The Journey toward Connected Customer Experiences
Note
Appendix
About Sitecore
About Sitecore Business Optimization Services
About the Authors
Lars Birkholm Petersen @LarsBirkholm
Ron Person @SitecoreRon
Christopher Nash @chrisnash
Acknowledgments
Special Acknowledgment for Case Stories
Connect Websites
Index
End User License Agreement
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Guide
Cover
Table of Contents
Introduction
Begin Reading
List of Illustrations
Figure 1.1
Figure 1.2
Figure 1.3
Figure 3.1
Figure 3.2
Figure 4.1
Figure 4.2
Figure 4.3
Figure 4.4
Figure 4.5
Figure 4.6
Figure 4.7
Figure 4.8
Figure 4.9
Figure 4.10
Figure 4.11
Figure 4.12
Figure 6.1
Figure 6.2
Figure 7.1
Figure 7.2
Figure 7.3
Figure 7.4
Figure 7.5
Figure 7.6
Figure 7.7
Figure 7.8
Figure 7.9
Figure 8.1
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Figure 8.7
Figure 8.8
Figure 8.9
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Figure 8.11
Figure 8.12
Figure 8.13
Figure 9.1
Figure 9.2
Figure 9.3
Figure 10.1
Figure 10.2
Figure 10.3
Figure 11.1
Figure 12.1
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