- Title Page
- Copyright
- Dedication
- Foreword
- Introduction
- Chapter 1: The Customer Is in Control
- Chapter 2: The New Marketing Mandate
- Chapter 3: Measuring Customer Experience Maturity
- 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!
- Chapter 6: Stage 1—Initiate, and Stage 2—Radiate
- 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
- Chapter 9: Stage 5—Nurture
- Chapter 10: Stage 6—Engage
- Chapter 11: Stage 7—Lifetime Customers
- Chapter 12: Growing Your Organization and Roles
- Chapter 13: Selling to the Board
- Appendix
- About the Authors
- Acknowledgments
- Connect Websites
- Index
- End User License Agreement
The authors will donate all royalties from this book to selected charities. To learn more and help decide which charities the royalties should be donated to, visit www.ConnectTheExperience.com/charity.
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