Page 211 - HBR's 10 Must Reads on Strategic Marketing

INDEX

consumer decision journey, 15–28 customer experience plans, 24–25
buy stage in, 17–18 customer-facing functions, 8–10
consider stage in, 16, 20 customer lifetime value, 1–2
customer experience plans and, chief customer officers and, 6
24–25 metrics for, 11–13
enjoy, advocate, bond stage in, 18, customer managers, 3, 6–8, 27
20–21, 22 brand managers compared
evaluation stage in, 17, 20 with, 7
funnel metaphor compared customers
versus, 16–18, 20–21 collaboration with, 10
marketing implications of, 18–19 cultivating, 2–5
marketing roles and, 25–27 input of, into marketing
pilot projects, 19–23, 27–28 research, 9
value perception of, 80, 82–83 life events of, 5
consumers market segmentation by, 58
brand equity and, 96 relationship management
research by, 21–22 with, 8
consumer wants or needs research by, 18
automobile industry and, 43–45 retention of, 4, 154–155, 156–157
brand communities for, 136–139 women, 97–111
brand delivery of, 78–79, 80, 84 customer satisfaction surveys,
creative destruction and, 48–49 151–170
industry definition based on, 55–56 customer retention rates and,
product development based on, 154–155, 156–157
59–67 detractors and, 164–166
satisfying, 53–54 grade inflation in, 161
content supply chain managers, 26 growth and, 161–164
conversation, brands of, 145–146 simplicity in, 166–169
Cook, Scott, 57–76, 59–61 customer service, 10–11
Coors Brewing, 91 for women, 97–99
Corning Glass Works, 30–31 customer value propositions,
Court, David, 16 113–131
Courtyard by Marriott, 72 all benefits, 115–119
creative destruction, 48–49 building blocks of, 119
Crest, 67, 73, 74–75 documenting, 127–129
culture favorable points of difference,
call centers and, 10–11 118, 119–120
customer-centric, 6 resonating focus, 118, 120–123
sales versus marketing, 178–179 substantiating, 124–126
Curves, 102 superior business performance
customer equity, 13 and, 129–131
brand equity versus, 11–12 transforming weak, 124–125
share of, 12 value case histories and, 126–127

199