On Purpose

How to Deliver Meaningful Customer Experiences Across Multiple Channels

Autor: Shaun Smith, Janine Dyer

Język:

Oprawa: Miękka

Wydawca: Kogan Page Ltd

Dostępność: Dostępna u dostawcy

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Customer experience has rapidly changed and evolved as bold brands have paved the way for a new kind...

Informacje o książce

Autor

Shaun Smith, Janine Dyer

Język

Angielski

Oprawa

Książka - Miękka

Data wydania

2015

strony

288

EAN

9780749471910

ISBN

0749471913

Enbook ID

06313437

Wydawca

Kogan Page Ltd

Waga

538

Wymiary

234 x 158 x 17

Pełny opis

Customer experience has rapidly changed and evolved as bold brands have paved the way for a new kind of brand perception. Marketers face new challenges as a result of consumer cynicism with large brands and search for brands that are 'Purpose' led rather than profit led and who strive to go beyond what customers expect. The emergence of digital channels has shifted power from direct marketing that tells a specific story to the customers overall feelings and perception of the brand. With a constant stream of new communication channels emerging - new social networks that engage more and more people; more content to be absorbed and shared - and more people to reply to, the focus of most organisations is to 'jump on the bandwagon' but the real challenge is how you stay true to you brand purpose and embrace the new channels to make your brand stand out? On Purpose reveals how to do this with its framework for success: STAND UP - Be clear about your brand purpose and promise STAND OUT - Define, Design and Deliver distinctive customer experiences across multiple channels STAND FIRM - Create strong cultures that sustain results. Create employee experiences to complement the customer experience

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On Purpose

How to Deliver Meaningful Customer Experiences Across Multiple Channels

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