Editorial Reviews From the Inside Flap This book focuses on the unique knowledge, skills, and underlying disciplines to enable any business to optimally address the distinct customer opportunities, challenges, and risks created as customers’ transition through economic cycles and provides the
Editorial Reviews From the Inside Flap This book focuses on the unique knowledge, skills, and underlying disciplines to enable any business to optimally address the distinct customer opportunities, challenges, and risks created as customers’ transition through economic cycles and provides the strategies and detail tactics applied by the world’s most well-known Fortune 5 organizations and innovative small businesses including how they: Tuned their marketing campaigns to economy-specific consumer/business sensitivities. Created the 2 types of customer loyalty that best weathered economic turmoil. Adopted their sales strategy to how consumers/businesses changed their perception of value in each economic condition. Optimized their consumer value proposition or commercial business case for each type of economy. Leveraged the behavioral mechanics of how economic conditions changed consumer and business buying behavior. Applied consumer and operational information best-practices for each economic transition. Unleashed the unique power of Online and Offline communities to get and keep their customers through economic cycles. Maximized their employee’s effectiveness through economic cycles and transitions The book is based on real-world lessons learned: what worked and what didn't with consumers and businesses across each economic cycle and transition. From the Back Cover Whether you are a global Fortune 5 organization or a small business Managing Customers Through Economic Cycles show you how to optimize your business's sales and marketing approaches specific to survive and thrive in each economic cycle and transition. The business case for continuing to invest in service and innovation can be compromised by an economic downturn. McKean clearly lays out the case for weathering the economic storm by achieving a careful balance of investment in the areas that truly matter – and continually using data to reinforce the idea that business can be more science than art, after all. —Barbara Higgins, Vice-President, Worldwide Contact Centers, United Airlines John McKean's work has served as practical guide for me and my teammates. I have seen countless examples of businesses managing their customers’ experience with a short term economic view. If the right principles are employed consistently, as John teaches us, we can create the right emotional experience that delivers growth and loyalty – as well as the improved operating leverage – that are needed in good times and in tough times. Consistency of values and experiences keeps companies from having to be reactionary and short sighted in a down economy. Thanks, John, for another practical lesson. —John Quinn, former Customer Service and Support Executive, Bank of America In good times and bad, forecasting where business is headed is both art and science. As John McKean so eloquently states, marrying data driven analytics with consumer insight is critical for managing through tough economic cycles. This book is a must read for anyone intent on driving greater profitability and consistently out-behaving the competition. —Joni Newkirk, CEO, Integrated Insight, Inc., former SVP, Business Insight & Improvement, Walt Disney Parks & Resorts John McKean continues his pursuit of the profitable customer through the turbulent world of boom and bust. His book provides valuable insights into how businesses survive and thrive in a volatile economic climate. —Trevor Dukes, Business Systems, WH Smith The rise of customer power coupled with challenging economic conditions demand that organizations leverage the power of the Internet and related technologies to stay relevant to their customers. As John McKean points out in his compelling new book, successful firms have built a core competency in leveraging information technology not only to survive economic transitions but thrive in an ever-changing economy. —Erik Brynjolfsson, Professor, MIT Sloan School and co-author of Wired...
- Managing Customers Through Economic Cycles
- Author: John Mckean
- Publisher: John Wiley & Sons Ltd