Don Peppers - Managing Customer Experience and Relationships

11 Glossary

12 Name Index

13 Term Index

14 End User License Agreement

1 Chapter 1 EXHIBIT 1.1 Increasing the Value of the Customer Base EXHIBIT 1.2 Enterprise Strategy Map EXHIBIT 1.3 Objective of Customer Centricity EXHIBIT 1.4 Comparison of Market-Share and Share-of-Customer Strategies

2 Chapter 2 EXHIBIT 2.1 Profit One Customer Generates over Time EXHIBIT 2.2 Benefits of CRM in Financial Services EXHIBIT 2.3 Customer Acquisition Costs (2020)

3 Chapter 3 EXHIBIT 3.1 The Customer Experience Success Pyramid EXHIBIT 3.2 4 elements of frictionless experience EXHIBIT 3.3 The Goldfish Principle in Action EXHIBIT 3.4 Customer Journey Mapping Goals EXHIBIT 3.5 A Sample Customer Journey, Mapped EXHIBIT 3.6 A Sample Customer's Decision-Making Process EXHIBIT 3.7 Airline/Flight Customer Journey Map

4 Chapter 4 EXHIBIT 4.1 IDIC: Insight and Action EXHIBIT 4.2 Wells Fargo fee explanation

5 Chapter 6EXHIBIT 6.1 EXHIBIT 6.2 (a) Bell Curve or Normal Distribution and (b) Power-Law or Log-N...EXHIBIT 6.3 Customer Value MatrixEXHIBIT 6.4 Decile Analysis of Customer Spending Values (CSVs) and Customer ...EXHIBIT 6.5 National Accounts' Actual versus Unrealized Potential ValueEXHIBIT 6.6 Managing the Mix of Customers

6 Chapter 7EXHIBIT 7.1 EXHIBIT 7.2 EXHIBIT 7.3 Needs Drive BehaviorsEXHIBIT 7.4 Behaviors Indicate NeedsEXHIBIT 7.5 EXHIBIT 7.6

7 Chapter 10EXHIBIT 10.1 How Mass Customization WorksEXHIBIT 10.2 Supply Chain versus Demand ChainEXHIBIT 10.3 Expanded Need SetEXHIBIT 10.4 What Would a Business Choose: Satisfaction or Success?

8 Chapter 11EXHIBIT 11.1 Effect of Increasing Customer Value on Acquisition Cost, Margin...EXHIBIT 11.2 Are You Creating, Harvesting, or Destroying Value?

9 Chapter 12EXHIBIT 12.1 Traditional Product AnalyticsEXHIBIT 12.2 POS and Customer AnalyticsEXHIBIT 12.3 Example of Multivariate AnalysisEXHIBIT 12.4 Data for Bayesian DecisionEXHIBIT 12.5 Partially Complete Bayesian Data SetEXHIBIT 12.6 Complete Bayesian Data Set

10 Chapter 13EXHIBIT 13.1 U.S. Customer Experience Leaders vs. Laggards vs. S&P 500, 2007...EXHIBIT 13.2 Competitive Advantage Accrues with CEM MaturityEXHIBIT 13.3 Share of Customer = Share of NeedEXHIBIT 13.4 Product Management OrganizationEXHIBIT 13.5 Customer Management OrganizationEXHIBIT 13.6 Managing Customer Portfolios for the Long TermEXHIBIT 13.7 Product Managers Become Capabilities ManagersEXHIBIT 13.8 Set Up a Picket Fence

1 Cover Page

2 Title Page Managing Customer Experience and Relationships A Strategic Framework FOURTH EDITION Don PeppersMartha Rogers

3 Copyright Copyright © 2022 by Don Peppers and Martha Rogers, Ph.D. All rights reserved. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 750-4470, or on the web at www.copyright.com . Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permission . Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Further, readers should be aware that websites listed in this work may have changed or disappeared between when this work was written and when it is read. Neither the publisher nor authors shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages. For general information on our other products and services or for technical support, please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002. Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic formats. For more information about Wiley products, visit our web site at www.wiley.com . Library of Congress Cataloging-in-Publication Data is Available: ISBN 9781119815334 (Hardback) ISBN 9781119815358 (ePDF) ISBN 9781119815341 (ePub) Cover Design: Wiley Cover Image: © Den Rise/Shutterstock

4 Foreword: The View from Here

5 Preface

6 Acknowledgments

7 About the Authors

8 Table of Contents

9 Begin Reading

10 Glossary

11 Name Index

12 Term Index

13 WILEY END USER LICENSE AGREEMENT

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