A new data-driven approach to building customer relationships that fuel sustainable business growth Igniting Customer Connections explores how organizations of all sizes can build powerful and profitable customer relationships in a today's increasingly complex, fast-paced, and fragmented marketplace. Written by the president of one of the world's largest marketing firms, the book provides expert insights about connecting with customers effectively across all channels and over time. The central premise is a refreshingly different, evidence-based approach called Return On Experience and Engagement, or ROE2, which delivers a new way to inspire and measure customer connections—and improve business results. The traditional marketing campaign—a battle for attention with a clear launch date and endpoint—no longer works. Marketing is faster and more complex than ever, and consumers now have the power to turn off the message. Igniting Customer Connections explores the benefits of a new approach that enables companies to connect with customers, rather than just talk at them. Topics include: Why classic ROI is losing relevance as a way to measure results—and to budget marketing spend How to make powerful connections by taking full advantage of "atomic moments of truth" Amplifying the impact of customer experience and engagement Creating a continuous, measurable, repeatable process for growth The key to winning customers and building long-term business is creating positive customer experiences that inspire ongoing engagement—from Facebook "likes" to purchase decisions. Based on data and stories drawn from dozens of top brands and thousands of consumers, Igniting Customer Connections helps marketers create long-term brand equity and sustainable business growth.

Table of Contents:
Preface: Marketing Is on Fire ix Part One CONNECT WITH YOUR CUSTOMERS—NOW 1 1 The New Marketing Landscape To Survive Here, You Need to Be Able to Deal with Complexity and Speed 3 2 Customer Connections The Basic Concept Remained Unchanged for Hundreds of Years—Until Now 17 3 Atomic Moments of Truth They’re Small and Plentiful, and Have the Power to Make or Break Your Brand 27 4 The Amplification Effect Multiply the Power of Experience × Engagement 41 5 A Closer Look at ROE2 Get a Clear Summary of ROE2—and a For-Mere-Mortals Look at the Math Behind It 53 6 Strategies for Transformation Clear, Achievable Next Steps Help You Start Igniting Customer Connections Now 61 Part Two ROE2 RESEARCH AND INSIGHTS 73 7 Executive Insights: Dunkin’ Donuts How This Iconic American Brand Connects with Its Customers 75 8 ROE2 in the Grocery Aisles How Do Emotion and Experience Influence Grocery Consumers? 83 9 Executive Insights: JCPenney How JCPenney Uses Loyalty to Inspire Engagement 93 10 ROE2 in Hospitality How Does Experience Impact How Consumers Choose Hotels? 99 11 Executive Insights: Angie’s List Find Out How Angie’s List Keeps Its Members Engaged with Its Brand 113 12 ROE2 Hits the Road What Drives Consumer Behavior When Buying a Car? 121 Part Three AN ROE2 PRIMER 135 13 Content Connecting with More Customers Starts with More (and More Relevant) Content 137 14 Channels More PathsThan Ever Lead You to Your Audience—But Reaching Them Is Just the Beginning 147 15 Measurement and Segmentation Segment Your Customers and Measure Your Results, Accurately and Consistently 165 16 Technology The Technologies That Empower ROE2 Are Available, Implementable, and Incredible 181 17 Big Data What Do Marketers Need to Know about Big Data? 193 18 Online Marketing/Advertising Technology What Marketers Need to Know about This Key Area 201 19 Putting Technology to Work Strategies for Implementing ROE2 Technology Successfully 207 20 Consumer Privacy Address This Critical Issue with Transparency, Knowledge, Respect, and Responsibility 211 21 A Few Final Words on ROE2 Before You Start Igniting Your Customer Connections 223 Acknowledgments 225 About the Author 227 Index 229