Download or read book Expanding CustomerService as a Profit Center written by Rob Reider and published by Business Expert Press. This book was released on 2012-07-20 with total page 170 pages. Available in PDF, EPUB and Kindle. Book excerpt: Striving for excellence in customer service is to gain the competitive advantage. It is the keystone for the business to grow and prosper in the right direction so that it builds through repetitive sales to existing customers and referrals to potential customers. If you were to look at customer service in your organization as a major business component and all customers are treated with excellence prior to the sale, during the sale, and after the sale, customer service will become a profit center that builds sales dollars to the top line and real profits to the bottom line. This book can help you and any organization manager achieve customer service excellence with its basic principle of doing the right thing at the right time for the right customers. It can also assist in building organizations with strong customer bases and sales loyalty. The author smartly gives you real practical “how tos” in providing excellent customer service in all aspects of your operations by doing the right thing despite the counter pressure within your organization. As many businesses are struggling to be competitive, or merely to survive, this book is your primer or “how to” for identifying and maintaining customer service excellence in all operational areas on the path to developing a learning organization. No matter what type of business—this book can be a learning, coaching, and mentoring tool in your quest to make the delivery of customer service the best possible in today’s ever changing business environment.

Download or read book Service Profit Chain written by W. Earl Sasser and published by Simon and Schuster. This book was released on 1997-04-10 with total page 343 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this pathbreaking book, world-renowned Harvard Business School service firm experts James L. Heskett, W. Earl Sasser, Jr. and Leonard A. Schlesinger reveal that leading companies stay on top by managing the service profit chain. Why are a select few service firms better at what they do -- year in and year out -- than their competitors? For most senior managers, the profusion of anecdotal "service excellence" books fails to address this key question. Based on five years of painstaking research, the authors show how managers at American Express, Southwest Airlines, Banc One, Waste Management, USAA, MBNA, Intuit, British Airways, Taco Bell, Fairfield Inns, Ritz-Carlton Hotel, and the Merry Maids subsidiary of ServiceMaster employ a quantifiable set of relationships that directly links profit and growth to not only customer loyalty and satisfaction, but to employee loyalty, satisfaction, and productivity. The strongest relationships the authors discovered are those between (1) profit and customer loyalty; (2) employee loyalty and customer loyalty; and (3) employee satisfaction and customer satisfaction. Moreover, these relationships are mutually reinforcing; that is, satisfied customers contribute to employee satisfaction and vice versa. Here, finally, is the foundation for a powerful strategic service vision, a model on which any manager can build more focused operations and marketing capabilities. For example, the authors demonstrate how, in Banc One's operating divisions, a direct relationship between customer loyalty measured by the "depth" of a relationship, the number of banking services a customer utilizes, and profitability led the bank to encourage existing customers to further extend the bank services they use. Taco Bell has found that their stores in the top quadrant of customer satisfaction ratings outperform their other stores on all measures. At American Express Travel Services, offices that ticket quickly and accurately are more profitable than those which don't. With hundreds of examples like these, the authors show how to manage the customer-employee "satisfaction mirror" and the customer value equation to achieve a "customer's eye view" of goods and services. They describe how companies in any service industry can (1) measure service profit chain relationships across operating units; (2) communicate the resulting self-appraisal; (3) develop a "balanced scorecard" of performance; (4) develop a recognitions and rewards system tied to established measures; (5) communicate results company-wide; (6) develop an internal "best practice" information exchange; and (7) improve overall service profit chain performance. What difference can service profit chain management make? A lot. Between 1986 and 1995, the common stock prices of the companies studied by the authors increased 147%, nearly twice as fast as the price of the stocks of their closest competitors. The proven success and high-yielding results from these high-achieving companies will make The Service Profit Chain required reading for senior, division, and business unit managers in all service companies, as well as for students of service management.

Download or read book Customers Inside Customers Outside written by Michael W. Lowenstein and published by Business Expert Press. This book was released on 2014-01-24 with total page 146 pages. Available in PDF, EPUB and Kindle. Book excerpt: Over the past several years, leading companies have entered a period of major marketing and operational adjustment and convergence, or intersection. It’s a reaction to a critical fact of life: Customers—not organizations— now control the decision-making dynamics and how organizations are perceived. We are witnessing significant multichannel media application (and resultant omnichannel access by consumers), along with more effective and pervasive customer data gathering, analysis, and modeling. If you’re observing these major shifts in your own organization, you’ll need this book. Inside, you’ll learn how to build proactive customer communication, improve relationships, drive positive brand perception, optimize channel selection and message personalization, and enhance employee-related factors (hiring, training, reward, recognition), all leading to superior customer experience and a customercentric culture. In addition, the author has incorporated content on “Big Data” generation and analytics, which you’ll master while scoring a direct hit to the moving target—your continuously changing, and increasingly independent, customer base.

Download or read book Dynamic Customer Strategy written by John F. Tanner, Jr. and published by Business Expert Press. This book was released on 2013-12-31 with total page 191 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketers, merchandisers, and sales executives alike are struggling with Big Data - the data streaming at increasing speeds from myriad channels and options for communicating with customers. The tools are likely to continue to multiply, paralyzing many executives with simply too many choices. Using data from a four-year study, this book provides a process for rigorous decision making, eliminating the paralysis and optimizing decision making for marketing performance. This book is intended for a broad audience including students and professors in graduate business schools, and practicing business executives. The goal is to inform marketing practice and help current and future business leaders navigate through the competitive storms unleashed by technological change.

Download or read book Market Sensing Today written by Melvin Prince and published by Business Expert Press. This book was released on 2015-08-03 with total page 131 pages. Available in PDF, EPUB and Kindle. Book excerpt: The concept and framework of market sensing was introduced by George Day more than 20 years ago into the strategic marketing literature—especially the philosophy of the market-driven organization. Market sensing can be considered an expression of a company’s capabilities to scan the external environment. It does this by using real time data and intelligence to understand business or uncertain changes, to meet the current and future needs of the market, increase customer value, and outperform competitors. Market sensing enables managers to resist complacency, as well as to exploit opportunities and to design appropriate competitive strategies in order to remain successful in today’s uncertain, rapidly changing, and hypercompetitive market. Market Sensing Today is essential reading in the marketing discipline, given the rapidly escalating innovative developments in market sensing techniques. This book of essays by acknowledged experts in the field fills an important knowledge gap and provides a realistic basis for strategy. It is replete with real-life examples of market sensing that illustrate actionable ideas for immediate impact that will improve organizational learning and accelerate growth.

Download or read book Smart Marketing written by Ahmed Al Akber and published by Business Expert Press. This book was released on 2015-08-13 with total page 162 pages. Available in PDF, EPUB and Kindle. Book excerpt: Smart Marketing is designed to help organizations looking for significant growth. Offering a great product or service does not guarantee success—to win these days, a business must also excel at marketing and selling. In most instances, a big marketing team and budget also isn’t necessary. To achieve big goals, focus must be put on the most important marketing and sales activities that generate the biggest impact for the business. This book outlines what those activities are and how to implement them. This book will appeal to CEOs, business owners, and independent professionals. It will also be very useful for marketers and sales managers. It is a “how to” guide to help readers cut through the hype and get straight to what really matters to this audience—growing business and revenue.

Download or read book Surprise written by Vincent P. Magnini and published by Business Expert Press. This book was released on 2014-10-05 with total page 131 pages. Available in PDF, EPUB and Kindle. Book excerpt: Modern consumers are being bombarded with in-formation from every angle. They can’t handle it and, consequently, tune out large portions of the information. Consumers, therefore, often enter service transactions with predetermined men-tal scripts regarding how they predict the trans-actions will transpire and are not paying close attention. In order to gain their full attention, firms must find ways to surprise consumers dur-ing transactions; that is, firms must spawn mental script deviations for them. Research indicates that these script deviations can cement consumer loyalty. This book details how to create a surprise culture in a service firm. Because a consumer can only be “surprised” by a given tactic one time and surprise ideas can be copied by competitors, a firm with a culture that generates and implements a constant stream of surprise tactics is one that has the higher edge in achieving success in the modern envi-ronment of information overload.

Download or read book Launching New Products written by John Westman and published by Business Expert Press. This book was released on 2015-09-25 with total page 100 pages. Available in PDF, EPUB and Kindle. Book excerpt: The goals of this book are to discuss critical topics in launching new products, and to distill successful approaches from hundreds of publications and experience from launching over 50 new products into a checklist for marketing leaders, CEOs, and board members. The function of this checklist is to force consideration and completion of tasks that drive a successful product launch.

Download or read book Customer Oriented Marketing Strategy written by Tevfik Dalgic and published by Business Expert Press. This book was released on 2013-03-15 with total page 173 pages. Available in PDF, EPUB and Kindle. Book excerpt: What is customer orientation? And how does it fit in your idea of a good marketing strategy? This book can help you understand more about the relationships, applications, and steps to take to drive continuous relationships with customers to aid in the process of defining and implementing niche strategies, international marketing efforts, and electronic commerce. Inside, the authors start with classic marketing concepts and then review important developments and research of the latest findings (both from the theoretical and applied points of view) to present specific examples, methodologies, policy measures, and strategies that can be implemented to increase and perfect customer satisfaction. Both manufacturing and service businesses are addressed, and the results will give you a combination of the major studies in this specific field of marketing and strategy to offer a comprehensive strategic tool for decision makers in organizations.

Download or read book Effective Advertising Strategies for Your Business written by Cong Li and published by Business Expert Press. This book was released on 2014-08-01 with total page 125 pages. Available in PDF, EPUB and Kindle. Book excerpt: As the media landscape has evolved over the past few years, especially with the emergence of interactive and social media, the philosophy of advertising is significantly changing. Most businesses realize that the days when they relied on three national networks (ABC, NBC, and CBS) and a few national newspapers to advertise are gone; thus, they begin to find alternatives to standardized advertising. Many of them begin to adopt more individualized advertising approaches, empowered by Internet technologies. This book outlines three fundamental strategies of advertising: standardized, targeted, and individualized. It describes each strategy in detail and discusses the pros and cons of each. The importance of collecting consumer insights and incorporating those insights into advertising messages are also highlighted. Although a few high-technology companies, such as Google, Facebook, and Amazon, are showing success in delivering individualized advertising messages to consumers, this approach (including both personalization and customization) is not suitable for all businesses. No single strategy is absolutely more effective than the others; however, inside you are given a real strategy based on a scrutiny of the value proposition of the business and expectations of consumers.

Download or read book A Professional and Practitioner s Guide to Public Relations Research Measurement and Evaluation Second Edition written by David Michaelson and published by Business Expert Press. This book was released on 2014-05-23 with total page 280 pages. Available in PDF, EPUB and Kindle. Book excerpt: Contemporary public relations practice has developed over the last several decades from the weak third sister in marketing, advertising, and public relations mix to a full player. To help you keep up to speed with the exciting changes and developments of publications, this book has been updated to provide you with the necessary understanding of the problems and promises of public relations research, measurement, and evaluation. As a public relations professional, this book will guide you through the effective use of methods, measures, and evaluation in providing grounded evidence of the success (or failure) of public relations campaigns. This second edition takes a best practices approach—one that focuses on choosing the appropriate method and rigorously applying that method to collect the data that best answers the objectives of the research. It also presents an approach to public relations that emphasizes the profession’s impact on the client’s return on investment in the public relations function.

Download or read book Marketing and Management Models written by Helen Strong and published by Business Expert Press. This book was released on 2014-07-31 with total page 172 pages. Available in PDF, EPUB and Kindle. Book excerpt: Modern business practice, especially in the field of marketing, depends on the integration of creative and analytical thinking. One of the tools in this process is the use of management models to guide business decisions. However, the inherent power of the models is only released when the people applying them have the ability to gather relevant information and interpret the relationships between the variables in the model. This book examines the role of some of the most popular management models and will help you determine when they should be applied. In addition, it suggests which models may be relevant and, more importantly, identifies the type of information needed to implement them; and also reduces the complexity of these models through a logical and systematic approach. Models recognize the impact of globalization, technology, systems thinking, and the need for an integrated approach in strategic marketing. You’ll find new ones dealing with consumer engagement, gamification, supply chain management, and cultural integration. If you’re a student of business and marketing, a junior market researcher, or a manager responsible for the preparation of strategic analyses prior to problem-solving and planning sessions, this book is for you!

Download or read book Leading Edge Marketing written by Veronica A. Williams and published by Business Expert Press. This book was released on 2014-03-15 with total page 249 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is a comprehensive blueprint of the Five Ps of Marketing (www.The5Ps.com): Product, Packaging, Price, Promo, and Place. Using the Five Ps presents you with key strategies and principles to deliver “must-have” solutions for your current and future business needs. Inside are several strategies for anyone who wants to learn how to identify, create, and deliver a hi-tech product or service that will be purchased by a critical mass of people. It presents the techniques and end-to-end process to produce a profit from products and services. The essence of this book is that it takes old principles, updates them to the current environment, adapts them to technology, and, most importantly, explains how they can be put to work to deliver respectable market share and strong profits...with integrity. It is a comprehensive guide to deliver a winning solution—from concept to profit.

Download or read book Leadership Communication written by E. Bruce Harrison and published by Business Expert Press. This book was released on 2014-09-05 with total page 353 pages. Available in PDF, EPUB and Kindle. Book excerpt: My graduate students like this book’s real-world focus on public relations as a strategic role in the C-suite. —Ron Culp, professional director, Public Relations & Advertising graduate program, DePaul University; former Senior Vice President, Chief Communication Officer, Sears Leadership in Communication is a cogent, bright, easily readable definition of what corporate communicators do. More than that, it’s an uncommonly careful look at how strategic communication defines, drives, and creates value for a commercial enterprise—its employees, its owners, and those whom they serve. —James S. O’Rourke, IV, PhD, Professor of Management, Mendoza College of Business, University of Notre Dame The quality of leadership in any organization—business, social, military, and government—is enhanced or limited by the quality of its leadership communication. The authors assert that leadership is given force by strategic communication that produces results required in competitive conditions. For the professional in enterprise communication, this brings into focus two questions: What is the relevance of communication in the leadership process of reaching best achievable outcomes (BAOs)? And, how does the primary communication professional attain expert in uence and success in a leadership position? This book provides insights and guidance on functioning at the highest levels of the corpo rate communications profession.

Download or read book Marketing Plan Templates for Enhancing Profits written by Elizabeth Rush Kruger and published by Business Expert Press. This book was released on 2015-11-10 with total page 156 pages. Available in PDF, EPUB and Kindle. Book excerpt: This workbook coaches business leaders to magnify the profits of a business. They learn a unique scientific system for predicting and achieving results. Their systematic decisions will spark the profits of any business. This system comprises all strategic decisions in the marketing plan for a business. The first part uses the SWOT Analysis to assess its strengths and weaknesses and identify possible opportunities and threats. The SWOT Analysis clarifies the mission, target market, specialty, and suppliers of the business. The questions at the end of these four chapters guide business leaders to focus on quality, describe key customers, compete on strength, and delegate weaknesses. The next part positions the business relative to its competitors with marketing mix decisions. Business leaders specify its products and services, and how to distribute, promote, and price them. These four chapters close with questions that lead the business to offer treasures, deliver delight, trumpet empathy, and price as valued. The final part motivates them to implement their decisions. The closÂing questions motivate business leaders to target key prospects, reward the best, concentrate resources, and jump into action. These twelve decisions transform a marketing plan and build the business. Her unique scientific system coaches business leaders to use the 80/20 rule to magnify their profits.

Download or read book Basics of Branding written by Jay Gronlund and published by Business Expert Press. This book was released on 2013-08-23 with total page 145 pages. Available in PDF, EPUB and Kindle. Book excerpt: Smart branding is essential for success, yet it is often misunderstood. Developing a brand that is relevant, distinct, and emotionally compelling can be very dif_ cult for many managers, mainly because they don’t realize exactly what and how much goes into this branding process. This book will explain this process. In an easy-to-understand writing style, Gronlund will show you the fundamentals that will help develop a value proposition that will excite customers. Branding is all about creating a message or an impression that makes an impact and creates a rational and emotional connection with a customer. Forming a bond of trust and comfort will build brand equity (i.e., how people value your brand) and customer loyalty. We are living in a dynamic, transformative global economy with mind-boggling advances in technology. Managers today can easily become preoccupied with social media vehicles and the innovative features of electronic devices, and hence neglect the importance of the content or the message. Adhering to the core elements of positioning and branding will help them develop more emotionally rich and powerful content. And B2B managers will better understand and discover the real value of good branding, so that their marketing and sales communications will go beyond product features and emphasize relevant benefits that will strengthen their relationships with targeted customers.

Download or read book Developing Successful Business Strategies written by Rob Reider and published by Business Expert Press. This book was released on 2014-11-27 with total page 190 pages. Available in PDF, EPUB and Kindle. Book excerpt: Developing Successful Business Strategies presents effective planning of business strategies and related budgeting concepts, and those activities necessary for the successful growth of the organization. The planning process is shown to be an integral function of developing management strategies for future growth and the gaining of competitive advantage in these fast moving times. Budgeting is presented as a logical outgrowth and an essential part of the planning process, rather than an independent internal activity. This book emphasizes the principal factors that should be considered in planning and budgeting for the company, what management and operations personnel must know to better understand effective planning for the business, and what can be done to enhance the overall strategic and financial planning for the organization. Inside, you'll learn of the relationship between effective planning methods (long-term and short-term) and the budgeting and control processes. We will also explore the interaction and interdependence of strategic planning (long and short term), detail planning, budgeting, and monitoring processes, and will demonstrate how planning is an essential first step in the preparation of an effective budget for the organization.