Transforming Customer-Brand Relationships

Use Emotional Connection To Build Loyalty
1. Auflage 2025
ISBN: 978-1-3986-2134-3
Verlag: Kogan Page Ltd

Buch, Englisch, 272 Seiten, Format (B × H): 156 mm x 234 mm

Emotional connection and affinity are the key to turning customers into brand advocates, but with consumers constantly bombarded with information, creating that genuine, emotional connection with consumers has become increasingly difficult. This book provides mid-level marketers with practical strategies that transcend traditional transactional interactions and instead cultivate memorable experiences that resonate on a personal level with their customers. The book enables marketers to build genuine loyalty which in turn creates communities and forges an enduring bond between a brand and its users. Taking a multidisciplinary look at the issue, this new book explores topics including the power of the customer voice, social listening as a tool, customer service transformation, personalization and content that captivates as ways of developing a community of customers and building life-long brand affinity. By moving away from traditional metrics such as customer lifetime value and acquisition costs and instead focussing on emotional engagement metrics like Net Promoter Scores and customer sentiment analysis, it helps marketers and business leaders understand and implement strategies that foster lasting relationships with customers, ensuring long-lasting patronage in this competitive digital age.

Autoren/Hrsg.

Garnett, Christina

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Mathematik | Informatik EDV | Informatik Digital Lifestyle Internet, E-Mail, Social Media
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Kundenbeziehungsmanagement, Kundenpflege
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

• • Chapter - 00: Introduction
  • Chapter - 01: The Power of the Customer Voice: Understanding How Customer Opinion Can Influence Behaviour
  • Chapter - 02: The Art of Social Listening: Leveraging Social Media for Affinity
  • Chapter - 03: From Satisfaction to Affinity: The Role of Customer Service
  • Chapter - 04: Personalization and Engagement: How Data and Creativity Create Core Memories
  • Chapter - 05: Building Loyalty at Scale: An In-Depth Case Study
  • Chapter - 06: What Does Success Look Like: The Metrics That Matter
  • Chapter - 07: The Storytellers: Creating Content That Captivates
  • Chapter - 08: Building Communities: Relationships at Scale
  • Chapter - 09: Overcoming Challenges: When Affinity Falters
  • Chapter - 10: Conclusion: The Future of Brand Affinity

Über Autor(innen)

Garnett, Christina
Christina Garnett is a respected fractional Chief Customer Officer and advisor, renowned for her expertise in advancing customer satisfaction and deepening brand loyalty across diverse industries, from Fortune 500 companies to startups. Based in Virginia, US, she is a contributor for Adweek and a sought-after speaker at major conferences such as INBOUND, Digital Summit, SemRush's Global Marketing Day amongst others. She runs educational courses for both HubSpot Academic and SemRush, and was instrumental in enhancing engagement strategies for HubSpot's HubFans advocacy program.

Christina Garnett is a respected fractional Chief Customer Officer and advisor, renowned for her expertise in advancing customer satisfaction and deepening brand loyalty across diverse industries, from Fortune 500 companies to startups. Based in Salem, Virginia, she is a contributor for Adweek and a sought-after speaker at major conferences such as INBOUND, Digital Summit, SemRush's Global Marketing Day amongst others. She runs educational courses for both HubSpot Academic and SemRush, and was instrumental in enhancing engagement strategies for HubSpot's HubFans advocacy program.