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Library of Congress Cataloging-in-Publication Data:
Frawley, Andy.
Igniting customer connections: fire up your company's growth by multiplying customer experience & engagement / Andrew Frawley.
pages cm
Includes index.
ISBN 978-1-118-91670-4 (hardback); ISBN 978-1-118-91671-1 (ebk); ISBN 978-1-118-91672-8 (ebk)
1. Customer relations. 2. Marketing. 3. Customer loyalty. I. Title.
HF5415.5.F72 2014
658.8'12 – dc23
2014025630
Preface
Marketing Is on Fire
Are You Basking in the Warm Glow or Getting Burned?
You are a marketer. So am I. And I've been one for more than 30 years, giving me a unique perspective on our business and the marketplace. This book, however, is not an anecdote-filled memoir, because the old ways of marketing are over, and I'm not interested in revisiting them. I'm much more fascinated by what's happening now – and excited about helping our industry rethink some of its core tenets. I want to help marketers be more effective, drive profitability, and earn new respect within their organizations. And I want to help solve the number-one challenge that every marketer faces in our chaotic, lightning-fast marketplace – how to deploy your marketing resources to create an emotional connection with customers and engage them in new, effective ways that achieve impressive, repeatable results.
During the past few years I have seen clients fundamentally change the performance of their marketing by simultaneously focusing their strategies on improving how customers engage with their brand and how they (and the broader base of consumers) experience the brand. They're not just observing this connection. They're proactively allocating marketing strategies and dollars to improve engagement and experience, and are ultimately improving business outcomes – including sales, share of wallet, and brand equity – dramatically.
That said, I wanted to write a book not based on theory or simple anecdotal examples. So I have commissioned proprietary research that provides clear insight and direction in terms of how we, as marketers, should optimize the range of diverse new channels, media, and technologies to drive brand and business equity.
I'll be introducing you to an innovative new way of inspiring and measuring major leaps in customer experience and engagement. We call it Return on Experience × Engagement, or ROE>2. It may look like a simple mathematical expression, but it's a powerful tool for marketers, with major implications for business outcomes such as brand and business equity. In the research section of this book (Part Two), you will see impressive results that show the power of ROE
