Description
Martin Newman has over 35 years’ experience in marketing, digital, CEO and Chairman roles working with major brands including Harrods, Burberry, Pentland Brands and Intersport. Based in the UK, he serves as a Chairman and Board Advisor to a host of well-known brands, and is the founder of The Customer First Group and Customer Service Action. A renowned thought-leader, he has been named by Retail Week as one of the 50 most powerful people in online retail for 5 consecutive years, and listed in the Retail Insiders top 100 Retail Movers & Shakers and the British Vogue Online Fashion 100. He is the author of The Power of Customer Experience (also published by Kogan Page). Professor Malcolm McDonald is Emeritus Professor at Cranfield and Honorary Professor at Warwick Business School. As Chairman of six companies, McDonald works with the operating boards of some of the world’s leading multinationals and has written over 40 books, including the bestseller, Marketing Plans. Chapter – 00: Introduction; Chapter – 01: Put the customer first: if you don’t, someone else will; Chapter – 02: Marketplaces and disruptors are eating your lunch (taking your market share); Chapter – 03: Removing friction from the customer’s journey: getting the basics right in travel, retail, food and beverage, leisure and financial services; Chapter – 04: How to be disruptive in your own business; Chapter – 05: The role of the store and its new footprint; Chapter – 06: We live in a hyper-local world where mobile is key; Chapter – 07: Organizational design to put the customer first; Chapter – 08: Cultural change – must be top down and bottom up; Chapter – 09: Less about corporate, more about social responsibility; Chapter – 10: Retail as a service; Chapter – 11: Winning the hearts and minds of customers in international markets; Chapter – 12: Customer-centric marketing communications; Chapter – 13: A new framework for the marketing mix: the Customer Mix or 6Ws; Chapter – 14: Strategic social media and its importance to the whole organization; Chapter – 15: The impact of AI, augmented virtual reality, machine learning and voice on customer experience; Chapter – 16: The rise of the ‘ations’ in driving differentiation; Chapter – 17: Understanding customer behaviour: turning data into actionable insight and the key drivers for customer relationship management; Chapter – 18: So where do you start to transform your business?; Chapter – 19: 100 practical ways to improve customer experience;
