Igniting Customer Connections Fire Up Your Company's Growth By Multiplying Customer Experience and Engagement

Everyone knows that traditional marketing strategies are going extinct. So, naturally, there is a sea of books out there that claim to have discovered the Next Big Thing. The problem is, marketing is a practice that was built on research . Anecdotal examples, memoir-style advice, and stabs in the dark don't really cut it. Igniting Customer Connections really stands out in the crowd because it is built on strong evidence and clear data. Even better, the evidence shows that the book's core marketing approach¿ROE²¿actually works. ROE² means Return on Experience × Engagement. For those of us who are used to looking at the numbers, justifying marketing expenditure through traditional ROI, this new concept is a little puzzling. But in Igniting Customer Connections , Andy Frawley presents enough numerical evidence that the importance of ROE² can scarcely be disputed. He commissioned exclusive research among over 4,000 consumers, representing in excess of 10 billion transactions, to discover¿rather than guess at¿the next big thing. This book presents the results, which demonstrate that customer-centered approaches can, in fact, be measured, and that they do, in fact, lead to dramatic improvements in brand and business equity. Today's purchase decisions happen on the spot, at all hours of the day and night. Smart devices and social media alone have completely transformed the way consumers interact with brands. We've known all of that for years. What many of us are still struggling to figure out is how , exactly, we can take advantage of new marketing capabilities while avoiding the sometimes major downside. Thanks to Igniting Customer Connections , much of the fog can be cleared away. Marketing success has always been about emotional connection. Now, using the ROE² approach and the other techniques in this book, it's possible to create connections that are stronger than ever. Igniting Customer Connections provides objective proof that its fresh marketing concepts are effective. It also explains how to employ ROE² in a way that's measurable and repeatable, so marketers of all stripes can build a solid case for their work and achieve recognition throughout their organizations. There can be no stronger case for reading this book than that. It turns out that experience and engagement are the undeniable keys to marketing success, and Igniting Customer Connections codifies these ideas into a simple framework with the potential to create opportunity for any brand.