Igniting Customer Connections (PDF)

A new data-driven approach to building customer relationships
that fuel sustainable business growth

Igniting Customer Connections explores how organizations
of all sizes can build powerful and profitable customer
relationships in a today's increasingly complex, fast-paced, and
fragmented marketplace. Written by the president of one of the
world's largest marketing firms, the book provides expert insights
about connecting with customers effectively across all channels and
over time. The central premise is a refreshingly different,
evidence-based approach called Return On Experience and
Engagement, or ROE², which delivers a new way
to inspire and measure customer connections--and improve
business results.

The traditional marketing campaign--a battle for attention
with a clear launch date and endpoint--no longer works.
Marketing is faster and more complex than ever, and consumers now
have the power to turn off the message. Igniting Customer
Connections explores the benefits of a new approach that
enables companies to connect with customers, rather than
just talk at them. Topics include:

* Why classic ROI is losing relevance as a way to measure
results--and to budget marketing spend

* How to make powerful connections by taking full advantage of
"atomic moments of truth"

* Amplifying the impact of customer experience and
engagement

* Creating a continuous, measurable, repeatable process for
growth

The key to winning customers and building long-term business is
creating positive customer experiences that inspire ongoing
engagement--from Facebook "likes" to purchase decisions. Based
on data and stories drawn from dozens of top brands and thousands
of consumers, Igniting Customer Connections helps marketers
create long-term brand equity and sustainable business growth.