Customer Genius

PART 1 THE CUSTOMER WORLD. Track 1: Hello! Track 2: My world ... people and their passions. 2.1 Wonderful people. Insight 1: Facebook. 2.2 Global village. Insight 2: Air Asia. 2.3 Customer tribes. Insight 3: Banyan Tree. Track 3: My agenda ... what matters most to me. 3.1 Emotional world. Insight 4: Baidu. 3.2 Customer kaleidoscopes. Insight 5: Stenders Soap Factory. 3.3 The customer agenda. Insight 6: Camper Shoes. Track 4: My terms ... power to the people. 4.1 Customer power. Insight 7: Livestrong. 4.2 Pull not push. Insight 8: Progressive Insurance. 4.3 Outside in, inside out. Insight 9: Zipcars. Track 5: My business ... the customer business. 5.1 The customer-centric business. Insight 10: Amazon. 5.2 Customer value, business value. Insight 11: Best Buy. 5.3 Ten dimensions of the customer business. PART 2 THE CUSTOMER BUSINESS. Dimension 1: Customer vision. 1.1 Customer purpose. Insight 12: Lego. 1.2 Customer brand. Insight 13: Aveda. 1.3 Customer alignment. Insight 14: Cemex. Dimension 2: Customer strategy. 2.1 Customer profitability. Insight 15: Nike Women. 2.2 Customer segmentation. Insight 16: Club Med. 2.3 Customer management. Insight 17: Tata. Dimension 3: Customer insights. 3.1 Customer intelligence. Insight 18: Dove. 3.2 Customer immersion. Insight 19: H&M. 3.3 Customer insights. Insight 20: Harrah's Casinos. Dimension 4: Customer propositions. 4.1 Customer context. Insight 21: Whole Foods Markets. 4.2 Customer propositions. Insight 22: Oxfam Unwrapped. 4.3 Customer conversations. Insight 23: Jimmy Choo. Dimension 5: Customer solutions. 5.1 Customer collaboration. Insight 24: Heinz Tomato Ketchup. 5.2 Customer innovation. Insight 25: Smart USA. 5.3 Customer solutions. Insight 26: Boeing 787 Dreamliner. Dimension 6: Customer connections. 6.1 Customer communication. Insight 27: Wumart China. 6.2 Customer networks. Insight 28: Zopa. 6.3 Customer gateways. Insight 29: Quintessentially. Dimension 7: Customer experiences. 7.1 Customer journey. Insight 30:

Peter Fisk is a highly experienced marketer. He spent many years working for the likes of British Airways and American Express, Coca Cola and Microsoft. He was the CEO of the world's largest professional marketing organisation, the Chartered Institute of Marketing, and lead the global marketing practice of PA Consulting Group. He writes and speaks regularly on all aspects of marketing. He has authored over 50 papers, published around the world, and is co-author of the FT Handbook of Management.