Book Description
To its millions of loyal customers world-wide, the Hallmark brand stands for more than just greeting cards; it embodies the elusive item every company hopes to capture—the customer’s heart. Hallmark has found that one of the keys to attaining superior customer loyalty is through emotion. Now for the first time, Hallmark reveals its groundbreaking strategy: Emotion Marketing.
This strategy can help any company create an emotional bond with customers for a competitive advantage in the marketplace. Emotion Marketing will reveal:
• How emotion works to cement customer loyalty
• The 3 Emotional E’s—Equity, Experience, and Energy
Scott Robinette (Kansas City, MO) is General Manager of Hallmark Business Expressions. Claire Brand (Kansas City, MO) is Customer Marketing Manager at Hallmark. Vicki Lenz (Atlanta, GA) is a writer, consultant, and speaker on business, leadership, and marketing.
Download Description
Hallmark has found that one of the keys to attaining superior customer loyalty is through emotion. Now for the first time, Hallmark reveals its groundbreaking strategy: Emotion Marketing.
Customer Reviews:
More insight in Emotionn Marketing.......2003-09-17
I get lots of insight about emotion marketing from this book.
In fact, the term of "Emotion marketing" is new to me, after I read this book, I found that many products or commercials are already used this concept to sell the product, such as Hallmark and McDonald's. Hallmark emphasizes care and love in its brand, it wants to show to the customer that Hallmark cares what they need and it tries to educate or demonstrate to the customer the importance of sharing love, but not only hard-sell their products.
On the other hand, McDonald¡¦s shows the happy and fun feeling to the customers. It tries to show that McDonald's is not only a fast food shop but also a place for children to have fun which brings happy to every customers.
I think emotion marketing will be more and more popular in the world. The traditional hard ¡Vsell product advertising method is not suitable for customers nowadays. Since product¡¦s differentiation becomes less and less and customers are more knowledgeable, the selling method only emphasizes functions will not be persuasive enough and increase customer¡¦s purchase intention. But emotion marketing is mainly selling the feeling and emotion that can be associated with the brands or products and as we know that human being is kind of emotion oriented when buying products.
Also, emotion marketing is very helpful in building customer loyalty since customers will loyal to the brand which have same belief or they enjoy the emotion which the company created for them.
A comprehensive guide to Emotion Marketing.......2003-09-17
This is a very comprehensive guide to Emotion Marketing for any business.
The book has mentioned many examples of successful emotion marketing strategies used by Hallmark and other companies like Harley-Davidson. However, what they have already done does not mean ¡§sure-win¡¨ plans.
The book explained a model for Emotion Marketing ¡V Value StarSM. Base on this model, any business can work out its own tailor-made success formula. Then, the book also taught us how to put Emotion Marketing to work at different areas of business, like on the Internet.
Emotion Marketing is actually about how to attract and retain customers that will be loyal to a brand for a lifetime. Therefore, the key is how a business manages its customer relationships.
This is a very good book because it goes beyond telling us WHAT to do, but HOW we should PLAN what to do.
A comprehensive guide to Emotion Marketing.......2003-09-15
This is a very comprehensive guide to Emotion Marketing for any business.
The book has mentioned many examples of successful emotion marketing strategies used by Hallmark and other companies like Harley-Davidson. However, what they have already done does not mean ¡§sure-win¡¨ plans.
The book explained a model for Emotion Marketing ¡V Value StarSM. Base on this model, any business can work out its own tailor-made success formula. Then, the book also taught us how to put Emotion Marketing to work at different areas of business, like on the Internet.
Emotion Marketing is actually about how to attract and retain customers that will be loyal to a brand for a lifetime. Therefore, the key is how a business manages its customer relationships.
This is a very good book because it goes beyond telling us WHAT to do, but HOW we should PLAN what to do.
Customer Service "Must".......2001-05-15
Anybody interested in outstanding customer service will value the experience of reading Emotion Marketing by Scott Robinette, Claire Brand and Vicki Lenz.
When one considers the expenses associated with finding new customers and then compares how little, by comparison, it costs to keep the customers you already have, this book becomes essential reading.
Emotion Marketing is easy to read, yet educational and thought-provoking.
Winning Formula for Customers and Employees Alike.......2001-04-28
"Emotion Marketing" presents a powerful formula for engaging customers and employees alike in a meaningful relationship with enlightened leadership. This work should dispel any doubt about the value of pro-people practices in business. Engaging the commitment of 20,000 employees and millions of customers is no small task. Yet, in a world of corporate downsizing, worker alienation, and customer distrust, Hallmark has developed the ability to make money by winning people's hearts and earning their trust. This is a must read for anyone seeking to distinguish themselves and their companies from the madding crowd.
Book Description
Although the field is still in its infancy, there is an emerging art and science of customer value management that is proving its worth. Firms of all sizes that capture and use customer data with the same kind of discipline, passion and understanding they give to operational and financial data are learning that this business practice is well worth the time and money invested.
Mastering Customer Value Management presents the basic concepts of customer value management and the practical tools that have been developed to implement them in business. The book explores the art and science of:
- correlating customer value and business results
- capturing actionable competitive information
- using customer data to determine priorities and drive improvements
- creating a customer focused culture.
Authored by a practitioner with proven successes, the book is a practical guide designed to help readers:
- understand the process and business impact of customer value management
- learn about the tools needed to implement a customer value business approach
- overcome resistance to change
- implement ten critical steps to customer value management
- institute strategies to make the program work.
Written in a friendly and engaging style, Mastering Customer Value Management provides a first-person account of the author's experiences with a variety of global firms. The book is enriched by contributions from executives, change agents, technical experts and fellow consultants. Examples of customer value management efforts underway are documented throughout the book. Six case studies provide insight and details of successfully implemented customer value management programs.
Based on 17 years of actual global consulting with firms from multiple industry sectors in Asia Pacific, Europe, North America and South America, the book offers pragmatic, actionable strategies based on real-life experiences. It walks the reader through the process of translating good intentions and slogans into actions that can have dramatic impact on a firm's performance.
Rather than offering a "this is how you must do it" approach, Mastering Customer Value Management provides a template, then illustrates how different firms have customized the approach to their own context and made it work for them.
Customer Reviews:
Customer VALUE management nails it!.......2003-06-10
As an MBA professor, author, and customer service consultant, I had the opportunity to review early drafts of Ray's excellent book. This is a gem. It nails the importance of building customer VALUE. It ties together a rationale for company efforts to serve, satisfy, and create loyalty with the customers who determine the success of the business. The writing is clear and straightforward and the content invaluable for any business person interested in boosting the bottom line (and who isn't?)
Congratulations to Ray and Janice for offering an excellent addition to our field of knowledge. I highly recommend this book.
Average customer rating:
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Service Leadership: The Quest for Competitive Advantage
Svafa Grönfeldt , and
Judith B. (Banks) Strother
Manufacturer: Sage Publications, Inc
ProductGroup: Book
Binding: Hardcover
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| Qualifying Textbooks - Fall 2007
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ASIN: 1412913748 |
Book Description
The purpose of this book is to provide a comprehensive theoretical framework as well as practical strategies—not just for survival but for a true search for excellence in the uncertain and ever-changing world of customer service management. The theoretical framework is based on the notion that customer service contains three key variables: a promise, a process, and people. After going through the step-by-step process of service management, the reader will have the necessary understanding and skill to choose the right strategy for the right circumstances, to design service processes, to identify the means and methods to implement these processes, and to measure the outcome.
Key Features:
- Shares insight from CEO’s on how service leaders think, strategize, and apply tools of the trade to achieve their objectives
- Relates chapter content to real world challenges faced by corporations
- Includes a discussion on both quantitative and qualitative methods in a service context
- Conceptualizes the new paradigm of service leadership and the development of a multi-disciplinary approach to the topic
- Provides an
Instructor’s Manual on CD containing an outline of the text with teaching points, PowerPoint slides for every chapter, a test bank, answers to end-of-chapter questions, and sample syllabi
Service Leadership: The Quest for Competitive Advantage provides an accessible application of theory suitable for upper level undergraduate and graduate courses in Service Management, Service Marketing, Customer Service, Human Resource Management, and Leadership.
Meet author Judith Strother!
http://www.fit.edu/faculty/profiles/profile.html?value=36
Amazon.com
A top-down commitment to top-notch customer service is a critical element in the battle for corporate survival. In their
Customer-Centered Growth: Five Bold Strategies for Building Competitive Advantage, Richard Whiteley and Diane Hessan of The Forum Corporation, a training and consulting firm that emphasizes just such customer focus, show readers how other companies have successfully placed customers at the center of their operations. They also provide 15 tools for self-assessment and strategy planning.
Book Description
In Customer-Centered Growth, Richard Whiteley and Diane Hessan reveal the compelling secrets of how today's successful companies are achieving explosive growth. Drawing on dozens of case studies of every kind of enterprise, Whiteley and Hessan define five proven strategies that you can use to grow-even under the most adverse business conditions.
Customer Reviews:
This Audio Tape Is an Outstanding How-To Guide for Growth!.......2000-09-08
It has been almost two years since I read this book. On a recent trip to New York, I realized that I had the audio cassettes, but had never listened to them. So I did. What a wonderful surprise this was.
There are four cassettes and each is read by the authors who alternate. Both have good speaking voices, and use a good pace. It is easy to listen to them and follow their voices.
Unlike many cassette series which are overly edited, this one is just the right length. You get a good overview of all of the points on the first side and a half, then go into each one in more detail in the remaining three tapes.
As much as I liked the book, I liked the cassettes better. The authors are obviously used to speaking and teaching, and I felt like I was having them speak directly to me in a one-on-one session. I turned the tapes off whenever I had an assignment from them, and did the assignment. Clearly, this advanced my thinking much more than reading the book did. I was not as deeply into the concepts from reading as I was from listening, and did the assignments from a much more fundamental perspective.
Their first principle is to focus. The idea is to find what your most profitable customers find most valuable to them that you do best. This caused me to see our firm's relationship to our clients in a totally new perspective that is very valuable to me.
The second principle is to hard-wire listening to the customer. Although I remembered this advice from before, I was struck by realizing how few of the companies I know well take this advice. Customer listening is usually continuous, but is usually not well integrated into focusing the firm's attention. This is usually because most people don't see the information, or don't know how to interpret it.
The advice on how to create cooperation routinely throughout the organization is very good. I especially liked the variation on the internal customer concept espoused here whereby you are encouraged to both stay focused also on what the external customer needs.
Not only should you buy this resource, but you should then take a driving trip so you'll have a chance to listen to it. I suggest that you do as I did, and switch the tapes on and off so you can do the exercises in your mind (and later write down what you learned).
When you are done with this, I suggest that you also consider how this kind of approach could help your personal life. What should you be focusing on? How can you hard-wire listening to those around you? How can you all become more cooperative?
Book Description
Information is the new competitive edge. Capitalizing on the information a company owns about its customers, suppliers, and partners has become the value proposition for sustainable long-term growth. Combining case studies and analyst insights with common sense and surprisingly simple ideas, "The Value Factor shows how companies transform information into a competitive asset. Authors Mark Hurd and Lars Nyberg of NCR Corporation, who are leaders in global technology and information services, have access to some of the top companies in every industry. In this book they offer their unique perspective on what the innovators are doing to get ahead and stay ahead in today's tough business environment and how companies at the forefront are using information to meet challenges and turn them into growth opportunities. As noted by marketing luminaries Don Peppers and Martha Rogers of preeminent global marketing firm Peppers and Rogers Group: "Information, even more than capital assets, products, or brands, will be the best source of sustainable competitive advantage going forward. Hurd and Nyberg have succeeded in outlining a vision and a plan for putting that information to work in ways that drop directly to the bottom line. Better read it if you plan to do any business in the 21st century."
Customer Reviews:
Staggering fairness.......2005-03-30
"It's a book of staggering blandness, but in fairness, no more than thousands like it: the CEO's management manual," notes The Register in a review of the book. (...) "A title to send anyone to sleep.".
It goes on to say, "The CEO may become expert at pattern recognition, but staring at the patterns doesn't help with the predictive instincts that often go into making a hit product. That's the essential risk of entrepreneurship, and it's a wildly unpredictable factor. The technocratic management culture of the modern MBA school tries to minimize that risk, and so we have remedies such as "Information Alignment", which tell us nothing. Hurd is very much a product of his time."
We couldn't disagree more. Information leads to knowledge and to insights that allows one to have the "predictive instincts". Data warehousing and data mining can uncover true gold since information and not data is the basis of any wisdom - from personal life to corporate life.
This short book can actually be an eye opener to those who have been sleeping or tend to. As the above review shows, one more reason to read it.
Excellent Examples of Adding Value with Better Information.......2004-05-25
For many years, hardware and software vendors have preached the benefits of unifying databases for major companies. In recent years, there has been a strong move to open up those unified databases for more and more people in the company so that better and timelier business decisions can be made. Such an effort can cost a large company hundreds of millions and be an even larger cost in percentage of assets for smaller companies. Before deciding to move ahead, what can a leader expect to gain? What must the leader do, once deciding to go ahead, in order to be sure that the gain is achieved? Those are the helpful subjects of The Value Factor.
I was very pleased to see that this book emphasized the business process of making such a change . . . rather than simply touting the potential benefits. You cannot spend potential benefits, after all.
Within the book, there were lots of examples to show what kind and size of benefits can be achieved . . . and how they are achieved. I found the airline examples to be especially telling in creating fast flexibility to respond within hours to marketplace shifts. The financial services examples were also compelling, as I was reminded of how often such organizations treat us differently depending on what product of service is involved. Seeing these examples, it was also clear how much it helps streamline decision-making if everyone is looking at the same facts in the same way . . . reflecting the total situation.
The book is very brief, which will be welcome to time-weary executives. It would be an excellent choice for a three hour plane flight.
The only thing I didn't like about the book was the seemingly endless repetition of the need to break down independent "silos" of operations that do not cooperate with one another and have different data sets.
A good related book is E-Business Intelligence by Bernard Liautaud of Business Objects.
See what needs to be done . . . and empower those close to the problem to get on with it!
Highly Recommended!.......2004-05-20
This book is like a clear lamp knifing through the fog of business, saying that what really matters is developing one clear unified concept of your business, declaring who you are and what you do. The key to achieving this "unified truth" is information. Most companies stack information in silos represented by business units, so one part of the company doesn't know what the other parts are doing. Authors Mark Hurd and Lars Nyberg of the NCR global information technology firm make a cogent case that the key to overcoming this shortcoming is to take information out of scattered departments and develop centralized storage facilities for its collection, processing and retrieval. Armed with this base, this "unified truth," employees can become more customer-centric. One caveat, however, is that single view companies face the danger of tunnel vision. Sometimes companies need internal, competing views to be sure they consider the correct perspective. Although this book is an NCR public relations effort, it sets out a key point: if your firm isn't making information its top priority, you're could be falling behind the curve. We highly recommend this book to leaders and future leaders.
The 'Value Factor' is Information.......2004-05-15
Hurd and Nyberg call on their vast industry knowledge to provide corporate leaders with real-world examples from top companies around the globe where information gathering steers profitable business decisions.
This quick read (only 132 pages) provided me with the confidence I need to drive practices within my organization to get and maintain good information for decision-making purposes.
I was pleased to see leaders at Hurd and Nyberg's level, who really understand the value of a unified corporate vision based on levelheaded information management, are willing to share their insight.
This is a must-read for anyone making key business decisions!
Average customer rating:
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Product Plus: How Product + Service = Competitive Advantage
Christopher Lovelock
Manufacturer: Mcgraw-Hill
ProductGroup: Book
Binding: Hardcover
General
| Business & Investing
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Customer Service
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Management & Leadership
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| Business Ethics
| Consolidation & Merger
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| Distribution & Warehouse Management
| Industrial
| Information Management
| Leadership
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| Management Science
| Motivational
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| Operations Research
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ASIN: 0070387982 |
Book Description
Based on an in-depth understanding of customer needs, the book's nucleus is its five-point "product plus" services: Information-how to transmit instructions and advice, take reservations, provide progress reports, and more; Hospitality-how to welcome customers with courteous greetings, comfortable waiting areas, readily available facilities, and more; Caretaking-how customers appreciate such extra touches as convenient parking, secure coatrooms, and personal care of their valuables; Exceptions-how companies can impress everyone with service for the handicapped, those with special dietary needs, and other "exceptional" customers; Payment-how to avoid the "one last chance to disappoint." With these principles in place, Lovelock illustrates how an organization can harness the power of modern technology to improve service quality... leverage employee skills... speed service delivery... reduce costs... and increase productivity. He goes behind the scenes of well-known service companies to see what makes them tick, details the best strategies of international companies, and flowcharts the customer's experience to see how buying decisions and product loyalty evolve.
Average customer rating:
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Marketing to Win: Strategies for Building Competitive Advantage in Service Industries
Frank K. Sonnenberg
Manufacturer: Ballinger Pub Co
ProductGroup: Book
Binding: Hardcover
General
| Business & Investing
| Subjects
| Books
Management & Leadership
| Business & Investing
| Subjects
| Books
| Business Ethics
| Consolidation & Merger
| Decision-Making & Problem Solving
| Distribution & Warehouse Management
| Industrial
| Information Management
| Leadership
| Management
| Management Science
| Motivational
| Negotiating
| Operations Research
| Planning & Forecasting
| Pricing
| Production & Operations
| Project Management
| Quality Control
| Risk Assessment
| Statistics
| Strategy & Competition
| Systems & Planning
| Systems Analysis
| Teams
| Total Quality Management
| Training
General
| Marketing
| Marketing & Sales
| Business & Investing
| Subjects
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ASIN: 0887304206 |
Book Description
Competing in a Service Economy is a hands-on guide to creating services, with illustrative examples from service-oriented companies including Disney, Ericsson, IKEA, National Association of Convenience Stores, Ritz Carlton, Scandinavian Airline Systems, Sterling Pulp Chemicals, and Telia Mobile. This practical resource for executives, general managers, and managers in marketing, operations, and human resources reveals how to gain a competitive advantage by creating and implementing a strategic plan that will ultimately improve their organization's services. Written by the authors of the best-selling book Improving Customer Satisfaction, Loyalty, and Profit, this important new book will help business professionals to think and plan strategically to dramatically improve services, service development, and service innovation within their organizations.
Book Description
Reveals the tools, tactics and strategies that financial industry executives can use to realign and revitalize their retail banking organizations. The primary focus is on the needs and expectations of customers. Explores not only breakthrough technologies but innovative uses of conventional technology and refreshed or enhanced systems to add value to any retail banking operation. Contains practical advice, suggestions, and insights offered by scores of bankers. Topics include information and integration; teller system and service imperatives; platform automation; electronic banking; innovative products and packages; marketing information systems; sales and staff performance; branch bank merchandising and more.
Books:
- Emotional Branding: The New Paradigm for Connecting Brands to People
- Exceptional Customer Service: Going Beyond Your Good Service to Exceed the Customer's Expectation
- Financial Peace: Restoring Financial Hope to You and Your Family
- Firebrands: Building Brand Loyalty in the Internet Age
- Five Star Service, One Star Budget: How to Create Magic Moments for Your Customers That Get You Noticed, Remembered and Referred
- Food and Beverage Cost Control
- How to License Your Million Dollar Idea: Everything You Need To Know To Turn a Simple Idea into a Million Dollar Payday, 2nd Edition
- How to Sell Anything on eBay . . . and Make a Fortune!
- How to Write Successful Fundraising Letters
- Hypnotic Writing: How to Seduce and Persuade Customers with Only Your Words
Books Index
Books Home
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The Marketing Power of Emotion
When You Care Enough: The Story of Hallmark Cards and Its Founder
BRAND sense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound
The Nordstrom Way to Customer Service Excellence: A Handbook For Implementing Great Service in Your Organization
How Customers Think: Essential Insights into the Mind of the Market
