Igniting Customer Connections: Fire Up Your Companys Growth By Multiplying Customer Experience and Engagement

Praise for Igniting Customer Connections "Andy Frawley pours gasoline on the hot spots for marketers in Igniting Customer Connections . It's about time we linked marketing success to customer satisfaction. This book lights the way." —Jeffrey Hayzlett, Primetime TV Show Host, Bestselling Author and Sometime Cowboy "The customers are in charge. This smart, practical and approachable book clearly demonstrates why and how businesses can create meaningful connections with consumers. Highly recommended for all marketers." —Jay Baer, New York Times bestselling author of Youtility "In Igniting Customer Connections , Andy Frawley provides an easy-to-follow roadmap for measuring and improving customer experience and engagement by leveraging relevance. Frawley draws up his three decades of experience to give marketers sound strategies to improve ROE² (Return on Experience × Engagement)." —Bryan Pearson, president and CEO of LoyaltyOne and bestselling author of The Loyalty Leap and The Loyalty Leap for B2B "Consumer interaction today is changing, and companies of all sizes need to take a new look at how they're engaging with customers in ways that are truly relevant. Igniting Customer Connections is an important read for every marketer, offering a compelling guide to differentiating brands through a superior customer experience." —John Costello, President, Global Marketing and Innovation for Dunkin' Brands

Preface: Marketing Is on Fire ix Part One CONNECT WITH YOUR CUSTOMERS—NOW 1 1 The New Marketing Landscape To Survive Here, You Need to Be Able to Deal with Complexity and Speed 3 2 Customer Connections The Basic Concept Remained Unchanged for Hundreds of Years—Until Now 17 3 Atomic Moments of Truth They’re Small and Plentiful, and Have the Power to Make or Break Your Brand 27 4 The Amplification Effect Multiply the Power of Experience × Engagement 41 5 A Closer Look at ROE2 Get a Clear Summary of ROE2—and a For–Mere–Mortals Look at the Math Behind It 53 6 Strategies for Transformation Clear, Achievable Next Steps Help You Start Igniting Customer Connections Now 61 Part Two ROE2 RESEARCH AND INSIGHTS 73 7 Executive Insights: Dunkin’ Donuts How This Iconic American Brand Connects with Its Customers 75 8 ROE2 in the Grocery Aisles How Do Emotion and Experience Influence Grocery Consumers? 83 9 Executive Insights: JCPenney How JCPenney Uses Loyalty to Inspire Engagement 93 10 ROE2 in Hospitality How Does Experience Impact How Consumers Choose Hotels? 99 11 Executive Insights: Angie’s List Find Out How Angie’s List Keeps Its Members Engaged with Its Brand 113 12 ROE2 Hits the Road What Drives Consumer Behavior When Buying a Car? 121 Part Three AN ROE2 PRIMER 135 13 Content Connecting with More Customers Starts with More (and More Relevant) Content 137 14 Channels More PathsThan Ever Lead You to Your Audience—But Reaching Them Is Just the Beginning 147 15 Measurement and Segmentation Segment Your Customers and Measure Your Results, Accurately and Consistently 165 16 Technology The Technologies That Empower ROE2 Are Available, Implementable, and Incredible 181 17 Big Data What Do Marketers Need to Know about Big Data? 193 18 Online Marketing/Advertising Technology What Marketers Need to Know about This Key Area 201 19 Putting Technology to Work Strategies for Implementing ROE2 Technology Successfully 207 20 Consumer Privacy Address This Critical Issue with Transparency, Knowledge, Respect, and Responsibility 211 21 A Few Final Words on ROE2 Before You Start Igniting Your Customer Connections 223 Acknowledgments 225 About the Author 227 Index 229

ANDY FRAWLEY is President of Epsilon, a global leader in creating customer connections that build brand and business equity. He has 30 years of marketing experience, including 25 years at the senior management level. He's also an in-demand subject matter expert on digital marketing, and his expertise has been sought by USA Today , The New York Times , and other leading publications.