The Seven Pillars of Customer Success

The Seven Pillars of Customer Success

Author: Wayne McCulloch

Publisher: Lioncrest Publishing

Published: 2021-04-27

Total Pages: 344

ISBN-13: 9781544516608

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As a customer success leader, whose insight do you rely on for success? Your field is still maturing, yet your profession is one of the fastest growing in the world. There are tons of books and blogs written by success professionals sharing their experiences and strategies, but how do you know what will work for your specific situation? Whose advice is the expertise you can trust? Wayne McCulloch has more than 25 years of experience in the software industry-years spent in training, adoption, and customer experience, the building blocks for customer success. Now he's sharing what he knows as a chief customer officer leading global success functions. In The Seven Pillars of Customer Success, Wayne provides an adaptable framework for building a strong customer success organization. From customer journey actions to the development of transformation advisors, you'll read detailed examples of how companies have put these seven pillars to the test. To create a culture of customer success and stand out in the marketplace, you need a proven framework and knowledgeable perspective-this book provides both, and more.


Data-Driven Marketing

Data-Driven Marketing

Author: Mark Jeffery

Publisher: John Wiley & Sons

Published: 2010-02-08

Total Pages: 325

ISBN-13: 0470504544

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NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATION How organizations can deliver significant performance gains through strategic investment in marketing In the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing. Explains how to use data-driven marketing to deliver return on marketing investment (ROMI) in any organization In-depth discussion of the fifteen key metrics every marketer should know Based on original research from America's leading marketing business school, complemented by experience teaching ROMI to executives at Microsoft, DuPont, Nisan, Philips, Sony and many other firms Uses data from a rigorous survey on strategic marketing performance management of 252 Fortune 1000 firms, capturing $53 billion of annual marketing spending In-depth examples of how to apply the principles in small and large organizations Free downloadable ROMI templates for all examples given in the book With every department under the microscope looking for results, those who properly use data to optimize their marketing are going to come out on top every time.


ROI in Marketing: The Design Thinking Approach to Measure, Prove, and Improve the Value of Marketing

ROI in Marketing: The Design Thinking Approach to Measure, Prove, and Improve the Value of Marketing

Author: Jack J. Phillips

Publisher: McGraw Hill Professional

Published: 2020-10-27

Total Pages: 360

ISBN-13: 1260460436

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Get your bottom-line results where you want them by putting your marketing campaigns and initiatives to powerful new use Marketing is all about understanding and serving your customers’ needs—but how do you know that your events, campaigns, and communication initiatives are working at top effectiveness? And how can you determine whether your marketing investments are reaping real rewards? ROI (Return on Investment) is a performance measure used to evaluate the efficiency of all types of investments, and in this powerful guide, the team at the ROI Institute offer you a proven method for understanding your own marketing benchmarks as never before. Drawing on real data collected from real cases of real companies in a variety of industries, ROI in Marketing uses a data-driven process to help you measure: Input, including types of projects, audience reach, number of customers, costs, and more Reactions of target groups to products, services, and messages Actions, including how to process and monetize what the target group thinks, believes, and knows Business impact of actions taken by the target group and their influence on sales, new accounts, and profits ROI, monetary benefits of marketing programs compared to costs Intangibles, such as image, reputation, corporate social responsibility, and more Packed with actionable, results-driven processes, ROI in Marketing offers a powerful blueprint for transforming how you interact with your customers to get clear bottom-line results.


Topic-Driven Environmental Rhetoric

Topic-Driven Environmental Rhetoric

Author: Derek G. Ross

Publisher: Routledge

Published: 2017-02-24

Total Pages: 260

ISBN-13: 1315442027

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Common topics and commonplaces help develop arguments and shape understanding. When used in argumentation, they may help interested parties more effectively communicate valuable information. The purpose of this edited collection on topics of environmental rhetoric is to fill gaps in scholarship related to specific, targeted, topical communication tactics. The chapters in this collection address four overarching areas of common topics in technical communication and environmental rhetoric: framing, place, risk and uncertainty, and sustainability. In addressing these issues, this collection offers insights for students and scholars of rhetoric, as well as for environmental communication practitioners looking for a more nuanced understanding of how topic-driven rhetoric shapes attitudes, beliefs, and decision-making.


Toxic Exports

Toxic Exports

Author: Jennifer Clapp

Publisher: Cornell University Press

Published: 2018-10-18

Total Pages: 195

ISBN-13: 1501735934

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In recent years, international trade in toxic waste and hazardous technologies by firms in rich industrialized countries has emerged as a routine practice. Many poor countries have accepted these deadly imports but are ill equipped to manage the materials safely. For more than a decade, environmentalists and the governments of developing countries have lobbied intensively and generated public outcry in an attempt to halt hazardous transfers from Northern industrialized nations to the Third World, but the practice continues.In her insightful and important book, Jennifer Clapp addresses this alarming problem. Clapp describes the responses of those engaged in hazard transfer to international regulations, and in particular to the 1989 adoption of the Basel Convention. She pinpoints a key weakness of the regulations—because hazard transfer is dynamic, efforts to stop one form of toxic export prompt new forms to emerge. For instance, laws intended to ban the disposal of toxic wastes in the Third World led corporations to ship these byproducts to poor countries for "recycling." And, Clapp warns, current efforts to prohibit this "recycling movement" may accelerate a new business endeavor: the relocation to poor countries of entire industries that generate toxic wastes.Clapp concludes that the dynamic nature of hazard transfer results from increasingly fluid global trade and investment relations in the context of a highly unequal world, and from the leading role played by multinational corporations and environmental NGOs. Governments, she maintains, have for too long failed to capture the initiative and have instead only reacted to these opposing forces.