Introducing “return on relationship” with your most valued customers
The traditional model of growing your businessby relying on employees in sales, marketing, and product developmentis dying. Today’s most successful companies are taking a different approach: getting customers to market, sell, and create products for them.
In assessing client value, most companies look at the money paid for their goods and services. But in this book, Customer Strategy Group CEO Bill Lee offers a compelling new vision for growth by maximizing your “return on relationship” with select customersthose that offer rich sources of hidden wealth. A different type of ROI, this strategy of making the most of your firm’s existing relationships is a modern approach to customer relationsone that yields a distinct business advantage.
Illustrated by numerous case studiesSalesforce.com, SAS Institute, 3M, Microsoft, and othersThe Hidden Wealth of Customers shows the value some customers can have by helping to market your offerings, penetrate foreign markets, leverage the demand-generating power of social media, build customer communities, improve innovation, and more. Lee explains how to effectively engage this crucial audience, which has the power to keep your strategy focused on important customer issues and increase profitability.
When done right, your best customers will prospect for you while also speeding product adoption and improving customer satisfaction and long-term loyalty.
Consider this book a blueprint for finally making the most out of your most valuable customer relationships.
|Publisher:||Harvard Business Review Press|
|Product dimensions:||6.40(w) x 9.30(h) x 1.10(d)|
About the Author
Bill Lee is President of Lee Consulting Group. He is also CEO of the Customer Strategy Group, which organizes industry-leading conferences, including the Summit on Customer Engagement, Customer Reference Forum, Summit on Customer Communities, and CAB Exchange Summit. For eight years his organizations have provided educational, research, and consulting services to many of the world’s top firms, such as IBM, AT&T, Apple, Microsoft, Wells Fargo, CA Technologies, Dell, Salesforce.com, and others.
Table of Contents
1 The Coming Customer Revolution 1
Transforming Customers into Advocates, Influences, and Contributors
2 Return on Relationship 27
The Key to Turning Customer Engagement into Organic Growth
3 The Most Powerful Sales Force 45
Your Customers Are More Credible to a Buyer Than You Are
4 The New Marketing Machine 63
How Customer Advocates Can Drive Marketing Strategy
5 Harnessing the Internet 91
How Customers Can Turn the Web from Threat into Opportunity for You
6 Building Customer Communities in a Networked World 111
How Customers and Companies Are Doing Together What They Can't Do Alone
7 Customer-Enhanced Strategy 139
How C-Level Customers Can Create Rapid Growth
8 The Most Innovative Designers 161
How to Get Meaningful Customer Input to Make Dramatic Improvements in New Product Development
Appendix: Are You Creating Robust Organic Growth? A Diagnostic 187
About the Author 221