顾客化方法：从顾客体验教条到顾客科学

English | 2025 | ISBN: 1032823089 | 316 pages | True PDF EPUB | 8.52 MB

Despite the promise of enhanced customer engagement through new technology, consumer trust has suffered widespread collapse and annual corporate losses are in the trillions. This book exposes the faulty foundation of the populist Customer Experience (CX) movement, upturns long-held beliefs in its effectiveness, and details an alternative – industrial – approach to the customer asset base.

Aarron Spinley is recognized as a foremost mind in the realm of customer science and strategy. His work helps us to understand – and extract – customer value based on evidence, and in so doing, influences our relationship with technology for better results. The Customering Method marries the sciences and managerial precedent with contemporary capability: optimizing the intersection with marketing, mitigating risk and attrition rates, increasing sales propensity, and restoring profitability. Throughout, Spinley provides practical examples that are relatable, actionable, and defensible.

These concepts have already influenced senior leaders, CEOs, chief marketing officers, and directors of customer experience across many organizations. Now in published form, this is perhaps the most important book in the field for decades.

中文|2025 |ISBN:1032823089|316页|True PDF EPUB | 8.52 MB尽管有通过新技术提高客户参与度的承诺，但消费者信任已普遍崩溃，每年企业损失高达数万亿美元。这本书揭露了民粹主义客户体验（CX）运动的错误基础，颠覆了人们对其有效性的长期信念，并详细介绍了另一种针对客户资产基础的工业方法。 Aarron Spinley被公认为客户科学和战略领域的顶尖人才。他的工作帮助我们根据证据理解并提取客户价值，从而影响我们与技术的关系，以获得更好的结果。客户方法将科学和管理先例与当代能力相结合：优化与营销的交叉，降低风险和流失率，提高销售倾向，恢复盈利能力。在整个过程中，Spinley提供了相关、可操作和可辩护的实例。 这些概念已经影响了许多组织的高级领导者、首席执行官、首席营销官和客户体验总监。现在，这本书已经出版，可能是几十年来该领域最重要的一本书。

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