Many organizations have traditionally relied on backward-looking metrics showing what already happened in order to determine the strategies and tactics that should drive their futures. They look at how much they sold last month or last year, how many visitors they had, what their profit margin was, how last year's advertising program worked, etc. Then they decide what should happen next by looking at metrics that describe what already occurred. In Managing Forward, industry veteran Larry Freed describes how organizations can use forward-looking customer experience analytics in conjunction with yesterday's metrics to actually predict future customer behavior and engender loyalty, recommendations, and future financial success across all industries. Organizations that embrace the concepts put forth in Managing Forward will be empowered to: ? Confidently allocate resources more efficiently and effectively. ? Achieve business and brand goals by using intelligence gained from customer satisfaction measurement and analysis. ? Connect the customer experience to bottom-line business results. Bruce Rogers at Forbes Media called Managing Forward "a fascinating unveiling of the simple science of customer satisfaction and its power to predict future behavior." By accepting and embracing the challenge of the consumer revolution, we can treat customers better, help our economies function more efficiently, and create better experiences for everyone around us.
Managing Forward
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6 of 7 people found the following review helpful
By D. Allen
Format:Hardcover
I really enjoyed this book because it put some facts behind the claim that taking care of your customers' experience results in a better bottom line. There are a lot of companies that talk about it, but it turns out there's some science behind it too. The book has many examples, but most of them are focused on large businesses. There's a lot of discussion in this space about the "web metrics ecosystem", but it's helpful to pick up a book that just talks about what you really need to know. For example, the section that talked about Net promoter helped me understand why we weren't getting what we expected out of net promoter, which I know I'm eventually going to have to explain to my management.
If all you have in place is Google Analytics, this might not be the book for you, since it goes a little deeper than the simple stuff that google does. Eric T. Peterson has a few books that might be useful for beginners in this space.
Altogether, it's a solid book that's easy to follow, and I got some useful ideas out of the book, more than just "bigthink".
If all you have in place is Google Analytics, this might not be the book for you, since it goes a little deeper than the simple stuff that google does. Eric T. Peterson has a few books that might be useful for beginners in this space.
Altogether, it's a solid book that's easy to follow, and I got some useful ideas out of the book, more than just "bigthink".
