Connect: How to Use Data and Experience Marketing to Create Lifetime Customers

The publication could be better grounded, i.e. better demonstrating research conducted before making assertions.

Excellent basis for understanding the place of your company in the digital experience world.

Connect. A book written for all those who want to understand what is happening in a world driven by customer experience. But also for all the marketeers that are picking up their new mandate and want to shape a marketing organisation that is contributing to digital top and bottom line revenue growth. Connect is a well balanced book that focusses on technology, processes and people. That makes it a roadmap for transformation. Not only in marketing, but for your whole business. Buy it, read it, use the tools, the website that comes with the book, and apply it.

Business owners and marketers alike need to understand data and the customer journey to remain competitive in today's market. This book shows you how to remain relevant by using the data to make better marketing decisions. The digital footprint that our customer leave give us wonderful information to correct pathways and make our exchanges with customers more purposeful and relevant. This is an important resource and documents how to use data to create a customer journey that frankly our customers expect.

Connect does a great job of walking through the necessary steps in developing a top digital customer experience. Lars and team illustrate that there is a methodology to the process and not always a linear progression. If you are looking to develop a good foundation on online customer experience and how these experiences can translate into measurable marketing performance improvement, I'd recommend you grab this resource.

Unfortunately, I cannot recommend this book. I bought it together with other books that deal with "customer experience". "Connect" was the one I disliked most (I forced myself to finish it, but I did not).Here are the main reasons for my rating.1. Horrible Layout- I could not believe that a book that deals with CX can have such a horrible and old fashioned layout.- Figures that are too small to be read (!?)2. Little content. There are many, very short sub-chapters that say more or less nothing.Basically, I liked the idea to identify the "own" CX Company Status and improve it with the book; unfortunately, the book does not seem to be very helpful...

企業や組織におけるカスタマーエクスペリエンスの成熟度レベルの詳細が記載されているので、自社が今どのレベルにいるのかを把握し、その後、どうしたら次のステージに進めるのかが分かり易く解説されている。Kindle版にはカスタマージャーニーマップ的なDigital Relevancy Mapなどのテンプレートファイルへのリンクも付いているため、直ぐにでもコンテンツマッピングなどが始められるのがいい。また、成熟度を上げる成功ポイントとして、どんな人材やプロセスや技術基盤が必要なのか、といったことも分かり易く解説してあり、技術基盤の選択ポイントだけでなく、自社における組織作りやアクションへの落とし込み方法など、参考になる情報が満載である。デジタルに注力するマーケターであれば必読の一冊。