The Customering Method

Aarron Spinley is a Fellow at the Field Bell Institute (www.fieldbell.org). He is recognized as a foremost mind in the realm of customer science, noted for his signature approach: measuring the intersection of established management method, complex economics, and scientific precedent to confirm and systemize, or disrupt, for effect. As a writer or commentator, Aarron has featured in leading publications including Forbes, ZDNet, MyCustomer, CMO, Mumbrella, and Mi3 Media, and has appeared on five continents as a sought-after keynote speaker.

Introduction 1 – Professions and Industrial Management The Rise and Value of Professions, The Modern Day, Industrial Management Process, Customer Management Is not Marketing, Introducing the Customer Management Process Model, Notes 2 – The Marketing Method Diagnostics, Market Orientation, Market Research, Market Segmentation, Strategy, Tactics, Product, Pricing, Distribution, Integrated Marketing Communications, Notes 3 – The Customering Method, The Terrain, Growth and Loyalty, Defining The Economic Mission, The Big Proviso: Where to Limit Customer Management Investment, Budgeting, Notes 4 – PILLAR 1: Identity From Omni-channel to Channel-less, The Identity Lens, Capture Status, Stitching, Cyber and Privacy, Systems, Notes 5 – PILLAR 2: Intent Jobs to Be Done, The Dimensions of Intent, Behavioral and Unstructured, Conversational, Self-reports, Summarizing the Capture of Intent, Notes 6 – PILLAR 3: Interactions Applying the Customer Engagement Stack, Offer Integrity, The Services Layer, The Experience Layer, Summarizing the Stack, Asset Design, Ecosystems and Channel Platforms, Orchestration, Journey Orchestration in Practice, All Channels and All Behaviors, CJO Unifies Other Technologies, Applying the First Three Pillars, Notes 7 - PILLAR 4: Measurement and Reporting Understanding “Return”, Option to Skip, Measurement Methods, Summarizing Measurement, Company and Shareholder Reporting, Notes 8 – Managing the Collision, The Unintended Consequence of the Marketing Funnel, The Limits of Personalization, Customer-governed Application of Marketing Communications, Comparing Models, Notes 9 – Correcting the Record Never Segment Customers, Not a Brand Differentiator, Break the Survey Fever, Reject Agenda-based Research, Forget about “EX”, Notes Epilogue – Closing the Loop