Igniting Customer Connections: Fire Up Your Company’s Growth By Multiplying Customer Experience & Engagement
Author: Andrew Frawley
Hardcover: 256 pages
Published: October 27. 2014
Igniting Customer Connections, written by Epsilon President and veteran marketer Andy Frawley, introduces a new marketing approach: ROE2. Don’t worry, there is no math test at the end of this book (although for the more technical reader, there is a more in-depth discussion of the math behind the equation, which more or less made my eyes glaze over). The “formula” stands for Return on Experience X Engagement, and it simply means that by improving both experience (how customers feel) and engagement (what customers do), businesses can improve their bottom line results.