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Igniting Customer Connections
Book

Igniting Customer Connections

Fire Up Your Company’s Growth By Multiplying Customer Experience and Engagement

Andy Frawley
Wiley, 2014

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Editorial Rating

8

Qualities

  • Innovative
  • Applicable

Recommendation

Ultra-competitive modern marketing can daunt even the most seasoned executives, so everyone is on the lookout for helpful big ideas. Online-marketing expert Andy Frawley delivers by putting the focus back on the customer. Frawley introduces “Return on Experience times Engagement” (ROE2), which he calls “a fundamentally new model for marketing” that can augment the usual return on investment assessment. He backs up his innovative suggestion with positive business results, professional knowledge and empirical data from surveys of more than 4,000 consumers. getAbstract suggests Frawley’s customer-centric approach to marketers seeking new ideas to consider as they make the shift from traditional measurement practices to digital platforms.

Take-Aways

  • Measuring “Return on Experience times Engagement” (ROE2) can replace measuring return on investment (ROI).
  • Assess experience to see how customers feel about your brand, and evaluate engagement to assess the actions they take regarding it.
  • ROE2 depends on an “actionable brand idea” that unites experience and engagement.

About the Author

Andy Frawley is president of the marketing firm Epsilon Data Management LLC, where he is responsible for general management, sales, marketing, online solutions, strategy, development and marketing technology.

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    J. C. 9 years ago
    This is a good summary, I also agree that ROI will not be replaced but it is also good to track consumer engagement and return on experience