Managing Customers Through Economic Cycles
"The business case for continuing to invest in service and
innovation can be compromised by an economic downturn. McKean
clearly lays out the case for weathering the economic storm by
achieving a careful balance of investment in the areas that truly
matter – and continually using data to reinforce the idea
that business can be more science than art, after all."
—Barbara Higgins, Vice-President, Worldwide Contact Centers, United Airlines
"John McKean's work has served as practical guide for me and my
teammates. I have seen countless examples of businesses managing
their customers’ experience with a short term economic view.
If the right principles are employed consistently, as John teaches
us, we can create the right emotional experience that delivers
growth and loyalty – as well as the improved operating
leverage – that are needed in good times and in tough times.
Consistency of values and experiences keeps companies from having
to be reactionary and short sighted in a down economy. Thanks,
John, for another practical lesson."
—John Quinn, former Customer Service and Support Executive, Bank of America
"In good times and bad, forecasting where business is headed is
both art and science. As John McKean so eloquently states, marrying
data driven analytics with consumer insight is critical for
managing through tough economic cycles. This book is a must read
for anyone intent on driving greater profitability and consistently
out-behaving the competition."
—Joni Newkirk, CEO, Integrated Insight, Inc., former SVP, Business Insight & Improvement, Walt Disney Parks & Resorts
"John McKean continues his pursuit of the profitable customer
through the turbulent world of boom and bust. His book provides
valuable insights into how businesses survive and thrive in a
volatile economic climate."
—Trevor Dukes, Business Systems, WH Smith
"The rise of customer power coupled with challenging economic
conditions demand that organizations leverage the power of the
Internet and related technologies to stay relevant to their
customers. As John McKean points out in his compelling new book,
successful firms have built a core competency in leveraging
information technology not only to survive economic transitions but
thrive in an ever-changing economy."
—Erik Brynjolfsson, Professor, MIT Sloan School and co-author of Wired for Innovation: How Information Technology is Reshaping the Economy
"It would be hard to name a more relevant or timely topic for
sales and marketing today than that of how to cope with economic
downturns and upturns, and this is exactly the subject John McKean
has insightfully tackled head-on in Managing Customers Through
—Don Peppers and Martha Rogers, Ph.D., Peppers & Rogers Group
2. Predicting/Preparing for Economic Transitions.
3. Science of How Consumers’ Buying Changes over Cycles.
4. Consumer Loyalty Strengths/Vulnerabilities in Cycles.
5. B2C Approaches for Dynamic Consumer Needs/Value Tradeoff.
6. B2B Approaches for Different Economic Cycles.
7. Mastering Information across Economic Cycles.
8. Managing the Employee Factor through Cycles.
9. Leveraging the Power of the Community (Physical and Online).