Managing Customers Through Economic Cycles

Whether you are a global Fortune 500 organization or a small business Managing Customers Through Economic Cycles shows you how to optimize your business's sales and marketing approaches specific to survive and thrive in each economic cycle and transition.

This book focuses on the unique knowledge, skills, and underlying disciplines to enable any business to optimally address the distinct customer opportunities, challenges, and risks created as customers’ transition through economic cycles and provides the strategies and detail tactics applied by the world’s most well-known Fortune 500 organizations and innovative small businesses including how they:

• Tuned their marketing campaigns to economy-specific consumer/business sensitivities.

• Created the 2 types of customer loyalty that best weathered economic turmoil.

• Adopted their sales strategy to how consumers/businesses changed their perception of value in each economic condition.

• Optimized their consumer value proposition or commercial business case for each type of economy.

• Leveraged the behavioral mechanics of how economic conditions changed consumer and business buying behavior.

• Applied consumer and operational information best-practices for each economic transition.

• Unleashed the unique power of Online and Offline communities to get and keep their customers through economic cycles.

• Maximized their employee’s effectiveness through economic cycles and transitions

The book is based on real-world "lessons learned": what worked and what didn't with consumers and businesses across each economic cycle and transition. 

JOHN MCKEAN is the Executive Director of the Center for Information Based Competition, which provides thought-leadership and practitioner-level guidance to help businesses advance to a mastery level of customer information, interactions, and communities ranging from human-to-human to social media/mobile conversations – both as rational consumers and high-order intuitive people. He is frequently called on by the world’s leading businesses to inspire new levels of customer awareness and effectiveness through fact-based insights and a passion for customer excellence. John McKean’s real world customer work is balanced with the academic rigors of guest lecturing at MIT Sloan Graduate School and postgraduate work at Harvard University.