Contents -- Acknowledgements -- Glossary of Terms -- Introduction: The World of Customer Centricity-In a State of Revolution as the Customer Wars Rage -- McKinsey: Despite Huge Investments in CRM and Brand Building,Brand Loyalty Continues to Deteriorate -- The Current Fad in 20th Century Push CRM: Social CRM -- The Rise of the 21st Century Consumer, Empowered By the Global Internet and Social Media, Causing Diminishing Brand and CRM Metrics -- 20th Century CRM: Ill Equipped to Handle theNeeds of the 21st Century Consumer -- Shifting to 21st Century CT: Capturing Demand and Building Relationships with 21st Century Consumers -- The "Top 10" Benefi ts of Investing in Customer Centricity: Management Expectations -- Internet and Social Media: Driving Behavior Changes in the 21st Century Consumer -- CT and Wall Street -- 21st Century CT: Achieving the Top 10 Benefits -- Transparent Access of SS&M Capabilities is the Key for the 21st Century Consumer -- How This Book Is Organized -- Moving Forward -- Prologue: A Revelation (and Revolution) Occurs, CT Emerges -- Transparency Rising: The Futurists See It, Executives Need To -- Tower Group: The Focus Shifts from "Transactional Delight" to "Usability" (Attributes of Use) -- Peter Drucker and the New Arrangements of Use -- The Era of Transparency and the Golden Age of the Customer: It's about the Brand -- 12 Attributes of CT (Arthur's Arrangements of Use) -- From 20th Century Push CRM to 21st Century CT -- The Emerging Need to Integrate Channels and Strategy, Process, Information, Technology and People into a "Transparent" Model -- Why is CT Rising? Customers and Prospects Can Actually Use Transparent Access to Empower Themselves -- IBM: What Do Customers Want? Transparency, Trust and Technology -- Entrepreneur.com: The #1 Trend for Building Your Brand in 2010 and Forward?.

The Chicago Board of Trade and Transparency -- Yahoo!: 21st Century CT-Reducing "Friction" Is Key -- Esurance: Wowing the Customer with Transparency and Openness -- FedEx: Opening the Company to Customers and Prospects- One System for Customers, Prospects and Employees -- Progressive Insurance's Winning Formula: Wowing the Customer by Acting as "Infomediary" for Pricing and Market Information + Creating the "Name Your Own Price" Model -- The Emergence of CT as a New Engine of Competitive Advantage -- This Book: An Operating Manual on Constructing the CTE -- Moving Forward -- CHAPTER 1 CT RISING -- What Do Disney, FedEx, Apple, BMW and Yahoo! Know About CT That You Don't? -- The Customer "Top 10 Benefi ts": How is Your Company Doing Along These Metrics? -- 1994-2010: The Jury Is Still Out on the Benefi ts of 20th Century CRM -- What Executives Need to Know: Customer Centricity is Not about Technology or Cost Reduction -- Like Cost Reduction, the 20th Century CRM Strategy of Customer "Lock-in Barriers" is Suddenly Out of Date -- The Internet, Social Media and Peer-to-Peer Communications: The Source of "Pull" Organic Revenue Growth -- The Key to Attitudinal Loyalty and Organic Revenue Growth: Let Customers and Prospects Empower Themselves with CT -- Cracking the Code: Growing the Organic Revenue Top Line by Making Your Company More Transparent to Customers and Prospects -- CT Rising -- Paradigm Shift from 20th Century CRM to 21st Century CT -- Cracking the Code on Brand Loyalty with CT -- The Corporate Executive Board Confi rms Shifting Focus -- Spending on 20th Century CRM Continues-with the Wrong Focus -- Due to the Rise of the 21st Century Consumer, 20th Century Push CRM is Challenged to Create Positive Brand Equity in Customer Interactions.

This New Consumer-centric Model Requires Transparent Access for Customers to Increasingly Self-design Their Own SS&M Experience -- The Emergence of CT: Beyond the Current Focus on Multichannel Integration -- 2010 and Forward: The Paradigm Shift Occurs -- Why Hasn't CRM and the "Multichannel Nuclear Arms Race" Produced the Breakthrough Results Management Is Looking For? -- Understanding the Current State of Your 20th Century Customer CRM Strategy -- Transparency Rising -- Forces Driving the Need for CT: The Rise of the 21st Century Consumer -- 2007 and Forward: The 21st Century Customer Model Defi ned-the New Era of CT -- Th e CTE Must Open its Business Model to Accommodate the 21st Century Consumer -- The Business Capabilities Required to Service, Sell and Market to the 21st Century Consumer -- "Network Effects": The Engine of Consumer Demand in the Social Cloud -- The Global Internet: The "Consumer Exchange" for Information, Goods and Services -- Brand Leaders Worldwide: Rushing to Harvest the Demand -- FedEx: A Pioneer in CT-"Opening" Internal Systems So That Customers Can Engage in Self-service -- BMW: Track the Status of Your Global Order, 24x7x365 in Real Time -- Apple Computer: The New Paradigm Driving the Need for Transparent Access-Customers Selling and Servicing Themselves -- Yahoo!: Creating the 21st Century CTE by Eliminating POFs -- Priceline.com and Expedia: The Bundling and Negotiated Pricing System Used by Customers is the System, the Only System -- Orbitz: Fully Transparent Pricing -- Disney: Pursuing the "Next-Generation" Customer Experience -- Why Are These Companies Investing in CT? Declining CRM, Brand and Marketing Metrics -- Summary: Suboptimal Areas of Focus of 20th Century CRM -- Transitioning to Chapter 2: Definition of CT -- Chapter 1 Summary -- Moving Forward -- CHAPTER 2 -- Brand Leaders are Investing in CT.

From 20th Century CRM to 21st Century CT -- The Breakthrough: The CTE -- The CT Cloud: Customers, Prospects, Channels, External Networks and the Company "Become One" -- The Business Attributes and Metrics of CT: Measuring the Performance of the CTE -- CT Strategy: The New Source of Competitive Advantage in the 21st Century Customer Wars -- The Three Metrics of CT: Measuring Performance of the CTE and the CT Strategy -- The CT Zone and the Three Metrics of CT: The Source of Organic Revenue Growth and Competitive Advantage in the 21st Century -- Metric #1: Degree of Transparency -- Metric #2: Degree of CFCPS Integration -- Metric #3: Degree of S/H Optimization -- The Source of Breakthrough Organic Revenue and Margin Growth: Customers Self-migrating Complex Service and Sales Interaction among Zones 1 and 4 -- Beginning the Transformation to the CTE: Managing to the Three Metrics of CT -- Customer Loyalty, Brand Loyalty and the 12 Attributes of CT -- The CTx -- Results of Creating the CTx -- Sourcing Prospects from the Internet/Social Media Cloud and Converting Them to Loyal Customers -- CT: The Fourth Value Discipline of Corporate Strategy -- Chapter 2 Summary -- Moving Forward -- CHAPTER 3 -- The Integrated Business Strategy, Process, Information and Technology Necessary to Achieve CT -- Introducing the 10 Processes of CT: The Heart of the 21st Century CTE -- The CT Hub: The "Brains" and Organic Revenue Engine of the 21st Century CTE -- Mapping and Measuring the Degree of Customer-Transparent Business Capabilities -- The 10 Processes of CT: Assessing Your Company's Current State and Preparing the Roadmap for the Future -- Measuring Your Level of CT with the CTTM -- CT Rules: Using Analytics to Create and Operate the CTE -- Chapter 3 Summary -- Moving Forward -- CHAPTER 4 -- Disney, Apple Computer, FedEx, BMW and Yahoo!-Evolving to CT.

CT and the Exchange of Value with Customers and Prospects -- Breakthrough Analytical Work on Business Transparency: Eggert and Helm -- The Direct Link: CT = Customer Profi tability -- CT Impacts Major Organic Growth Levers -- Case Study: How the Three Metrics of CT Drive Customer Profi tability -- Case Study: How Customer Profi tability Gains are Achieved with CT -- The Breakthrough for Marketing: Organic Revenue Growth via CT -- Moving to Breakthrough Organic Revenue Growth Capabilities: Moving Your Company from Level 1 to Level 5 -- Integrating Levels 1 through 5, Creating the CTE Model -- Breakthrough: Combining High-Potential Inbound Contacts with Transparent Bundling Capabilities -- Self-funding Model for Transformation to CT -- The Breakthrough Economics of CT-The Objective: Migrate as Many Customers to the CT Zone as Possible -- Social CT Analytics: Sourcing High-Potential Prospects from the Internet and Social Media -- A Critical Source of Gains in Customer Profi tability: Balancing Cost Effi ciency and Revenue/Loyalty Effectiveness -- The CT Value Chain -- How CT Drives the Exchange of Value Between Customer and Company -- CT Drives Corporate Objectives -- The New Customer/Company Interaction Paradigm: The CTE -- Revenue and Margin Breakthrough: ROCT -- Chapter 4 Summary -- Moving Forward -- CHAPTER 5 -- Using the CT Score to Crush the Competition -- The 10 Processes of CT: Assessing Your Company -- Step #1-CT Mapping -- Step #2-CT Score -- Step #3-CTTM -- Rate Your CT Business Capabilities on a Scale of 1 to 5: Breaking Down Process, Information and Technology Barriers that Increase Friction and Reduce CT and Seamlessness -- Using Results of the CT Score to Prioritize Your CT Roadmap -- Closing the Gaps: Prioritize By Business Benefi ts for Investment Allocation -- Creating the Roadmap to Evolve Your Company to the 21st Century CTE.

Chapter 5 Summary.