Managing the Customer Experience: Turning customers into advocates / Edition 1 available in Hardcover
- Pub. Date:
- Pearson FT Press
How much more profit could you make if you had customers who couldn't imagine doing business with anyone but you? In your dreams! Tell that to Virgin Atlantic or Harley Davidson.
How great would life be if 40% of your new business simply knocked on your door without you having spent a cent advertising for it? Impossible! Tell that to First Direct.
The companies in this book have managed to turn customers into advocates. Advocates who constantly refer their friends and colleagues to those businesses. Why? Because those companies have created a Branded Customer Experience®. They have managed the relationship to the point where customers can't imagine wanting to do business with anyone else.
How can you gain this unbeatable competitive advantage? Managing the Customer Experience shows you how. It takes you through the step-by-step process of creating Loyalty by Design. It shows you how to re-think your business from the customer's point of view and then design and deliver a customer experience that drives loyalty and profitability.
About the Author
Shaun Smith, Senior Vice President, Customer Experience Practice, Forum Europe, an FT Knowledge Company
Shaun is one of the leading consultants in helping organizations differentiate through customer service and deliver their brand through their people. He is an inspirational presenter with a wealth of worldwide practical experience. He has been featured on the 'Ask The Expert' program on CNBC a number of times and is the co-editor of the book Uncommon Practice: People who deliver a great brand experience. He is also the author of the Organizational Alignment Survey used by companies worldwide to assess employee opinions and assess the need for change.
Shaun began his career in the airline industry becoming Head of Customer Service, Sales and Marketing Training world-wide for British Airways. He became Managing-Director of Cathay-Performa consulting specializing in advising airlines on customer service strategies. Shaun then ran his own company, Service Skills International, based in Hong Kong, for eleven years consulting to many leading international companies before joining Forum.
Joe Wheeler, Executive Vice President, Customer Experience Practice, Forum, an FT Knowledge Company
Joe Wheeler is based in Forum's Boston office and leads the firm's Customer Experience consulting practice. Over the years he has led many Branded Customer Experience® client engagements that have achieved significant business results. Organizations that Joe has worked with include Unilever, RBC Financial, Air Products, Fairmount Hotels, Nortel Networks, FleetBoston, AT&T, and Dow Corning.
A sought-after speaker, he has provided keynote addresses to business executives around the world, including presentations for The Conference Board and various industry associations.
Table of Contents
1. THE AGE OF EXPERIENCE
Experiencing the brand
Branding the experience
The Branded Customer Experience
2. BEYOND SATISFACTION
Satisfaction is not enough
Loyalty at work
From loyalty to advocacy
3. LOYALTY BY DESIGN
Define Customer values
Design and brand the customer experience
Equip People and deliver consistently
Sustain and enhance performance
4. A NEW BRAND OF LEADERSHIP
Deserving to be followed
Understand your customers
Bring the courage of conviction
Unleash the power of people
Manage the business from the customer in
Create leaders at every level
Create an obsessive culture
5. CREATING TRIAD POWER
Marketing's part in the triad
HR's real potential
Operations and customer service
6. PEOPLE FIRST
Hire people with the competencies to satisfy
Train employees to deliver experiences
Reward for the right behaviors
Drive the behaviors from the top
7. THE BRANDED SALES EXPERIENCE
Start with segmentation but drive to personalization
Design a sales process that creates value for customers
Align the sales process with the whole organization
Train,coach and reward the desired sales behaviors
Manage the sales process to deliver a Branded Customer Experience
8. PUTTING THE 'E' IN EXPERIENCE
Building customer confidence
We live in a multi-channel world
Blending high-tech with high-touch
Aligning the inside and the outside
Online in practice
Building brands in an online world
9. THE BRANDED PRODUCT EXPERIENCE: MORE THAN A DOUGHNUT
Experiencing the bear
The last of the real sports cars
Multi-sensory experience or doughnut?
10. KEEPING THE EDGE
Keeping the edge
11. PUTTING IT ALL TOGETHER
The secrets of uncommon practice
Forum's research themes
12. LOYALTY BY DESIGN IN PRACTICE
Define customer values
Design the Branded Customer Experience
The end or the beginning?