This book is about building and delivering great customer experiences. Many companies neglect this, but the physical execution and emotional impact of customer experiences, companies and brands may ultimately determine customer satisfaction and loyalty and commercial success. With the use of compelling examples and cases the authors show that this is key for all companies and organisations.
Autorentext
COLIN SHAW is a Founding Partner of Beyond Philosophy, a consultancy company focused upon the customer experience and was formerly Director of Client Experience at BT with overall responsibility for the concept of corporate customer relations in a global context. He has previously worked for Xerox and Mars and is a regular speaker at conferences and in the media on Customer Experience and Emotional Intelligence.
JOHN IVENS is a Founding Partner of Beyond Philosophy. He was previously Head of Customer Experience Futures at BT with responsibility for defining the Customer Experience for Business Customers and implementing programmes to improve the Experience. He has also worked for NatWest Bank and Midlands Electricity.
Zusammenfassung
Building Great Customer Experiences is by the fresh and exciting team of Colin Shaw and John Ivens who are being called the gurus of the Customer Experience. It examines the new and emerging area of the Customer Experience, exploring how it can be used as a competitive weapon as well as a means of reducing costs. Many business books look at new companies and how they have become successful. This book bases itself in the reality in which most business people find themselves daily - working in companies which have been established for some time and who are faced with legacy people, legacy processes, legacy systems, legacy channels and an existing culture. It focuses on how you can change an existing organisation in order to build and deliver Great Customer Experiences.The book captures the thoughts and views of over 20 senior business leaders on the Customer Experience, including:* Andrew Rolfe, Chairman and Chief Executive, Pret A Manger* Barry Herstein, Chief Marketing Officer, Financial Times Group* Ian Mc Allister, Former Chairman & Managing Director, Ford UK* Mike Ashton, Senior Vice President of Marketing Worldwide, Hilton International Hotels* David Mead, Chief Operating Officer, First Direct* Robin Terrell, Managing Director, Amazon.co.ukIt explores why they now see the customer experience as a sustainable differentiator. With the use of compelling examples and cases the authors show that Building Great Customer Experiences is critical for all companies and organisations.
Inhalt
The Customer Experience is the Answer to Life, the Universe and Everything Differentiating on the Physical is no Longer Sustainable The Customer Experience is about Emotions So Unknowingly we are Actually Causing a Poor Experience The Customer Experience is the Personification of the Brand So we can Increase Loyalty by Emotionally Engaging with our Customers We can Break Down the Elements of the Customer Experience and then Effectively Manage Them So you have to Measure the Emotional Impact So we are Actually Targeting and Paying our People to Deliver a Poor Experience So Leadership and Culture Effects the Customer Experience My Customers Receive There is No-one in My Organisation who has Overall Responsibility for the Customer Experience We Don't Have a Customer Experience Strategy What Next?