Building Great Customer Experiences
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 organizations.
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This is an updated edition of the bestselling book by Colin Shaw and John Ivens about building and delivering great customer experiences--something far too many companies neglect. The authors show that physical execution and emotional impact of customer experiences may ultimately determine customer satisfaction and loyalty, as well as the commercial success of companies and brands. With the use of compelling examples and cases the authors show that this is key for all companies and organizations. In this revised edition they demonstrate that the customer experience has now become central to the agenda for many companies and organizations.
1The customer experience tsunami12The physical customer experience163The emotional customer experience424The effect of organization, multi-channels and moments of contact on the customer experience635The implications of processes and systems on the customer experience866People : a key differentiator1007The massive impact of leadership and culture on the customer experience1158The customer experience is the embodiment of the brand1369Managing your customer experience : the customer experience pyramid14610Measuring your customer experience16211Targeting : driving behaviours that impact your customer experience17412Creating your customer experience strategy18813The future of customer experience204
\ From the Publisher\ Reviews of the hardback edition:\ "There are not many people who understand the new paradigm of the customer experience. The emerging gurus on the subject are Colin Shaw and John Ivens with their holistic approach. We will have to embrace the paradigm they are unlocking and focus on our customer experience if we are to be successful in the future."--Steve Harvey, Director of People, Profits & Loyalty, Microsoft \ "This book hits the strikezone of how marketers, and organizations overall, need to be thinking to win today. It's a clear roadmap for building a high performance organization crystallized around the customer."--Barry Herstein, Chief Marketing Officer, Financial Times Group, New York\ "John and Colin's approach is the most exciting, practical and effective I have seen in the whole area of becoming a customer focused organization. We have all talked about the why for years, but now there is no excuse, this is how."--Ayes Amewudah, Vice President Marketing Operations EMEA, Lucent Technologies\ \ \ \
