CUSTOMER EXPERIENCE 30

Erscheinungsjahr 2014
ISBN: 978-0-8144-3388-1
Verlag: McGraw-Hill Education Ltd

Buch, Englisch, 256 Seiten, Format (B × H): 62 mm x 93 mm

Advance Praise for Customer Experience 3.0 "If you are a leader responsible for your organization's brand and reputation--whether in marketing, customer care, product development, or overall strategy and direction-- Customer Experience 3.0 is a must-read. John Goodman has done a masterful job of making the core principles of customer experience accessible, relevant, and applicable. Wisdom, cutting-edge content, and practical examples are all part of a message that has never been more important, given the breathtaking pace of development in services and expectations."-- Brad Cleveland, founding partner, International Customer Management Institute (ICMI) "John Goodman has offered an insight to the sea change that is clearly the way of the future for managing customers in this technological world. This book provides the new roadmap for managing the customer experience and should be read by every executive who has a business with more than one customer."-- Dr. Bill Bleuel, professor, Graziadio School of Business and Management, Pepperdine University; Executive Director, The Customer Institute "Customer Experience 3.0 is an inspiring and practical look at designing the customer experience in a multichannel world, anticipating and proactively meeting customers' needs, and engaging the entire organization to drive company loyalty." -- Monica Stitt, Director, Customer Service, Amway "Once again, John makes a seemingly complicated topic simple to understand and easy to master. If you are struggling with quantifying the value of customer service and challenged with gaining the support and buy-in of your senior leadership team, this book is for you!" -- Lynn Holmgren, Global Head of Customer Operations, Millicom International Cellular "Customer Experience 3.0 is an invaluable resource for anyone working in a business that must create an excellent customer experience to succeed. This book is a cautionary tale for business leaders who have chosen to willfully ignore their customers, instead of deliberately delighting them as Goodman recommends." -- Doug Reed, Vice President, Marketing, The Association for Convenience & Fuel Retailing (NACS) "While technology is the key to proactive customer experience, few companies adequately invest and execute well. Goodman has nailed both the strategy and the analysis of the revenue and word-of-mouth impact of a great experience to justify the investment. The multitude of entertaining stories and illustrations are icing on the cake." -- Roger Dow, CEO, U.S. Travel Association

Autoren/Hrsg.

Goodman, John A.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Betriebswirtschaft: Theorie & Allgemeines

Inhaltsverzeichnis

Contents Foreword ix by Richard DuFresne, National Manager Customer Care, Toyota Introduction: Why Customer Experience 3.0? 1 Section One: The Customer and the Implications of Customer Experience 3 Section Two: Designing the End-to-End Customer Experience 3 Section Three: Key Issues of Implementation 5 SECTION ONE The Customer and the Implications of Customer Experience 1 Why Good Service Might Not Result in a Great Experience 11 Understanding Customer Expectations 12 No Unpleasant Surprises 13 Identifying Sources of Customer Dissatisfaction and Uncertainty 17 No News is Not Necessarily Good News 21 Why Your Current CE Leaves Huge Amounts of Money on the Table 23 Leveraging Technology for a Great Customer Experience 26 Eliminating Unpleasant Surprises 28 Getting Started: Questions to Ask Yourself About Moving Your Company Out of Complacency 30 Key Takeaways 31 2 More than People: Customer Experience = People + Process + Technology 33 Delivering a Great Customer Experience: A Four-Part Framework 34 Applying Technology During Each Phase of the CE Framework 46 Metrics to Measure and Manage Customer Experience Effectiveness 48 Getting Started: Questions to Ask Yourself About Your Existing CE 49 Key Takeaways 49 3 Jump-Starting Action by Quantifying the Revenue Cost of Inaction 51 Why Executives Believe a Great CE Is More Costly Than a Good CE 53 Measuring the Revenue Impact of a Great CE 55 Calculating the Top-Line Payoff of an Improved CE 57 Quantifying the Savings of a Great CE 72 Convincing the CFO 76 Picking Your Battles 78 Getting Started: Questions to Ask Yourself about Your Business Case for CE 79 Key Takeaways 80 SECTION TWO Designing the End-to-End Customer Experience 4 Do It Right The First Time (DIRFT) 83 DIRFT: The Essential Steps 85 Building a Flexible, Customer-Focused Culture That Delivers DIRFT 96 DIRFT with Flexibility 100 Establishing the Right Metrics for DIRFT 103 Getting Started: Questions to Ask Yourself About Your DIRFT Processes 105 Key Takeaways 106 5 Every Door Open: Assuring Multichannel Access 107 Encouraging Valuable Contacts 108 Factors That Drive Contact Workload 113 Planning Customer Access—More Complicated Than It Seems 118 Metrics to Manage Accessibility 127 Getting Started: Questions to Ask Yourself About Your Accessibility 128 Key Takeaways 129 6 Always Satisfy Customers, and Sometimes Dazzle Them 130 Five Objectives for Your Company’s Service System 131 Six Functions to Consistently Achieve All Five Objectives 134 Applying Technology to Create High-Tech High Touch 140 Metrics to Manage Service 147 Getting Started: Questions to Ask Yourself About Your Service Process 149 Key Takeaways 150 7 Listening Passionately to Your Customers’ Unified Voice 151 VOC Objectives 152 Key Building Blocks of an Effective VOC Process 154 Sources of VOC Data—Not Necessarily from the Customer 161 Building VOC: Avoiding Four Common Implementation Challenges 169 Practical Tips for Enhancing the Impact of the VOC Process 174 Getting Started: Questions to Ask Yourself About Your VOC Process 175 Key Takeaways 175 SECTION THREE Key Issues of Implementation 8 Taming Technology 179 Aligning Technology with the Ideal CE 180 Smoothing the Impact of Technological Evolution 184 Benefits, Pitfalls, and Best Practices of Available Technologies 187 Metrics For Managing the CE Aspects of Technology 200 Getting Started: Questions to Ask Yourself About How You Use Technology 202 Key Takeaways 202 9 Building a Culture of Empowerment and Connection 204 Establishing an Environment That Fosters Empowerment and Connection 205 Planning for Emotional Connection 210 Emotional Connection in a Techno World 213 The Role of Executives and Supervisors 214 Metrics for Measuring and Managing Empowerment and Connection 218 Getting Started: Questions to Ask Yourself About Your Culture of Empowerment 220 Key Takeaways 220 10 Leading the Charge to the Next Level 222 Understanding the Role of CE Leader 223 Two CE Roles Fraught with Danger 226 Lessons from the Journey 226 Preparing for the Inevitable Financial and Organizational Upheavals 232 Getting Started: Questions to Ask Yourself about Your Role as a CE Leader 235 Key Takeaways 236 Index 237

Über Autor(innen)

John A. Goodman, a highly regarded customer experience expert, has consulted with over 40 of the Fortune 100 companies and is author of Strategic Customer Service. He cofounded the consulting firm Tom Peters once called "perhaps America's premier customer service research firm," and directs the biannual National Rage Study, which tracks customer experience in the market.