100 Practical Ways to Improve Customer Experience

Achieve End-To-End Customer Engagement in a Multichannel World
1. Auflage 2021
ISBN: 978-1-3986-9353-1
Verlag: Kogan Page

Buch, Englisch, 304 Seiten, Format (B × H): 161 mm x 240 mm, Gewicht: 845 g

FINALIST: Business Book Awards 2019 - Sales and Marketing Category

Virtually all consumer-facing businesses talk about putting the customer first, but in reality, few deliver on this as effectively as they could. 100 Practical Ways to Improve Customer Experience walks readers through a wealth of practical tips, tools, guidelines and frameworks, for implementing customer-focused marketing strategies at every step of the customer journey. By ensuring that the customer remains the key focus, companies can identify areas in need of improvement and implement relevant steps throughout the value chain to transform their business.

A unique blend of strategy and best practice, 100 Practical Ways to Improve Customer Experience has a particular focus on multi-channel industries such as retail, FMCG, travel, financial services, leisure, food and beverage, and automotive. These industries are all facing major disruption from trendsetting brands such as Uber, AirBnB and Amazon, and as such, now face more pressure than ever to adopt new practices and remain relevant in a continually competitive marketplace. Featuring case studies packed full of practical examples, this book is a unique and valuable resource for both senior industry professionals looking to transform their business and MBA students. Online resources include a best practice checklist to optimize mobile apps.

Autoren/Hrsg.

McDonald, Malcolm

Newman, Martin

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Management Forschung & Entwicklung (F&E), Innovation
• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Kundenbeziehungsmanagement, Kundenpflege

Inhaltsverzeichnis

Chapter - 00: Introduction; Chapter - 01: Put the customer first: if you don't, someone else will; Chapter - 02: Marketplaces and disruptors are eating your lunch (taking your market share); Chapter - 03: Removing friction from the customer's journey: getting the basics right in travel, retail, food and beverage, leisure and financial services; Chapter - 04: How to be disruptive in your own business; Chapter - 05: The role of the store and its new footprint; Chapter - 06: We live in a hyper-local world where mobile is key; Chapter - 07: Organizational design to put the customer first; Chapter - 08: Cultural change - must be top down and bottom up; Chapter - 09: Less about corporate, more about social responsibility; Chapter - 10: Retail as a service; Chapter - 11: Winning the hearts and minds of customers in international markets; Chapter - 12: Customer-centric marketing communications; Chapter - 13: A new framework for the marketing mix: the Customer Mix or 6Ws; Chapter - 14: Strategic social media and its importance to the whole organization; Chapter - 15: The impact of AI, augmented virtual reality, machine learning and voice on customer experience; Chapter - 16: The rise of the 'ations' in driving differentiation; Chapter - 17: Understanding customer behaviour: turning data into actionable insight and the key drivers for customer relationship management; Chapter - 18: So where do you start to transform your business?; Chapter - 19: 100 practical ways to improve customer experience;

Chapter - 00: Introduction;Chapter - 01: Put the customer first: if you don’t, someone else will;Chapter - 02: Marketplaces and disruptors are eating your lunch (taking your market share);Chapter - 03: Removing friction from the customer’s journey: getting the basics right in travel, retail, food and beverage, leisure and financial services;Chapter - 04: How to be disruptive in your own business;Chapter - 05: The role of the store and its new footprint;Chapter - 06: We live in a hyper-local world where mobile is key;Chapter - 07: Organizational design to put the customer first;Chapter - 08: Cultural change – must be top down and bottom up;Chapter - 09: Less about corporate, more about social responsibility;Chapter - 10: Retail as a service;Chapter - 11: Winning the hearts and minds of customers in international markets;Chapter - 12: Customer-centric marketing communications;Chapter - 13: A new framework for the marketing mix: the Customer Mix or 6Ws;Chapter - 14: Strategic social media and its importance to the whole organization;Chapter - 15: The impact of AI, augmented virtual reality, machine learning and voice on customer experience;Chapter - 16: The rise of the ‘ations’ in driving differentiation;Chapter - 17: Understanding customer behaviour: turning data into actionable insight and the key drivers for customer relationship management;Chapter - 18: So where do you start to transform your business?;Chapter - 19: 100 practical ways to improve customer experience;

Über Autor(innen)

Newman, Martin
Martin Newman based in London, UK, is founder of Customer Service Action and The Customer First Group. Known as the Consumer Champion, he is a force for positive change for both consumers and brands and appears regularly on BBC TV and Radio, Sky, ITV, Channel 5, LBC, The Times, FT and more, to discuss consumer issues relating to the retail, travel, casual dining, automotive and financial services sectors.
Amongst his many accolades, Martin has featured in Retail Week's top 50 eTail Power List for five years in a row, has been named in the Retail Insiders top 100 Retail Movers & Shakers list for several years consecutively and the British Vogue Online Fashion 100.

Martin has leveraged his 37 years of experience working in consumer sectors heading up the multichannel operations of some of the world's leading brands including Burberry, Intersport, Pentland Brands (Speedo, Berghaus), Harrods and Ted Baker to author the bestselling 100 Practical Ways to Improve Customer Experience (which was shortlisted for the Business Book of the Year Awards 2019) and his new book, The Power of Customer Experience.

A successful entrepreneur, following his career in the consumer sector, he founded and scaled a global ecommerce and digital consultancy, Practicology, to 100 people with offices across the UK, EU, Middle East and Asia, and subsequently sold in 2018 to the US company Pattern.

Today, he is a Non-Executive Chairman of the Scout Store, Chairman of the advisory board for Mayborn Group, a board advisor to Clearpay, a Trustee of In Kind Direct and a member of the prestigious KPMG IPSOS Retail Think Tank.

McDonald, Malcolm
Professor Malcolm McDonald enjoys a global reputation as a leading authority on marketing. He was until recently Professor of Marketing and Deputy Director at Cranfield University School of Management, and is now an Emeritus Professor at the University as well as being an Honorary Professor at Warwick Business School. He has been consultant to many major companies from the United Kingdom, Europe, USA, Far East, South-East Asia, Australasia and Africa, in the areas of strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability. Malcolm is also Chairman of six companies and works with the operating boards of some of the world's leading multinationals on all continents. He has written over 40 books including the best-selling Marketing Plans: How to prepare them, how to use them.

Martin Newman has over 35 years' experience in marketing, digital, CEO and Chairman roles working with major brands including Harrods, Burberry, Pentland Brands and Intersport. Based in the UK, he serves as a Chairman and Board Advisor to a host of well-known brands, and is the founder of The Customer First Group and Customer Service Action. A renowned thought-leader, he has been named by Retail Week as one of the 50 most powerful people in online retail for 5 consecutive years, and listed in the Retail Insiders top 100 Retail Movers & Shakers and the British Vogue Online Fashion 100. He is the author of The Power of Customer Experience (also published by Kogan Page).

Professor Malcolm McDonald is Emeritus Professor at Cranfield and Honorary Professor at Warwick Business School. As Chairman of six companies, McDonald works with the operating boards of some of the world's leading multinationals and has written over 40 books, including the bestseller, Marketing Plans.

Martin Newman has over 35 years' experience in marketing, digital, CEO and Chairman roles working with major brands including Harrods, Burberry, Pentland Brands and Intersport. Based in the UK, he serves as a Chairman and Board Advisor to a host of well-known brands, and is the founder of The Customer First Group and Customer Service Action. A renowned thought-leader, he has been named by Retail Week as one of the 50 most powerful people in online retail for 5 consecutive years, and listed in the Retail Insiders top 100 Retail Movers & Shakers and the British Vogue Online Fashion 100. He is the author of The Power of Customer Experience (also published by Kogan Page). Professor Malcolm McDonald is Emeritus Professor at Cranfield and Honorary Professor at Warwick Business School. As Chairman of six companies, McDonald works with the operating boards of some of the world's leading multinationals and has written over 40 books, including the bestseller, Marketing Plans .