Customer Experience 3.0 : High-Profit Strategies in the Age of Techno Service

Customer Experience 3.0 : High-Profit Strategies in the Age of Techno Service

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  • 製本 Hardcover:ハードカバー版/ページ数 244 p.
  • 言語 ENG,ENG
  • 商品コード 9780814433881
  • DDC分類 658.812

Full Description

With developments like smart phones, social media, mobile connectivity, big data, and speech analytics, businesses have more opportunities to enhance the customer experience than ever before. Not only that...customers expect more. Unfortunately, many companies fail to take advantage of and properly manage the tools that now exist, delivering a series of frustrating, disjointed transactions that drive people away. Customer Experience 3.0 provides firsthand guidance on what works, what doesn't--and the revenue and word-of-mouth payoff of getting it right. The book contains an innovative customer-experience framework and step-by-step roadmap, showing readers how to: Design and deliver flawless services and products while setting honest customer expectations Create and implement an effective customer access strategy Capture and leverage the voice of the customer to set priorities and improve products, services and marketing Use CRM systems, cutting-edge metrics, and other tools to deliver customer satisfaction. Great companies provide seamless experiences, seeming to know what customers want before they know it themselves...while others set up fancy Facebook pages and then drop the ball. This groundbreaking guide reveals how to delight customers using the best tools available.

Table of Contents

Foreword                                           vii
Richard DuFresne
Introduction: Why Customer Experience 3.0? 1 (10)
Section One The Customer and the 3 (1)
Implications of Customer Experience
Section Two Designing the End-to-End 3 (2)
Customer Experience
Section Three Key Issues of Implementation 5 (6)
SECTION ONE The Customer and the Implications
of Customer Experience
1 Why Good Service Might Not Result in a 11 (22)
Great Experience
Understanding Customer Expectations 12 (1)
No Unpleasant Surprises 13 (4)
Identifying Sources of Customer 17 (4)
Dissatisfaction and Uncertainty
No News Is Not Necessarily Good News 21 (2)
Why Your Current CE Is Leaving Huge 23 (3)
Amounts of Money on the Table
Leveraging Technology for a Great 26 (2)
Customer Experience
Eliminating Unpleasant Surprises 28 (2)
Getting Started: Questions to Ask 30 (1)
Yourself About Moving Your Company Out of
Key Takeaways 31 (2)
2 More Than People: Customer Experience = 33 (18)
People + Process + Technology
Delivering a Great Customer Experience: A 34 (12)
Four-Part Framework
Applying Technology During Each Phase of 46 (2)
the CE Framework
Metrics to Measure and Manage Customer 48 (1)
Experience Effectiveness
Getting Started: Questions to Ask 49 (1)
Yourself About Your Existing CE
Key Takeaways 49 (2)
3 Jump-Starting Action by Quantifying the 51 (34)
Revenue Cost of Inaction
Why Executives Believe a Great CE Is More 53 (2)
Costly Than a Good CE
Measuring the Revenue Impact of a Great CE 55 (2)
Calculating the Top-Line Payoff of an 57 (15)
Improved CE
Quantifying the Savings of a Great CE 72 (4)
Convincing the CFO 76 (2)
Picking Your Battles 78 (1)
Getting Started: Questions to Ask 79 (1)
Yourself About Your Business Case for CE
Key Takeaways 80 (5)
SECTION TWO Designing the End-to-End Customer
4 Do It Right the First Time (DIRFT) 85 (22)
DIRFT: The Essential Steps 86 (10)
Building a Flexible, Customer-Focused 96 (4)
Culture That Delivers DIRFT
DIRFT with Flexibility 100(3)
Establishing the Right Metrics for DIRFT 103(2)
Getting Started: Questions to Ask 105(1)
Yourself About Your DIRFT Processes
Key Takeaways 106(1)
5 Keep Every Door Open: Assuring 107(23)
Multichannel Access
Encouraging Valuable Contacts 108(5)
Factors That Drive Contact Workload 113(5)
Planning Customer Access---More 118(9)
Complicated Than It Seems
Metrics to Manage Accessibility 127(1)
Getting Started: Questions to Ask 128(1)
Yourself About Your Accessibility
Key Takeaways 129(1)
6 Always Satisfy Customers, and Sometimes 130(21)
Dazzle Them
Five Objectives for Your Company's 131(3)
Service System
Six Functions to Consistently Achieve All 134(6)
Five Objectives
Applying Technology to Create High-Tech 140(7)
High Touch
Metrics to Manage Service 147(3)
Getting Started: Questions to Ask 150(1)
Yourself About Your Service Process
Key Takeaways 150(1)
7 Listening Passionately to Your Customers' 151(28)
Unified Voice
VOC Objectives 152(2)
Key Building Blocks of an Effective VOC 154(7)
Sources of VOC Data-Not Necessarily from 161(8)
the Customer
Building VOC: Avoiding Four Common 169(5)
Implementation Challenges
Practical Tips for Enhancing the Impact 174(1)
of the VOC Process
Getting Started: Questions to Ask 175(1)
Yourself About Your VOC Process
Key Takeaways 175(4)
SECTION THREE Key Issues of Implementation
8 Taming Technology 179(25)
Aligning Technology with the Ideal CE 180(4)
Smoothing the Impact of Technological 184(3)
Benefits, Pitfalls, and Best Practices of 187(13)
Available Technologies
Metrics for Managing the CE Aspects of 200(2)
Getting Started: Questions to Ask 202(1)
Yourself About How You Use Technology
Key Takeaways 202(2)
9 Building a Culture of Empowerment and 204(18)
Establishing an Environment That Fosters 205(5)
Empowerment and Connection
Planning for Emotional Connection 210(3)
Emotional Connection in a Techno World 213(1)
The Role of Executives and Supervisors 214(4)
Metrics for Measuring and Managing 218(2)
Empowerment and Connection
Getting Started: Questions to Ask 220(1)
Yourself About Your Culture of Empowerment
Key Takeaways 221(1)
10 Leading the Charge to the Next Level 222(15)
Understanding the Role of the CE Leader 223(3)
Two CE Roles Fraught with Danger 226(1)
Lessons from the Journey 226(6)
Preparing for the Inevitable Financial 232(3)
and Organizational Upheavals
Getting Started: Questions to Ask 235(1)
Yourself About Your Role as a CE Leader
Key Takeaways 236(1)
Index 237