Crafting the customer experience for people not like you : how to delight and engage the customers your competitors don't understand / Kelly McDonald.

Format:

Book

Author/Creator:

McDonald, Kelly.

Language:

English

Subjects (All):

Customer relations.

Customer services.

Physical Description:

1 online resource (210 p.)

Edition:

1st edition

Place of Publication:

Hoboken, New Jersey : John Wiley & Sons, 2012.

Language Note:

English

System Details:

text file

Summary:

Deliver a better business experience, for every kind of customer A ""one-size fits all"" approach to customer service is no longer viable. Businesses competing on service need to understand and cater to customers' racial, ethnic, religious, generational, and geographic differences in order to meet or exceed customers' service expectations. Crafting the Customer Experience to People Not Like You shows how companies, brands, and products struggling to differentiate themselves in a sea of sameness can foster long-term loyalty and brand preference with exceptional and customized cu

Contents:

Crafting the Customer Experience for People Not Like You: How to Delight and Engage the Customers Your Competitors Don't Understand; Copyright; Contents; Acknowledgments; Chapter 1: How Tweaking the Customer Experience Grows Your Business; Different Customers Care about Different Things; Why I Dislike the ""D"" Word; The Definition of ""People Not Like You""; Not Customer Service, But Customer Experience; Chapter 2: Technology Armed Consumers with Mighty Big Bullets; Chapter 3: The Purchase Funnel: Understanding the Customer Experience from Top to Bottom; The Purchase Funnel; Awareness

OpinionConsideration; Preference; Purchase; Loyalty; Advocacy; Chapter 4: We're Not ""One Size Fits All"" Anymore; Choice Changes Everything; Omni Hotels Gets Guys Who Travel for Biz; Macy's and Mormons; Not Just What, but How; Chapter 5: How to Think Like People Not Like You; Step 1: Ask and Listen; Step 2: Pay Attention to Trends; Step 3: Overcome Barriers; Step 4: Communicate; Chapter 6: How to Build Social Media into the Customer Experience; First Things First: The Nuts and Bolts of Social Media and the Customer Experience; Step 1: Empower Your Community Manager; Step 2: Listen

Step 3: Serve TransparentlyStep 4: Provide Direction; Step 5: Connect; Foiled Cupcakes: Start-up to Small Business; Halls Department Store-Midsized Business; Toyota Sienna-Global; Chapter 7: Your Employees May Kill Your Business, Unless They Know How to Serve Customers Who Aren't Like Them; First Things First: Hire the Right Person; Next: Instill a Culture that Values Diversity; Next: Employee Training; Important: Be Attuned to Subtleties; Be Gracious-No Matter what; Chapter 8: Seven Principles for Creating a Customer Experience for People Not Like You; 1. Website/Digital Communication

2. Product or Service Tweaks3. Hiring and Staffing Diverse Talent; 4. Advertising and Marketing; 5. Staff Interactions; 6. Customer Service and Support; 7. After the Sale; Chapter 9: Matures, Boomers, Gen X, Gen Y, and Gen Z; Matures; High Touch over High Tech; Socializing Face-to-Face Is Very Important; Delivering Service at Particular Times of Day May Need to Vary; Baby Boomers; Gen X; Gen Y; Chapter 10: Women and Families; Women Trust Other Women; Provide Advice, Not Just Information; Harley-Davidson Creates a New Experience-and New Riders

The Truth Can Never Hurt You: Practice Full DisclosureShow Me All Options-Yes, All 178 of Them, Please; Families; Those with Disabilities; Chapter 11: Hispanics/Latinos; ""Press 1 for English"" Isn't a Fad; Latino-Ready; Latino-Friendly; Latino-Ready; Latino-Friendly; La Familia (The Family) is Key; Good Service Can Save a Bad Experience; Chapter 12: Serving Different Racial and Ethnic Communities; Blacks and African Americans; Insight #1: Show People of Color When Targeting People of Color; Insight #2: Diversity in Skin Tone Is Very Important

Insight #3: Food, Music, and Socializing Are Central to African American Culture

Notes:

Includes index.

ISBN:

9781283700467

1283700468

9781118461648

1118461649

OCLC:

818858038