Customer experience 3.0 : high-profit strategies in the age of techno service / John A. Goodman.

Format:

Book

Author/Creator:

Goodman, John A.

Contributor:

popforms

Language:

English

Subjects (All):

Customer services.

Customer services--Technological innovations.

Customer relations.

Physical Description:

1 online resource (1 v.) : ill.

Edition:

1st edition

Place of Publication:

[New York : AMACOM, American Management Association, c2014.]

System Details:

text file

Summary:

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.

Contents:

Intro

Title

Copyright

Contents

Foreword

Introduction: Why Customer Experience 3.0?

Section One: The Customer and the Implications of Customer Experience

Section Two: Designing the End-to-End Customer Experience

Section Three: Key Issues of Implementation

Section One The Customer and the Implications of Customer Experience

1 Why Good Service Might Not Result in a Great Experience

Understanding Customer Expectations

No Unpleasant Surprises

Identifying Sources of Customer Dissatisfaction and Uncertainty

No News Is Not Necessarily Good News

Why Your Current CE Is Leaving Huge Amounts of Money on the Table

Leveraging Technology for a Great Customer Experience

Eliminating Unpleasant Surprises

Getting Started: Questions to Ask Yourself About Moving Your Company Out of Complacency

Key Takeaways

2 More Than People: Customer Experience = People + Process + Technology

Delivering a Great Customer Experience: A Four-Part Framework

Applying Technology During Each Phase of the CE Framework

Metrics to Measure and Manage Customer Experience Effectiveness

Getting Started: Questions to Ask Yourself About Your Existing CE

3 Jump-Starting Action by Quantifying the Revenue Cost of Inaction

Why Executives Believe a Great CE Is More Costly Than a Good CE

Measuring the Revenue Impact of a Great CE

Calculating the Top-Line Payoff of an Improved CE

Quantifying the Savings of a Great CE

Convincing the CFO

Picking Your Battles

Getting Started: Questions to Ask Yourself About Your Business Case for CE

Section Two Designing the End-to-End Customer Experience

4 Do It Right the First Time (DIRFT)

DIRFT: The Essential Steps

Building a Flexible, Customer-Focused Culture That Delivers DIRFT

DIRFT with Flexibility.

Establishing the Right Metrics for DIRFT

Getting Started: Questions to Ask Yourself About Your DIRFT Processes

5 Keep Every Door Open: Assuring Multichannel Access

Encouraging Valuable Contacts

Factors That Drive Contact Workload

Planning Customer Access-More Complicated Than It Seems

Metrics to Manage Accessibility

Getting Started: Questions to Ask Yourself About Your Accessibility

6 Always Satisfy Customers, and Sometimes Dazzle Them

Five Objectives for Your Company's Service System

Six Functions to Consistently Achieve All Five Objectives

Applying Technology to Create High-Tech High Touch

Metrics to Manage Service

Getting Started: Questions to Ask Yourself About Your Service Process

7 Listening Passionately to Your Customers' Unified Voice

VOC Objectives

Key Building Blocks of an Effective VOC Process

Sources of VOC Data-Not Necessarily from the Customer

Building VOC: Avoiding Four Common Implementation Challenges

Practical Tips for Enhancing the Impact of the VOC Process

Getting Started: Questions to Ask Yourself About Your VOC Process

Section Three Key Issues of Implementation

8 Taming Technology

Aligning Technology with the Ideal CE

Smoothing the Impact of Technological Evolution

Benefits, Pitfalls, and Best Practices of Available Technologies

Metrics for Managing the CE Aspects of Technology

Getting Started: Questions to Ask Yourself About How You Use Technology

9 Building a Culture of Empowerment and Connection

Establishing an Environment That Fosters Empowerment and Connection

Planning for Emotional Connection

Emotional Connection in a Techno World

The Role of Executives and Supervisors

Metrics for Measuring and Managing Empowerment and Connection.

Getting Started: Questions to Ask Yourself About Your Culture of Empowerment

10 Leading the Charge to the Next Level

Understanding the Role of the CE Leader

Two CE Roles Fraught with Danger

Lessons from the Journey

Preparing for the Inevitable Financial and Organizational Upheavals

Getting Started: Questions to Ask Yourself About Your Role as a CE Leader

Index

About the Author

Free Sample Chapter from Strategic Customer Service By John A. Goodman.

Notes:

Includes bibliographical references and index.

Description based on print version record.

ISBN:

9781400231072

1400231078

9780814433898

0814433898

OCLC:

888035870