100 Practical Ways to Improve Customer Experience

Achieve End-to-End Customer Engagement in a Multichannel World

Martin Newman, Malcolm McDonald

• Publisher: Kogan Page
• Year: 2018
• Print ISBN:
  9780749482671
• Edition: 1
• eBook ISBN:
  9780749482688
• Topic: Business
• Subtopic: Digital Marketing
• Index: Business

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.

INDEX

Note: Chapter references, expert views, key performance indicators and top practical customer experience tips are indexed as such. Page numbers in italics indicate Figures or Tables.

3M 50, 59

‘The 20Ps of Marketing’ 201 see also Procter & Gamble

100 practical ways to improve customer experience 266–70

AI (artificial intelligence) 81

chat bots 183

and Otto/Blue Yonder: payment services using 224–25

AI, augmented virtual reality, machine learning, voice: the impact on customer experience (and) 217–31

AI delivers deeply personalized product recommendations 221–22, 222

AI drives multichannel engagement and supply chain efficiencies 219–22

(but) AI may cause short-term pain 220–21

AI as fourth industrial revolution 217–19, 218

and the robots taking over 218–19 see also reports (Garner) and robots

leverage AI to improve customer service 227

logistics and delivery 222–26

AI drives customer service and efficiencies 223 see also expert views

AI drives price and margin optimization 224–25 see also case studies

Amazon drones 223

driverless/robot-driven delivery vans 225

payment solutions 225–26 see also expert views

robotic delivery (Domino’s) 222

need for fall-back position when AI unable to answer questions 228

use of AI to deliver more personalized experiences 228

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Table of contents

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