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Transform Customer Experience
How to achieve customer success and create exceptional CX
Isabella Villani
- English
- ePUB (mobile friendly)
- Available on iOS & Android
Transform Customer Experience
How to achieve customer success and create exceptional CX
Isabella Villani
About This Book
Your customers are your future.
Smartphones, social media and the internet have given customers access to more information than ever before. If your business fails them, they will switch to your competitor and never return. So how do you keep them? By mapping their journeys, identifying potential hazards and reshaping your business with customer experience (CX) at its heart.
From services to products, online to in-person, small-scale to multinational, your customers' loyalty depends on how you interact with them. Transform Customer Experience is your ultimate guide to putting your customer first. Author and CX expert Isabella Villani shows how you can implement a customer strategy from planning to execution.
Transform Customer Experience offers real-life insights into effective strategies for developing and implementing Customer Experience (CX) programs in a range of corporate, governmental and non-profit environments.
â˘Shows you how to address dimensions of diversity in the customer base
â˘Outlines customer journey mapping
â˘Discusses the implications of customers' omnichannel engagement
â˘Addresses the importance of positive employee experience in establishing a supportive CX culture.
Transform Customer Experience explains why you need to embed customer experience in your organisation and shows you how to do it.
Frequently asked questions
Chapter 1
Customer experience today
Meet the new customer
The informed customer
- The choice of suppliers was limited, with most having only local reach.
- There were information barriers because would-be purchasers had to travel to the store.
- Information provided inside the store depended largely on staff knowledge and in-store promotions.
- Information provided outside the store depended largely on published advertisements. Consumer associations sought to evaluate rival products, but most of their information was available only to subscribers and they had trouble keeping up with changing markets. Customersâ own views had little reach unless a TV show or newspaper decided they had a newsworthy complaint.
- The choice of suppliers is huge â at least national, often global, with even small, specialised suppliers being able to reach global markets.
- There is far greater transparency â product information is supplied instantaneously in flexible forms, from many-to-many to one-on-one.
- Social media, online reviews and comparison websites give swift access to information about products and services, drawing on other customersâ experiences. Any given product will have an army of vocal advocates and critics, especially online.
- Customers can make contact at a time of their choice. They can send an online query at any time of day, and they expect to be able to call on the phone outside traditional working hours.
- Anonymity allows customers to research competing products without being pressured into a sale.
The flighty customer
- The wider availability of information means that customers are more likely to be aware of competing offers, either through competitorsâ online activity or through social media.
- New suppliers in many fields are less burdened by the cost of running bricks-and-mortar services. They can undercut incumbent providers and differentiate themselves by bundling products to appeal to different segments of the market.
- Tighter regulation of consumer contracts has given customers more control by setting out cooling-off periods and limiting the use of âlock-inâ cla...
Table of contents
- Cover
- Titlepage
- Copyright
- Foreword by Don Peppers
- About the author
- Acknowledgements
- Introduction
- Chapter 1: Customer experience today
- Chapter 2: Your CX strategy
- Chapter 3: Building a CX culture
- Chapter 4: Personalising the experience
- Chapter 5: Customer journey mapping
- Chapter 6: Omnichannel CX
- Chapter 7: Customer success metrics
- Chapter 8: Insights into action
- Chapter 9: Stories from CX experts
- Chapter 10: The future of CX
- Appendix I: A few general notes
- Appendix II: Abbreviations
- Endnotes
- Glossary
- References
- Index
- EULA