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Managing the Customer Experience

CHF43.20
inkl. 2.6 % MwSt.

Produkt

KlappentextYou need loyal customers, not just satisfied ones. Here's how to manage your customer experience and reap the rewards.
Détails
ISBN/GTIN978-0-273-66195-5
Type de produitLivre
Année de parution2002
SérieFinancial Times Series
Pages254 Seiten
LangueAnglais
Poids690 g
Id-produit de l'éditeur66195FT
BZ n°27781012

Inhalt/Kritik

Inhaltsverzeichnis
CONTENTS

INTRODUCTION

1. THE AGE OF EXPERIENCE

Evolving brands

Experiencing the brand

Branding the experience

The Branded Customer Experience

2. BEYOND SATISFACTION

Satisfaction is not enough

Loyalty at work

From loyalty to advocacy

3. LOYALTY BY DESIGN

Define Customer values

Design and brand the customer experience

Equip People and deliver consistently

Sustain and enhance performance

4. A NEW BRAND OF LEADERSHIP

Deserving to be followed

Understand your customers

Bring the courage of conviction

Unleash the power of people

Manage the business from the customer in

Create leaders at every level

Create an obsessive culture

5. CREATING TRIAD POWER

Marketing's part in the triad

HR's real potential

Operations and customer service

Partnership behaviors



6. PEOPLE FIRST

Hire people with the competencies to satisfy

Train employees to deliver experiences

Reward for the right behaviors

Drive the behaviors from the top

7. THE BRANDED SALES EXPERIENCE



Start with segmentation but drive to personalization

Design a sales process that creates value for customers

Align the sales process with the whole organization

Train,coach and reward the desired sales behaviors

Manage the sales process to deliver a Branded Customer Experience

8. PUTTING THE "E" IN EXPERIENCE

Building customer confidence

We live in a multi-channel world

Blending high-tech with high-touch

Aligning the inside and the outside

Online in practice

Building brands in an online world

9. THE BRANDED PRODUCT EXPERIENCE: MORE THAN A DOUGHNUT

Experiencing the bear

The affluentials

The last of the real sports cars

Multi-sensory experience or doughnut?



10. KEEPING THE EDGE

Brand revitalization

Keeping the edge



11. PUTTING IT ALL TOGETHER

The secrets of uncommon practice

Forum's research themes

12. LOYALTY BY DESIGN IN PRACTICE

Define customer values

Design the Branded Customer Experience

Leadership results

The end or the beginning?mehr

Autor

Shaun Smith, Senior Vice President, Customer Experience Practice, Forum Europe, an FT Knowledge Company

Shaun is one of the leading consultants in helping organizations differentiate through customer service and deliver their brand through their people. He is an inspirational presenter with a wealth of worldwide practical experience. He has been featured on the 'Ask The Expert' program on CNBC a number of times and is the co-editor of the book Uncommon Practice: People who deliver a great brand experience. He is also the author of the Organizational Alignment Survey? used by companies worldwide to assess employee opinions and assess the need for change.



Shaun began his career in the airline industry becoming Head of Customer Service, Sales and Marketing Training world-wide for British Airways. He became Managing-Director of Cathay-Performa consulting specializing in advising airlines on customer service strategies. Shaun then ran his own company, Service Skills International, based in Hong Kong, for eleven years consulting to many leading international companies before joining Forum.

Joe Wheeler, Executive Vice President, Customer Experience Practice, Forum, an FT Knowledge Company

Joe Wheeler is based in Forum's Boston office and leads the firm's Customer Experience consulting practice. Over the years he has led many Branded Customer Experience® client engagements that have achieved significant business results. Organizations that Joe has worked with include Unilever, RBC Financial, Air Products, Fairmount Hotels, Nortel Networks, FleetBoston, AT&T, and Dow Corning.



A sought-after speaker, he has provided keynote addresses to business executives around the world, including presentations for The Conference Board and various industry associations.
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