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Crafting the Customer Experience For People Not Like You: How to Delight and Engage the Customers Your Competitors Don't Understand by Kelly McDonald

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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

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

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

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 Tweaks

3. Hiring and Staffing Diverse Talent

4. Advertising and Marketing

5. Staff Interactions

6. Customer Service ...

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