book

Customer Experience For Dummies

by Roy Barnes, Bob Kelleher

November 2014

Beginner

360 pages

8h 20m

English

For Dummies

Audiobook available

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About This BookFoolish AssumptionsIcons Used in This BookBeyond the BookWhere to Go from Here
Eight Steps to Creating a Great Customer Experience ProgramStep 1: Developing and deploying your customer experience intent statementStep 2: Building touchpoint mapsStep 3: Redesigning touchpointsStep 4: Creating a dialogue with your customersStep 5: Building customer experience knowledge in the workforceStep 6: Recognizing and rewarding customer experience done wellStep 7: Executing an integrated internal communications planStep 8: Building a customer experience dashboardLittle Things Matter More Than You ThinkAvoiding the “Low-Hanging Fruit” ApproachDefining Who Owns the Customer ExperienceThe Ultimate Competitive Advantage
Follow the Arrows! The Business Logic PathHeavens to Bestie: Making the CFO Your BFFA High-Level View of the Benefits of Excellent Customer ExperienceMetric System: Key Customer MetricsAnalyze This: Using Correlation AnalysisSheer Perfection: Using Customer Experience to Mold the “Perfect Customer”That’ll Cost You: The High Price of Poor Customer Experience
Three Universal Actions That Kill Customer ExperienceThe know-nothing ninjaThe shuffling assassinThe ownership killerBattling an Inside-Out Perspective“They’re All Crooks!” Overcoming Negative Perceptions of Your IndustryAdapting to Changing Consumer ExpectationsEleven key customer expectationsComparing experience and expectations across industries
Strike Three: The Three Main Reasons Good Customer Relationships Go BadAvoiding Behaviors that Send Customers RunningBeing rudeHaving negative phone mannersIgnoring complaints and inquiriesFailing to listenShuffling customersWhy Ask Why? Diagnosing Customer Service Problems with the Five WhysYou Say Tomato, I Say Pareto: Using Pareto AnalysisSelf-Diagnosing Your Company’s Customer Experience ProblemsQuestions about personnelQuestions about processes and technologyQuestions about customersQuestions about financials
Avoiding Angry Customers from the Get-GoA Tale of Three AirlinesRamping upLightening upCalming downPlanning for Effective ResolutionTaking the RESOLVED ApproachRespond to the person who is upsetEmpathize and apologizeSeek to solve the problemOpen your mind to the customer’s proposed solutionListen intentlyVerify the solutionExecute the solutionDocument the problemHandling an Escalated ConfrontationStep 1: Let go of your egoStep 2: Decide to defuseStep 3: Understand the problemStep 4: Allow time for ventingStep 5: Get to common groundRealizing that the Customer Isn’t Always Right
For All Intents and Purposes: The Power of IntentTeaming Up: Assembling Your Customer Intent TeamI Declare! Developing Your Customer Experience Intent StatementChecking Out Some Customer Experience Intent Statement ExamplesRetailEducationFinancial servicesManufacturingHospitalityRegulated utilityAligning the Customer Experience with BrandingDissents and Sensibility: Overcoming Dissenters
What Is Journey Mapping?There’s a Map for That: Why Map Your Customer’s Journey?Understanding What Constitutes a TouchpointCharting Your Customer’s JourneyAssembling your mapping teamThe “Spider Web of Experience” exerciseCreating a journey mapGetting startedDigging deeperMapping nonlinear interactionsTaking actionTaking a Look at Sample Journey Maps

7-Up: The Seven Core Elements of a Great Customer ExperienceOffering relevant solutionsAssuring and protecting trustEliminating the unjustGoing above and beyondBalancing customer experience with business profitabilityEngaging all human facetsHaving a consistent and authentic brand5 Alive: The Five Foundations of Experience DesignStoryboarding the experienceNailing the basicsDesigning for basic human needsOwning the complexityTesting the customer experience
Weird Science: Understanding the Human BrainSense and Sensibility: Stimulating the Five SensesSightHearingSmellTasteTouchThere’s a Map for That: Emotion-Mapping Your TouchpointsAn emotion-mapping exampleUsing the emotion map to design your customer experience
Six Appeal: Six Key Ingredients of a Touchpoint Redesign ProgramSetting a firm 20-day time limitChoosing the right program managerAssembling a solid redesign teamIdentifying a strong stakeholder groupPlanning a meeting with your stakeholder groupWorking from a definitive customer experience intent statementLimiting the scope of your touchpoint redesignGetting a Brief Overview of the Touchpoint Redesign ProcessUsing the PADBES Design MethodThe Plan phaseThe Analyze phaseThe Design phaseThe Build phaseThe Execute phaseThe Sustain phaseRecognizing and Rewarding Team Members
3-2-1 Go! Three Hard-and-Fast Rules for Dealing with Customer FeedbackAlphabet Soup: CRM versus EFMGetting with the Program: Making the Case for an EFM ProgramLooking at the benefits of an EFM programRecognizing the requirements of an EFM programMaking It So: Implementing Your EFM ProgramPhase 1: Inventory all existing customer feedback sourcesPhase 2: Consolidate the questions that customers are being askedPhase 3: Fill in the missing gaps in your feedback collectionPhase 4: Identify linkages between employee experience and customer experiencePhase 5: Develop a more advanced EFM programGetting Social: Some Social Media “Need to Knows”Responding to feedbackMaintaining your social media presence
Judgment Day: Assessing Your TeamAddressing Six Basic Customer NeedsFriendlinessCompetenceUnderstanding and empathyFairnessControlOptions and alternativesAligning Employee Performance with the Customer Experience Intent StatementExtending the Experience Intent to Internal CustomersWhy bother worrying about internal customers?Improving the internal customer experienceAnswering “What Does This Mean for Me?” and “How Will This Help Me?”
The Missing Link: Linking Good Hiring Practices and Customer ExperienceRecognizing the Importance of Behaviors and TraitsIdentifying key behaviors and traitsIdentifying negative behaviors and traitsImproving behaviors and traitsUsing the BEST Approach for Hiring Your TeamAsking the Right QuestionsAssessing the Candidate’s AnswersWeighting questionsRating answersScoring candidatesEngaging Employees to Improve Customer ExperienceThe Rewards of Rewarding: Recognizing and Rewarding PerformanceDesigning your total compensation strategyOther rewardsConsequences for poor performance
Setting Specific Goals the SMART WayDeveloping an Integrated Internal Communications PlanThe components of your internal communications campaignCommunicating your visionEstablishing two-way communicationRealizing the importance of a communication protocolBuilding a communication protocolGetting Leadership Buy-InHarnessing Innovators and Early Adopters to Speed Buy-In Among Employees
Using the Balanced Scorecard Approach to Identify Key Objective AreasTop Model: Developing Your Strategic Execution ModelThe Meter’s Running: Identifying Key MetricsSample customer metricsLagging measures versus leading measures“Gaming” metricsBlind Data: Analyzing Customer DataData typesKinds of analysisBuilding a Customer Performance DashboardThe “Customer Strategies” columnThe “Customer Measures” columnThe “Measure Definition” columnThe “Owner” columnThe “Frequency” columnThe “Target” columnThe “Current Actual” columnThe “Results” columnThe “Last Actual” columnUnder Review: Reviewing Your Customer Performance DashboardIntegrating Your Customer Experience Metrics into Your Governance Model
Keeping It Simple: Opting for Simple MetricsSemper Fi: Measuring Loyalty and AdvocacyAssessing overall satisfaction (OSAT)Determining your Net Promoter Score (NPS)Retention Headache: Gauging RetentionCalculating your customer retention rateGauging switching and renewal metricsAssessing your portfolioAre You Experienced? Assessing Customer ExperienceEnsuring seamlessnessEvaluating ease of doing businessBench Warfare: The Importance of Benchmarking
Might as Well Face It: You’re Addicted to Launching InitiativesLooking at a typical launchLacking focusGetting Your Priorities Straight: The Importance of Prioritizing InitiativesThe “basic” processThe strategic initiative selection processPutting Your Money Where Your Mouth Is: Budgeting for STRATEX
Be PatientReally ListenKnow Your StuffShow a Yearn to LearnBe ProactiveFollow ThroughPersevereBe Fast on Your FeetSmileManage Your Body Language
They Know Their Corporate Culture May Be the EnemyThey’re Part of the “Commitment Culture”They Declare ThemselvesThey’re BelievableThey Say ThanksThey Can Deal with BureaucracyThey Find Customer Experience Co-ConspiratorsThey’re CourageousThey Go the DistanceThey’re Engaged
Developing and Deploying Your Customer Experience Intent StatementBuilding Touchpoint/Journey MapsRedesigning TouchpointsGetting Feedback from Customers and Establishing DialogueBuilding Customer Experience Knowledge in the WorkforceRecognizing and Rewarding a Job Well DoneExecuting an Integrated Internal Communications PlanBuilding a Customer Performance DashboardThe Customer Experience Progress Tracking ToolUnderstanding the Importance of the Customer Performance Dashboard
The Experience EconomyBuilding Great Customer ExperiencesDelivering Happiness: A Path to Profits, Passion, and PurposeThe Nordstrom Way: The Inside Story of America’s #1 Customer Service CompanyThe Starbucks Experience: 5 Principles for Turning Ordinary into ExtraordinaryExceptional Service, Exceptional Profit: The Secrets of Building a Five-Star Customer Service OrganizationWhat’s the Secret? To Providing a World-Class Customer ExperienceManaging Customer Relationships: A Strategic FrameworkStory: Substance, Structure, Style, and the Principles of ScreenwritingThe Design of Everyday Things, Living with Complexity, and Emotional Design

Overview

Gain, engage, and retain customers with positive experiences

A positive customer experience is absolutely essential to keeping your business relevant. Today's business owners need to know how to connect and engage with their customers through a variety of different channels, including online reviews and word of mouth. Customer Experience For Dummies helps you listen to your customers and offers friendly, practical, and easy-to-implement solutions for incorporating customer engagement into your business plans and keep the crowds singing your praises.

The book will show you simple and attainable ways to increase customer experience and generate sales growth, competitive advantage, and profitability. You'll get the know-how to successfully optimize social media to create more loyal customers, provide feedback that keeps them coming back for more, become a trustworthy and transparent entity that receives positive reviews, and so much more.

Gives you the tools you need to target customers more precisely

Helps you implement new social and mobile strategies

Shows you how to generate and maintain customer loyalty in order to achieve success through multiple channels

Explains how a fully-engaged customer can help you outperform the competition

Learn how to respond effectively to customer feedback

Your brand's reputation and success is your lifeblood, and Customer Experience For Dummies shows you how to stay relevant, add value, and win and retain customers.