From Impressed to Obsessed: 12 Principles for Turning Customers and Employees into Lifelong Fans

CHAPTER 5

Onstage and Backstage

Armed with an understanding of just what the customer experience is and why it matters from a business perspective, we’re ready to move on to the primary focus of this book: How can you create a great customer experience that turns more sales prospects into customers, and more customers into raving fans?

Let’s start by focusing on that term raving fans. It conjures up images of an audience for whom an outstanding performance has been delivered. That’s actually a perfect visualization, because a great customer experience is a lot like a beautifully choreographed performance. Every player knows their part, every piece of dialogue is thoughtfully crafted, every physical gesture is carefully orchestrated—nothing ...