Managing the Customer Experience: Turn Customers into Advocates

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Overview

How much more profit could you make if you had customers who couldn¿t imagine doing business with anyone but you? In your dreams! Tell that to Virgin Atlantic or Harley Davidson.

How great would life be if 40% of your new business simply knocked on your door without you having spent a cent advertising for it? Impossible! Tell that to First Direct.

The companies in this book have managed to turn customers into advocates. Advocates who constantly refer their friends and colleagues to those businesses. Why? Because those companies have created a Branded Customer Experience®. They have managed the relationship to the point where customers can't imagine wanting to do business with anyone else.

How can you gain this unbeatable competitive advantage? Managing the Customer Experience shows you how. It takes you through the step-by-step process of creating Loyalty by Design. It shows you how to re-think your business from the customer¿s point of view and then design and deliver a customer experience that drives loyalty and profitability.

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Editorial Reviews

From the Publisher

"Refreshing and practical. Managing the Customer Experience shows companies how to build the power of their brand. Wheeler and Smith inspire your organization to deliver a different and more valuable offering to your targeted customers."

Bradley T. Gale, author of Managing Customer Value and President, Customer Value, Inc.

"Delivering customers a consistently superior set of benefits is probably the most important driver of value creation. This book provides a number of practical insights which will guide the reader on the difficult but fascinating path leading to great customer value delivery."

Jean-Claude Larréché, The Alfred H. Heineken Professor of Marketing, INSEAD

"A fascinating and insightful book which is equally relevant for the leaders of professional services firms looking to build ¿trusted advisor¿ relationships with their key clients."

Michael Bray, Chief Executive, Clifford Chance

"Managing the Customer Experience is an incredibly practical guide for building customer loyalty in the new century."

Marshall Goldsmith - Founding Director of the Financial Times Knowledge Dialogue and the Alliance for Strategic Leadership.

"Smith and Wheeler show us what the 21st Century Company has to look like if it is to be successful. They show that great brands are not primarily built through advertising but by the experience and value they offer customers."

Professor Peter Doyle, Warwick Business School, University of Warwick

"This book shows how to unlock the full value potential of the customer experience, supported by a wealth of examples from world leaders such as Tesco and Harley-Davidson. The connection made between the Marketing, Human Resources and Customer Service functions is very powerful. This, combined with the emphasis on the role of leadership, makes Managing the Customer Experience required reading for CEO's, Marketing, Human Resource, and Operations Directors, and their teams."

William Gordon, Strategy Partner, Accenture and co-author of Brand Manners.

"In their book, Managing the Customer Experience, the authors bring forward the concept of loyalty and advocacy in customer experience in a very targeted way ¿ unearthing one of the most essential branding rules, which is to make your preferred customers your best ambassadors."

Marc Gobé, President and Executive Creative Director, Desgrippes Gobé Group, author of Emotional Branding: the New Paradigm for Connecting Brands to People.

"If you are interested in increasing customer loyalty, Managing the Customer Experience is the book for you. Most books on the subject focus on your company's image and tell why it's important. This book makes the business case for branding but then shows you how to do it. Full of practical "how to" advice, illustrative anecdotes, and application exercises, it is not only a good read, but a significant investment in your future success."

Richard Whiteley, author of The Customer Driven Company

"Managing the Customer Experience provides a comprehensive blueprint for any organization that wants to deliver a customer experience that supports and builds its brand. Smith and Wheeler bring this intriguing concept to life through a well-researched variety of examples, insights, methods, and tools. Don¿t just read this book ¿ use it!"

Scott Timmins, Vice President, College Marketing, Millea Hall, Babson College

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Product Details

  • ISBN-13: 9780273661955
  • Publisher: FT Press
  • Publication date: 10/1/2002
  • Series: Financial Times Series
  • Edition description: New Edition
  • Pages: 272
  • Sales rank: 1,485,617
  • Product dimensions: 6.27 (w) x 9.46 (h) x 0.58 (d)

Meet the Author

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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Table of Contents

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?

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