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Anticipate: Knowing What Customers Need Before They Do

Book Description

Design and implement the ideal customer focus

Anticipate provides business readers with a practical how-to approach for taking their customer-supplier relationship to one that is more sustainable and more mutually profitable. Much of the discussion on customer experience has centered on the hospitality or retail industries and has showcased the discrete techniques organizations use to deliver better service and create more satisfied customers. Anticipate extends and integrates those techniques to deliver an end-to-end customer experience that can be applied in any industry, by any type of organization. Get proven guidance on how to design and implement a customer-focused journey that moves beyond the transaction and satisfied customers, to a relationship and culture that creates and leverages loyalty - and the profitability that comes with it.

  • Explains proprietary methods—such as the Customer Focus Maturity Model and Value Chain Labs —that teach readers the steps and tools organizations use to create, drive and optimize their customer focus.

  • Authors Bill Thomas and Jeff Tobe have used their 10-point framework to guide Fortune 500's, start-ups as well as non-profits in charting a customer-focused journey that matures, anticipates and delivers increasing levels of loyalty and profitability with their customers, and across their broader value chain.

Anticipate will provide you with field-proven steps, tools and examples that you'll use to take your customer-focused strategy, execution and culture to the ideal level.

Table of Contents

  1. Cover
  2. Contents
  3. Title
  4. Copyright
  5. Chapter 1: Strategy—Creating and Destroying Customer Value
    1. Assessing Your Strategy’s Potential for Success
    2. Debunking Some Key Myths
    3. Customer Focus—One Part Plan, One Part Roadmap
  6. Chapter 2: Doing the Right Things for the Wrong Reasons
    1. Addressing the Priority Predicament
    2. Differentiating Customer Behavior, Satisfaction, and Loyalty
    3. Don’t Measure What You Can—Measure What Matters
  7. Chapter 3: Not All Customers Are Good Customers
    1. Customer Segmentation Is Vital
    2. Loyalty Generates Mutual Profitability
    3. Mutual Profitability Starts the Customer Focus Journey
  8. Chapter 4: When Customers Speak—Who Hears Them?
    1. Level I—Voice of the Customer (VOC)
    2. Advantages and Limitations of VOC
  9. Chapter 5: Input Is Vital—But Involvement Multiplies the Value
    1. Differentiation—One Touch Point at a Time
    2. Teaming Turns Feedback into Dialogue
  10. Chapter 6: It Takes Two to Be Engaged
    1. Customer Focus Cannot Be a Department or Title
    2. Expect Everyone to Play a Role
    3. Create Roles for Everyone to Play
    4. Maintaining Awareness of Expectations and Opportunities
    5. Sample Customer Experience Readiness Survey
  11. Chapter 7: Customer Focus Is a Process—Not an Event
    1. Value Chain and Business Modeling
    2. Mapping Customer Focus Pivot Points
    3. Mapping Customer Experience Touch Points
    4. Value Chain Labs® —the Ultimate Dialogue
  12. Chapter 8: Culture—The Soft Stuff Is the Hard Stuff
    1. Key Element 1: Develop a Value Creation Mindset
    2. Key Element 2: Ask, Act, and Align Everything You Do
  13. Chapter 9: Managing Change, Performance, and Talent
    1. Key Element 3: Apply An Effective Internal Management System
    2. Key Change Management Practices
    3. Key Performance Management Practices
    4. Key Talent Management Practices
  14. Chapter 10: Leveraging Your Culture and Value Chain
    1. Leverage Existing Loyalty
    2. Increase Level II Teaming
    3. Elevate Teaming to Partnering
    4. Extend Level III Efforts Across the Value Chain
    5. To Summarize . . .
  15. Index