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Customer Experience 3.0

Book Description

With developments like smart phones, social media, mobile connectivity, big data, and speech analytics, businesses have more opportunities to enhance the customer experience than ever before. Not only that...customers expect more. Unfortunately, many companies fail to take advantage of and properly manage the tools that now exist, delivering a series of frustrating, disjointed transactions that drive people away. Customer Experience 3.0 provides firsthand guidance on what works, what doesn't--and the revenue and word-of-mouth payoff of getting it right. The book contains an innovative customer-experience framework and step-by-step roadmap, showing readers how to: ● Design and deliver flawless services and products while setting honest customer expectations ● Create and implement an effective customer access strategy ● Capture and leverage the voice of the customer to set priorities and improve products, services and marketing ● Use CRM systems, cutting-edge metrics, and other tools to deliver customer satisfaction. Great companies provide seamless experiences, seeming to know what customers want before they know it themselves...while others set up fancy Facebook pages and then drop the ball. This groundbreaking guide reveals how to delight customers using the best tools available.

Table of Contents

  1. Cover
  2. Title
  3. Copyright
  4. Contents
  5. Foreword
  6. Introduction: Why Customer Experience 3.0?
    1. Section One: The Customer and the Implications of Customer Experience
    2. Section Two: Designing the End-to-End Customer Experience
    3. Section Three: Key Issues of Implementation
  7. Section One The Customer and the Implications of Customer Experience
    1. 1 Why Good Service Might Not Result in a Great Experience
      1. Understanding Customer Expectations
      2. No Unpleasant Surprises
      3. Identifying Sources of Customer Dissatisfaction and Uncertainty
      4. No News Is Not Necessarily Good News
      5. Why Your Current CE Is Leaving Huge Amounts of Money on the Table
      6. Leveraging Technology for a Great Customer Experience
      7. Eliminating Unpleasant Surprises
      8. Getting Started: Questions to Ask Yourself About Moving Your Company Out of Complacency
      9. Key Takeaways
    2. 2 More Than People: Customer Experience = People + Process + Technology
      1. Delivering a Great Customer Experience: A Four-Part Framework
      2. Applying Technology During Each Phase of the CE Framework
      3. Metrics to Measure and Manage Customer Experience Effectiveness
      4. Getting Started: Questions to Ask Yourself About Your Existing CE
      5. Key Takeaways
    3. 3 Jump-Starting Action by Quantifying the Revenue Cost of Inaction
      1. Why Executives Believe a Great CE Is More Costly Than a Good CE
      2. Measuring the Revenue Impact of a Great CE
      3. Calculating the Top-Line Payoff of an Improved CE
      4. Quantifying the Savings of a Great CE
      5. Convincing the CFO
      6. Picking Your Battles
      7. Getting Started: Questions to Ask Yourself About Your Business Case for CE
      8. Key Takeaways
  8. Section Two Designing the End-to-End Customer Experience
    1. 4 Do It Right the First Time (DIRFT)
      1. DIRFT: The Essential Steps
      2. Building a Flexible, Customer-Focused Culture That Delivers DIRFT
      3. DIRFT with Flexibility
      4. Establishing the Right Metrics for DIRFT
      5. Getting Started: Questions to Ask Yourself About Your DIRFT Processes
      6. Key Takeaways
    2. 5 Keep Every Door Open: Assuring Multichannel Access
      1. Encouraging Valuable Contacts
      2. Factors That Drive Contact Workload
      3. Planning Customer Access—More Complicated Than It Seems
      4. Metrics to Manage Accessibility
      5. Getting Started: Questions to Ask Yourself About Your Accessibility
      6. Key Takeaways
    3. 6 Always Satisfy Customers, and Sometimes Dazzle Them
      1. Five Objectives for Your Company’s Service System
      2. Six Functions to Consistently Achieve All Five Objectives
      3. Applying Technology to Create High-Tech High Touch
      4. Metrics to Manage Service
      5. Getting Started: Questions to Ask Yourself About Your Service Process
      6. Key Takeaways
    4. 7 Listening Passionately to Your Customers’ Unified Voice
      1. VOC Objectives
      2. Key Building Blocks of an Effective VOC Process
      3. Sources of VOC Data—Not Necessarily from the Customer
      4. Building VOC: Avoiding Four Common Implementation Challenges
      5. Practical Tips for Enhancing the Impact of the VOC Process
      6. Getting Started: Questions to Ask Yourself About Your VOC Process
      7. Key Takeaways
  9. Section Three Key Issues of Implementation
    1. 8 Taming Technology
      1. Aligning Technology with the Ideal CE
      2. Smoothing the Impact of Technological Evolution
      3. Benefits, Pitfalls, and Best Practices of Available Technologies
      4. Metrics for Managing the CE Aspects of Technology
      5. Getting Started: Questions to Ask Yourself About How You Use Technology
      6. Key Takeaways
    2. 9 Building a Culture of Empowerment and Connection
      1. Establishing an Environment That Fosters Empowerment and Connection
      2. Planning for Emotional Connection
      3. Emotional Connection in a Techno World
      4. The Role of Executives and Supervisors
      5. Metrics for Measuring and Managing Empowerment and Connection
      6. Getting Started: Questions to Ask Yourself About Your Culture of Empowerment
      7. Key Takeaways
    3. 10 Leading the Charge to the Next Level
      1. Understanding the Role of the CE Leader
      2. Two CE Roles Fraught with Danger
      3. Lessons from the Journey
      4. Preparing for the Inevitable Financial and Organizational Upheavals
      5. Getting Started: Questions to Ask Yourself About Your Role as a CE Leader
      6. Key Takeaways
  10. Index
  11. About the Author
  12. Free Sample Chapter from Strategic Customer Service By John A. Goodman