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Customer Experience For Dummies

Book Description

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.

    Table of Contents

      1. Introduction
        1. About This Book
        2. Foolish Assumptions
        3. Icons Used in This Book
        4. Beyond the Book
        5. Where to Go from Here
      2. Part I: What Is Customer Experience?
        1. Chapter 1: Basic Training: Customer Experience Basics
          1. Eight Steps to Creating a Great Customer Experience Program
            1. Step 1: Developing and deploying your customer experience intent statement
            2. Step 2: Building touchpoint maps
            3. Step 3: Redesigning touchpoints
            4. Step 4: Creating a dialogue with your customers
            5. Step 5: Building customer experience knowledge in the workforce
            6. Step 6: Recognizing and rewarding customer experience done well
            7. Step 7: Executing an integrated internal communications plan
            8. Step 8: Building a customer experience dashboard
          2. Little Things Matter More Than You Think
          3. Avoiding the “Low-Hanging Fruit” Approach
          4. Defining Who Owns the Customer Experience
          5. The Ultimate Competitive Advantage
        2. Chapter 2: Dollars and Sense: The Financial Impact of Customer Experience
          1. Follow the Arrows! The Business Logic Path
          2. Heavens to Bestie: Making the CFO Your BFF
          3. A High-Level View of the Benefits of Excellent Customer Experience
          4. Metric System: Key Customer Metrics
          5. Analyze This: Using Correlation Analysis
          6. Sheer Perfection: Using Customer Experience to Mold the “Perfect Customer”
          7. That’ll Cost You: The High Price of Poor Customer Experience
        3. Chapter 3: Identifying Customer Experience Killers
          1. Three Universal Actions That Kill Customer Experience
            1. The know-nothing ninja
            2. The shuffling assassin
            3. The ownership killer
          2. Battling an Inside-Out Perspective
          3. “They’re All Crooks!” Overcoming Negative Perceptions of Your Industry
          4. Adapting to Changing Consumer Expectations
            1. Eleven key customer expectations
            2. Comparing experience and expectations across industries
        4. Chapter 4: Is There a Doctor in the House? Diagnosing Your Customer Experience Ailments
          1. Strike Three: The Three Main Reasons Good Customer Relationships Go Bad
          2. Avoiding Behaviors that Send Customers Running
            1. Being rude
            2. Having negative phone manners
            3. Ignoring complaints and inquiries
            4. Failing to listen
            5. Shuffling customers
          3. Why Ask Why? Diagnosing Customer Service Problems with the Five Whys
          4. You Say Tomato, I Say Pareto: Using Pareto Analysis
          5. Self-Diagnosing Your Company’s Customer Experience Problems
            1. Questions about personnel
            2. Questions about processes and technology
            3. Questions about customers
            4. Questions about financials
      3. Part II: Creating Awesome Customer Experience
        1. Chapter 5: The Anger Games: Dealing with an Angry Customer
          1. Avoiding Angry Customers from the Get-Go
          2. A Tale of Three Airlines
            1. Ramping up
            2. Lightening up
            3. Calming down
          3. Planning for Effective Resolution
          4. Taking the RESOLVED Approach
            1. Respond to the person who is upset
            2. Empathize and apologize
            3. Seek to solve the problem
            4. Open your mind to the customer’s proposed solution
            5. Listen intently
            6. Verify the solution
            7. Execute the solution
            8. Document the problem
          5. Handling an Escalated Confrontation
            1. Step 1: Let go of your ego
            2. Step 2: Decide to defuse
            3. Step 3: Understand the problem
            4. Step 4: Allow time for venting
            5. Step 5: Get to common ground
          6. Realizing that the Customer Isn’t Always Right
        2. Chapter 6: Good Intentions: Identifying Your Customer Experience Intent
          1. For All Intents and Purposes: The Power of Intent
          2. Teaming Up: Assembling Your Customer Intent Team
          3. I Declare! Developing Your Customer Experience Intent Statement
          4. Checking Out Some Customer Experience Intent Statement Examples
            1. Retail
            2. Education
            3. Financial services
            4. Manufacturing
            5. Hospitality
            6. Regulated utility
          5. Aligning the Customer Experience with Branding
          6. Dissents and Sensibility: Overcoming Dissenters
        3. Chapter 7: Channeling Your Inner Magellan: Mapping Your Customer’s Journey
          1. What Is Journey Mapping?
          2. There’s a Map for That: Why Map Your Customer’s Journey?
          3. Understanding What Constitutes a Touchpoint
          4. Charting Your Customer’s Journey
            1. Assembling your mapping team
            2. The “Spider Web of Experience” exercise
            3. Creating a journey map
            4. Getting started
            5. Digging deeper
            6. Mapping nonlinear interactions
            7. Taking action
          5. Taking a Look at Sample Journey Maps
        4. Chapter 8: Experience by Design: Designing a Captivating Customer Experience
          1. 7-Up: The Seven Core Elements of a Great Customer Experience
            1. Offering relevant solutions
            2. Assuring and protecting trust
            3. Eliminating the unjust
            4. Going above and beyond
            5. Balancing customer experience with business profitability
            6. Engaging all human facets
            7. Having a consistent and authentic brand
          2. 5 Alive: The Five Foundations of Experience Design
            1. Storyboarding the experience
            2. Nailing the basics
            3. Designing for basic human needs
            4. Owning the complexity
            5. Testing the customer experience
        5. Chapter 9: So Emotional: Eliciting an Emotional Response from Your Customers
          1. Weird Science: Understanding the Human Brain
          2. Sense and Sensibility: Stimulating the Five Senses
            1. Sight
            2. Hearing
            3. Smell
            4. Taste
            5. Touch
          3. There’s a Map for That: Emotion-Mapping Your Touchpoints
            1. An emotion-mapping example
            2. Using the emotion map to design your customer experience
      4. Part III: Essential Enabling Elements
        1. Chapter 10: Plan Up: Redesigning Your Touchpoint Program in Four Weeks
          1. Six Appeal: Six Key Ingredients of a Touchpoint Redesign Program
            1. Setting a firm 20-day time limit
            2. Choosing the right program manager
            3. Assembling a solid redesign team
            4. Identifying a strong stakeholder group
            5. Planning a meeting with your stakeholder group
            6. Working from a definitive customer experience intent statement
            7. Limiting the scope of your touchpoint redesign
          2. Getting a Brief Overview of the Touchpoint Redesign Process
          3. Using the PADBES Design Method
            1. The Plan phase
            2. The Analyze phase
            3. The Design phase
            4. The Build phase
            5. The Execute phase
            6. The Sustain phase
          4. Recognizing and Rewarding Team Members
        2. Chapter 11: Can We Talk? Managing Customer Feedback and Fostering Dialogue
          1. 3-2-1 Go! Three Hard-and-Fast Rules for Dealing with Customer Feedback
          2. Alphabet Soup: CRM versus EFM
          3. Getting with the Program: Making the Case for an EFM Program
            1. Looking at the benefits of an EFM program
            2. Recognizing the requirements of an EFM program
          4. Making It So: Implementing Your EFM Program
            1. Phase 1: Inventory all existing customer feedback sources
            2. Phase 2: Consolidate the questions that customers are being asked
            3. Phase 3: Fill in the missing gaps in your feedback collection
            4. Phase 4: Identify linkages between employee experience and customer experience
            5. Phase 5: Develop a more advanced EFM program
          5. Getting Social: Some Social Media “Need to Knows”
            1. Responding to feedback
            2. Maintaining your social media presence
        3. Chapter 12: Building Customer Experience Knowledge in the Broader Workforce
          1. Judgment Day: Assessing Your Team
          2. Addressing Six Basic Customer Needs
            1. Friendliness
            2. Competence
            3. Understanding and empathy
            4. Fairness
            5. Control
            6. Options and alternatives
          3. Aligning Employee Performance with the Customer Experience Intent Statement
          4. Extending the Experience Intent to Internal Customers
            1. Why bother worrying about internal customers?
            2. Improving the internal customer experience
          5. Answering “What Does This Mean for Me?” and “How Will This Help Me?”
        4. Chapter 13: Assembling and Managing Your Customer Experience Team
          1. The Missing Link: Linking Good Hiring Practices and Customer Experience
          2. Recognizing the Importance of Behaviors and Traits
            1. Identifying key behaviors and traits
            2. Identifying negative behaviors and traits
            3. Improving behaviors and traits
          3. Using the BEST Approach for Hiring Your Team
          4. Asking the Right Questions
          5. Assessing the Candidate’s Answers
            1. Weighting questions
            2. Rating answers
            3. Scoring candidates
          6. Engaging Employees to Improve Customer Experience
          7. The Rewards of Rewarding: Recognizing and Rewarding Performance
            1. Designing your total compensation strategy
            2. Other rewards
            3. Consequences for poor performance
      5. Part IV: Making it Stick
        1. Chapter 14: Creating Your Customer-Centric Culture
          1. Setting Specific Goals the SMART Way
          2. Developing an Integrated Internal Communications Plan
            1. The components of your internal communications campaign
            2. Communicating your vision
            3. Establishing two-way communication
            4. Realizing the importance of a communication protocol
            5. Building a communication protocol
          3. Getting Leadership Buy-In
          4. Harnessing Innovators and Early Adopters to Speed Buy-In Among Employees
        2. Chapter 15: Measure Up: Measuring Performance
          1. Using the Balanced Scorecard Approach to Identify Key Objective Areas
          2. Top Model: Developing Your Strategic Execution Model
          3. The Meter’s Running: Identifying Key Metrics
            1. Sample customer metrics
            2. Lagging measures versus leading measures
            3. “Gaming” metrics
          4. Blind Data: Analyzing Customer Data
            1. Data types
            2. Kinds of analysis
          5. Building a Customer Performance Dashboard
            1. The “Customer Strategies” column
            2. The “Customer Measures” column
            3. The “Measure Definition” column
            4. The “Owner” column
            5. The “Frequency” column
            6. The “Target” column
            7. The “Current Actual” column
            8. The “Results” column
            9. The “Last Actual” column
          6. Under Review: Reviewing Your Customer Performance Dashboard
          7. Integrating Your Customer Experience Metrics into Your Governance Model
        3. Chapter 16: Making the Most of Measures: Key Customer Experience Metrics
          1. Keeping It Simple: Opting for Simple Metrics
          2. Semper Fi: Measuring Loyalty and Advocacy
            1. Assessing overall satisfaction (OSAT)
            2. Determining your Net Promoter Score (NPS)
          3. Retention Headache: Gauging Retention
            1. Calculating your customer retention rate
            2. Gauging switching and renewal metrics
            3. Assessing your portfolio
          4. Are You Experienced? Assessing Customer Experience
            1. Ensuring seamlessness
            2. Evaluating ease of doing business
          5. Bench Warfare: The Importance of Benchmarking
        4. Chapter 17: Initiatives, Projects, and Programs . . . Oh My!
          1. Might as Well Face It: You’re Addicted to Launching Initiatives
            1. Looking at a typical launch
            2. Lacking focus
          2. Getting Your Priorities Straight: The Importance of Prioritizing Initiatives
            1. The “basic” process
            2. The strategic initiative selection process
          3. Putting Your Money Where Your Mouth Is: Budgeting for STRATEX
      6. Part V: The Part of Tens
        1. Chapter 18: Ten Ways to Improve Your Experience Delivery
          1. Be Patient
          2. Really Listen
          3. Know Your Stuff
          4. Show a Yearn to Learn
          5. Be Proactive
          6. Follow Through
          7. Persevere
          8. Be Fast on Your Feet
          9. Smile
          10. Manage Your Body Language
        2. Chapter 19: Ten Key Qualities of Awesome Customer Experience Advocates
          1. They Know Their Corporate Culture May Be the Enemy
          2. They’re Part of the “Commitment Culture”
          3. They Declare Themselves
          4. They’re Believable
          5. They Say Thanks
          6. They Can Deal with Bureaucracy
          7. They Find Customer Experience Co-Conspirators
          8. They’re Courageous
          9. They Go the Distance
          10. They’re Engaged
        3. Chapter 20: Ten Tools to Track Your Customer Experience Program’s Performance
          1. Developing and Deploying Your Customer Experience Intent Statement
          2. Building Touchpoint/Journey Maps
          3. Redesigning Touchpoints
          4. Getting Feedback from Customers and Establishing Dialogue
          5. Building Customer Experience Knowledge in the Workforce
          6. Recognizing and Rewarding a Job Well Done
          7. Executing an Integrated Internal Communications Plan
          8. Building a Customer Performance Dashboard
          9. The Customer Experience Progress Tracking Tool
          10. Understanding the Importance of the Customer Performance Dashboard
        4. Chapter 21: Ten(ish) Great Books for Boosting Customer Experience
          1. The Experience Economy
          2. Building Great Customer Experiences
          3. Delivering Happiness: A Path to Profits, Passion, and Purpose
          4. The Nordstrom Way: The Inside Story of America’s #1 Customer Service Company
          5. The Starbucks Experience: 5 Principles for Turning Ordinary into Extraordinary
          6. Exceptional Service, Exceptional Profit: The Secrets of Building a Five-Star Customer Service Organization
          7. What’s the Secret? To Providing a World-Class Customer Experience
          8. Managing Customer Relationships: A Strategic Framework
          9. Story: Substance, Structure, Style, and the Principles of Screenwriting
          10. The Design of Everyday Things, Living with Complexity, and Emotional Design
      7. About the Authors
      8. Cheat Sheet
      9. More Dummies Products