Customer Obsessed

Customer Obsessed

by Eric Berridge, Marc Benioff
Released October 2016
Publisher(s): Wiley
ISBN: 9781119326038

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Book description

Leverage the cloud into competitive advantage through optimized customer experience

Customer Obsessed looks at customer experience through the lens of the cloud to bring you a cutting-edge handbook for customer experience. Cloud technology has been hailed as a game-changer, but a recent IDC report shows that it accounts for less than three percent of total IT spending; why are so many companies neglecting such an enormous asset? This book provides a high-level overview of how the cloud can give you a competitive advantage. You'll learn how to integrate cloud technology into sound customer experience strategy to achieve unprecedented levels of success. More than just a state-of-the-field assessment, this book offers a set of concrete actions you can take today to leverage cloud computing into technical innovation and better business outcomes at all levels of your organization. You'll examine the many factors that influence the customer experience, and emerge with the insight to fine-tune your approach using the power of the cloud.

What kind of advantage is your company leaving on the table? This book guides you through the key drivers of customer success to help you optimize your approach and leverage the future of global technology.

  • Learn the keys to competitive advantage in the digital era
  • Gain insight into each element that affects customer experience
  • Harness the power of the cloud to achieve customer success
  • Follow a prescriptive framework for optimizing customer experience

We are in the golden age of IT innovation, but the majority of companies haven't even adopted cloud technology, much less begun to utilize its full business capabilities. Jump into the gap now, and reap the benefits as other struggle to catch up. Customer Obsessed gives you the guidance you need to achieve sustainable success in today's digital world.

Table of contents

  1. Cover
  2. Title Page
  3. Copyright
  4. Foreword
  5. Preface
  6. Introduction
    1. Data
    2. Design
    3. Culture
  7. Chapter 1: Disruption and Business Success
  8. Chapter 2: People Drive Change, Technology Enables
    1. Technology Game Changers
    2. Build People Relationships, Not Technology Products
    3. Rules for Engaged, Customer-Focused Businesses
    4. How to be a Good Listener
    5. Communal Enterprise—Rise of Reed's Law
  9. Chapter 3: Why Social Matters to Every Business
    1. Why Social?
    2. “Social Media: Creator or Destroyer?”
    3. Social Can Change Everything
    4. Using Social
    5. Social Payback
    6. Social for Customer Service
    7. Bluewolf's Social Payback
    8. Building a Social Culture in Your Organization
    9. Make It Easy
    10. Light the Way
    11. Iterate and Refine
    12. Building an External Social Presence
    13. Benefits of Building a Social Culture
    14. Social Media ROI
  10. Chapter 4: Rethinking Employee Engagement
    1. Unifying a Diverse Team
    2. Workers Matter to Success
    3. Employee Engagement (or Lack Thereof) and Productivity
    4. Creating a High-Energy, Customer-Aware, Employee-Driven Workplace
    5. Strategies to Improve the Employee Experience
  11. Chapter 5: Customer Engagement Defined
    1. Customer Engagement
    2. Customer Experience 101
    3. How Customers Buy
    4. Changing the Historical Mind-Set
    5. Feeding Data into UX Design
    6. Get Personal
    7. Art of the Possible
  12. Chapter 6: How to Win the Talent War
    1. Attrition: Curse or Blessing
    2. Ascend
    3. Management Academy
    4. Dashboards
    5. Agile and Elastic
    6. Work-Life Balance
    7. Technical Skills
    8. Conclusion: Drastically Competitive Job Market
  13. Chapter 7: Gender Diversity Isn't a Plus, It's a Business Imperative
    1. State of Diversity Today
    2. Economic Case for Gender Diversity
    3. Organizational Benefits of Gender Diversity
  14. Chapter 8: Right Time, Right Moment, Right Channel
    1. Bridging Customer Service and Social
    2. Communities
    3. Call Centers Still Matter
    4. Customer Service Excellence, Not Case Management
  15. Chapter 9: Turning Data into Action
    1. The Challenge of Data
    2. Data Integration/Migration/Quality—A Salesforce Recap
    3. Data Silos/Democratization
    4. What You Can Do Now
    5. Mobile and IOT
    6. Executive Action
  16. Chapter 10: How Good Design Creates Seamless Experiences
    1. Design
    2. Simplicity
    3. Convergence of Data, Design, and culture
    4. Power of Storytelling
    5. Mobile
  17. Chapter 11: Digital Marketing: Standing Out in the Sea of Sameness
    1. Marketing: Crash Course
    2. Importance of Brand
    3. The Customer Journey
    4. Marketing Campaigns (or, How You Structure and Measure Your Marketing Initiatives)
    5. Leveraging Technology
    6. Multichannel, Omnichannel, Universal
    7. Content Marketing
  18. Final Thoughts
  19. Acknowledgments
  20. Index
  21. End User License Agreement

Product information

  • Title: Customer Obsessed
  • Author(s): Eric Berridge, Marc Benioff
  • Release date: October 2016
  • Publisher(s): Wiley
  • ISBN: 9781119326038