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Customer Experience: What, How and Why Now
When it comes to customer experience, Don Peppers is one of the world’s most respected authorities. Over the last twenty years he and co-author Martha Rogers have written a series of best-selling books on the subject, collectively selling over a million copies in 18 languages. Businessweek Magazine called one of their books “the bible of the new marketing,” Accenture listed Don among the “Top 100 Business Intellectuals,” and The Times of London listed him as one of the “Top 50 Business Brains.” In 2015 Don Peppers capped the list of “Top 25 Customer Experience Leaders” compiled by Satmetrix, based on factors including Klout score, LinkedIn presence, book sales, and “creation of an industry-changing methodology.” So if you’re looking for advice on how to think about, improve, and deliver a better customer experience, then this is the book for you. Organized as a series of short, easily digested and self-contained essays, it’s packed with concrete examples, suggestions, and inspiring ideas. Read it straight through, or snack on it as you like.
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Customer Experience: What, How and Why Now
When it comes to customer experience, Don Peppers is one of the world’s most respected authorities. Over the last twenty years he and co-author Martha Rogers have written a series of best-selling books on the subject, collectively selling over a million copies in 18 languages. Businessweek Magazine called one of their books “the bible of the new marketing,” Accenture listed Don among the “Top 100 Business Intellectuals,” and The Times of London listed him as one of the “Top 50 Business Brains.” In 2015 Don Peppers capped the list of “Top 25 Customer Experience Leaders” compiled by Satmetrix, based on factors including Klout score, LinkedIn presence, book sales, and “creation of an industry-changing methodology.” So if you’re looking for advice on how to think about, improve, and deliver a better customer experience, then this is the book for you. Organized as a series of short, easily digested and self-contained essays, it’s packed with concrete examples, suggestions, and inspiring ideas. Read it straight through, or snack on it as you like.
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Customer Experience: What, How and Why Now

Customer Experience: What, How and Why Now

by Don Peppers
Customer Experience: What, How and Why Now

Customer Experience: What, How and Why Now

by Don Peppers

Overview

When it comes to customer experience, Don Peppers is one of the world’s most respected authorities. Over the last twenty years he and co-author Martha Rogers have written a series of best-selling books on the subject, collectively selling over a million copies in 18 languages. Businessweek Magazine called one of their books “the bible of the new marketing,” Accenture listed Don among the “Top 100 Business Intellectuals,” and The Times of London listed him as one of the “Top 50 Business Brains.” In 2015 Don Peppers capped the list of “Top 25 Customer Experience Leaders” compiled by Satmetrix, based on factors including Klout score, LinkedIn presence, book sales, and “creation of an industry-changing methodology.” So if you’re looking for advice on how to think about, improve, and deliver a better customer experience, then this is the book for you. Organized as a series of short, easily digested and self-contained essays, it’s packed with concrete examples, suggestions, and inspiring ideas. Read it straight through, or snack on it as you like.

Product Details

ISBN-13: 9781483563473
Publisher: BookBaby
Publication date: 04/30/2016
Pages: 250
Product dimensions: 6.10(w) x 9.10(h) x 0.80(d)

About the Author

When it comes to customer experience, Don Peppers is one of the world’s most respected authorities. Over the last twenty years he and co-author Martha Rogers have written a series of best-selling books on the subject, collectively selling over a million copies in 18 languages. Businessweek Magazine called one of their books “the bible of the new marketing,” Accenture listed Don among the “Top 100 Business Intellectuals,” and The Times of London listed him as one of the “Top 50 Business Brains.” In 2015 Don Peppers capped the list of “Top 25 Customer Experience Leaders” compiled by Satmetrix, based on factors including Klout score, LinkedIn presence, book sales, and “creation of an industry-changing methodology.” So if you’re looking for advice on how to think about, improve, and deliver a better customer experience, then this is the book for you. Organized as a series of short, easily digested and self-contained essays, it’s packed with concrete examples, suggestions, and inspiring ideas. Read it straight through, or snack on it as you like.

Table of Contents

Foreword ix

Chapter 1 Technology Drives the Customer Experience Movement 1

Where Technology Meets Humanity 3

Are Your Customers Assets? Or Obstacles? 6

Defining the "Customer Experience" 8

Customer Experience in a Diagram 10

What Kind of Customer Experience Are You Capable of Delivering? 13

Chapter 2 Customers Just Want Their Problems Solved 17

Take the Friction Out of Your Customer Experience 18

The Best Customer Experience Is NO Customer Experience 20

Are You Making It Hard for Customers to Buy From You? 23

Treating Different Customers Differently 26

The Real Implications of the 80-20 Rule 29

Chapter 3 Every Customer's Experience Is Personal 31

Different Customers Have Different Needs 32

In Customer Relationships, Context Is King 36

Service or Cost? You Decide 39

Relationships Will Be Required 41

Four Steps to Managing Customer Relationships 43

Brands Aren't the Same as Customer Relationships 46

What Honeybees Teach Us About the Customer Experience 48

What Do Your Friends Think? 51

Chapter 4 Eliminate the Friction in Your Customer Experience 55

The Shoe Salesman's Secret Motivation 56

Four Attributes of a Frictionless Customer Experience 58

Delivering a Reliable Customer Experience 60

Price Is What You Pay. Value Is What You Get 63

Avoiding Death by Procurement: Four Strategies 65

Chapter 5 Deliver a Customer Experience That's Relevant to Each Customer 69

Don't Run Your Business on the Goldfish Principle 70

Five Types of Customers by Their Value 72

What Does It Mean to Be "Relevant" to a Customer? 75

Four Technologies to Make the Contact Center Experience Relevant 79

Are Your Biggest Customers Your Biggest Losers? 82

Customer Loyalty: Is It a Behavior? Or an Attitude? 85

Improve Customer Loyalty by Recruiting Loyal Customers 87

That Old-Time Customer Loyalty Feeling 89

Chapter 6 Seek Out Customer Feedback 91

#EpicFail: Are You Hearing Enough Complaints? 92

Customer Experience Is a High-Wire Act, Customer Service Is the Net 94

Tapping Into the Hidden Value of Complainers 98

Changing the Definition of "Integrated Marketing" 101

Is Your Customer Survey Really Useful? 103

Non-Invasive Voice-of-Customer Feedback 105

Chapter 7 Personalize the Customer Experience 107

Loyalize Customers by Remembering Their Needs 108

Dealing with Customer Variability 110

Customized Pricing? How to Do It Trustably 113

Improve the Experience by Not Giving Customers Choices 117

Use Interactions to Maximize Customer Insight 119

Mass-Customizing the Customer Experience 121

Chapter 8 Earn Your Customers' Trust 125

What Does it Mean to be "Trustable?" 126

The Rapidly Evolving Trustability Opportunity 128

Trustability Is the New Black 131

Gross Incompetence Implies Bad Intentions 133

Five Requirements for Being Trustable 136

Chapter 9 Let Your Humanity Shine Through 139

Frictionless First, Then Delightful 140

Make Your Customer Laugh Once in a While 143

Delight Customers With Your Humanity 145

Customer Experience: It's All Relative 148

Putting Humanity into Your Company's Mobile App 150

Chapter 10 It Won't Be Easy 153

"The More I Buy, the Worse They Treat Me" 154

Three Reasons Why Customer Transformations Fail 156

Do You Allow Employees to Use Common Sense? 159

Four Types of Customer Experience to Plan For 161

Dealing With the Alignment Problem 164

The Alignment Problem Up Close and Personal 167

Six Leadership Behaviors for a Customer-Centric Transformation 169

Chapter 11 There's Real Money to Be Made 173

How to Pay For a Better Customer Experience 174

Customers Create Two Kinds of Value 176

How Do You Build the Business Case for a Good Customer Experience? 178

Measuring the ROI of a Frictionless Customer Experience 181

The Business Benefit of Being Trustable 184

Chapter 12 How Much Is Customer Loyalty Really Worth? 187

Customer Retention Should Never Be Your Only Goal 188

When Are Loyalty Programs a Waste of Money? 191

Loyalty Programs Provide "Longitudinal Insight" 194

Five Best Practices for Loyalty Programs 197

Chapter 13 Life in the Frictionless Fast Lane 201

The Consumer of the Future Will Be an Algorithm 202

If I Ran a Brick-and-Mortar Retailer 204

The Twilight of the Corporate Call Center 207

Turn Customer Frustration Into Opportunity 210

At-Home Reps Can Improve Your Health 213

Chapter 14 Caution: Good Intentions Required 215

Knowledgeable Customers Create More Value 216

Influencing the Influences 218

The Smothering Downside of Personalization 220

How to Avoid Being Smothered by a Personalized World 223

The Competitive Advantage of Trustability 226

Transformational Leadership for the E-Social World 228

Technology's Lesson: Be Apple, Not AOL 231

Endnotes 235

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