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Customer Experience Excellence: The Six Pillars of Growth [Minkštas viršelis]

  • Formatas: Paperback / softback, 272 pages, aukštis x plotis x storis: 233x153x15 mm, weight: 420 g
  • Išleidimo metai: 03-Aug-2021
  • Leidėjas: Kogan Page Ltd
  • ISBN-10: 1398600997
  • ISBN-13: 9781398600997
Kitos knygos pagal šią temą:
  • Formatas: Paperback / softback, 272 pages, aukštis x plotis x storis: 233x153x15 mm, weight: 420 g
  • Išleidimo metai: 03-Aug-2021
  • Leidėjas: Kogan Page Ltd
  • ISBN-10: 1398600997
  • ISBN-13: 9781398600997
Kitos knygos pagal šią temą:

Discover how the world's best brands create outstanding customer experience, engaged teams and market-beating growth with this practical guide, providing a model that will help any organization deliver effective and seamless customer engagement.

Customer experience (CX) has been a phrase in business lexicon for over 30 years. Seen by many as the last battleground, where winners will gain competitive advantage and increased market share, there is not a company in the world that is not in some way focused on the quality of the experience they deliver.

However, for many businesses, CX is neither a strategic discipline, consistently applied, nor is it a well-trodden path. It's not easy to deliver exceptional customer experience, again and again, and it becomes difficult to have a CX strategy that provides tangible and measurable results.

Customer Experience Excellence provides a route map to CX success. Drawing on a vast body of research collated and curated by the global consulting group KPMG, this book shows how the world's most elite organizations have made excellence a habit, by creating authentic, human connections at scale. Whether dealing with external consumers or internal colleagues, learn how to become an enlightened and agile business and 'think customer' at every single touch point.



Apply the lessons from the world's most elite organizations and make customer excellence a habit by creating frictionless and authentic human connections.

Recenzijos

"There may be no silver bullets to unlocking world class customer experience, but this book is certainly full of golden nuggets to guide you on the journey. The collective wisdom of Tim and David coupled to millions of data points gives you the confidence to believe the practical 90 day plan will actually work." * Margaret Jobling, Chief Marketing Officer, NatWest Group * "I loved this book - it is incredibly impressive, incredibly insightful, rich with stories and practical advice." * Catherine Brien, Chief Data Officer, Guardian News and Media * "Customer Experience Excellence is a practical toolkit for CMOs, CEOs and transformational leaders who want to turn the bold promise of CX into grown-up business results. It's essential reading for anyone who wants to connect their focus on the customer to every part of their business, with clear examples from the world's best brands." * Leslie Stretch, CEO, Medallia * "Customer Experience Excellence brings to life the authors' unrivalled sense of customer centricity and a practical guide on how to achieve it leveraging the Six Pillars. This is a must-read for all leaders in companies working to deliver excellence in customer experience." * Mine Dogan, Customer Director, Philip Morris *

Foreword viii
Acknowledgements xi
Preface xiii
Introduction 1(10)
PART 1 The changing world of customers and employees
11(110)
01 Understanding excellence
13(13)
A human or digital revolution?
14(2)
A change in values
16(3)
Defining purpose
19(5)
References
24(2)
02 Understanding the new customer
26(18)
My motivation: characteristics that drive my behaviours and expectations
27(5)
My attention: ways I direct my attention and focus
32(4)
My connections: how I connect to devices, information and each other
36(2)
My watch: how I balance the constraints of time and finance
38(1)
My wallet: how I adjust my share of wallet across life events
39(1)
The path to purchase
39(3)
References
42(2)
03 Understanding the new employee
44(34)
Aligning the employee experience and the customer experience
47(4)
The challenge of customer-centric culture
51(3)
Employee experience
54(2)
The employee life cycle and employee journeys
56(8)
The employee assessment
64(3)
Communication versus understanding
67(4)
Employee involvement in problem solving
71(2)
Responsibility for the employee experience
73(2)
References
75(3)
04 The new enterprise
78(20)
Defining the problem
79(1)
Organizing for the journey
80(2)
Pitfalls and constraints
82(6)
The journey to organizational excellence
88(2)
The connected organization
90(6)
References
96(2)
05 Putting it all together
98(23)
The master plan
99(7)
First Direct: Putting it all Together
106(12)
References
118(3)
PART 2 The Six Pillars of Experience: a framework for excellence
121(94)
06 The Six Pillars of Experience: introduction
123(43)
The Six Pillars origin
128(1)
Integrity
129(8)
Resolution
137(5)
Expectations
142(4)
Time and effort
146(6)
Personalization
152(4)
Empathy
156(5)
References
161(5)
07 Applying the Six Pillars to the organization
166(26)
Purpose, brand and the Six Pillars
166(4)
Looking to a digital future
170(4)
Prioritization
174(3)
Aligning the employee experience with the customer experience
177(6)
It starts with leadership
183(6)
References
189(3)
08 The Six Pillars and memorable customer experiences
192(23)
The memorable experience architecture: the serial position effect
193(4)
Applying the Six Pillars to memorable experience design
197(3)
Customer journey design
200(7)
Digital design
207(2)
The measurement framework
209(1)
Customer journey analytics
210(2)
References
212(3)
Part 3 The 90-day plan: achieving a quantum leap
215(32)
09 Preparation
217(6)
Rules of the game
219(2)
Pre-90 days: preparation
221(1)
References
222(1)
10 The first 30 days
223(9)
Days 1--15: opening the window to the outside world
223(1)
Days 16--30: internal reflection
224(7)
References
231(1)
11 The second 30 days
232(6)
Technology scan
233(2)
Customer journey atlas
235(1)
Prioritization
235(2)
References
237(1)
12 The final 30 days
238(9)
Middle management psychological recruitment
240(1)
Trojan mice
240(2)
Post-90 days consolidation
242(1)
Ongoing governance
242(3)
Conclusion
245(1)
References
246(1)
Index 247
Tim Knight is a partner in KPMG's UK customer consulting practice, focused on helping clients create customer-centric cultures, digitally transform and grow their businesses. Since 2010 he has been researching global best practice in customer excellence.

David Conway is a former board director of The Co-operative Bank, Liverpool Victoria and N&P Building Society. During his time at KPMG, he co-founded The Customer Experience Excellence Centre, researching best practice around the world.