Customer Experience For Dummies E-Book

Roy Barnes

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 492

Veröffentlichungsjahr: 2014

Beschreibung

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.

Leseprobe

Customer Experience For Dummies®

Published by: John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030-5774, www.wiley.com

Copyright © 2015 by John Wiley & Sons, Inc., Hoboken, New Jersey

Published simultaneously in Canada

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Library of Congress Control Number: 2014937865

ISBN 978-1-118-72560-3 (pbk); ISBN 978-1-118-72560-3 (ebk); ISBN 978-1-118-72560-3 (ebk); ISBN 978-1-118-72560-3 (ebk)

Manufactured in the United States of America

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Customer Experience For Dummies®

Visit www.dummies.com/cheatsheet/customerexperience to view this book's cheat sheet.

Table of Contents

Introduction

About This Book

Foolish Assumptions

Icons Used in This Book

Beyond the Book

Where to Go from Here

Part I: What Is Customer Experience?

Chapter 1: Basic Training: Customer Experience Basics

Eight Steps to Creating a Great Customer Experience Program

Step 1: Developing and deploying your customer experience intent statement

Step 2: Building touchpoint maps

Step 3: Redesigning touchpoints

Step 4: Creating a dialogue with your customers

Step 5: Building customer experience knowledge in the workforce

Step 6: Recognizing and rewarding customer experience done well

Step 7: Executing an integrated internal communications plan

Step 8: Building a customer experience dashboard

Little Things Matter More Than You Think

Avoiding the “Low-Hanging Fruit” Approach

Defining Who Owns the Customer Experience

The Ultimate Competitive Advantage

Chapter 2: Dollars and Sense: The Financial Impact of Customer Experience

Follow the Arrows! The Business Logic Path

Heavens to Bestie: Making the CFO Your BFF

A High-Level View of the Benefits of Excellent Customer Experience

Metric System: Key Customer Metrics

Analyze This: Using Correlation Analysis

Sheer Perfection: Using Customer Experience to Mold the “Perfect Customer”

That’ll Cost You: The High Price of Poor Customer Experience

Chapter 3: Identifying Customer Experience Killers

Three Universal Actions That Kill Customer Experience

The know-nothing ninja

The shuffling assassin

The ownership killer

Battling an Inside-Out Perspective

“They’re All Crooks!” Overcoming Negative Perceptions of Your Industry

Adapting to Changing Consumer Expectations

Eleven key customer expectations

Comparing experience and expectations across industries

Chapter 4: Is There a Doctor in the House? Diagnosing Your Customer Experience Ailments

Strike Three: The Three Main Reasons Good Customer Relationships Go Bad

Avoiding Behaviors that Send Customers Running

Being rude

Having negative phone manners

Ignoring complaints and inquiries

Failing to listen

Shuffling customers

Why Ask Why? Diagnosing Customer Service Problems with the Five Whys

You Say Tomato, I Say Pareto: Using Pareto Analysis

Self-Diagnosing Your Company’s Customer Experience Problems

Questions about personnel

Questions about processes and technology

Questions about customers

Questions about financials

Part II: Creating Awesome Customer Experience

Chapter 5: The Anger Games: Dealing with an Angry Customer

Avoiding Angry Customers from the Get-Go

A Tale of Three Airlines

Ramping up

Lightening up

Calming down

Planning for Effective Resolution

Taking the RESOLVED Approach

Respond to the person who is upset

Empathize and apologize

Seek to solve the problem

Open your mind to the customer’s proposed solution

Listen intently

Verify the solution

Execute the solution

Document the problem

Handling an Escalated Confrontation

Step 1: Let go of your ego

Step 2: Decide to defuse

Step 3: Understand the problem

Step 4: Allow time for venting

Step 5: Get to common ground

Realizing that the Customer Isn’t Always Right

Chapter 6: Good Intentions: Identifying Your Customer Experience Intent

For All Intents and Purposes: The Power of Intent

Teaming Up: Assembling Your Customer Intent Team

I Declare! Developing Your Customer Experience Intent Statement

Checking Out Some Customer Experience Intent Statement Examples

Retail

Education

Financial services

Manufacturing

Hospitality

Regulated utility

Aligning the Customer Experience with Branding

Dissents and Sensibility: Overcoming Dissenters

Chapter 7: Channeling Your Inner Magellan: Mapping Your Customer’s Journey

What Is Journey Mapping?

There’s a Map for That: Why Map Your Customer’s Journey?

Understanding What Constitutes a Touchpoint

Charting Your Customer’s Journey

Assembling your mapping team

The “Spider Web of Experience” exercise

Creating a journey map

Getting started

Digging deeper

Mapping nonlinear interactions

Taking action

Taking a Look at Sample Journey Maps

Chapter 8: Experience by Design: Designing a Captivating Customer Experience

7-Up: The Seven Core Elements of a Great Customer Experience

Offering relevant solutions

Assuring and protecting trust

Eliminating the unjust

Going above and beyond

Balancing customer experience with business profitability

Engaging all human facets

Having a consistent and authentic brand

5 Alive: The Five Foundations of Experience Design

Storyboarding the experience

Nailing the basics

Designing for basic human needs

Owning the complexity

Testing the customer experience

Chapter 9: So Emotional: Eliciting an Emotional Response from Your Customers

Weird Science: Understanding the Human Brain

Sense and Sensibility: Stimulating the Five Senses

Sight

Hearing

Smell

Taste

Touch

There’s a Map for That: Emotion-Mapping Your Touchpoints

An emotion-mapping example

Using the emotion map to design your customer experience

Part III: Essential Enabling Elements

Chapter 10: Plan Up: Redesigning Your Touchpoint Program in Four Weeks

Six Appeal: Six Key Ingredients of a Touchpoint Redesign Program