Customer Experience Excellence: The Six Pillars of Growth
- Length: 272 pages
- Edition: 1
- Language: English
- Publisher: Kogan Page
- Publication Date: 2021-08-31
- ISBN-10: 1398601055
- ISBN-13: 9781398601055
- Sales Rank: #0 (See Top 100 Books)
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.
Foreword Acknowledgements Preface Introduction PART 1 The changing world of customers and employees 01 Understanding excellence A human or digital revolution? A change in values Defining purpose Reference 02 Understanding the new customer My motivation: characteristics that drive my behaviours and expectations My attention: ways I direct my attention and focus My connections: how I connect to devices, information and each other My watch: how I balance the constraints of time and finance My wallet: how I adjust my share of wallet across life events The path to purchase Reference 03 Understanding the new employee Aligning the employee experience and the customer experience The challenge of customer-centric culture Employee experience The employee life cycle and employee journeys The employee assessment Communication versus understanding Employee involvement in problem solving Responsibility for the employee experience References 04 The new enterprise Defining the problem Organizing for the journey Pitfalls and constraints The journey to organizational excellence The connected organization References 05 Putting it all together The master plan first direct: putting it all together References PART 2 The Six Pillars of Experience: a framework for excellence 06 The Six Pillars of Experience: introduction The Six Pillars origin Integrity Resolution Expectations Time and effort Personalization Empathy References 07 Applying the Six Pillars to the organization Purpose, brand and the Six Pillars Looking to a digital future Prioritization Aligning the employee experience with the customer experience It starts with leadership Reference 08 The Six Pillars and memorable customer experiences The memorable experience architecture: the serial position effect Applying the Six Pillars to memorable experience design Customer journey design Digital design The measurement framework Customer journey analytics Reference PART 3 The 90-day plan: achieving a quantum leap 09 Preparation Rules of the game Pre-90 days: preparation Reference 10 The first 30 days Days 1–15: opening the window to the outside world Days 16–30: internal reflection References 11 The second 30 days Technology scan Customer journey atlas Prioritization Reference 12 The final 30 days Middle management psychological recruitment Trojan mice Post-90 days consolidation Ongoing governance Conclusion References Index
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