The Graveyard of Good Intentions.

Failure Factors.

Chapter 1: Understanding the Fatal Mistakes.

Fatal Mistake 1: Culture of the New.

Fatal Mistake 2: Lipstick on the Pig.

Fatal Mistake 3: Passion Loss.

Fatal Mistake 4: Real Cost of Cost Reduction.

Fatal Mistake 5: Failure to Operationalize.

Fatal Mistake 6: You Get What You Pay For.

Fatal Mistake 7: Management of Change.

Fatal Mistake 8: Lack of Leadership.

Fatal Mistake 9: Unstructured Relationship.

Fatal Mistake 10: Technology Shortcut.

Critical Choices.

Chapter 2: Critical Choice 1: Who Are We, Customer Pleasers or Efficiency Crunchers?

Lack of Definition and Criteria.

Intention to Execution Gap.

Price of Efficiency.

Corporation–Customer Experience Aptitude Survey.

Chapter 3: Critical Choice 2: What Is the Role of the Customer in Our Existence?

Inherent Conflict.

The Efficient Relationship Paradox.

Corporations at a Juncture.

What Customers? The Second Tough Choice.

Congratulations, You Are at Par: The New Four Ps.

Chapter 4: Critical Choice 3: What Defines Our Total Experience?

Customer Strategies and the Art of Customer Experience Management.

Demystifying the Experience.

The Emotional Customer.

Developing the Experience.

Customer Experience Analysis.

Customer Experience Mapping.

Reengineering the Experience Guidelines.

Power to the People: The Difficult Shift.

What Is Your Core Experience?

Chapter 5: Critical Choice 4: What Customers Do We Neglect?

Customer Selection Guidelines.

Characteristics of Desirable and Undesirable Customers.

Customer Role.

Customer Job Description.

Company’s Job Description.

Chapter 6: Critical Choice 5: What Kind of Relationships Do We Seek?

Symbiosis versus Competitive Relationships.

What Is the Essence of a Customer-Desired Relationship?

Different Relationships with Different People.

Segmentation Criteria.

Tailoring the Customer’s Experience.

Chapter 7: Critical Choice 6: How Do We Change Our Organization to Avoid the Silo-Based Customer Trap? How Do We Assume Complete Customer Responsibility?

Managing Across All Touch Points.

Touch Points Analysis Mapping.

Obsession with Tools.

Organization-Focused Customer.

Customer-Focused Organization.

Assembler Keeps the Money.

Chapter 8: Critical Choice 7: Do We Employ Functional Robots or Passionate Evangelists?

Attitude, Not Skill.

Employee Experiences.

Employee Loyalty Leads to Customer Loyalty.

Employment Hierarchy.

Guidelines for Employee Experience Reengineering.

Training Is for Dogs—Education Is for People.

Delight Them: They Are Human Too.

Compensation: Follow the Money Trail.

Chapter 9: Critical Choice 8: Post-Sales Dialogue and Service—Do We Really Care?

Culture of the New.

Taking Customers for Granted.

Four Checkpoints for Delivering True Experiences and Relationships.

Required Tools.

Complete Relationship Account.

Visualizing Value.

Culture of Excellence.

Chapter 10: Critical Choice 9: What Do Our Measurements Say About Us?

Actions, Not Perception.

Measuring Success: The Customer Style.

Measurement Guidelines.

Identifying Business Drivers.

True Assets.

Nurturing Rather Than Managing.

Chapter 11: Critical Choice 10: How Long Do We Milk Our Products?

Consistency Is Boring.

Success Breeds Complacency.

Innovation Compass: “Wow Me Now”.

Chapter 12: The Ultimate Choice: Customer Strategies—A Mutual Lifetime Commitment.

Stop Staring.

Complete View of a Successful Customer Strategy.

Organizational Commitment.

Change the Rules through Amazing Experiences.

Experiences Build Defendable Market Leadership.

Employees Experiences: The Customer Experience Enablers.

The Never-Ending Date.

Appendix: An Open Letter to the Smart Customer.

Index.