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Customer Experience For Dummies



Customer Experience For Dummies

Roy Barnes, Bob Kelleher

ISBN: 978-1-118-75604-1 October 2014 360 Pages


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.

Introduction 1

Part I: What Is Customer Experience? 5

Chapter 1: Basic Training: Customer Experience Basics 7

Chapter 2: Dollars and Sense: The Financial Impact of Customer Experience 17

Chapter 3: Identifying Customer Experience Killers 29

Chapter 4: Is There a Doctor in the House? Diagnosing Your Customer Experience Ailments 47

Part II: Creating Awesome Customer Experience 63

Chapter 5: The Anger Games: Dealing with an Angry Customer 65

Chapter 6: Good Intentions: Identifying Your Customer Experience Intent 83

Chapter 7: Channeling Your Inner Magellan: Mapping Your Customer’s Journey 95

Chapter 8: Experience by Design: Designing a Captivating Customer Experience 111

Chapter 9: So Emotional: Eliciting an Emotional Response from Your Customers 127

Part III: Essential Enabling Elements 141

Chapter 10: Plan Up: Redesigning Your Touchpoint Program in Four Weeks 143

Chapter 11: Can We Talk? Managing Customer Feedback and Fostering Dialogue 167

Chapter 12: Building Customer Experience Knowledge in the Broader Workforce 185

Chapter 13: Assembling and Managing Your Customer Experience Team 197

Part IV: Making it Stick 219

Chapter 14: Creating Your Customer-Centric Culture 221

Chapter 15: Measure Up: Measuring Performance 239

Chapter 16: Making the Most of Measures: Key Customer Experience Metrics 259

Chapter 17: Initiatives, Projects, and Programs . Oh My! 277

Part V: The Part of Tens 293

Chapter 18: Ten Ways to Improve Your Experience Delivery 295

Chapter 19: Ten Key Qualities of Awesome Customer Experience Advocates 301

Chapter 20: Ten Tools to Track Your Customer Experience Program’s Performance 309

Chapter 21: Ten(ish) Great Books for Boosting Customer Experience 321

Index 327