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Full Description
How much more profit could you make if you had customers who couldn,t imagine doing business with anyone but you? In your dreams! Tell that to Virgin Atlantic or Harley Davidson. How great would life be if 40% of your new business simply knocked on your door without you having spent a cent advertising for it? Impossible! Tell that to First Direct. The companies in this book have managed to turn customers into advocates. Advocates who constantly refer their friends and colleagues to those businesses. Why? Because those companies have created a Branded Customer Experience(R). They have managed the relationship to the point where customers can't imagine wanting to do business with anyone else. How can you gain this unbeatable competitive advantage? Managing the Customer Experience shows you how. It takes you through the step-by-step process of creating Loyalty by Design. It shows you how to re-think your business from the customer,s point of view and then design and deliver a customer experience that drives loyalty and profitability.
Contents
CONTENTS INTRODUCTION 1. THE AGE OF EXPERIENCE Evolving brands Experiencing the brand Branding the experience The Branded Customer Experience 2. BEYOND SATISFACTION Satisfaction is not enough Loyalty at work From loyalty to advocacy 3. LOYALTY BY DESIGN Define Customer values Design and brand the customer experience Equip People and deliver consistently Sustain and enhance performance 4. A NEW BRAND OF LEADERSHIP Deserving to be followed Understand your customers Bring the courage of conviction Unleash the power of people Manage the business from the customer in Create leaders at every level Create an obsessive culture 5. CREATING TRIAD POWER Marketing,s part in the triad HR,s real potential Operations and customer service Partnership behaviors 6. PEOPLE FIRST Hire people with the competencies to satisfy Train employees to deliver experiences Reward for the right behaviors Drive the behaviors from the top 7. THE BRANDED SALES EXPERIENCE Start with segmentation but drive to personalization Design a sales process that creates value for customers Align the sales process with the whole organization Train,coach and reward the desired sales behaviors Manage the sales process to deliver a Branded Customer Experience 8. PUTTING THE "E" IN EXPERIENCE Building customer confidence We live in a multi-channel world Blending high-tech with high-touch Aligning the inside and the outside Online in practice Building brands in an online world 9. THE BRANDED PRODUCT EXPERIENCE: MORE THAN A DOUGHNUT Experiencing the bear The affluentials The last of the real sports cars Multi-sensory experience or doughnut? 10. KEEPING THE EDGE Brand revitalization Keeping the edge 11. PUTTING IT ALL TOGETHER The secrets of uncommon practice Forum's research themes 12. LOYALTY BY DESIGN IN PRACTICE Define customer values Design the Branded Customer Experience Leadership results The end or the beginning?
