[Dummies 01] • Customer Experience For Dummies by Barnes, Roy -- Read -- Imperial Library of Trantor

Index

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

Setting a firm 20-day time limit Choosing the right program manager Assembling a solid redesign team Identifying a strong stakeholder group Planning a meeting with your stakeholder group Working from a definitive customer experience intent statement Limiting the scope of your touchpoint redesign

Getting a Brief Overview of the Touchpoint Redesign Process Using the PADBES Design Method

The Plan phase The Analyze phase The Design phase The Build phase The Execute phase The Sustain phase

Recognizing and Rewarding Team Members

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

3-2-1 Go! Three Hard-and-Fast Rules for Dealing with Customer Feedback Alphabet Soup: CRM versus EFM Getting with the Program: Making the Case for an EFM Program

Looking at the benefits of an EFM program Recognizing the requirements of an EFM program

Making It So: Implementing Your EFM Program

Phase 1: Inventory all existing customer feedback sources Phase 2: Consolidate the questions that customers are being asked Phase 3: Fill in the missing gaps in your feedback collection Phase 4: Identify linkages between employee experience and customer experience Phase 5: Develop a more advanced EFM program

Getting Social: Some Social Media “Need to Knows”

Responding to feedback Maintaining your social media presence

Chapter 12: Building Customer Experience Knowledge in the Broader Workforce

Judgment Day: Assessing Your Team Addressing Six Basic Customer Needs

Friendliness Competence Understanding and empathy Fairness Control Options and alternatives

Aligning Employee Performance with the Customer Experience Intent Statement Extending the Experience Intent to Internal Customers

Why bother worrying about internal customers? Improving the internal customer experience

Answering “What Does This Mean for Me?” and “How Will This Help Me?”

Chapter 13: Assembling and Managing Your Customer Experience Team

The Missing Link: Linking Good Hiring Practices and Customer Experience Recognizing the Importance of Behaviors and Traits

Identifying key behaviors and traits Identifying negative behaviors and traits Improving behaviors and traits

Using the BEST Approach for Hiring Your Team Asking the Right Questions Assessing the Candidate’s Answers

Weighting questions Rating answers Scoring candidates

Engaging Employees to Improve Customer Experience The Rewards of Rewarding: Recognizing and Rewarding Performance

Designing your total compensation strategy Other rewards Consequences for poor performance

Part IV: Making it Stick

Chapter 14: Creating Your Customer-Centric Culture

Setting Specific Goals the SMART Way Developing an Integrated Internal Communications Plan

The components of your internal communications campaign Communicating your vision Establishing two-way communication Realizing the importance of a communication protocol Building a communication protocol

Getting Leadership Buy-In Harnessing Innovators and Early Adopters to Speed Buy-In Among Employees

Chapter 15: Measure Up: Measuring Performance

Using the Balanced Scorecard Approach to Identify Key Objective Areas Top Model: Developing Your Strategic Execution Model The Meter’s Running: Identifying Key Metrics

Sample customer metrics Lagging measures versus leading measures “Gaming” metrics

Blind Data: Analyzing Customer Data

Data types Kinds of analysis

Building a Customer Performance Dashboard

The “Customer Strategies” column The “Customer Measures” column The “Measure Definition” column The “Owner” column The “Frequency” column The “Target” column The “Current Actual” column The “Results” column The “Last Actual” column

Under Review: Reviewing Your Customer Performance Dashboard Integrating Your Customer Experience Metrics into Your Governance Model

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

Keeping It Simple: Opting for Simple Metrics Semper Fi: Measuring Loyalty and Advocacy

Assessing overall satisfaction (OSAT) Determining your Net Promoter Score (NPS)

Retention Headache: Gauging Retention

Calculating your customer retention rate Gauging switching and renewal metrics Assessing your portfolio

Are You Experienced? Assessing Customer Experience

Ensuring seamlessness Evaluating ease of doing business

Bench Warfare: The Importance of Benchmarking

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

Might as Well Face It: You’re Addicted to Launching Initiatives

Looking at a typical launch Lacking focus

Getting Your Priorities Straight: The Importance of Prioritizing Initiatives

The “basic” process The strategic initiative selection process

Putting Your Money Where Your Mouth Is: Budgeting for STRATEX

Part V: The Part of Tens

Chapter 18: Ten Ways to Improve Your Experience Delivery

Be Patient Really Listen Know Your Stuff Show a Yearn to Learn Be Proactive Follow Through Persevere Be Fast on Your Feet Smile Manage Your Body Language

Chapter 19: Ten Key Qualities of Awesome Customer Experience Advocates

They Know Their Corporate Culture May Be the Enemy They’re Part of the “Commitment Culture” They Declare Themselves They’re Believable They Say Thanks They Can Deal with Bureaucracy They Find Customer Experience Co-Conspirators They’re Courageous They Go the Distance They’re Engaged

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

Developing and Deploying Your Customer Experience Intent Statement Building Touchpoint/Journey Maps Redesigning Touchpoints Getting Feedback from Customers and Establishing Dialogue Building Customer Experience Knowledge in the Workforce Recognizing and Rewarding a Job Well Done Executing an Integrated Internal Communications Plan Building a Customer Performance Dashboard The Customer Experience Progress Tracking Tool Understanding the Importance of the Customer Performance Dashboard

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

The Experience Economy Building Great Customer Experiences Delivering Happiness: A Path to Profits, Passion, and Purpose The Nordstrom Way: The Inside Story of America’s #1 Customer Service Company The Starbucks Experience: 5 Principles for Turning Ordinary into Extraordinary Exceptional Service, Exceptional Profit: The Secrets of Building a Five-Star Customer Service Organization What’s the Secret? To Providing a World-Class Customer Experience Managing Customer Relationships: A Strategic Framework Story: Substance, Structure, Style, and the Principles of Screenwriting The Design of Everyday Things, Living with Complexity, and Emotional Design

About the Authors Cheat Sheet More Dummies Products

Table of Contents Begin Reading 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 83 84 85 86 87 88 89 90 91 92 93 95 96 97 98 99 100 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 117 118 119 120 121 122 123 124 125 127 128 129 130 131 132 133 134 135 136 137 138 139 140 141 142 143 144 145 146 147 148 149 150 151 152 153 154 155 156 157 158 159 160 161 162 163 164 165 166 167 168 169 170 171 172 173 174 175 176 177 178 179 180 181 182 183 184 185 186 187 188 189 190 191 192 193 194 195 197 198 199 200 201 202 203 204 205 206 207 208 209 210 211 212 213 214 215 216 217 219 220 221 222 223 224 225 226 227 228 229 230 231 232 233 234 235 236 237 238 239 240 241 242 243 244 245 246 247 248 249 250 251 252 253 254 255 256 257 259 260 261 262 263 264 265 266 267 268 269 270 271 272 273 274 275 277 278 279 280 281 282 283 284 285 286 287 288 289 290 291 292 293 294 295 296 297 298 299 300 301 302 303 304 305 306 307 308 309 310 311 312 313 314 315 316 317 318 319 321 322 323 324 325 343 344 345

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