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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
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