Building Great Customer Experiences
This book is about building and delivering great customer experiences. Many companies neglect this, but the physical execution and emotional impact of customer experiences, companies and brands may ultimately determine customer satisfaction and loyalty an
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‘Customer Delight is the great Holy Grail for all of us involved in service or consumer industries but it is all too easy to overcomplicate your approach to achieving it or to finding out what your customers really want. This book by Colin Shaw and John Ivens is packed with clear, common sense advice, analysis and real-world experiences which would help anyone to develop a more effective approach and improve their business as a result.’ Steve Nash, After Sales Director, BMW ‘The customer experience will be a critical differentiator in today’s commoditising economy. Colin and John’s thought-provoking book is essential reading for anyone wishing to create engaging and memorable customer experiences. This simple and readable book is littered with the views and thoughts of senior business leaders on the customer experience. It not only explains the theory of the customer experience but also provides practical advice and insights on how you can begin building and delivering great customer experiences.’ Peter Scott, Customer Service Director, T-Mobile ‘The customer experience is equally as important in the public sector as it is the private sector. The public sector also delivers a service to its customer. In the Inland Revenue we therefore try and recognise the importance of the customer experience in everything that we do and are constantly trying to improve what we do.’ Ian Schoolar, Director of Marketing & Communications, Inland Revenue ‘This is a must read if you want to prevent the blight of the bland! As the economy careers headlong down the path of commoditization, this practical and insightful book shows you how to develop customer experience strategies that will exceed your customers’ expectations. Shaw and Ivens’ no-nonsense approach is both refreshing and compelling.’ Stuart McCullough, Lexus Director, Lexus GB Ltd ‘As physical products become more and more similar the battle zone for companies will increasingly be customer service. This book demonstrates that to be successful you must be willing and able to tap into the heart and emotions of both staff and customers. It poses the challenge of how real this approach is in any company.’ Gordon Bye, Managing Director, Eurostar ‘This book reinforces the need to think about customer experience on an emotional level. Colin Shaw and John Ivens do an outstanding job putting a framework around creating the customer experience needed to differentiate your company from your competition.’ Todd Bartee, Senior Manager, Consumer Customer Experience, Dell Computers based in Austin, Texas
‘Building a customer experience which genuinely creates loyalty is the newest and hardest battleground Business has faced. This is the most important debate in business today’. Ian Shepherd, Customer Marketing Director, BSkyB
Building Great Customer Experiences Colin Shaw and John Ivens
© Colin Shaw and John Ivens Softcover reprint of the hardcover 1st edition 1998 978-0-333-99013-1 All rights reserved. No reproduction, copy or transmission of this publication may be made without wri
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