Customer Experience Management Rebooted Are you an Experience brand
Customer experience management is not about managing every objective “experience” your customers have with you. It’s about understanding, measuring and creating “experiences” that customers “value”. So while service and efficiency are wonderful things, th
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Customer Experience Management Rebooted
Steven Walden
Customer Experience Management Rebooted Are you an Experience brand or an Efficiency brand?
Steven Walden TeleTech Consulting London, UK
ISBN 978-1-349-94904-5 ISBN 978-1-349-94905-2 (eBook) DOI 10.1057/978-1-349-94905-2 Library of Congress Control Number: 2016958038 © The Editor(s) (if applicable) and The Author(s) 2017 The author(s) has/have asserted their right(s) to be identified as the author(s) of this work in accordance with the Copyright, Designs and Patents Act 1988. This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmissionor information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. Cover image © erhui1979/Getty Printed on acid-free paper This Palgrave Macmillan imprint is published by Springer Nature The registered company is Macmillan Publishers Ltd. The registered company address is: The Campus, 4 Crinan Street, London, N1 9XW, United Kingdom
Do you think Apple, Zappos, Geek Squad and Amazon achieved ‘Experience’ brand status by just focusing on ‘Efficiency’? Do you think companies only create customer value by being the best at fixing problems? Create experiences that motivate not just manage ‘experiences’ that don’t?
This book is dedicated to Rachel, Lorna and Lydia.
Preface
There is no technology in this book. Technology is an enabler of the customer experience (CX); it is not ‘the experience’. For instance, no customer buys ‘the website’. They buy the benefits of using the website; to book that flight, to browse on iTunes1. Hence, it is these frequently underlying and intangible customer motivations that we have to uncover and create if we are to ‘do’ customer experience. Otherwise we risk investing our money in tools, processes and methodologies that focus only on achieving efficiency for the firm rather than on memorable customer benefit2. Which is, of course, exactly what we see in today’s market, deluged as it is by
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