A innovative and sometimes surprising approach to customer experience strategy based on a combination of standard practice and behavioral economics. Written by a leader with 40 years of experience, and illustrated by a well-known Irish artist. This book is about building and implementing a customer experience strategy in a business-to-business environment and in what the author calls 'the real world'. The real world is one where people behave like human beings, and not as traditional economists would have us believe. Human beings do not constantly try to optimize mid-term outcomes. They behave far less rationally, though still quite predictably. A great customer experience strategy combines scientific research, behavioral economics and the experience of others. In this book, the author shares mistakes he has made and things found to be successful. The most surprising piece of original research in the book proves that there is no relationship between employee and customer happiness, as measured for 336 large US businesses. Above all, the book will save you a lot of time on your path to happier and more loyal customers.
The main topics covered are:
- How to understand your current situation in a scientific way.
- The main customer experience measurement and improvement systems.
- Six types of customer research.
- Survey design.
- How your own employees game the survey system.
- How to choose among the options.
- The surprising non-relationship between employee and customer satisfaction.
- How to secure investments and ensure ongoing sponsorship for customer experience work.
- Behavioral Economics and customer experience.
- Implementing and experimenting.
- Suggested timing.
- Management of change.
The emphasis is on practical things you can use to develop, implement and communicate an innovative customer experience strategy.