About the Book
Video Clips about CE Strategy The Book
I ultimately decided to venture into writing Customer Experience Strategy to deliver a practical roadmap with four primary characteristics:
1. Strategic, not incremental. Many of the approaches proposed in existing literature describe incremental efforts, such as measuring customer experience or training employees. They don’t detail a total strategic approach to customer experience. This book helps you build a complete strategic framework.
2. Prescriptive, not descriptive. Many experts dedicate their efforts to describing the financial and statistical rationale for customer experience investment. Others enjoy telling the classic stories of Ritz-Carlton or Disney experiences that inspired them. Yet, the market needs a blueprint for performance, not more inspiration. It’s time to stop the description and provide prescription.
3. Operational, not anecdotal. The market is full of esoteric, anecdotal examples of how to improve customer experience. If you only measure Net Promoter Score, all your problems will go away. Design your retail store in brand-new colors and customers will love you. These are good ideas, but they aren’t operational guidelines. It’s time to turn customer experience into operational performance.
4. Organization-wide, not isolated. Many of the published success stories describe projects conducted in isolation. Website redesigns and call center improvements are important. But each is but a single touch point. A well-designed website can’t compensate for other touch points that disappoint the customer. It’s time to stop settling for single touch point work and time to measure and manage the complete journey. It’s time to think total organization.
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