Contents
CHAPTER 1 : Customer Experience –
The Myths, the Facts and the Profits
The Inherent Conflict Syndrome...................................................... 10
One Company , One Experience........................................................13
Reality Check: The Executive View....................................................15
The Journey Ahead...........................................................................19
Customer Experience Management : The Overal View...................... 20
Customer Experience: Profit and Opportunity ................................. 22
Suming Up: The Reward Ahead........................................................ 23
chapter 2 : The Customer Experience Framework
Introducing the CCO.........................................................................27
The Experience Ecosystem .............................................................. 28
The Experience Value Evolution Chain..............................................31
The Experience Performance Model..................................................35
Customer Experience Management and Branding Alignment............ 36
CRM and Customer Experience.........................................................38
The Critical Need for WOW Over NOW.............................................42
Suming Up: The Road to WOW.........................................................44
chapter 3 : Economics of Customer Experience
Learn the Hiden Meanings of Financial Language ..............................46
The Efficient Relations hip Paradox..................................................47
From Satisfaction and Loyalty to Revenues and Costs .......................49
The 5 P’s of Revenue..........................................................................50
Calculating the Customer Experience Revenue Opportunity ..............51
Growth vs. Risk.................................................................................52
The Return on Not hing Loyalty Model..............................................53
The RON Formula: Measuring the Potential Opportunity of Customer Loyalty..... 53
Key Economics-of-Relationship Factors ...........................................54
Employing the RON Loyalty Model.................................................. 55
Total Losses:.................................................................................... 56
Developing Financial-Decision Platforms......................................... 56
Customer-Centric Cost Units............................................................57
Suming Up: Sharp Economic Focus...................................................61
chapter 4 : Innovation of Customer Experience
Defending the Core...........................................................................64
The Staying Power of Memory ........................................................ 66
Redefining the Customer ’s Complete Problem................................ 67
Elements of the Total Solution......................................................... 70
The Checklist at Work...................................................................... 76
Memories in the Making................................................................... 78
A Word About Six Sigma.................................................................. 82
Memories at Every Touch Point........................................................83
Suming Up: The Experience Opportunity .........................................86
chapter 5 : Customer Experience in the Virtual World
What to Do With the Information Superhighway ..............................89
The Utilitarian Customer vs. the Tribal Customer ............................ 92
Self-Service 2.0.................................................................................96
Self-Personalization Experiences......................................................97
Self-Expressive Experiences............................................................. 99
Lasting Experiences......................................................................... 101
Conversation 2.0 ............................................................................102
Relevant, Authentic Experiences......................................................105
Shared Experiences......................................................................... 107
Evangelizing Experiences................................................................ 107
Mobile Marketing: The New Rules...................................................109
Suming Up: The Future, Version 3.0............................................... 111
chapter 6 : Different Experiences for Different Customers
Financial Segmentation ...................................................................116
Segmentation Differentiation.................................................................................119
Lifestyle Segmentation ................................................................... 123
Designing the Customer Experience Map........................................ 125
Introducing Persona Portfolio Management................................... 128
Marying Financial and Lifestyle Segmentation .................................131
Suming Up: The Heart of the Customer .......................................... 132
chapter 7 : The Diverse Universe of Customers
Busines Buyer Experience................................................................134
The Internal Customer Experience.................................................. 136
The Citizen Experience................................................................... 138
The Patient Experience................................................................... 143
Suming Up: The Universal Customer ..............................................144
chapter 8 : Employee Experience
The Foundation of Employe Experience.......................................... 148
Building a Delight-Enabling Staff ....................................................150
Creating a Culture of Employe Delight.............................................154
Removing the Roadbloc ks to Employee Experience.........................160
Suming Up: The Employe Advantage ...............................................164
chapter 9 : Readying the Organization
and Developing a Culture of Change
The Critical Need for Impact Performance...................................... 167
Introducing the Customer Impact Performance Platform................ 170
Building Blocks of the Impact Performance Platform.......................171
A Meaningful Employe Mision Statement ........................................176
The Impact Performance Leadership Chalenge ................................178
Empowerment —Myt h and Reality .................................................181
Education —Are You Teac hing Employees the Right Stuf?..............185
The Principles of Employee Education.............................................188
Education as a Journey....................................................................189
Building the Customer Experience Education Guide........................ 192
Re-Evaluating Performance Evaluation ..........................................194
Recognition and Reward —Do You Inspire?.....................................198
Suming Up: The Power of 10........................................................... 201
chapter 10 : Performance Platform: The Tools to Deliver
Customer Experience 1.0.................................................................209
Customer Experience 1.0 Already at Hand........................................212
Customer Experience 2.0.................................................................212
The Pinacle of Customer -Centricity ................................................214
Building the Pinnacle.......................................................................215
Suming Up: Smal on a Global Scale...................................................217
chapter 11 : Deliver the Experience
Litmus Test #1: Emotional Engagement ..........................................224
The Basics of Emotional Engagement...............................................226
And a Rose for You . . ......................................................................229
Litmus Test #2: Complaint Management .........................................229
The Basics of Complaint Management..............................................230
Complaint Management at Work.....................................................234
Answering the call for help...............................................................235
Litmus Test #3: Idea Management ..................................................235
The Basics of Idea Management.......................................................236
Litmus Test #4: Customer Rewards .................................................239
The Basics of Customer Rewards.....................................................240
Thank you for listening . . ................................................................244
Suming Up: Delivering Exceptional Experience................................244
chapter 12 : Measure What Matters
Beyond Satisfaction .........................................................................249
Total Experience Metrics.................................................................251
Maping the Customer Experience.................................................... 252
Assessment: The Quality and Priority of Experience.........................253
Alignment: How the Experience Fits Your Customers’ Lives............. 255
Action: The Results of Your Experience ...........................................256
The Continuing Assessment..............................................................256
Leading Indicators Measurements ...................................................257
The Unanswered Cal: The Curent State of Customer Surveys ..........258
The 10 Deadly Sins of Customer Surveys, Plus One ..........................259
Planning an Actionable Survey.........................................................263
Loyalty Through Listening and Acting..............................................266
Suming Up: Right Questions, Right Answers ...................................267
chapter 13 : Leadership and Change Management
Leadership by Action.......................................................................271
Building the Case for Executive Evangelism .....................................273
Whetting the Appetite for Change ....................................................276
The Most Dangerous “Escape”........................................................ 278
Blocking the Escape Routes.............................................................280
Managing Change in Your Ecosystem ..............................................282
The Customer Experience Map........................................................284
Stakeholder Threats and Opportunities...........................................285
How to Speak “Opportunity”.............................................................290
Further Tactics ................................................................................ 291
Suming Up: From Resistance to Meaningful Change .........................294
chapter 14 : Reinvent the Experience: A Governance Model
The Innovation Cycle .......................................................................298
Introducing the Customer Council.....................................................300
Can You Afford the Change? .............................................................304
The Value Creation Cycle at Work.....................................................305
Suming Up: Retaining the Pinacle .....................................................307
chapter 15 : Launching the Strategy
Diferent Approac hes to Getting Started ...........................................314
Deploying the Customer Experience Strategy ...................................318
Building Momentum........................................................................ 321
Suming Up: The True Question
Final Words..................................................................................... 325
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