The Strategy
The compelling case for customer experience has been made eloquently by many experts and research projects. Our studies support similar findings. A differentiated, emotionally-engaging customer experience will deliver more profitable business in the form of lower complaints, higher satisfaction, lower cost of sales, and greater referral rates. Critical goals, but how do you achieve them? The existing customer experience literature doesn’t answer the pragmatic questions:
Where do you get started? ••
How do you build the business case? ••
How do you innovate and design experiences? ••
How do you obtain senior leadership commitment? ••
How do you build organization-wide collaboration and break the silos? ••
How do you engage employees? ••
How do you measure the initiative’s success? ••
How do you build a program that will last? ••
We at Strativity struggled with these very questions as we designed customer experience programs for our clients. After years of working in the trenches, answering those questions and many others, we developed a complete strategic framework to achieve customer experience success. We began teaching this framework in our public CEM Certification course, attended by practitioners from all over the world. Following this success, we decided to bring this true and tested strategic framework to you in this book.
In writing Customer Experience Strategy, I worked to combine a comp
strategic and executional blueprint with an easily accessed reference book. My goal is to allow you to find practical guidance and new ideas to enhance your customer experience journey, no matter your entry point into the strategy. Are you struggling with leadership’s sponsorship? There’s is a chapter for that. Missing the business case? There’s a chapter for that. Looking for guidance how to innovate? There’s a chapter for that. Just getting started in exploring this customer-centric endeavor? There’s an entire blueprint, from start to launch and beyond, for that very purpose. No matter your current stage in the customer experience journey, this book is designed to help you achieve the next level.
It’s time to stop focusing on others’ customer experience stories and create your own success story. It’s time to stop staring at such legends as Starbucks, Nordstrom, Virgin, Southwest Airlines, Whole Foods and Four Seasons and start creating your own legendary customer experience. It’s time to execute.
It will be my privilege, through the journey that is this book, to be part of your travels, and watch you create your own legend.
—Lior Arussy
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