The document discusses rethinking business from the customer's perspective. It summarizes how Sprint improved customer experience by addressing small issues like dropped calls, which reduced customer complaints and costs. Research shows companies with better customer experiences significantly outperform competitors financially. However, customer experience problems are difficult to solve because they are rooted across a company's policies, partnerships and processes. Fixing billing issues at Charter by simplifying legal disclaimers improved the customer experience ecosystem.
Customer Satisfaction & Operational ImprovementMary Jo Martin
The electricity retailer commissioned a survey to measure customer satisfaction with various touchpoints and identify areas for improvement, as some customers used brokers while others dealt directly with the company. The survey found moderately high overall satisfaction for the company but even higher satisfaction for brokers. It identified customer service as the most important but least satisfying area, especially around resolving issues quickly and agent knowledge. This provided leverage in contract negotiations with the outsourced customer service provider, resulting in a new contract with savings of $400,000 annually and specific performance metrics based on the survey results.
This document discusses the importance of customer service and interaction as a core value for businesses. It argues that while many companies say customer service is important, few truly make it a priority or consistently achieve excellent customer service. The document provides examples of companies known for great customer service and their strong financial performance. It recommends that businesses focus on minimizing negative customer issues, establish customer interaction as a core cultural value through management leadership and employee training, and track customer service metrics to ensure a lasting commitment to prioritizing the customer experience.
This document discusses strategies for recovering lost customers. It begins with an overview of customer analysis, including calculating the costs of acquiring new customers versus retaining existing ones. Various approaches for recovering lost customers are then examined, such as personal appeals through phone calls, gifts, or visits, mass appeals through mailings and offers, or a mix. Specific tactics are provided like thanking customers for past business and offering discounts. The document also covers surveying lost customers to understand why they left and the likelihood of returning. The overall goal is to gain more customers than are lost by identifying valuable former clients and winning back their business.
The document discusses how customer experience is transforming business-to-business sales due to the rise of social media. It argues that companies must shift their focus to downstream customer interactions in order to build loyalty and competitive advantage. A good customer experience is crucial as negative feedback on social media can now be easily shared with large audiences, while positive experiences help build trust and advocacy.
An introduction to Customer Experience ManagementOnno Romijn
Customer experience management (CEM) is a strategic process that manages a customer's entire experience with a company across all touchpoints. CEM focuses on consistently meeting both functional and emotional customer needs and expectations. While related concepts like customer relationship management and customer satisfaction are important, CEM takes a more holistic view. Implementing CEM can help companies differentiate their offerings, improve reputation, reduce costs, drive employee satisfaction, and increase customer retention and acquisition rates. However, many companies only make superficial changes and fail to fully implement CEM. Successful CEM requires identifying key experience drivers, considering the customer experience in all decisions, and coordinating efforts across departments.
Raising the bar new responses to marketing law firmsSarah Bagnall
This document provides advice on modernizing legal practices through improved marketing and client experience. It discusses how the legal market is changing rapidly with new technologies, business models, and client expectations. Traditional law firms need to transform into more agile, strategic, and client-focused businesses. The document emphasizes the importance of putting clients at the heart of everything through excellent client service, measuring client experience, and focusing on emotions rather than just products/services. It also covers different marketing strategies like niche differentiation and measuring various marketing efforts.
Slide share The Case for Customer Relationship Excellence - European Qualit...Dr. Ted Marra
Ted Marra argues that many companies focus too much on cost reduction and not enough on customer relationships during economic downturns. He recommends focusing on revenue growth by prioritizing customers and delivering value rather than constantly pursuing lower costs. While cost reduction approaches are tempting, they can weaken companies in the long run. True competitiveness comes from adding value for customers through people, technology, processes, and support rather than just lowering prices.
This document discusses how customer experience is transforming business-to-business selling due to the rise of social media. It notes that social media allows customers to easily share their experiences, both positive and negative, with large audiences. This means companies must focus on delivering a positive customer experience at every touchpoint to build loyalty and avoid negative feedback being widely shared. The document also discusses how customer experience management programs can help companies improve sales effectiveness by shifting their focus to downstream customer interactions and relationships rather than just product development.
Customer Satisfaction & Operational ImprovementMary Jo Martin
The electricity retailer commissioned a survey to measure customer satisfaction with various touchpoints and identify areas for improvement, as some customers used brokers while others dealt directly with the company. The survey found moderately high overall satisfaction for the company but even higher satisfaction for brokers. It identified customer service as the most important but least satisfying area, especially around resolving issues quickly and agent knowledge. This provided leverage in contract negotiations with the outsourced customer service provider, resulting in a new contract with savings of $400,000 annually and specific performance metrics based on the survey results.
This document discusses the importance of customer service and interaction as a core value for businesses. It argues that while many companies say customer service is important, few truly make it a priority or consistently achieve excellent customer service. The document provides examples of companies known for great customer service and their strong financial performance. It recommends that businesses focus on minimizing negative customer issues, establish customer interaction as a core cultural value through management leadership and employee training, and track customer service metrics to ensure a lasting commitment to prioritizing the customer experience.
This document discusses strategies for recovering lost customers. It begins with an overview of customer analysis, including calculating the costs of acquiring new customers versus retaining existing ones. Various approaches for recovering lost customers are then examined, such as personal appeals through phone calls, gifts, or visits, mass appeals through mailings and offers, or a mix. Specific tactics are provided like thanking customers for past business and offering discounts. The document also covers surveying lost customers to understand why they left and the likelihood of returning. The overall goal is to gain more customers than are lost by identifying valuable former clients and winning back their business.
The document discusses how customer experience is transforming business-to-business sales due to the rise of social media. It argues that companies must shift their focus to downstream customer interactions in order to build loyalty and competitive advantage. A good customer experience is crucial as negative feedback on social media can now be easily shared with large audiences, while positive experiences help build trust and advocacy.
An introduction to Customer Experience ManagementOnno Romijn
Customer experience management (CEM) is a strategic process that manages a customer's entire experience with a company across all touchpoints. CEM focuses on consistently meeting both functional and emotional customer needs and expectations. While related concepts like customer relationship management and customer satisfaction are important, CEM takes a more holistic view. Implementing CEM can help companies differentiate their offerings, improve reputation, reduce costs, drive employee satisfaction, and increase customer retention and acquisition rates. However, many companies only make superficial changes and fail to fully implement CEM. Successful CEM requires identifying key experience drivers, considering the customer experience in all decisions, and coordinating efforts across departments.
Raising the bar new responses to marketing law firmsSarah Bagnall
This document provides advice on modernizing legal practices through improved marketing and client experience. It discusses how the legal market is changing rapidly with new technologies, business models, and client expectations. Traditional law firms need to transform into more agile, strategic, and client-focused businesses. The document emphasizes the importance of putting clients at the heart of everything through excellent client service, measuring client experience, and focusing on emotions rather than just products/services. It also covers different marketing strategies like niche differentiation and measuring various marketing efforts.
Slide share The Case for Customer Relationship Excellence - European Qualit...Dr. Ted Marra
Ted Marra argues that many companies focus too much on cost reduction and not enough on customer relationships during economic downturns. He recommends focusing on revenue growth by prioritizing customers and delivering value rather than constantly pursuing lower costs. While cost reduction approaches are tempting, they can weaken companies in the long run. True competitiveness comes from adding value for customers through people, technology, processes, and support rather than just lowering prices.
This document discusses how customer experience is transforming business-to-business selling due to the rise of social media. It notes that social media allows customers to easily share their experiences, both positive and negative, with large audiences. This means companies must focus on delivering a positive customer experience at every touchpoint to build loyalty and avoid negative feedback being widely shared. The document also discusses how customer experience management programs can help companies improve sales effectiveness by shifting their focus to downstream customer interactions and relationships rather than just product development.
Efficiency vs. Effectiveness: Embracing the new customer experience paradigmRupa Shankar
The document discusses the shift from traditional customer service models focused on efficiency to a new paradigm focused on effectiveness and meaningful customer engagement. It notes that social media requires a different approach where agents take time to understand customers rather than just closing issues. The new model requires core competencies like empathy, autonomy and human-centric engagement over traditional scalability and productivity metrics. Organizations must realign processes and roles to focus on conversations and understanding customers in the social world.
1) Customer advocacy directly impacts corporate reputation and trust. Banks and other companies with high customer advocacy also have strong reputations.
2) A study found that customers who were advocates gave high reputation scores to banks, while alienated customers gave low scores.
3) Building customer trust and addressing issues that undermine trust, like inconsistent service, can help improve reputation and increase advocacy.
Net Promoter is an increasingly popular method of measuring loyalty. This article describes the approach and why a single measure is not enough to improve business performance.
The goal of most law firms is to make a profit by Growing, Protecting and Sustaining clients (G-P-S). The truth is … that most law firms do a poor job of marketing, managing clients and growing business development.
So why do you need a legal CRM system? Because the problem is… you don’t know which clients you will lose, how many you have called on, or what the rest of your firm is doing that will affect your success or failure. Just knowing how many calls to clients or prospective clients have been made is often done by asking them!
For years, law firms relied on lawyers to maintain good relationships with clients. They kept their own client records, followed up on new opportunities and grew the client base and service reputation. But when lawyers change firms, or the partners don’t know what the lawyers have promised (and vice-versa), this gets many firms in trouble.
Customer Worthy book Customer Experience Guide by mrhoffmanClient X Client
Customer Worthy is the most comprehensive guide to Customer Experience for business owners, CEO, consultants, CMO, CIO, CTO, CRO practitioners and strategy executives.
Chapters 1-3 Futuristic, practical, measured
'Money Chapter' 12 justify customer experience expense
Exec Management, Marketing, CRM, Sales, Operations and Advertising should use this for strategic offsite as a catalyst for customer centricity
*CxC Matrix helpful: strategy, Digitization, Marketing, Sales, CRM, crisis, M&A
This is the entire Customer Worthy book - or you can pay $40 a Amazon
FFUSA is a merchant services company that aims to rise above industry norms by making it easy for merchants and prioritizing customer service. The company's founder, John Eliason, has always believed in innovating to help customers. For example, FFUSA developed free software to automatically upgrade merchants' equipment for new payment processes. Additionally, the company's GiveBack Program donates 10% of transaction fees to merchants' chosen charities, benefiting all parties involved. By focusing on long-term relationships over quick sales, FFUSA has achieved low attrition rates and positive feedback from merchants.
The document discusses customer relationship management (CRM) strategies for small businesses. It argues that CRM is not just a technology or process, but a philosophy of putting customers first. The key aspects of an effective small business CRM strategy discussed are: 1) Identifying the primary communication channels with customers; 2) Synchronizing outbound marketing with inbound customer service; 3) Planning for future growth needs; 4) Standardizing IT infrastructure; and 5) Focusing service on the most profitable customers. The document predicts that as customers demand higher service standards, all businesses will need to become more customer-centric, and small businesses with strong CRM strategies will be well positioned to retain customers against larger competitors.
This document discusses the challenges facing corporate call centers and how cloud-based solutions may help address them. The three key challenges are: 1) a credibility gap between marketing promises of excellent customer service and the actual call center experience, 2) a sales gap in losing potential sales due to poor call handling, and 3) technology limitations of legacy on-premises call center systems. Cloud-based call centers offer lower costs, greater flexibility, and ability to provide improved customer service across multiple channels. Case studies demonstrate cloud systems can increase customer satisfaction metrics and revenue growth compared to traditional call centers. The document concludes cloud technology can help call centers overcome challenges by converging applications to reduce costs while improving customer support and sales.
Contact centers. avoid the waste but not the valueStephen Parry
CORE Profile: A Customer Purpose Framework for Contact Centers
The customer purpose defines value, and value defines meaningful work, everything else is waste. The organisation and its leaders need to know what to optimise, what to remove, what types of demand to increase, and what types of demand may present opportunities to create new products or services. Our research indicates that most operational managers and leaders think they know what waste is, but in reality what they consider to be value is in fact intuitional waste, habitualized by calling it value.
Most companies genuinely want to create value for their customers and sincerely believe that their customer-service operations are indeed doing that, but often they are simply restoring lost value caused by a failure to do something right the first time.
Treasure island downbranding a service offering to appeal to the mass market ...Douglas McPherson
If you manage the set-up in the right way and ensure there is a distance from your main brand, fixed price/commoditised off the shelf services can deliver.
Good performance alone cannot crack the complex code that governs the strength of your customer relationships and the sustainability of your business. As competition intensifies, it is essential to get smarter about the experiences that matter, and deliver return on the bottom line.
Good performance alone cannot crack the complex code that governs the strength of your customer relationships and the sustainability of your business. As competition intensifies, it is essential to get smarter about the experiences that matter, and deliver return on the bottom line.
The document discusses the crisis facing advertising agencies and argues that both agencies and clients share responsibility. It notes that agencies are under pressure due to their focus on billings rather than quality. Agencies are stuck relying on commission structures tied to media spending. This skews them toward advertising solutions rather than integrated brand communication. However, clients also favor quick advertising solutions over comprehensive brand plans. The document calls for agencies to reinvent their identity and business models, and for clients to clarify their expectations and take brand stewardship seriously.
How Best-in-Class Contact Centers Satisfy Demanding CustomersKnowlagent
Omer Minkara, Research Analyst at the Aberdeen Group, discusses how your contact center can improve productivity and give customers the service they want and deserve.
Download the full report here: http://bit.ly/2tmiJgS
For a copy sent directly to you, email us at info@ccwdigital.com
You’re investing in the customer experience. But is the experience you’re creating the one your customers actually want? Our CCW Digital Executive Report on the Customer Experience will answer that question.
CCW Digital surveyed everyday consumers about what they demand when it comes to the customer experience.
Some questions answered in this report:
- How many bad experiences will make a customer switch to a competitor?
- Will customers really pay more for a good experience?
- What are customers’ Top 5 demands when interacting with a business?
- What factors prevent businesses from meeting those demands?
- What are the most common customer complaints?
- How well do businesses respond to customer feedback?
- How do customers really feel about calling for customer service?
Get the report: http://bit.ly/2tmiJgS
This document discusses customer satisfaction surveys and provides guidance on conducting them. It addresses six key parts of any customer satisfaction program: 1) who to interview, 2) what to measure, 3) how to carry out interviews, 4) how to measure satisfaction, 5) what the measurements mean, and 6) how to use surveys effectively. The document emphasizes finding the right people to survey, determining important attributes to assess, using various interview tools, employing satisfaction rating scales, and understanding expectations and importance to drive improvements.
This document outlines Bruce Temkin's six laws of customer experience. The laws are:
1) Every interaction creates a personal reaction.
2) People are instinctively self-centered.
3) Customer familiarity breeds alignment.
4) Unengaged employees don't create engaged customers.
5) Employees do what is measured, incentivized, and celebrated.
6) You can't fake it.
The document then provides a brief explanation of each law and its implications for organizations looking to improve customer experience.
White Paper: Increasing Law Firm Revenues Through Better CommunicationsDavid Blumentals
This white paper discusses how law firms can increase revenues through better client communications. It argues that law firms currently struggle to provide personalized, targeted communications to clients across different channels. The document provides several recommendations for law firms, including segmenting clients, tailoring messages based on individual preferences, and improving cross-selling of legal services through more targeted communications. It acknowledges the challenges law firms face in balancing formality with being approachable to clients, as well as integrating legacy systems and processes. The white paper advocates for a more integrated approach to client communications and relationships at law firms.
This document appears to contain charts and statistics about pig farming in Europe. It includes data points on pig weight over months of the year as well as metrics like average weight gained, liter of water consumed, square meters occupied, and BTU produced. The source is listed as Eurostat, which collects statistics for the European Union.
José Nelson Rojas Gamboa es el nombre de una persona. El documento proporciona el nombre completo de una persona, José Nelson Rojas Gamboa, sin ninguna otra información o detalles sobre quién es esta persona o qué hace.
The case of missing customer - supplementary for module one pp tsSergiu Rusu
The document discusses embracing the customer revolution and thriving in the customer economy. It outlines that customers now have more power and choice due to technology. Businesses must relinquish some control and adapt to changing customer desires in real-time. To survive, businesses must recognize they are now e-businesses, see no difference between e-customers and customers, dynamically partner with customers, and respond flexibly as customer behavior reshapes industries. The key is to focus on customer relationships, monitor experiences in near real-time, and master the three principles that customers are in control, customer relationships determine value, and experience determines loyalty.
Efficiency vs. Effectiveness: Embracing the new customer experience paradigmRupa Shankar
The document discusses the shift from traditional customer service models focused on efficiency to a new paradigm focused on effectiveness and meaningful customer engagement. It notes that social media requires a different approach where agents take time to understand customers rather than just closing issues. The new model requires core competencies like empathy, autonomy and human-centric engagement over traditional scalability and productivity metrics. Organizations must realign processes and roles to focus on conversations and understanding customers in the social world.
1) Customer advocacy directly impacts corporate reputation and trust. Banks and other companies with high customer advocacy also have strong reputations.
2) A study found that customers who were advocates gave high reputation scores to banks, while alienated customers gave low scores.
3) Building customer trust and addressing issues that undermine trust, like inconsistent service, can help improve reputation and increase advocacy.
Net Promoter is an increasingly popular method of measuring loyalty. This article describes the approach and why a single measure is not enough to improve business performance.
The goal of most law firms is to make a profit by Growing, Protecting and Sustaining clients (G-P-S). The truth is … that most law firms do a poor job of marketing, managing clients and growing business development.
So why do you need a legal CRM system? Because the problem is… you don’t know which clients you will lose, how many you have called on, or what the rest of your firm is doing that will affect your success or failure. Just knowing how many calls to clients or prospective clients have been made is often done by asking them!
For years, law firms relied on lawyers to maintain good relationships with clients. They kept their own client records, followed up on new opportunities and grew the client base and service reputation. But when lawyers change firms, or the partners don’t know what the lawyers have promised (and vice-versa), this gets many firms in trouble.
Customer Worthy book Customer Experience Guide by mrhoffmanClient X Client
Customer Worthy is the most comprehensive guide to Customer Experience for business owners, CEO, consultants, CMO, CIO, CTO, CRO practitioners and strategy executives.
Chapters 1-3 Futuristic, practical, measured
'Money Chapter' 12 justify customer experience expense
Exec Management, Marketing, CRM, Sales, Operations and Advertising should use this for strategic offsite as a catalyst for customer centricity
*CxC Matrix helpful: strategy, Digitization, Marketing, Sales, CRM, crisis, M&A
This is the entire Customer Worthy book - or you can pay $40 a Amazon
FFUSA is a merchant services company that aims to rise above industry norms by making it easy for merchants and prioritizing customer service. The company's founder, John Eliason, has always believed in innovating to help customers. For example, FFUSA developed free software to automatically upgrade merchants' equipment for new payment processes. Additionally, the company's GiveBack Program donates 10% of transaction fees to merchants' chosen charities, benefiting all parties involved. By focusing on long-term relationships over quick sales, FFUSA has achieved low attrition rates and positive feedback from merchants.
The document discusses customer relationship management (CRM) strategies for small businesses. It argues that CRM is not just a technology or process, but a philosophy of putting customers first. The key aspects of an effective small business CRM strategy discussed are: 1) Identifying the primary communication channels with customers; 2) Synchronizing outbound marketing with inbound customer service; 3) Planning for future growth needs; 4) Standardizing IT infrastructure; and 5) Focusing service on the most profitable customers. The document predicts that as customers demand higher service standards, all businesses will need to become more customer-centric, and small businesses with strong CRM strategies will be well positioned to retain customers against larger competitors.
This document discusses the challenges facing corporate call centers and how cloud-based solutions may help address them. The three key challenges are: 1) a credibility gap between marketing promises of excellent customer service and the actual call center experience, 2) a sales gap in losing potential sales due to poor call handling, and 3) technology limitations of legacy on-premises call center systems. Cloud-based call centers offer lower costs, greater flexibility, and ability to provide improved customer service across multiple channels. Case studies demonstrate cloud systems can increase customer satisfaction metrics and revenue growth compared to traditional call centers. The document concludes cloud technology can help call centers overcome challenges by converging applications to reduce costs while improving customer support and sales.
Contact centers. avoid the waste but not the valueStephen Parry
CORE Profile: A Customer Purpose Framework for Contact Centers
The customer purpose defines value, and value defines meaningful work, everything else is waste. The organisation and its leaders need to know what to optimise, what to remove, what types of demand to increase, and what types of demand may present opportunities to create new products or services. Our research indicates that most operational managers and leaders think they know what waste is, but in reality what they consider to be value is in fact intuitional waste, habitualized by calling it value.
Most companies genuinely want to create value for their customers and sincerely believe that their customer-service operations are indeed doing that, but often they are simply restoring lost value caused by a failure to do something right the first time.
Treasure island downbranding a service offering to appeal to the mass market ...Douglas McPherson
If you manage the set-up in the right way and ensure there is a distance from your main brand, fixed price/commoditised off the shelf services can deliver.
Good performance alone cannot crack the complex code that governs the strength of your customer relationships and the sustainability of your business. As competition intensifies, it is essential to get smarter about the experiences that matter, and deliver return on the bottom line.
Good performance alone cannot crack the complex code that governs the strength of your customer relationships and the sustainability of your business. As competition intensifies, it is essential to get smarter about the experiences that matter, and deliver return on the bottom line.
The document discusses the crisis facing advertising agencies and argues that both agencies and clients share responsibility. It notes that agencies are under pressure due to their focus on billings rather than quality. Agencies are stuck relying on commission structures tied to media spending. This skews them toward advertising solutions rather than integrated brand communication. However, clients also favor quick advertising solutions over comprehensive brand plans. The document calls for agencies to reinvent their identity and business models, and for clients to clarify their expectations and take brand stewardship seriously.
How Best-in-Class Contact Centers Satisfy Demanding CustomersKnowlagent
Omer Minkara, Research Analyst at the Aberdeen Group, discusses how your contact center can improve productivity and give customers the service they want and deserve.
Download the full report here: http://bit.ly/2tmiJgS
For a copy sent directly to you, email us at info@ccwdigital.com
You’re investing in the customer experience. But is the experience you’re creating the one your customers actually want? Our CCW Digital Executive Report on the Customer Experience will answer that question.
CCW Digital surveyed everyday consumers about what they demand when it comes to the customer experience.
Some questions answered in this report:
- How many bad experiences will make a customer switch to a competitor?
- Will customers really pay more for a good experience?
- What are customers’ Top 5 demands when interacting with a business?
- What factors prevent businesses from meeting those demands?
- What are the most common customer complaints?
- How well do businesses respond to customer feedback?
- How do customers really feel about calling for customer service?
Get the report: http://bit.ly/2tmiJgS
This document discusses customer satisfaction surveys and provides guidance on conducting them. It addresses six key parts of any customer satisfaction program: 1) who to interview, 2) what to measure, 3) how to carry out interviews, 4) how to measure satisfaction, 5) what the measurements mean, and 6) how to use surveys effectively. The document emphasizes finding the right people to survey, determining important attributes to assess, using various interview tools, employing satisfaction rating scales, and understanding expectations and importance to drive improvements.
This document outlines Bruce Temkin's six laws of customer experience. The laws are:
1) Every interaction creates a personal reaction.
2) People are instinctively self-centered.
3) Customer familiarity breeds alignment.
4) Unengaged employees don't create engaged customers.
5) Employees do what is measured, incentivized, and celebrated.
6) You can't fake it.
The document then provides a brief explanation of each law and its implications for organizations looking to improve customer experience.
White Paper: Increasing Law Firm Revenues Through Better CommunicationsDavid Blumentals
This white paper discusses how law firms can increase revenues through better client communications. It argues that law firms currently struggle to provide personalized, targeted communications to clients across different channels. The document provides several recommendations for law firms, including segmenting clients, tailoring messages based on individual preferences, and improving cross-selling of legal services through more targeted communications. It acknowledges the challenges law firms face in balancing formality with being approachable to clients, as well as integrating legacy systems and processes. The white paper advocates for a more integrated approach to client communications and relationships at law firms.
This document appears to contain charts and statistics about pig farming in Europe. It includes data points on pig weight over months of the year as well as metrics like average weight gained, liter of water consumed, square meters occupied, and BTU produced. The source is listed as Eurostat, which collects statistics for the European Union.
José Nelson Rojas Gamboa es el nombre de una persona. El documento proporciona el nombre completo de una persona, José Nelson Rojas Gamboa, sin ninguna otra información o detalles sobre quién es esta persona o qué hace.
The case of missing customer - supplementary for module one pp tsSergiu Rusu
The document discusses embracing the customer revolution and thriving in the customer economy. It outlines that customers now have more power and choice due to technology. Businesses must relinquish some control and adapt to changing customer desires in real-time. To survive, businesses must recognize they are now e-businesses, see no difference between e-customers and customers, dynamically partner with customers, and respond flexibly as customer behavior reshapes industries. The key is to focus on customer relationships, monitor experiences in near real-time, and master the three principles that customers are in control, customer relationships determine value, and experience determines loyalty.
José Nelson Rojas Gamboa es el nombre de una persona. El documento proporciona el nombre completo de una persona, José Nelson Rojas Gamboa, sin ninguna otra información o detalles sobre quién es esta persona o qué hace.
The case of missing customer 42.03.humanize itSergiu Rusu
This document discusses how to humanize customer interactions to improve business success. It provides 5 principles for humanizing customer service: 1) Build simple systems to track customer preferences and satisfaction levels. 2) Transform yourself into a comforting figure like an Italian mother when addressing customer issues. 3) Prove you are a human being when doing business online. 4) Carefully consider the language used with customers as word choice is important. 5) Remember that attention is one of the most valuable things you can provide customers. Following these principles can help prevent commoditization and build customer loyalty.
The document discusses treating companion animals from their perspective by focusing on their freedom and welfare. It outlines four types of freedom for pets: freedom from hunger and thirst, freedom from discomfort, freedom from fear and distress, and freedom to express normal behavior. For each type of freedom, it proposes hypothetical improvements to the way pets are cared for, such as new types of pet food, innovative shelter designs, social programs for pets, and recreating natural habitats. It concludes by posing questions about accepting pets as gifts and bullying animals to encourage thinking about animal rights and welfare.
Stop Trying to Delight Your Customers.pdfIQbal KHan
The notion that companies must go above and beyond in their customer service activities is so entrenched that managers rarely examine it. But a study of more than 75,000 people interacting with contact-center representatives or using self-service channels found that over-the-top efforts make little difference: All customers really want is a simple, quick solution to their problem.
The Corporate Executive Board’s Dixon and colleagues describe five loyalty-building tactics that every company should adopt: Reduce the need for repeat calls by anticipating and dealing with related downstream issues; arm reps to address the emotional side of customer interactions; minimize the need for customers to switch service channels; elicit and use feedback from disgruntled or struggling customers; and focus on problem solving, not speed.
The authors also introduce the Customer Effort Score and show that it is a better predictor of loyalty than customer satisfaction measures or the Net Promoter Score. And they make available to readers a related diagnostic tool, the Customer Effort Audit. They conclude that we are reaching a tipping point that may presage the end of the telephone as the main channel for service interactions—and that managers therefore have an opportunity to rebuild their service organizations and put reducing customer effort firmly at the core, where it belongs
Customer satisfaction surveys a practical guide to making them workDung Tri
Here are the key points about telephone surveys:
- Response rates are typically under 50% and decline rapidly as the number of questions increase due to the intrusive nature of phone calls.
- Accuracy is compromised as respondents give little thought to answers after the first few questions. Responses are also prone to interviewer influence.
- The Cassandra Phenomenon undermines the honesty of 70% of respondents who will not provide negative feedback out of fear of consequences when they believe their identity may be known.
- Due to time constraints, telephone surveys are best suited for qualitative data collection with a narrow focus using 5 minutes and 10-12 questions to maintain response rates.
- Telephone surveys are perceived very negatively and are
I do not have enough context to summarize the full document. The document appears to be a presentation about Enterprise Rent-A-Car and discusses their history, operations, marketing strategy, competition, and focus on customer satisfaction. However, without viewing the actual presentation, I cannot provide a high-level summary.
Customer Centricity has taken center stage for enterprises seeking to transform for the digitial age. Managing proactively Customer Experience wins the Triple Crown - Lower Costs, Higher Revenue and Enhanced Service concurrently.
This document provides tips and strategies for improving sales and marketing in today's economy. It discusses the importance of expanding relationships within organizations, creating urgency, and linking return on investment to emotional benefits. It also provides seven tips for improving cold calling, including sustaining calling efforts, making every call count, using call guides instead of scripts, respecting executive assistants, always being relevant and informed, gaining opt-ins, and following up. Finally, it discusses four levels of customer satisfaction and four strategies for cracking into corporate accounts, including using an objection elimination strategy, shouting out your value proposition clearly, leveraging triggering events, and employing a multi-touch campaign strategy.
This white paper from Steria discusses building customer-centric organizations in the financial services sector. It argues that while financial institutions claim to make customers a priority, their operating structures actually create barriers to excellent customer service. The paper identifies organizational silos as a key problem, as they separate customer interactions across departments. It then proposes a four-step model to create true customer-centric enterprises: 1) Identify the customer purpose for each service, 2) Plan customer journeys to achieve purposes, 3) Identify services needed along journeys and build supporting organizations, and 4) Provide access to services through any customer-chosen channel. The model aims to realign organizations around customer purposes in order to consistently meet expectations.
This document summarizes key findings from Bain & Company's Net Promoter Score surveys of customer loyalty across various service industries in Asia and Australia. Some of the main points include:
1) Many service industries in Asia and Australia have struggled with low customer loyalty as measured by negative Net Promoter Scores, indicating more customers are detractors than promoters.
2) Industries that have been most successful in improving loyalty, such as some retail banks in Australia, Singapore, and Japan, have focused on differentiating their customer experience through improved service, products tailored to customer needs, and empowering employees to resolve problems.
3) Financial services industries particularly struggle with loyalty due to a reliance on "bad profits" from
The document describes changes made to the landing page for First Cardinal LLC, a workers' compensation services company. The changes included: (1) an immediate call to action and benefit highlighting money savings, (2) concise answers to "Why Us?" with stories moved to separate pages, (3) testimonials from various organizations to build credibility, and (4) fewer words and more white space for readability. These changes led to increased lead generation for First Cardinal's sales representatives.
Eight Steps to Great Customer Experiences for Government AgenciesRightNow Technologies
This document outlines eight steps that government agencies can take to improve customer experiences despite constrained budgets. The steps are: 1) Establish a knowledge foundation to effectively manage and deliver knowledge; 2) Empower customers with self-service options via web and phone; 3) Empower frontline employees with access to extensive knowledge; 4) Offer service through multiple channels; 5) Listen to customer feedback; 6) Design seamless experiences across channels; 7) Proactively engage customers; 8) Continuously measure and improve experiences. Implementing these steps will allow agencies to fulfill rising expectations, comply with mandates, and increase productivity while reducing costs.
7 customer retention and loyalty, service qualityRishi Mathur
This lecture discusses customer retention, loyalty, and service quality. It covers both the economic and psychological aspects. Economically, it is much more costly for a company to acquire a new customer than retain an existing one. Service guarantees should be easy to understand and claim, meaningful to customers, and credible. The lecture also discusses how superior service can benefit companies through increased customer retention and lower costs. Customer expectations, satisfaction, and loyalty are important concepts in evaluating service quality.
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A strong customer experience gives insurers a new way to distinguish their brands in competitive markets. But it takes more than developing a mobile app or adding call center staff. It requires significant investments, relentless improvements and collaboration across customer channels and business functions, from distribution and underwriting to claims handling.
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This presentation is a curated compilation of PowerPoint diagrams and templates designed to illustrate 20 different digital transformation frameworks and models. These frameworks are based on recent industry trends and best practices, ensuring that the content remains relevant and up-to-date.
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The case of missing customer 99.06.outside in
1. Rethinking Your Business
from the Outside In
Harley Manning, Kerry Bodine, & Josh Bernoff
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2. If you read the pages of the Wall Street Journal,
you would come to believe that business is about
big deals—about multi-billion dollar acquisitions,
massive pay packages for executives, macro-
economic forces, stuff like that.
In fact, the secret of success is in the little things. It is in billions of small decisions.
A woman walks into a drugstore, cannot find the antacid she’s looking for, walks out.
A man calls his cable operator to report an outage, waits on hold, gets inaccurate
information delivered by a surly customer service representative, and switches to a
competitor. The cable operator loses years of revenue from this man.
A veteran who moves his family twice a year finds a financial services company so caring,
he and his fellow customers would never leave it. He and his fellow veterans give it the
highest service ratings of any company, anywhere.
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3. These are the elements of customer experience. Customer experience is, quite simply, how your
customers perceive their interaction with your company. It’s not just customer service—it’s
every interaction, from the point at which they discover you to the moment of purchase to each
of the touchpoints in the ongoing relationship. Customer experience makes all the difference
in the success of any business in a competitive industry.
Spend a few moments with this essay, and we’ll show you three things.
First, customer experience is central. We’ll demonstrate that it’s the best predictor of
business success.
Second, customer experience is hard, because it’s not just about your front-line, customer-facing
employees. Its roots go deep into every process and product in your company and the whole
ecosystem that delivers value to customers.
Third, delivering a great customer experience requires discipline—or more accurately, six
disciplines that cut across every element of how your company operates. Master those disciplines
and you will master customer experience, and the business benefits will follow.
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4. Proof that Customer Experience Is Central
to Business Success
Let’s start with the value of all the little things that make up customer experience. And let’s
start with Sprint.
Sprint is the third largest wireless operator in the US. Wireless is dominated by scale. This means
that Sprint has a tough job, because its big competitors—AT&T and Verizon—can build bigger
networks, make bigger investments, and advertise more.
But when Dan Hesse took over as CEO of Sprint in 2007, the company was facing challenges
that went far deeper than size and scale. The company was bleeding red ink and, more crucially,
losing customers faster than its major competitors. Its customer satisfaction scores lagged.
Here’s how this played out. Unhappy customers were calling the call centers. This created a big
problem, because there were so many calls that Sprint had to contract with outsourced call center
companies to handle the load. That was expensive. Worse yet, in an attempt to placate these
customers many agents had to hand out credits—typically fifty dollars per customer. Not as bad
as losing a customer, but also quite expensive.
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5. The financially deadly combination of fleeing customers and rising costs led Dan to decide on
three priorities when he took over: improve customer experience, strengthen the brand, and
generate cash—in that order. As he explains “I always put customer experience first . . . [because]
it comes down to customers—attracting and retaining customers is how we generate cash.”
But customer experience problems are always thorny and difficult. Here’s how Dan took on
this one.
“ The secret of success is in the little things.
It is in billions of small decisions.
He realized that the call centers weren’t just the epicenter of the problem, they were the source
of the solution. Each call was tagged with a reason code such as “dropped call” or “couldn’t
understand bill.” These reason codes pointed to the true source of the problem.
Dan’s customer experience team used these codes to identify the biggest drivers of customer
problems. Then Dan tasked the responsible department—typically not customer service—to
resolve the underlying issues. Too many dropped calls in Topeka? Improve the network there.
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6. Billing confusion? Reduce the complexity of the calling plans, replacing them with “simply
everything plans” that were far easier to understand and to sell.
This methodical approach to rooting out and solving customer experience problems steadily
fixed the issues at Sprint. Calls to the call centers receded. Sprint closed down the third-
party call center contracts and stopped giving out so many fifty-dollar credits. Customer
satisfaction scores rose.
By 2012, Sprint came in first among wireless carriers in the American Customer Satisfaction
Index. And the cost savings from reductions in customer service added up to $1.7 billion
per year. While challenges remain ahead, the company was competitive once again.
This is not an isolated case. In industry after industry, we see financial results lining up with the
best customer experience. In fact, we can prove it pays off.
Our company, Forrester Research, conducts a comprehensive consumer survey every year.
We compile the results into the Customer Experience Index (CXi), allowing us to rate major brands
people use on the three elements of customer experience—consumers rate each company on
how well it meets their needs, how easy is it to deal with, and how enjoyable it is to interact with.
The top company across all industries is USAA, a large financial services company focused on
the military. The worst scores are from health insurers.
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7. Tellingly, in 2012, only 3% of companies got an excellent rating in the CXi, while 33% scored
Poor or Very Poor. There is a lot of room for improvement.
But business people don’t want platitudes about customers, they want results. So chew on this.
Jon Picoult, who runs the customer experience consulting firm Watermark Consulting, analyzed
the CXi scores over a five-year period starting in 2007. He created a mock portfolio of customer
experience leaders by investing equally in the top ten publicly traded companies in the CXi
every year. He also created a laggard portfolio with the bottom ten. He refreshed this portfolio
once a year based on the annual CXi scores.
The results couldn’t be clearer.
CXi leader portfolio: up 22.5%
S&P 500 index: down 1.3%.
CXi laggard portfolio: down 46.3%
Still think customer experience is a “nice to have?” Your shareholders may disagree.
ChangeThis | 99.06
8. The Customer Experience Ecosystem
If customer experience is central to business success, why are so many companies so poor at it?
No serious business person sets out to deliver a poor experience to her customers. All companies
say they love their customers. So why can’t they show it? The reason is that the roots of experi-
ence problems lie deep within companies, policies, partnerships, and processes. Finding them is
hard. Fixing them is harder.
Take Charter Communications, for example. Charter is the fourth largest cable operator in the
U.S. John Birrer is SVP of customer experience there. Finding and fixing customer experience
problems is his job.
“ The roots of experience problems lie deep within companies,
policies, partnerships, and processes. Finding them is hard.
Fixing them is harder.
ChangeThis | 99.06
9. One problem John found and fixed came from Charter’s bills. “Our customers call us about
twice a quarter,” he told us. “We did an analysis, and the number-one call driver was our bill.”
Charter had switched the bill printing from color to black-and-white to save money, but the
resulting bill was harder to read and understand, causing more calls.
Examining the bill, John found that it included a full page of tiny type for legal disclaimers.
“How does that make you look to customers?” he asked. “Do you trust a company that gives you
a full page of six-point font?” So John set out to get rid of the disclaimers. He wanted to kill
one of the “little things” that were interfering with the ideal customer experience.
Naturally, he started with the billing team. They told him legal was responsible. Then he sat
down with billing and legal and asked them why the disclaimers were there.
Forced to actually examine the disclaimers, the legal team realized that many of them were
no longer needed and some addressed situations that no longer applied. A full page of legal type
shrunk to an inch and half.
Charter then restored the color printing, fully funded—with money left over—by the savings
from cutting the extra page of disclaimers.
ChangeThis | 99.06
10. Was the problem that legal wasn’t paying attention? That billing wouldn’t budget enough? That
customer service didn’t care about customers? No! Everyone had been doing their jobs. Everyone
actually did care about customers. Caring is not enough, because an entire ecosystem of people,
departments, and relationships deliver elements of the experience. Only by tracing down the
whole ecosystem of causes could John Birrer and his colleagues at Charter find and then fix the
problem with the bills.
One way to get at what’s going on in the ecosystem is with journey mapping. Start with a
customer journey, such as ordering a product, taking it out of the box, and using it. Find where
the problems are—the ones the customer sees. Find what causes those problems. Find what
causes those causes. And delve into what motivates the people and relationships involved. Look
below the line of what’s visible to the customer into parts of the ecosystem—like legal—that
are invisible to the customer. Only then can you get to work on fixing the whole system. (And,
by the way, this method helps everyone see what’s going on, which greatly reduces the finger-
pointing mess that often results from a less comprehensive, fix-one-bit-at-a-time approach.)
ChangeThis | 99.06
11. Treating Customer Experience as a Business Discipline
We’ve shown how customer experience drives business success, and we’ve explained how its
causes are often deep within an ecosystem of interrelated departments and partnerships.
How can you systematically improve that experience?
You need to elevate customer experience to the level of a business discipline. Companies already
embrace business disciplines like finance and regulatory compliance. Why? Because if you’re
not disciplined about financial reporting or regulations, you can’t run a company properly. Sure,
these disciplines can sometimes be a pain to deal with, but the alternative is far worse.
Similarly, unless you treat customer experience as a business discipline, you’ll commit malpractice
on your customers. You owe it, not just to your customers, but to your employees and your
shareholders. It ought to be as essential to your business as finance.
We’ve actually identified six disciplines that feed the overarching discipline of customer experi-
ence. Master these six disciplines and you master customer experience. They are: strategy,
customer understanding, design, measurement, governance, and culture. Let’s take them one
by one.
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12. Strategy. Your customer experience strategy determines what your plan for customer experi-
ences will be. It’s not just about “great experiences.” The experience at an Apple Store, for
example, focuses on high touch service and beautifully designed products at a premium price.
At Costco, there are huge piles of products everywhere, difficult to navigate, but at great
prices. Apple’s experience is right for Apple; Costco’s is right for Costco.
To get an idea of how customer experience strategy gets everyone moving toward the same
goal, take a look at Holiday Inn. In an attempt to get travelers to feel more welcome (and spend
more money) with the hotel chain, Holiday Inn decided to focus on serving “everyday heroes”—
mid-scale business and leisure travelers who are self-sufficient, unpretentious, and sociable.
This strategy drove changes in the way the Holiday Inn lobbies and restaurants were laid out and
how the guests were treated. Interior designers did up the lobbies in matte ceramic tile and
cotton rather than pretentious black marble and velvet. They put Macs in the business centers
for stylistic reasons, but put the Windows operating system on them because that’s what
their customers are used to. And they added perpendicular peninsulas to the bar to act as
magnets for groups to gather around and socialize.
These are tiny elements of tiny experiences. But together, they make the Holiday Inn guests
feel productive and comfortable, which is the experience the hotel chain was seeking.
ChangeThis | 99.06
13. Customer understanding. To deliver a great experience, companies need to under-
stand their customers. This kind of research must go a lot further than surveys. Until you really
know what your customers are experiencing (and feeling), you can’t improve it.
Here’s a great example. Conor Brady, chief creative officer at the interactive agency Organic,
got hired to help an upscale chain of fitness centers to improve its experience with interactive
tools and apps. To understand customers better, agency team members actually went to the
gym and tried it out. One evening, they were startled to see a long line of about thirty people
start to form along the wall next to one of the studios. These people were dressed to exercise
and yet were waiting in line, nearly motionless. Why?
A few interactions with the members revealed that they were waiting for a class—and that further-
more, certain spots in the class were more desirable than others. “Some wanted to be near the
instructor to show off or see what was going on, while others wanted to hide in the back,” Conor
recalls. Some of these members were actually willing to wait half an hour to make sure they got
their spot.
This was the insight Organic needed. They built online and mobile functionality that allowed
members to reserve a specific spot in the class. Now people who came to exercise could spend
their extra half hour exercising—or relaxing—rather than standing in line. But without this sort
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14. of systematic effort applied to customer understanding, Organic could never have developed
the insight that led to this improvement.
Design. Customer experience design mystifies some people. How can you design an
experience? Experience design is not just about physical spaces or products, but about how
people use them.
“ Experience design is not just about physical spaces
or products, but about how people use them.
The Mayo Clinic found this out when Dr. William Mundell, an internist there, took on the job
of configuring his division’s outpatient facilities in a new building. Any of us who has gone to a
doctor knows what exam rooms look like—they’re small and cramped and dominated by the
equipment for examinations—the sink, the blood pressure cuffs and the bed you lie down on.
But these days, much of medicine consists of conversations between patient and physician, and
looking together at pictures on a computer screen. Was there a better way to design the space?
Mayo’s innovation team realized the key lay in creating separate exam and consultation spaces.
But there was simply not enough floor space for twice as many rooms. Suddenly, inspiration
ChangeThis | 99.06
15. struck from the least likely of places: the Brady Bunch bathroom. The 1970s TV show featured a
single bathroom with doors connecting to two bedrooms. Could a single exam room similarly
serve two consultation rooms?
Proving out this concept was harder than it looked. William and his team had to prove that the
proposed design would preserve patient confidentiality and function efficiently. So they built one
in an unused corridor and tried it out. Only then did Mayo doctors and employees find what
would work best—like brightly lighting the exam room and making it warmer. Physicians could
type up notes or consult with family in one room as patients changed clothes in another.
With the design prototyped and proven, the Clinic could go forward with the expensive process
of creating the new building’s layout, confident that the design, not just of the space, but of the
way the staff and patients interacted in that space, would create the best possible experience.
Measurement. If you can’t measure it, you can’t manage it. Those words apply to customer
experience as they do to every other business discipline.
When it comes to customer experience, the discipline of measurement has three elements.
You can measure perception—how people feel—with surveys and similar tools. You can measure
activity with tools like call logs, billing systems, and CRM systems. And you can measure out-
ChangeThis | 99.06
16. comes—intended behaviors—with tools like Net Promoter Score. You need all three to get an
accurate picture.
Take the example of JetBlue, the airline on a mission to “bring humanity back to travel.” They
survey passengers about their flight experience to acquire perception metrics. They attach data
about what actually happened—the cost of the ticket, any flight delays—to the results. And in
the same survey, they ask whether the passenger would recommend them so they can tie percep-
tions to results.
These findings feed a process that the business uses to set priorities and guide day-to-day
employee behavior. According to Bonny Simi, the JetBlue executive who created the measurement
program, “Sharing positive customer feedback directly with the crewmembers is a fantastic
motivator, and a far better way of reinforcing the JetBlue experience than a supervisor providing
negative feedback.
“ To embed customer experience improvements in
business, you need more than data and desire.
You need rules and accountability.
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17. Governance. To embed customer experience improvements in business, you need more
than data and desire. You need rules and accountability. This is the discipline of governance.
For example, Barclaycard US, one of the ten largest issuers of bank cards in America, rolled out
an initiative intended to ensure customer experience gets the appropriate degree of attention.
It’s called Level 0. The company has identified nine high-level processes that make up the cus-
tomer’s journey, such as acquiring the customer, servicing her issues, or collecting on delinquent
accounts. The key governance feature is that one senior executive has accountability for each
level 0 process.
For example, Paul Wilmore, Barclaycard’s senior director of consumer markets, owns the process
of acquiring new accounts. He knows exactly what happens—or is supposed to happen—when
someone applies for a card by calling the company, filling out a form online, or sending it in by
mail. And he also knows what happens with approvals and completing the process of acquiring
the customer.
Paul doesn’t have control over every element of this process. As in most process-heavy service
companies, things aren’t so neat. But if any element of the process changes—say there’s a new
way to apply, a new marketing program, or a new means of generating approvals and rejections—
he gets to see it and assess how it will impact customer experience. When things go wrong,
ChangeThis | 99.06
18. competing departments in scenarios like this often get into finger pointing about who is at fault.
Paul can then step in and force a solution, since he has ultimate accountability for this process.
Replicate this across all the Level 0 owners in the company and customer experience cannot only
be protected, but it can be improved because of the accountability these owners bring to a
complex company. “It’s been a breakthrough,” Paul says. “It’s enabled us to come together as
a team to make sure we provide a better customer experience.”
Culture. Without culture, none of the other disciplines can succeed. Only if you hire the right
people and maintain the right attitudes throughout the company does executing on the other
disciplines become possible.
“ Without culture, none of the other disciplines can succeed.
Only if you hire the right people and maintain the right
attitudes throughout the company does executing on the other
disciplines become possible.
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19. Culture gets those nitty-gritty interactions right. At Safelite Autoglass, for example, it’s culture
that creates consistency in windshield repairs across shops in widely scattered geographies—
a must for maintaining the company’s brand.
Tom Feeney, the company’s president and CEO, helped spread that culture by pitting market
against market on Net Promoter Score and other measures. Each quarter, the company rewards
the top-performing market with a celebratory dinner and chance to socialize with the company’s
top executives. One general manager in Idaho, with a breakout Net Promoter score of 94 percent,
takes it personally if a customer becomes a detractor. When a team in Orlando started posting
high scores, executives traveled there with a film crew and created a video about how they deliv-
ered great service—it’s actually up on YouTube. Safelite also provides financial incentives to
prove how much it values great customer experiences. In the five years since Safelite began this
program, sales have doubled.
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20. What Will You Do About the Customer Experience
at Your Company?
Meeting with executives from financial, telecom, b2b, consumer services, and healthcare
companies, we are continually struck with the complexity of delivering a great experience, but
also by how much it’s worth. Mastering all six disciplines requires constant and systematic
attention. The results of what are often millions of interactions across thousands of customers
make up the totality of what makes a company successful. Only by treating the delivery
of these interactions as a business discipline can a company reap the benefits of a focus on
customer experience.
After all, Aren’t your customers worth it?
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21. Info
Buy the Book | Get more details or buy a copy of Outside In.
About the Authors | Harley Manning launched the customer experience
practice at Forrester Research and has led it for 14 years. He is currently a
vice president and research director. Kerry Bodine is a vice president and principal
analyst at Forrester Research and the creative force behind the customer
experience ecosystem, a framework that helps companies diagnose and fix
customer problems at their roots. Josh Bernoff is a senior vice president
of idea development at Forrester Research.
➔ Send this | Pass along a copy of this manifesto to others.
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This document was created on October 10, 2012 and is based on the best information available at that time.
The copyright of this work belongs to the author, who is solely responsible for the content. This work is licensed
under the Creative Commons Attribution-NonCommercial-NoDerivs License. To view a copy of this license, visit
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