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Managing the Customer Experience: Turning customers into advocates Paperback – November 8, 2002
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"Refreshing and practical. Managing the Customer Experience shows companies how to build the power of their brand. Wheeler and Smith inspire your organization to deliver a different and more valuable offering to your targeted customers."
Bradley T. Gale, author of Managing Customer Value and President, Customer Value, Inc.
"Delivering customers a consistently superior set of benefits is probably the most important driver of value creation. This book provides a number of practical insights which will guide the reader on the difficult but fascinating path leading to great customer value delivery."
Jean-Claude Larréché, The Alfred H. Heineken Professor of Marketing, INSEAD
"A fascinating and insightful book which is equally relevant for the leaders of professional services firms looking to build ¿trusted advisor¿ relationships with their key clients."
Michael Bray, Chief Executive, Clifford Chance
"Managing the Customer Experience is an incredibly practical guide for building customer loyalty in the new century."
Marshall Goldsmith - Founding Director of the Financial Times Knowledge Dialogue and the Alliance for Strategic Leadership.
"Smith and Wheeler show us what the 21st Century Company has to look like if it is to be successful. They show that great brands are not primarily built through advertising but by the experience and value they offer customers."
Professor Peter Doyle, Warwick Business School, University of Warwick
"This book shows how to unlock the full value potential of the customer experience, supported by a wealth of examples from world leaders such as Tesco and Harley-Davidson. The connection made between the Marketing, Human Resources and Customer Service functions is very powerful. This, combined with the emphasis on the role of leadership, makes Managing the Customer Experience required reading for CEO's, Marketing, Human Resource, and Operations Directors, and their teams."
William Gordon, Strategy Partner, Accenture and co-author of Brand Manners.
"In their book, Managing the Customer Experience, the authors bring forward the concept of loyalty and advocacy in customer experience in a very targeted way ¿ unearthing one of the most essential branding rules, which is to make your preferred customers your best ambassadors."
Marc Gobé, President and Executive Creative Director, Desgrippes Gobé Group, author of Emotional Branding: the New Paradigm for Connecting Brands to People.
"If you are interested in increasing customer loyalty, Managing the Customer Experience is the book for you. Most books on the subject focus on your company's image and tell why it's important. This book makes the business case for branding but then shows you how to do it. Full of practical "how to" advice, illustrative anecdotes, and application exercises, it is not only a good read, but a significant investment in your future success."
Richard Whiteley, author of The Customer Driven Company
"Managing the Customer Experience provides a comprehensive blueprint for any organization that wants to deliver a customer experience that supports and builds its brand. Smith and Wheeler bring this intriguing concept to life through a well-researched variety of examples, insights, methods, and tools. Don¿t just read this book ¿ use it!"
Scott Timmins, Vice President, College Marketing, Millea Hall, Babson College
From the Back Cover
How much more profit could you make if you had customers who couldn¿t imagine doing business with anyone but you? In your dreams! Tell that to Virgin Atlantic or Harley Davidson.
How great would life be if 40% of your new business simply knocked on your door without you having spent a cent advertising for it? Impossible! Tell that to First Direct.
The companies in this book have managed to turn customers into advocates. Advocates who constantly refer their friends and colleagues to those businesses. Why? Because those companies have created a Branded Customer Experience®. They have managed the relationship to the point where customers can't imagine wanting to do business with anyone else.
How can you gain this unbeatable competitive advantage? Managing the Customer Experience shows you how. It takes you through the step-by-step process of creating Loyalty by Design. It shows you how to re-think your business from the customer¿s point of view and then design and deliver a customer experience that drives loyalty and profitability.
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Top Customer Reviews
Obviously, customer relationship management (CRM) is a multi-stage process which begins with obtaining sufficient and relevant information about the target customer (or customer segments), proceeds through the design and implementation phases, continues with refinement and modification based on rigorous evaluation of CRM initiatives and measurement of their impact. Effective marketing creates or increases demand for whatever is offered whereas effective CRM ensures that "customer satisfaction" becomes "customer loyalty" which, eventually, becomes and remains "customer advocacy."
At this point, it is worth noting that, in several dozen research studies on what customers consider to be most important, three attributes were almost always ranked among the top five: feeling appreciated, convenience (i.e. easy-to-do-business-with or ETDBW), and perceived value. Cost? Depending upon which research study is consulted, it was ranked 9-14 in importance. By the way, Warren Buffett once observed something to the effect, "Cost is what you charge but value is what they think it's worth." Marketers and service providers would be well-advised to keep that in mind.Read more ›
I believe that this book will be on my desk as a reference for a long time. It will take a couple of years to implement all that I learned.
Definitely worth the read!
My only gripe is that while many of these themes transcend time, we need a good 2008 version of this thinking that incorporates the huge changes in the internet and pervasive connectivity. References to technology were very light, i'm assuming so as not to seem outdated in this fast moving world.
A must read, especially in uncertain times, where the tendency will be to cut, without regard for the customer.
Most Recent Customer Reviews
This is a useful book for understanding the customer experience, self-evaluation, and implementation of a strategy. Read morePublished on March 27, 2013 by Michael Ruckman
This book is a good resource for managers trying to develop brands where experience accounts for and important portion of the value perceived by the customer. Read morePublished on February 17, 2008 by Javier De Stefano
We do Graphic Design for Restaurants which is all about "The Experience". We have not only started using some of the suggestions for our own firm, but are purchasing copies for... Read morePublished on December 4, 2005 by Gina Mims
We all know that the customer has already become the decision maker of company operations in the digital economy. Without custmers, no company can survive. Read morePublished on December 4, 2002 by Dr. Johnny Chung