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The Ten Principles Behind Great Customer Experiences: The Ten Principles Behind Great Customer Experiences (Financial Times Series) Paperback – December 6, 2012
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Rory Sutherland, Vice-Chairman of Ogilvy UK & TED Speaker
From the Back Cover
Create a great customer experience whoever you are.
Customers are powerful. They have a loud voice, a wealth of choice and their expectations are higher than ever.
This book covers ten principles you can use to make real world improvements to your customers’ experiences, whatever your business does and whoever you are.
For managers, leaders and those starting a new business, the book shows that making improvements customers will appreciate doesn’t need to be complicated or cost a fortune.
Written for results
Practical advice that’s easy to implement
Start making improvements fast
Everything you need
Get started immediately using the companion worksheets
Effortless to read
No previous knowledge required
Key ideas are brought to life by great case studies
The principles work for any product or service, however large the business
Concise and skimmable
Read a chapter a day on your commute
Get what you need, whatever your time limits
- Publisher : FT Press; 1st edition (December 6, 2012)
- Language : English
- Paperback : 240 pages
- ISBN-10 : 0273775081
- ISBN-13 : 978-0273775089
- Item Weight : 13.3 ounces
- Dimensions : 6 x 0.6 x 9.1 inches
- Best Sellers Rank: #151,567 in Books (See Top 100 in Books)
- Customer Reviews:
Top reviews from the United States
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The best benefit of it me is that it puts a lot of questions to answer designing the great UX.
Top reviews from other countries
I've been involved in many roles across many different business and bought hundreds of business books over the past thirty plus years and can say that this book is one of the best.
If you want to do anything in a business it helps massively if you have a guide or a well thought out framework. A good framework will help identify the kind of questions needed in which to reach the best understanding. A good framework will be logical and reasonably simple to apply.
Matt has invested several years of effort with multiple iterations and provided a superb framework. The ten principles are the framework and he has provided these as downloadable PDF files which are editable so you can enter your own data and information.
As mentioned I've worked as an employee in businesses large and small. Just about everyone one of them was designed or modelled on traditional lines. A sales department, a marketing department, a operations department and so on. You would not believe the problems these lines of demarcation created, almost like mini silos all competing amongst each other.
The one who loses out is the customer who is forced to follow the processes and procedures which suit the company and don't suit the customer. Ultimately of course, it is the company who loses out as customers get fed up with a mediocre service and go to a new start-up.
A new start-up who really structures their business, their products and their services based on customer experience.
My final thoughts are this. If every business thought seriously about their customers and less about their targets and profits three things would happen. They would keep more customers who would be happy to recommend them, they would have staff who loved working there and would likely have better profits in the long run.
All the best.
That's why it was particularly refreshing that this book was such a joy to read. I was genuinely upset when I finished it, because I knew I'd have to have another crack at the last one I'd given up on. Matt Watkinson uses a friendly, inclusive tone throughout the book. While I could see how it would appeal to business owners and other non-designers, I didn't feel patronised at all.
That being said, its merit doesn't just lie in the writing style. This book contains everything you'd need to know to be able to design a good service (it covers various channels and various products rather than traditional UX for web or mobile) and it provides a systematic approach to what can potentially be a slightly haphazard profession. Rather than the standard practise I see in many organisations (ask customers what they want, design something, ask them if it's right, rinse and repeat), using the author's method provides a step-by-step guide to getting an experience right. While you'll still want to validate your work, using the information in this book will mean you're much further along when you do so.
My only feedback to the author would be that I wanted *more*; a few times in the later chapters he mentions subjects that are too huge to go into their full detail (e.g. the opportunities to be had by utilising the five senses), but maybe a little more detail would have been good. The chapters were short enough to easily read one per commute; so I wouldn't have minded a couple more!
If you're in any doubt about whether the author practices what he preaches, he references his website, where he provides free worksheets, corresponding to each subject covered in the book (e.g. error prevention). The icing on the cake? He's provided filled-in examples; the ones he used to design his own website. My recommendation: buy this book, read it, and get everyone you work with to do the same.
The worksheets are a helpful addition to anyone's toolkit, and I can guarantee there will be something in there that even people who have been in the business of advising on customer experience for years will find useful (or may have overlooked). Ten principles may sound like a piece of cake to implement, but dive into what it really means to apply them and you'll see the strength of the book.
The main lesson I took away from this book is that and hope others will too is that customer experience is a very broad topic, too important to leave to just one person in the business. It's something that will require sustained effort from many, and starting from ten principles everyone can understand and agree on makes life much easier, and more likely that real change will actually happen.