Martin Newman, Malcolm McDonald

100 Practical Ways to Improve Customer Experience (eBook, ePUB)

Achieve End-to-End Customer Engagement in a Multichannel World

• Format: ePub

Produktbeschreibung

FINALIST: Business Book Awards 2019 - Sales and Marketing Category

Virtually all consumer-facing businesses talk about putting the customer first, but in reality, few deliver on this as effectively as they could. 100 Practical Ways to Improve Customer Experience walks readers through a wealth of practical tips, tools, guidelines and frameworks, for implementing customer-focused marketing strategies at every step of the customer journey. By ensuring that the customer remains the key focus, companies can identify areas in need of improvement and implement relevant steps throughout the value chain to transform their business.

A unique blend of strategy and best practice, 100 Practical Ways to Improve Customer Experience has a particular focus on multi-channel industries such as retail, FMCG, travel, financial services, leisure, food and beverage, and automotive. These industries are all facing major disruption from trendsetting brands such as Uber, AirBnB and Amazon, and as such, now face more pressure than ever to adopt new practices and remain relevant in a continually competitive marketplace. Featuring case studies packed full of practical examples, this book is a unique and valuable resource for both senior industry professionals looking to transform their business and MBA students. Online resources include a best practice checklist to optimize mobile apps.

Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 304
• Erscheinungstermin: 3. August 2018
• Englisch
• ISBN-13: 9780749482688
• Artikelnr.: 53399694

Autorenporträt

Martin Newman, Malcolm McDonald

Inhaltsangabe

Chapter
00: Introduction; Chapter
01: Put the customer first: if you don't, someone else will; Chapter
02: Marketplaces and disruptors are eating your lunch (taking your market share); Chapter
03: Removing friction from the customer's journey: getting the basics right in travel, retail, food and beverage, leisure and financial services; Chapter
04: How to be disruptive in your own business; Chapter
05: The role of the store and its new footprint; Chapter
06: We live in a hyper
local world where mobile is key; Chapter
07: Organizational design to put the customer first; Chapter
08: Cultural change
must be top down and bottom up; Chapter
09: Less about corporate, more about social responsibility; Chapter
10: Retail as a service; Chapter
11: Winning the hearts and minds of customers in international markets; Chapter
12: Customer
centric marketing communications; Chapter
13: A new framework for the marketing mix: the Customer Mix or 6Ws; Chapter
14: Strategic social media and its importance to the whole organization; Chapter
15: The impact of AI, augmented virtual reality, machine learning and voice on customer experience; Chapter
16: The rise of the 'ations' in driving differentiation; Chapter
17: Understanding customer behaviour: turning data into actionable insight and the key drivers for customer relationship management; Chapter
18: So where do you start to transform your business?; Chapter
19: 100 practical ways to improve customer experience;

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• • Chapter - 00: Introduction;
  • Chapter - 01: Put the customer first: if you don't, someone else will;
  • Chapter - 02: Marketplaces and disruptors are eating your lunch (taking your market share);
  • Chapter - 03: Removing friction from the customer's journey: getting the basics right in travel, retail, food and beverage, leisure and financial services;
  • Chapter - 04: How to be disruptive in your own business;
  • Chapter - 05: The role of the store and its new footprint;
  • Chapter - 06: We live in a hyper-local world where mobile is key;
  • Chapter - 07: Organizational design to put the customer first;
  • Chapter - 08: Cultural change - must be top down and bottom up;
  • Chapter - 09: Less about corporate, more about social responsibility;
  • Chapter - 10: Retail as a service;
  • Chapter - 11: Winning the hearts and minds of customers in international markets;
  • Chapter - 12: Customer-centric marketing communications;
  • Chapter - 13: A new framework for the marketing mix: the Customer Mix or 6Ws;
  • Chapter - 14: Strategic social media and its importance to the whole organization;
  • Chapter - 15: The impact of AI, augmented virtual reality, machine learning and voice on customer experience;
  • Chapter - 16: The rise of the 'ations' in driving differentiation;
  • Chapter - 17: Understanding customer behaviour: turning data into actionable insight and the key drivers for customer relationship management;
  • Chapter - 18: So where do you start to transform your business?;
  • Chapter - 19: 100 practical ways to improve customer experience;

Rezensionen

"The vital importance of customer-centricity is an enduring business truth. Newman and McDonald's book creates a contemporary perspective on how businesses can embrace this goal in new ways. Typically, their ideas are hugely practical and straightforward for organizations to implement." David Wild, CEO, Domino's