The DNA of Customer Experience

How Emotions Drive Value
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Colin Shaw
373 g
223x144x17 mm

Author profile - Colin Shaw is a leading international business guru who is a frequent keynote speaker at conferences and events and featured in newspapers and on television 2 Bestselling author - previous books by Colin Shaw have been bestsellers ( Building Great Customer Experiences has sold over 10,000 copies worldwide), and the author has become the leading expert on the subject of customer experience 3 This new book focuses upon the role of emotion, but also how this is crucial for profitability and sustained business success
Moving from a religion to a financial imperative The DNA of a Customer The importance of the pre & post customer experience The Destroying cluster The Attention cluster The Recommendation cluster The Advocacy cluster The link to financial performance via Net Promoter How to get things done Show me the money - TNT Case Study Some good advice
Show me the money! This is the frantic cry of the'old guard'of senior executives as they desperately struggle to deal with commoditizing markets, the loss of their differentiator and the inevitable impact on profitability.

At the same time the new breed of enlightened, Customer focused, executives knowingly smile, seeing the answer is simple; focus on the Customer not the organization, provide Customers with an emotionally engaging experience and the rest will take care of itself. They understand that the Customer Experience is the next competitive battleground and that emotions account for over 50% of an experience.

In one case study in this book, an organization adopting this philosophy dealing in a mature market, enjoyed 100% growth in revenues, doubled their Customer base, substantially reduced Customer churn, increased the effectiveness of their marketing campaigns by 20% and reduced employee attrition by 13%.

As the World Thought Leaders on Customer Experience, Colin Shaw and the team at Beyond Philosophy, have undertaken more than 18 months of ground breaking research to discovering the emotions that drive and destroy value in an organization and can now disclose the empirical link between evoking these emotions and substantial financial returns.

By the end of the book you will understand:
The four clusters of emotions that increase Customers short term spend and Drive and Destroy Customer loyalty.
How to'prove'that improving your Customer Experience provides considerable financial returns.
How to evoke these emotions in your Customers.
How these emotions affect your Net Promoter score and how to use them to improve it.
Why every organization has an Emotional Signature!

This book is littered with examples of organizations who already understand t

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