Building Great Customer Experiences

This book is about building and delivering great customer experiences. Many companies neglect this, but the physical execution and emotional impact of customer experiences, companies and brands may ultimately determine customer satisfaction and loyalty and commercial success. With the use of compelling examples and cases the authors show that this is key for all companies and organisations.

The Customer Experience is the Answer to Life, the Universe and Everything Differentiating on the Physical is no Longer Sustainable The Customer Experience is about Emotions So Unknowingly we are Actually Causing a Poor Experience The Customer Experience is the Personification of the Brand So we can Increase Loyalty by Emotionally Engaging with our Customers We can Break Down the Elements of the Customer Experience and then Effectively Manage Them So you have to Measure the Emotional Impact So we are Actually Targeting and Paying our People to Deliver a Poor Experience So Leadership and Culture Effects the Customer Experience My Customers Receive There is No-one in My Organisation who has Overall Responsibility for the Customer Experience We Don't Have a Customer Experience Strategy What Next?

COLIN SHAW is a Founding Partner of Beyond Philosophy, a consultancy company focused upon the customer experience and was formerly Director of Client Experience at BT with overall responsibility for the concept of corporate customer relations in a global context. He has previously worked for Xerox and Mars and is a regular speaker at conferences and in the media on Customer Experience and Emotional Intelligence.

JOHN IVENS is a Founding Partner of Beyond Philosophy. He was previously Head of Customer Experience Futures at BT with responsibility for defining the Customer Experience for Business Customers and implementing programmes to improve the Experience. He has also worked for NatWest Bank and Midlands Electricity.