Transform your business by improving customer experience across the entire end-to-end value chain with this practical guide, including 100 tips and case studies from brands like Amazon, AirBnB and Uber.
Transform your business by improving customer experience across the entire end-to-end value chain with this practical guide, including 100 tips and case studies from brands like Amazon, AirBnB and Uber.
Martin Newman has over 35 years' experience in marketing, digital, CEO and Chairman roles working with major brands including Harrods, Burberry, Pentland Brands and Intersport. Based in the UK, he serves as a Chairman and Board Advisor to a host of well-known brands, and is the founder of The Customer First Group and Customer Service Action. A renowned thought-leader, he has been named by Retail Week as one of the 50 most powerful people in online retail for 5 consecutive years, and listed in the Retail Insiders top 100 Retail Movers & Shakers and the British Vogue Online Fashion 100. He is the author of The Power of Customer Experience (also published by Kogan Page). Professor Malcolm McDonald is Emeritus Professor at Cranfield and Honorary Professor at Warwick Business School. As Chairman of six companies, McDonald works with the operating boards of some of the world's leading multinationals and has written over 40 books, including the bestseller, Marketing Plans.
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;
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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