100 Practical Ways to Improve Customer Experience Achieve End to End Customer Engagement in a Multichannel World 1st Edition by Newman Martin, McDonald Malcolm ISBN 0749482672 9780749482671
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Product details:
ISBN 10: 0749482672
ISBN 13: 9780749482671
Author: Newman Martin, McDonald Malcolm
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.
Table of contents:
01 Put the customer first: if you don’t, someone else will
02 Marketplaces and disruptors are eating your lunch (taking your market share)
03 Removing friction from the customer’s journey: getting the basics right in travel, retail, food and beverage, leisure and financial services
04 How to be disruptive in your own business
05 The role of the store and its new footprint
06 We live in a hyper-local world where mobile is key
07 Organizational design to put the customer first
08 Cultural change – must be top down and bottom up
09 Less about corporate, more about social responsibility
10 Retail as a service
11 Winning the hearts and minds of customers in international markets
12 Customer-centric marketing communications
13 A new framework for the marketing mix: the Customer Mix or 6Ws
14 Strategic social media and its importance to the whole organization
15 The impact of AI, augmented virtual reality, machine learning and voice on customer experience
16 The rise of the ‘ations’ in driving differentiation
17 Understanding customer behaviour: turning data into actionable insight and the key drivers for customer relationship management
18 So where do you start to transform your business?
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