دانلود کتاب How to wow: 68 effortless ways to make every customer experience amazing

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Cover......Page 1
Title page......Page 6
Copyright page......Page 7
Contents......Page 8
Publisher’s acknowledgment......Page 11
About the author......Page 12
Introduction......Page 14
Part 1 The Customer Perspective......Page 18
Section 1 Attract......Page 20
Introduction......Page 22
1Be at the start of your customer’s journey......Page 23
2Don’t interrupt customers......Page 26
3Develop trust at a distance......Page 28
4Are you being interesting and interested?......Page 30
5Trust drives transactions......Page 33
6Become part of your customer’s story......Page 35
7Customer behaviour is changing: check your assumptions......Page 37
8Data insights are good but immersion and observation are better......Page 39
Section 2 Engage......Page 42
Introduction......Page 44
9Understand the relationships you have with your customers......Page 45
10What it takes to build trust......Page 48
11Customers trust people like them......Page 50
12To really engage you must be willing to fail......Page 52
13Doing what’s right for the customer is often an article of faith......Page 54
14How to be more interesting......Page 56
15Empathy is key to engagement......Page 58
16Bad corporate behaviour impacts customer experience and engagement......Page 60
17Innovating around relationships......Page 62
18Data, privacy and the impact on customer relationships......Page 64
19Design a great customer experience by including your customers......Page 68
20People will pay more for better service......Page 70
Section 3 Serve......Page 72
Introduction......Page 74
21Every customer hates waiting but the experience can be improved......Page 75
22Speak my language......Page 78
23Nature abhors a vacuum......Page 81
24Bad reviews can be good......Page 83
25Remove the grit......Page 85
26The primacy and recency effect......Page 87
27Lots of small changes add up......Page 89
28Make it simple......Page 91
29Behavioural science and lessons for customer service......Page 94
30Identify and deal with silent complaints......Page 98
31Consistency in quality and delivery is key......Page 101
32A name not a number......Page 104
33Make your service proactive......Page 106
34Make promises, keep them but you don’t have to beat them......Page 112
35Improve your service by making it easy for customers to help each other......Page 115
36The longest lasting emotions in customer experience......Page 118
37Make sure delivery is not your Achilles’ heel......Page 120
38Reduce effort......Page 123
39Is customer service going to get worse before it gets better?......Page 126
40What’s your brand’s customer service persona?......Page 129
Section4 Keep......Page 132
Introduction......Page 134
41The hole in the bucket syndrome......Page 135
42Differences in perception exist and matter......Page 138
43Most loyalty schemes don’t create loyalty......Page 141
44Marginal cost but high perceived value......Page 144
45Make your customer the hero......Page 146
46What drives loyalty?......Page 148
47Complaints are key to retention......Page 150
48Where you earn loyalty......Page 153
Section5 Refer......Page 156
Introduction......Page 158
49If you don’t ask then you won’t get......Page 159
50Proactivity drives advocacy too......Page 161
51How you can build your own customer referral community......Page 163
Part 2 The Business Perspective......Page 166
Section6 Communicate......Page 168
Introduction......Page 170
52Be honest about your surveys and keep them short......Page 171
53Always feed back and report on results......Page 174
54When’s the best time to survey your customers?......Page 177
55Be careful when interpreting data......Page 181
Section7 Motivate......Page 184
Introduction......Page 186
56Work hard and be nice to people......Page 187
57The link between customer experience and employee engagement......Page 190
58Engagement is not something that is done to people......Page 194
59Design the employee experience too......Page 198
Section8 Lead......Page 202
Introduction......Page 204
60What’s the best organisational structure to deliver your customer experience?......Page 205
61Becoming more agile and responsive to customer needs......Page 209
62Unlearning old ways can help transform customer experience......Page 212
63Using behaviours rather than targets to improve your customer experience......Page 215
64Leadership behaviours and customer experience......Page 219
65Humility and the benefits of admitting that you got it wrong......Page 221
66When a measure becomes a target, it ceases to be a good measure......Page 223
67What have you done today to make the lives of your team easier?......Page 226
68Don’t believe the hype......Page 228
Final words214......Page 231
Notes215......Page 232
Index237......Page 254