Building Great Customer Experiences
Challenges that face companies hoping to make the customer experience the spearhead of their strategy.
Author(s): Colin Shaw, John Ivens
Publisher: Palgrave Macmillan
Date of publication: 2002
Manageris opinion
Following an introduction recalling the strategic stakes of the customer experience, this book develops upon the various challenges that face companies hoping to make the customer experience the spearhead of their strategy. We particularly recommend chapter 2, which concretely shows how to surpass the physical and emotional expectations of customers. There is also ample food for thought on the impact of organizational choices, specifically in terms of distribution channels (chapter 4) and processes (chapter 5). Finally, the human dimension is essential to the quality and consistency of the experience offered to customers. Chapters 6 and 7 propose suggestions on managing this dimension more effectively. The last section of the book provides a certain number of tools for tracking performance, setting objectives, etc., to manage the customer experience on a day-to-day basis.
