Engage hearts, minds and organizations to make customers happier We will show you how
You probably have lots ideas that will make things better for
customers, but you don’t have the time, money or people to implement
everything. How should you go about choosing the best ideas? How can you
secure the resources you need to be successful? How can you bring more
customer focus to your entire company? I want to help you to make all of
that happen.
Three keys to success I learned about
customer experience in the clothing industry, and went on to lead it in
three of the largest high-tech companies. Three things remained constant
throughout that time. First, you are probably wrong if you think you know what customers want, but have not actually asked them. Second, it can be really hard to get the people and other resources you need to improve things for customers. Third,
unless you take a systematic approach to creating and implementing a
customer experience improvement strategy, you cannot possibly be
successful.
Use my experience to accelerate yours Whether
you are starting a new position in customer experience or have many
successful years behind you, I believe I can provide new insights that
will help you to get things done quickly. I have made many mistakes over
many years. I learned from them, and have now documented what I
learned. I have faced all sorts of problems. I have solved almost all of
them, perhaps not perfectly. Hopefully you can learn what I learned,
and do even better.
Strategy is all about resource allocation
I have learned one fundamental thing about designing business strategy
and customer experience strategy. It is all about allocation of
resources: people and money. Any investment you make in people and money
must return more than it costs. If you don’t already have the people
and money, you have to ask for them. The people you ask will want you to
justify your proposal, based on facts. You will also have to appeal to
their emotions. I will show you how to do that.
Engage both hearts and minds
I have also learned one thing about persuading leaders and employees to
adopt, fund, and implement a customer experience strategy. You can only
be successful by engaging people’s emotions, rather than simply
presenting the facts. My work was far more successful once I understood
exactly how to engage both hearts and minds, based on the principles of
behavioural economics.
Artwork that makes it memorable I
have the good fortune to have a brother who combines two rare talents.
He has an Oxford doctorate in cognitive psychology, and he is a
successful artist. He also has a weird sense of humor. He has used this
special combination to make many points in the book far more memorable.
You won’t find this in any other strategy books.
Now what?
So, how do you go about deciding what to do next? That is what this book
is all about. It provides a straightforward methodology for studying
what your customers and partners want, and other major factors that
drive decisions. There is a special focus on communication. I have used
it successfully at large and small scale. I have used it at HP to drive
country strategies, business unit strategies and M&A strategies. I
have used it for a small software company with only four employees. It
scales well. I believe it is the best possible way of developing a
customer experience strategy in a short time. It does work. You do need
it. You are just a click or two away. You know what to do now.