How to Wow

Series
Pearson
Author
Adrian Swinscoe  
Publisher
Pearson
Cover
Softcover
Edition
1
Language
English
Total pages
264
Pub.-date
April 2016
ISBN13
9781292116891
ISBN
1292116897
Related Titles


Product detail

Product Price CHF Available  
9781292116891
How to Wow
22.80 approx. 7-9 days

Description

Looking to improve your customer experience? These 68 strategies will show you how to stand out from your competitors, whatever your business.

Full of practical tips, inspiring insights and interviews with a wide range of leaders and entrepreneurs, How to Wow reveals all you need to deliver a world-class customer experience. Covering both the customer and business side of the equation, you’ll learn how to attract new customers, design a leading customer experience and quickly resolve a wide range of problems, plus much more.

Don’t let your business fall behind, look inside and take your customer experience to the next level.

 

“Essential and powerful insights for everyone who aspires to map out and enhance the customer journey and drive growth.”

Keith Lewis, COO, Matchtech Group plc

“At last – a book that provides practical ways of delivering the superior experience that today’s customers demand.”

Olivier Njamfa, Co-Founder and CEO of customer experience software company Eptica

Features

Looking to improve your customer experience? These 68 strategies will show you how to stand out from your competitors, whatever your business.

Full of practical tips, inspiring insights and interviews with a wide range of leaders and entrepreneurs, How to Wow reveals all you need to deliver a world-class customer experience. Covering both the customer and business side of the equation, you’ll learn how to attract new customers, design a leading customer experience and quickly resolve a wide range of problems, plus much more.

Don’t let your business fall behind, look inside and take your customer experience to the next level.

 

“Essential and powerful insights for everyone who aspires to map out and enhance the customer journey and drive growth.”

Keith Lewis, COO, Matchtech Group plc

“At last – a book that provides practical ways of delivering the superior experience that today’s customers demand.”

Olivier Njamfa, Co-Founder and CEO of customer experience software company Eptica

Table of Contents

Publisher's acknowledgements

About the author

Introduction
 
Part I: The Customer Perspective


1. Attract 
Introduction

1. Be at the start of your customer’s journey 
2. Don’t interrupt customers 
3. Develop trust at a distance 
4. Are you being interesting and interested? 
5. Trust drives transactions 
6. Become part of your customers story 
7. Customer behaviour is changing: check your assumptions
8. Data insights are good but immersion and observation are better 

 

2. Engage 

Introduction
9. Understand the relationships you have with your customers 
10. What it takes to build trust 
11. Customers trust people like them 
12. To really engage you must be willing to fail 
13. Doing what’s right for the customer is often an article of faith 
14. How to be more interesting 
15. Empathy is key to engagement 
16. Bad corporate behaviour impacts customer experience and engagement 
17. Innovating around relationships 
18. Data, privacy and the impact on customer relationships
19. Design a great customer experience by including your customers 
20. People will pay more for better service 

 

3. Serve 

Introduction
21. Every customer hates waiting but the experience can be improved 
22. Speak my language 
23. Nature abhors a vacuum 
24. Bad reviews can be good 
25. Remove the grit 
26. The primacy and recency effect 
27. Lots of small changes add up 
28. Make it simple 
29. Behavioural science and lessons for customer service 
30. Identify and deal with silent complaints 
31. Consistency in quality and delivery is key 
32. A name not a number 
33. Make your service proactive 
34. Make promises, keep them but you don’t have to beat them 
35. Improve your service by making it easy for customers to help each other 
36. The longest lasting emotions in customer experience 
37. Make sure delivery is not your Achilles' heel 
38. Reduce effort 
39. Is customer service going to get worse before it gets better? 
40. What’s your brand’s customer service persona? 

 

4. Keep 

Introduction

41. The hole in the bucket syndrome 
42. Differences in perception exist and matter 
43. Most loyalty schemes don’t create loyalty 
44. Marginal cost but high perceived value 
45. Make your customer the hero 
46. What drives loyalty? 
47. Complaints are key to retention
48. Where you earn loyalty 

 

5. Refer 

Introduction
49. If you don’t ask then you won’t get 

50. Proactivity drives advocacy too 
51. How you can build your own customer referral community 

 

Part II: The Business Perspective
 
6. Communicate 

Introduction
52. Be honest about your surveys and keep them short 
53. Always feedback and report on results 
54. When’s the best time to survey your customers?
55. Be careful when interpreting data
 
7. Motivate 

Introduction
56. Work hard and be nice to people 
57. The link between customer experience and employee engagement 
58. Engagement is not something that is done to people 
59. Design the employee experience too 

 

8. Lead 

Introduction
60. What’s the best organisational structure to deliver your customer experience? 
61. Becoming more agile and responsive to customer needs 
62. Unlearning old ways can help transform customer experience 
63. Using behaviours rather than targets to improve your customer experience 
64. Leadership behaviours and customer experience 
65. Humility and the benefits of admitting that you got it wrong 
66. When a measure becomes a target, it ceases to be a good measure 
67. What have you done today to make the lives of your team easier? 
68. Don’t believe the hype 

 

Final words

Notes

Index

Back Cover

FRONT COVER

 

“If all you do is get one great idea from a book, the payoff is exponential. Well, here are 68 ideas that can help any company amaze their customers.”

Shep Hyken, New York Times bestselling author of The Amazement Revolution

 

 

BACK COVER

 

Looking to improve your customer experience? These 68 strategies will show you how to stand out from your competitors, whatever your business.

Full of practical tips, inspiring insights and interviews with a wide range of leaders and entrepreneurs, How to Wow reveals all you need to deliver a world-class customer experience. Covering both the customer and business side of the equation, you’ll learn how to attract new customers, design a leading customer experience and quickly resolve a wide range of problems, plus much more.

Don’t let your business fall behind, look inside and take your customer experience to the next level.

 

“Essential and powerful insights for everyone who aspires to map out and enhance the customer journey and drive growth.”

Keith Lewis, COO, Matchtech Group plc

“At last – a book that provides practical ways of delivering the superior experience that today’s customers demand.”

Olivier Njamfa, Co-Founder and CEO of customer experience software company Eptica

 

Author

Adrian Swinscoe is a customer experience consultant and advisor, and has been growing and developing customer-focused large and small businesses for 20 years. He has previously worked with Shell, FT, The Economist Group and Mowlem, as well as consulting with hundreds of smaller businesses to help them engage with their customers, build their customer retention and improve service.

Reader Review(s)

“These 68 ideas aren’t effortless. Not at all. They’re effortful. They take work and

it’s worth it. Worth it because your lazy competitors are just standing by waiting

for you to make a difference.”

Seth Godin, Author, The Icarus Deception

 

"An engaging, lively, and intensely practical guide to help put customer experience at

the very centre of your business."

Nick Chater, Professor of Behavioural Science, Warwick Business School and Co-Founder Decision Technology Ltd

 

"Truly lives up to its title. Packed with powerful, effective easy to

implement tips that will transform your business into a genuine customer

service champion."

Dee Blick, FCIM Chartered Marketer and #1 bestselling marketing author

 

"I love the way this book challenges management fads and lazy thinking and puts

people at the heart of making businesses great."

Guy Letts, Founder & CEO, CustomerSure

 

"Full of practical ideas that show you how to transform your business by standing

in your customer's shoes. Adrian has given us a road map, now we need to act on

it."

Bernadette Jiwa, Brand Story Strategist and Bestselling Author

 

“Adrian writes in a highly accessible and conversational manner that draws the

reader in. The book has a clear focus on what it takes to deeply understand and

continuously improve the customer journey experience. Ideas are well presented

as being both challenging as well as opportunities to drive customer satisfaction.

The ‘How to Use’ and ‘Insight in Action’ sections are highly practical and this

encourages the reader to take away ideas and apply them to real life situations. A

handbook to dip in to for inspiration, it also is a potent reminder of just how

important the small things as much as the big strategic initiatives”.  

Beverly Landais, FCMI FCIM, Marketing and Business Development Director, Saunderson House - Wealth Management

 

"Finally! Adrian Swinscoe delivers a book jam packed with 68 actionable concepts

to increase both the customer experience and the employee experience. Beyond

just theory, this book will benefit any business leader who wants to move the

needle on customer service."

Kevin Kruse, New York Times bestselling author of Employee Engagement 2.0

 

“As the informed and connected realm heightens every business’ challenge to win

and sustain customer share of mind, mastering customer experience emerges as

the key lever. How to Wow offers a compendium of techniques deeply grounded

in today’s digital context. Consider culling a selection to fit your constituency or

better yet, synthesizing the whole into a timeless fabric that forms the core of

success for any endeavor.”

Charlie Peters, Senior Executive Vice President, Emerson

 

“Essential and powerful insights for everyone who aspires to map out and

enhance the customer journey and drive growth”

Keith Lewis, COO, Matchtech Group plc