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Customer Experience Management Rebooted: Are you an Experience brand or an Efficiency brand? by Steven Walden (Hardcover, 2017)

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Product Information

Walden shows why most customer experience management fails to improve the customer's real experience and how to concentrate on the subjective emotional perceptions that drive the customer's actual experience rather than the quantitative service efficiency metrics gathered by most CX tools. Customer experience management is not about managing every objective experience your customers have with you. It's about understanding, measuring and creating experiences that customers value . So while service and efficiency are wonderful things, they represent business as usual ; the ticket to the game, the platform from which experiences are created not the experience itself! The message of this book is that businesses are at risk! Their uber focus on efficiency is leading them to miss the chance to connect more closely with their customer base and deliver on the creative potential of their brand. They ignore the fact that technology is an enabler of the experience it is not the experience . Customers are not data - they are people: living, breathing, contradictory, infuriating bundles of cognitive and emotionally-driven responses to stimuli. Experience deals with how customers think, feel and behave - the things that motivate them to act which go beyond frequently forgettable efficiency. This means differentiating by providing new and better experiences based on a deeper understanding of what motivates customers to buy. To do that we must leave the objective, quantitative, world of quality management and enter the subjective, qualitative, world of customer's psychology. Walden reboots our understanding of customer experience, showing us what it means, how to measure it, what we need to do to manage it and how we can gain financially from it. Understand, measure, create and do - but first of all, understand.

Product Identifiers

Publisher
Palgrave Macmillan
ISBN-13
9781349949045
eBay Product ID (ePID)
222197225

Product Key Features

Subject Area
Organizational Sociology
Author
Steven Walden
Publication Name
Customer Experience Management Rebooted: Are You an Experience Brand or an Efficiency Brand?
Format
Hardcover
Language
English
Subject
Technology, Management, Marketing, Business
Publication Year
2017
Type
Textbook
Number of Pages
260 Pages

Dimensions

Item Height
210mm
Item Width
148mm
Item Weight
463g

Additional Product Features

Title_Author
Steven Walden
Country/Region of Manufacture
United Kingdom

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Customer Experience Management Rebooted: Are you an Experience brand or an Efficiency brand? by Steven Walden (Hardcover, 2017)

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