100 Practical Ways to Improve Customer Experience: Achieve End-To-End Customer Engagement in a Multichannel World

ISBN-13: 9780749482671 / Angielski / Miękka / 2018 / 304 str.

Martin Newman; Malcolm McDonald

Opis

Improve customer experience across the entire end-to-end value chain with this practical guide to customer engagement.

Recenzje

"The vital importance of customer-centricity is an enduring business truth. Newman and McDonald's book creates a contemporary perspective on how businesses can embrace this goal in new ways. Typically, their ideas are hugely practical and straightforward for organizations to implement." David Wild, CEO, Domino's

Spis treści

• • Chapter - 00: Introduction;
  • Chapter - 01: Put the customer first: if you don't, someone else will;
  • Chapter - 02: Marketplaces and disruptors are eating your lunch (taking your market share);
  • Chapter - 03: Removing friction from the customer's journey: getting the basics right in travel, retail, food and beverage, leisure and financial services;
  • Chapter - 04: How to be disruptive in your own business;
  • Chapter - 05: The role of the store and its new footprint;
  • Chapter - 06: We live in a hyper-local world where mobile is key;
  • Chapter - 07: Organizational design to put the customer first;
  • Chapter - 08: Cultural change - must be top down and bottom up;
  • Chapter - 09: Less about corporate, more about social responsibility;
  • Chapter - 10: Retail as a service;
  • Chapter - 11: Winning the hearts and minds of customers in international markets;
  • Chapter - 12: Customer-centric marketing communications;
  • Chapter - 13: A new framework for the marketing mix: the Customer Mix or 6Ws;
  • Chapter - 14: Strategic social media and its importance to the whole organization;
  • Chapter - 15: The impact of AI, augmented virtual reality, machine learning and voice on customer experience;
  • Chapter - 16: The rise of the 'ations' in driving differentiation;
  • Chapter - 17: Understanding customer behaviour: turning data into actionable insight and the key drivers for customer relationship management;
  • Chapter - 18: So where do you start to transform your business?;
  • Chapter - 19: 100 practical ways to improve customer experience;

O autorze

Martin Newman based in London, UK, is founder of Customer Service Action and The Customer First Group. Known as the Consumer Champion, he is a force for positive change for both consumers and brands and appears regularly on BBC TV and Radio, Sky, ITV, Channel 5, LBC, The Times, FT and more, to discuss consumer issues relating to the retail, travel, casual dining, automotive and financial services sectors.
Amongst his many accolades, Martin has featured in Retail Week's top 50 eTail Power List for five years in a row, has been named in the Retail Insiders top 100 Retail Movers & Shakers list for several years consecutively and the British Vogue Online Fashion 100.

Martin has leveraged his 37 years of experience working in consumer sectors heading up the multichannel operations of some of the world's leading brands including Burberry, Intersport, Pentland Brands (Speedo, Berghaus), Harrods and Ted Baker to author the bestselling 100 Practical Ways to Improve Customer Experience (which was shortlisted for the Business Book of the Year Awards 2019) and his new book, The Power of Customer Experience.

A successful entrepreneur, following his career in the consumer sector, he founded and scaled a global ecommerce and digital consultancy, Practicology, to 100 people with offices across the UK, EU, Middle East and Asia, and subsequently sold in 2018 to the US company Pattern.

Today, he is a Non-Executive Chairman of the Scout Store, Chairman of the advisory board for Mayborn Group, a board advisor to Clearpay, a Trustee of In Kind Direct and a member of the prestigious KPMG IPSOS Retail Think Tank.

Professor Malcolm McDonald enjoys a global reputation as a leading authority on marketing. He was until recently Professor of Marketing and Deputy Director at Cranfield University School of Management, and is now an Emeritus Professor at the University as well as being an Honorary Professor at Warwick Business School. He has been consultant to many major companies from the United Kingdom, Europe, USA, Far East, South-East Asia, Australasia and Africa, in the areas of strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability. Malcolm is also Chairman of six companies and works with the operating boards of some of the world's leading multinationals on all continents. He has written over 40 books including the best-selling Marketing Plans: How to prepare them, how to use them.