Customer Obsessed: A Whole Company Approach to Delivering Exceptional Customer Experiences

ISBN-13: 9781119326038 / Angielski / Twarda / 2016 / 272 str.

Eric Berridge

Opis

Leverage the cloud into competitive advantage through optimized customer experience Customer Obsessed looks at customer experience through the lens of the cloud to bring you a cutting-edge handbook for customer experience. Cloud technology has been hailed as a game-changer, but a recent IDC report shows that it accounts for less than three percent of total IT spending; why are so many companies neglecting such an enormous asset? This book provides a high-level overview of how the cloud can give you a competitive advantage. You'll learn how to integrate cloud technology into sound customer experience strategy to achieve unprecedented levels of success. More than just a state-of-the-field assessment, this book offers a set of concrete actions you can take today to leverage cloud computing into technical innovation and better business outcomes at all levels of your organization. You'll examine the many factors that influence the customer experience, and emerge with the insight to fine-tune your approach using the power of the cloud. What kind of advantage is your company leaving on the table? This book guides you through the key drivers of customer success to help you optimize your approach and leverage the future of global technology.

• Learn the keys to competitive advantage in the digital era
• Gain insight into each element that affects customer experience
• Harness the power of the cloud to achieve customer success
• Follow a prescriptive framework for optimizing customer experience

We are in the golden age of IT innovation, but the majority of companies haven't even adopted cloud technology, much less begun to utilize its full business capabilities. Jump into the gap now, and reap the benefits as other struggle to catch up. Customer Obsessed gives you the guidance you need to achieve sustainable success in today's digital world.

Spis treści

Foreword Marc Benioff v

Preface ix

Introduction xi

Chapter 1 Disruption and Business Success 1

Chapter 2 People Drive Change, Technology Enables 13

Chapter 3 Why Social Matters to Every Business 27

Chapter 4 Rethinking Employee Engagement 55

Chapter 5 Customer Engagement Defined 73

Chapter 6 How to Win the Talent War 93

Chapter 7 Gender Diversity Isn t a Plus, It s a Business Imperative 113

Chapter 8 Right Time, Right Moment, Right Channel 135

Chapter 9 Turning Data into Action 155

Chapter 10 How Good Design Creates Seamless Experiences 181

Chapter 11 Digital Marketing: Standing Out in the Sea of Sameness 203

Final Thoughts 231

Notes 235

Acknowledgments 245

Index 247

O autorze

ERIC BERRIDGE is the CEO of Bluewolf, an IBM Company, the leading global consulting agency for the cloud. As CEO, he drives the strategic direction of the firm, working with his executives and their teams to deliver extraordinary customer moments. He has more than 20 years of experience working with clients to improve business processes through enterprise technology solutions. He is a coauthor of Iterate or Die.

Blurb

GET AHEAD OF THE CUSTOMER EXPERIENCE CURVE

Companies who define success through business outcomes and put customers at the center of their business realize sustainable, continuous growth. Customer experience is a key driver of technical innovation and business success Customer Obsessed teaches companies how to leverage it across all levels of their organizations to sustain competitive advantage in the digital era.

Customer Obsessed looks at customer experience with an eye toward business transformation, providing high–level insight into each business element that affects that experience. It offers more than outward–facing prescriptive actions, providing a whole company approach to redefine what it means to be customer–focused and achieve higher levels of success.

See how some of today′s biggest brands translate data into customer moments, design systems to recognize opportunities to interact, and keep everyone on the same page to deliver personalized experiences.

The framework inside gives you all you need to create a customer–obsessed culture where you can:

• Prioritize people over technology to connect with employees, partners, and customers on a more powerful level
• Access every critical metric in your business from your phone, from anywhere in the world, through a simple dashboard
• Reach into the cloud and see customer sentiment, know how customers found your brand, and predict what will keep them engaged
• Lead with transparency to earn respect and support from your team and clarify executive decision making

Create exceptional customer experiences with insights from a CEO who′s been on the forefront of the cloud revolution and business transformation for 15 years. Through practical advice and real–world examples, Customer Obsessed provides a comprehensive road map to help you build a better, more innovative business.