Kategoria BISAC: Business & Economics >> Customer Relations

This is the kind of book that you don't read once; you read it forever.-Jay Baer, president of Convince and Convert and author of Hug Your Haters: How to Embrace Complaints and Keep Your Customers

Social media has changed customer service forever. It has shifted power from brands to consumers, requiring a different way of thinking about customer engagement.

Dan Gingiss has interviewed dozens of business leaders on his podcast, Focus on Customer Service. From those conversations and his own real-world experience at multiple Fortune 300 companies, Gingiss...

Experiential Marketing and Customer Experiences provides an in-depth analysis of the customer experience and its growing effect on consumer behaviour. This book will expose the experiential approach to marketing working on the ethos that the customer is not a rational individual but in fact will make buying decisions based on subjective experiences and emotional responses.

Replete with case studies throughout, including H&M, IKEA, TripAdvisor and Facebook, and with particular attention to the tourism industry, Batat and Frochot examine themes including the quality of...

Author Joe Tawfik presents an assured collection of valuable insights in Experience My Brand that are based on his 25-plus years in senior management. His expertise as CEO of business services companies in particular underlies his assertion that to differentiate itself in the age of digital disruption, a company must make branded customer experience part of its corporate strategy. Rather than relegate customer experience management to any one department, such as marketing, it must become "embedded within a company's DNA."

You will learn through detailed analysis and...

Imagine you could develop a customer-focused culture so powerful that your employees always seem to do the right thing. They encourage each other, proactively solve problems, and constantly look for ways to go the extra mile.

In short, imagine a workplace culture where employees were absolutely obsessed with customer service.

The Service Culture Handbook is a step-by-step guide to help you develop a customer-focused culture in your company, department, or location. Whether you're just beginning your journey, or have been working on culture for years, this handbook will...

Ignore a valid complaint and you could be the next viral sensation for all the wrong reasons. But give in to every demand and you may be consumed with the often petty complaints of your worst customers and wind up pandering to them with freebies, discounts, and special attention. That will cost you time and money, and perhaps worse, do little or nothing to solve the root problem.

What if the customer's...

The service industry is the fastest-growing industry in the world, but customer experience levels are lower than ever. To succeed, service organizations must engage in value co-creation, a process that involves customers from the very first steps of innovation. Customers determine the value of the services they receive, and businesses that ignore them pay the price in lost customers. Looking at their business through a customer lens will let business decision-makers identify where their company is failing and take steps to address the core of their customer retention problems.

...

Companies are forever being more creative in their branding strategies, building identities ranging from the warm-and-fuzzy to the ultra-cool and edgy. But it seems that many of these enterprises forgot that a brand, at its heart, is a promise to deliver. If the brand experience does not live up to that promise, customers will take their business elsewhere.

Brand Real is a business strategy guide for making a brand's promise stand up at every customer touch point. Packed with proven, repeatable management practices, the book shows how to establish a clean brand architecture...