Managing the customer experience : turn customers into advocatesUpplaga 1

CONTENTS INTRODUCTION 1. THE AGE OF EXPERIENCE Evolving brands Experiencing the brand Branding the experience The Branded Customer Experience 2. BEYOND SATISFACTION Satisfaction is not enough Loyalty at work From loyalty to advocacy 3. LOYALTY BY DESIGN Define Customer values Design and brand the customer experience Equip People and deliver consistently Sustain and enhance performance 4. A NEW BRAND OF LEADERSHIP Deserving to be followed Understand your customers Bring the courage of conviction Unleash the power of people Manage the business from the customer in Create leaders at every level Create an obsessive culture 5. CREATING TRIAD POWER Marketing’s part in the triad HR’s real potential Operations and customer service Partnership behaviors 6. PEOPLE FIRST Hire people with the competencies to satisfy Train employees to deliver experiences Reward for the right behaviors Drive the behaviors from the top 7. THE BRANDED SALES EXPERIENCE Start with segmentation but drive to personalization Design a sales process that creates value for customers Align the sales process with the whole organization Train,coach and reward the desired sales behaviors Manage the sales process to deliver a Branded Customer Experience 8. PUTTING THE "E" IN EXPERIENCE Building customer confidence We live in a multi-channel world Blending high-tech with high-touch Aligning the inside and the outside Online in practice Building brands in an online world 9. THE BRANDED PRODUCT EXPERIENCE: MORE THAN A DOUGHNUT Experiencing the bear The affluentials The last of the real sports cars Multi-sensory experience or doughnut? 10. KEEPING THE EDGE Brand revitalization Keeping the edge 11. PUTTING IT ALL TOGETHER The secrets of uncommon practice Forum's research themes 12. LOYALTY BY DESIGN IN PRACTICE Define customer values Design the Branded Customer Experience Leadership results The end or the beginning?