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2005 | Buch

Are you missing the gorge? Kapitel lesen Erstes Kapitel lesen

Revolutionize Your Customer Experience

verfasst von: Colin Shaw

Verlag: Palgrave Macmillan UK

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

In his previous groundbreaking book with John Ivens, Colin Shaw looked at the development of the conceptual framework for the customer experience together with examples of best practice and strategies for implementation. As predicted the customer experience has become the next competitive battleground. The current book will explore the subject in more depth with new research and best practice and show companies and organizations how to identify where they are and how to revolutionize their customer experience.

Inhaltsverzeichnis

Frontmatter
1. Are you missing the gorge?
Abstract
The world is going mad!
  • An airline gives away two million free seats…
  • Need a new car? No problem, you get one free when you arrange a new mortgage.3
  • Going into hospital? How about choosing your own room decoration, including the artwork to hang in your room? Didn’t you know improving the Customer Experience makes patients heal faster?4
  • How can a public library with a city population of 52,000 people be attracting 3500 people a day?5
  • Would you like a Chilly Willie (an ice cream)? The natural place to get one is a hi-fi specialist!6
  • Would you like to fly a MiG jet? What about being a zookeeper? Or how about driving a rally car? These can be bought in a box at your local store: it’s one of the highest growth retail sectors.7
  • Would you like to drink water from a 23,000-year-old glacier? Buy it in a bottle: it’s more convenient that way!8
  • How about getting married somewhere unusual? What about honeymooning at an Ice Hotel9 that is constructed each year entirely from ice?
Colin Shaw
2. Please hold, your call is important to us
Abstract
As you can imagine this was a massive task and one that must have cost a few dollars. All because customers did not like walking around the floors. This is customer-focused. I wonder how many boards and chief financial officers (CFOs) would have agreed to this expenditure?
Colin Shaw
3. The guiding principles
Abstract
A great Customer Experience that is a lot different to the hospitals I am familiar with. This story encapsulates a number of aspects of the Customer Experience. It is well thought through, deliberate, and the Medical Center has planned how it will use the senses to stimulate emotions.
Colin Shaw
4. The enablers
Abstract
Stories can be very engaging. We fill our lives with stories. When we tell our friends what happened to us on holiday, what we said to our boss during the last team meeting, talk about who danced with whom at the office party, or what happened when we took back the TV that didn’t work, then we are storytelling. Stories are very powerful methods of communication.
Colin Shaw
5. Sensory experiences
Abstract
A great example of how a Natural organization use senses to create a great Customer Experience. The stimulation of the senses is planned and thought through. Maybe the customer does not consciously understand what is happening but subconsciously it has a dramatic effect. For instance:
When my Personal Assistant, Joanna Kelly, started with Beyond Philosophy™ I wanted to explain to her what we did. During this explanation, I showed her a brochure from an organization we were doing some work with. I asked her a simple question, “Do you think this is a quality organization?” Despite the fact that she looked at me as if I was mad, Jo picked up the brochure and looked at it. As she did so, I saw her subconsciously rub the pages of the brochure between her thumb and index finger. Although she didn’t consciously know she was doing it, she was subconsciously “feeling” the quality of the brochure by using the power of “touch.” Jo believed it was a quality organization and proceeded to explain to me why she thought this was the case.
Colin Shaw
6. Naïve orientation
Abstract
As we start to look at some of the detail behind the Naïve to Natural Model™, let us remind ourselves what the orientations actually signify. An organization’s orientation is its “relative position” against how deliberately it is implementing its Customer Experience against our definition, which is:
A Customer Experience is an interaction between an organization and a customer. It is a blend of an organization’s physical performance, the senses stimulated, and emotions evoked, each intuitively measured against Customer Expectations across all moments of contact.
Colin Shaw
7. Transactional orientation
Abstract
I do not tell you this story to impress you that I drive a Jaguar, but to impress upon you a few traits of the Transactional organization. In the Transactional organization the brand and the actual Customer Experience are not aligned. A great deal of time is spent by the Transactional organization in building its brand image, but it has not gone that critical one stage further and defined how it will manifest itself in the Customer Experience. This disparity drives customers to feel distrust and disappointment, as this consumer from our customer research1 outlined:
Mostly it’s unbelievable and I guess it’s a function of age and when you reach 38 you realize that they [companies] are projecting a message that in the majority of cases is far from the truth. Consumer interview
Colin Shaw
8. Enlightened orientation
Abstract
One of the big differences between the Transactional and Enlightened organization is the latter has recognized that over half of the Customer Experience is about emotions. It not only recognizes this is the case but plans to evoke defined emotions. It is “Enlightened” hence the name for this orientation. The change of orientation between Transactional and Enlightened is a significant one. It is not because any of the areas are fundamentally different; but because people have changed their perspective on life, their paradigm.
Colin Shaw
9. Natural orientation
Abstract
As you can see Waynn and his team at the Cerritos Library have spent a great deal of time creating a deliberate Customer Experience that recognizes the critical importance of customer emotions, and have also planned how to use the senses to evoke these. Every tiny detail is thought through to deliver the deliberate Customer Experience. These examples embody a number of the traits of a Natural organization.
Colin Shaw
10. Understanding, action, and embedding
Abstract
In my experience this is true of many organizations today. This, in my view, is why the Customer Experience of most organizations is boring and bland. As you have seen from our research,2 there are a lot of people who understand a great deal more about the Customer Experience than they have implemented. Like me, people enjoy the intellectual stimulation of the learning. They enjoy debating what they could do, and even what they should do. They enjoy reading the books, attending conferences and training events, and so on. But what has changed because of it? They may have changed their own personal “orientation” but the organization’s orientation has not changed for the customers.
Colin Shaw
11. Case study: from the most ridiculed to the most respected
Abstract
Knowing Kevin Whiteman, the Managing Director of the Kelda Group, as well as I do, I am sure he will not mind me saying that it is not the most glamorous of companies. The group is made up of Yorkshire Water, Loop Customer Management, Aquarion (a water company based in Connecticut in the United States), and Keyland Developments (a property management company).
Colin Shaw
12. Case study: Build-A-Bear Workshop
Abstract
Let me tell you about one of my favorite stores, Build-A-Bear Workshop, which we believe encapsulates a number of the aspects of the Customer Experience that are fundamental to all businesses.
Colin Shaw
13. Conclusion: dare to be different
Abstract
So we have reached the end of the book. Well done! You now have an advantage over those who haven’t read it!
Colin Shaw
Backmatter
Metadaten
Titel
Revolutionize Your Customer Experience
verfasst von
Colin Shaw
Copyright-Jahr
2005
Verlag
Palgrave Macmillan UK
Electronic ISBN
978-0-230-51345-7
Print ISBN
978-1-349-51834-0
DOI
https://doi.org/10.1057/9780230513457

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