Customer Experience Management Rebooted: Are you an Experience brand or an Efficiency brand

Walden shows why most customer experience management fails to improve the customerÆs real experience and how to concentrate on the subjective emotional perceptions that drive the customerÆs actual ôexperienceö rather than the quantitative service efficiency metrics gathered by most CX tools. Customer experience management is not about managing every objective ôexperienceö your customers have with you. ItÆs about understanding, measuring and creating ôexperiencesö that customers ôvalueö. So while service and efficiency are wonderful things, they represent "business as usual"; the ticket to the game, the platform from which ôexperiencesö are created not the experience itself! The message of this book is that businesses are at risk! Their uber focus on efficiency is leading them to miss the chance to connect more closely with their customer base and deliver on the creative potential of their brand. They ignore the fact that technology is an enabler of the ôexperienceö it is not ôthe experienceö. Customers are not data û they are people: living, breathing, contradictory, infuriating bundles of cognitive and emotionally-driven responses to stimuli. ôExperienceö deals with how customers think, feel and behave û the things that motivate them to act which go beyond frequently forgettable efficiency. This means differentiating by providing new and better experiences based on a deeper understanding of what motivates customers to buy. To do that we must leave the objective, quantitative, world of quality management and enter the subjective, qualitative, world of customerÆs psychology. Walden reboots our understanding of customer experience, showing us what it means, how to measure it, what we need to do to manage it and how we can gain financially from it. Understand, measure, create and do û but first of all, understand.

• | Author: Steven Walden
• | Publisher: Palgrave Macmillan
• | Publication Date: Aug 07, 2018
• | Number of Pages: 279 pages
• | Language: English
• | Binding: Paperback/Business & Economics
• | ISBN-10: 1349956724
• | ISBN-13: 9781349956722