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100 Practical Ways to Improve Customer Experience

100 Practical Ways to Improve Customer Experience

Achieve End-to-End Customer Engagement in a Multichannel World

Martin Newman, Malcolm McDonald

£19.99

Transform your business by improving customer experience across the entire end-to-end value chain with this practical guide, including 100 tips and case studies from brands like Amazon, AirBnB and Uber.

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About the book

Virtually all consumer-facing businesses talk about putting the customer first, but in reality, few deliver on this as effectively as they could. 100 Practical Ways to Improve Customer Experience walks readers through a wealth of practical tips, tools, guidelines and frameworks, for implementing customer-focused marketing strategies at every step of the customer journey. By ensuring that the customer remains the key focus, companies can identify areas in need of improvement and implement relevant steps throughout the value chain to transform their business.

A unique blend of strategy and best practice, 100 Practical Ways to Improve Customer Experience has a particular focus on multi-channel industries such as retail, FMCG, travel, financial services, leisure, food and beverage, and automotive. These industries are all facing major disruption from trendsetting brands such as Uber, AirBnB and Amazon, and as such, now face more pressure than ever to adopt new practices and remain relevant in a continually competitive marketplace. Featuring case studies packed full of practical examples, this book is a unique and valuable resource for both senior industry professionals looking to transform their business and MBA students.


Table Of Contents

    • Chapter - 01: Put the Customer First - If You Don’t, Someone Else Will;
    • Chapter - 02: Amazon, Alibaba and Other Marketplaces are Taking Your Market Share;
    • Chapter - 03: Removing Friction from the Customer’s Journey in all Consumer Sectors;
    • Chapter - 04: How to be Disruptive in Your Own Business;
    • Chapter - 05: The Role of the Store in Customer Experience and its New Footprint;
    • Chapter - 06: We Live in a Hyper Local World where Mobile is Key;
    • Chapter - 07: Organizational Design which puts the Customer First;
    • Chapter - 08: Staff Empowerment and Cultural Change from the Top;
    • Chapter - 09: Conscious Consumption Matters to Millennials;
    • Chapter - 10: To Retain Customers, Retailers must Become Service Providers;
    • Chapter - 11: Winning the Hearts and Minds of Customers in International Markets;
    • Chapter - 12: Customer-Centric Marketing Communications;
    • Chapter - 13: A New Framework for the Marketing Mix – ‘The Customer Mix or 6W’s’;
    • Chapter - 14: Strategic Social Media and its Importance to the Whole Organization;
    • Chapter - 15: The Impact of AI, Virtual Reality, Machine Learning and Voice on Customer Experience;
    • Chapter - 16: The Rise of the ‘Ations’ in Driving Differentiation in the Customer Journey;
    • Chapter - 17: Key Drivers for CRM and the Customer Experience;
    • Chapter - 18: Understanding Customer Behaviour – Turning Data into Actionable Insight



Reviews

The vital importance of customer-centricity is an enduring business truth. Newman and McDonald's book creates a contemporary perspective on how businesses can embrace this goal in new ways. Typically, their ideas are hugely practical and straightforward for organizations to implement.
David Wild, CEO, Domino’s

A pithy, practical, enjoyable and thought-provoking book that brings new insights into consumer behaviour and how to improve the experience you deliver. This book will appeal to anyone who works in a consumer business, irrespective of the sector. A book that you can read from cover to cover and then dip in and out of when you are looking for inspiration to change the way you might be framing a consumer challenge. I really love the practical and relatable examples.
Debbie Hewitt MBE, Chairman, White Stuff

Written by one of the world's leading multichannel customer experience experts with the support of one of the world's leading marketing academics, this practical guide to improving customer experience is essential reading for anyone who wants to thrive in an increasingly disrupted, hyper-local, mobile world. I have worked with both of them separately, but this author combination provides a powerful fusion.
Andy Rubin, Chairman, Pentland Brands

100 ways to turn disruption into opportunities. This book should become your best friend in a fast-changing retail environment. Newman's common sense is brilliant!
Paul Delaoutre, President, Al-Futtaim Retail

If you are a CEO, buy this book for your team and devote an off-site day (or two) to undertaking an honest appraisal of how you score against Martin Newman's 100 recommendations for transforming your service culture. If you are not a CEO, buy this book and give it to your CEO.
Richard Pennycook, Non-Executive Director and Chairman, retail sector


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Book Details

  • EAN: 9780749482671
  • Edition: 1
  • Published: 3rd August 2018
  • Paperback
  • Format: 234x156
  • 304 pages

About the Author

Martin Newman is founder and chairman of a global e-commerce and multi-channel consultancy, Practicology, and a non-executive director for White Stuff. He has headed up multichannel operations for brands including Burberry, Ted Baker and Harrods. He is a global thought leader and advisor to the boards of numerous international brands.

Professor Malcolm McDonald is Emeritus Professor at Cranfield and Honorary Professor at Warwick Business School. As Chairman of six companies, McDonald works with the operating boards of some of the world's leading multinationals and has written over 40 books, including the bestseller, Marketing Plans.


Martin Newman


Malcolm McDonald