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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


Improve customer experience across the entire end-to-end value chain with this practical guide to customer engagement.

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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.

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 any marketing student or professional.

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

Book Details

  • EAN: 9780749482671
  • Edition: 1
  • Published: 3rd August 2018
  • Paperback
  • Format: 234x156
  • 256 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.

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