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Leading the Customer Experience

How to Chart a Course and Deliver Outstanding Results

Lead your organization with a customer experience vision that captures the voice of the customer and empowers employees to improve how they develop, market and sell your products and services.
EAN: 9781789666878
Edition: 1
Published:
Format: 234x156
240 pages

About the book

Customers today have heightened and fast-evolving expectations. Organizations need to come up with more than a simple quick fix in order to stay afloat and compete for their attention and loyalty.

Many organizations have not responded effectively to the new generation of customers created by innovations such as mobile connectivity, AI and machine learning. As a result of failing to build the internal strategy, culture, processes and teams needed to deliver great customer experiences, they suffer higher costs, unnecessary brand damage and unhappy customers. Leading the Customer Experience provides a bold, path-breaking guide to delivering experiences that win loyalty and deliver outstanding business results.

Based on the author's extensive experience working with B2B and B2C organizations in the private sector and government, Leading the Customer Experience begins with an explanation of what customer experience is and then shows how to establish a customer experience vision. More importantly, the book reveals how to align processes and empower employees to make decisions consistent with that vision.

More than just laying out strategy, Leading the Customer Experience shows how to build a team and an organizational culture that can execute on a customer experience vision. The author tackles key technological, cultural and leadership challenges, outlines how to use metrics, and discusses the emerging role of Chief Customer Officer (or Customer Experience Officer). He also provides specific guidance on how to tackle megatrends that will influence service delivery well into the next decade.

About the authors

Brad Cleveland is known globally as one of today's foremost experts in customer strategy and management. Based in Sun Valley, Idaho, he has worked across 45 states and in over 60 countries for clients as diverse as American Express, Apple, USAA, the University of California, and the federal governments of Australia, Canada, and the U.S. His books and articles have been translated into more than a dozen languages. He is a sought-after consultant and keynote speaker.