Customer Obsessed: A Whole Company Approach to Delivering Exceptional Customer Experiences

✍ Scribed by Eric Berridge

• Publisher: Wiley
• Year: 2016
• Tongue: English
• Leaves: 275
• Edition: 1
• Category: Library

✦ Synopsis

Optimize the customer experience via the cloud to gain a powerful competitive advantage

Customer Obsessed looks at customer experience through the lens of the cloud to bring you a cutting-edge handbook for customer experience. Cloud technology has been hailed as a game-changer, but a recent IDC report shows that it accounts for less than three percent of total IT spending; why are so many companies neglecting such an enormous asset? This book provides a high-level overview of how the cloud can give you a competitive advantage. You'll learn how to integrate cloud technology into sound customer experience strategy to achieve unprecedented levels of success. More than just a state-of-the-field assessment, this book offers a set of concrete actions you can take today to leverage cloud computing into technical innovation and better business outcomes at all levels of your organization. You'll examine the many factors that influence the customer experience, and emerge with the insight to fine-tune your approach using the power of the cloud.

What kind of advantage is your company leaving on the table? This book guides you through the key drivers of customer success to help you optimize your approach and leverage the future of global technology.

• Learn the keys to competitive advantage in the digital era
• Gain insight into each element that affects customer experience
• Harness the power of the cloud to achieve customer success
• Follow a prescriptive framework for optimizing customer experience

We are in the golden age of IT innovation, but the majority of companies haven't even adopted cloud technology, much less begun to utilize its full business capabilities. Jump into the gap now, and reap the benefits as other struggle to catch up. Customer Obsessed gives you the guidance you need to achieve sustainable success in today's digital world.

✦ Table of Contents

Customer Obsessed: A Whole Company Approach to Delivering Exceptional Customer Experiences
Contents
Foreword
Preface
Introduction
Data
Design
Culture
1: Disruption and Business Success
2: People Drive Change, Technology Enables
Technology Game Changers
Build People Relationships, Not Technology Products
Rules For Engaged, Customer-Focused Businesses
How to Be a Good Listener
Communal Enterprise—Rise of Reed’s Law
3: Why Social Matters to Every Business
Why Social?
“Social Media: Creator or Destroyer?”
Social Can Change Everything
Using Social
Social Payback
Social for Customer Service
Bluewolf’s Social Payback
Building a Social Culture in Your Organization
Tip #1:
Tip #2:
Tip #3:
Make It Easy
Light the Way
Iterate and Refine
Building an External Social Presence
Benefits of Building a Social Culture
Social Media ROI
4: Rethinking Employee Engagement
Unifying a Diverse Team
Workers Matter to Success
Employee Engagement (or Lack Thereof) and Productivity
Understanding Employee Culture-Critical to Business Success
Case for Employee Engagement
Employee-Facing Initiatives
Employee Heaven or Pressure Cooker
Creating a High-Energy, Customer-Aware, Employee-Driven Workplace
Super Chicken
Strategies to Improve the Employee Experience
Employee Engagement Has a Direct Impact on Your Profitability
5: Customer Engagement Defined
Customer Engagement
Customer Experience 101
How Customers Buy
Changing the Historical Mind-Set
Feeding Data into UX Design
Get Personal
Art of the Possible
6: How to Win the Talent War
Attrition: Curse or Blessing
Ascend
Management Academy
Dashboards
Agile and Elastic
Work-Life Balance
Technical Skills
Conclusion: Drastically Competitive Job Market
7: Gender Diversity Isn't a Plus, It's a Business Imperative
State of Diversity Today
Economic Case for Gender Diversity
Organizational Benefits of Gender Diversity
Why We Are Drawn to the Familiar
Employee Turnover
Improve Access to Target Markets
Enhance Reputation
Men Benefit, Too
Increase Innovation
Unconscious Bias and Its Effects on Gender Diversity
Strategies to Overcome Gender Bias
How to Achieve Gender Diversity in Your Organization
8: Right Time, Right Moment, Right Channel
Bridging Customer Service and Social
Communities
Call Centers Still Matter
Customer Service Excellence, Not Case Management
9: Turning Data into Action
The Challenge of Data
Data Integration/Migration/Quality—A Salesforce Recap
Data Silos/Democratization
What You Can Do Now
Mobile and IOT
Executive Action
10: How Good Design Creates Seamless Experiences
Design
Simplicity
Convergence of Data, Design, and Culture
Power of Storytelling
Mobile
11: Digital Marketing: Standing Out in the Sea of Sameness
Marketing: Crash Course
Importance of Brand
The Customer Journey
Marketing Campaigns (or, How You Structure and Measure Your Marketing Initiatives)
Leveraging Technology
Multichannel, Omnichannel, Universal
Content Marketing
Final Thoughts
Notes
Acknowledgments
Index
End User License Agreement