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Good, bad, or indifferent, every
customer has an experience with your company and the products
or services you provide. But few businesses really manage
that customer experience... so they lose the chance to transform
customers into lifetime customers.
In this book, Lou Carbone shows exactly
how to engineer world-class customer experiences, one clue
at a time.
Carbone draws on the latest neuroscientific
research to show how customers transform physical and emotional
sensations into powerful perceptions of your business...
perceptions that crystallize into attitudes that dictate
everything from satisfaction to loyalty.
And he explains how to assess and audit
existing customer experiences, design and implement new
ones... and "steward" them over time, to ensure
that they remain outstanding, no matter how your customers
change.
Experience as a value proposition
Building systems that reflect your customers'
deepest needs and desires.
The mouse vs. the orange roof
Why Disney succeeded and Howard Johnson's
failed.
The disciplines of experience management
Experience assessment, auditing, designing,
implementation, and more.
Experience stewardship for the long term
Refreshing your experiences to reflect changing
needs and desires.
Lou Carbone has been exploring the dynamics
of experience creation and management for 20 years. He founded
and currently serves as CEO of Experience Engineering, an
experience-consulting firm whose clients include IBM, General
Motors, Avis, Allstate, Audi, Blockbuster, RBC Financial,
Office Depot, H&R Block, Taco Bell, Allina Health Systems,
and many other leading organizations. Carbone collaborated
with Steve Haeckel on "Engineering Customer Experiences,"
the seminal article that introduced the concept of customer
experience.
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