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Customer satisfaction is no longer enough.
Satisfied customers are not loyal customers. They shop around
-- they may like you, but not enough to resist the temptations
of your competitors.
Truly loyal customers can't imaging doing
business with anyone else. They are your best advertising
because they've become advocates for your company. They
bore their friends with stories of how great you are.
Companies who have such customers have managed
to create a customer experience that is consistent, intentional,
differentiated, and valuable. To do this they use all aspects
of the business, marketing, operations, and human resources
to work together to deliver to the customer. It is no longer
enough to make great advertising: now you must deliver on
your brand promises.
Managing the Customer Experience
shows you how to follow the example of great companies that
are already benefiting from the effects of customer advocates.
Companies that have created a Branded Customer Experience®.
Shaun Smith - Senior Vice President,
Customer Experience Practice, Forum, an FT Knowledge Company
- Shaun is one of the leading consultants in helping organizations
differentiate through customer service and deliver their
brand through their people. He is an inspirational presenter
with a wealth of worldwide practical experience. He has
been featured on the 'Ask The Expert' programme on CNBC
a number of times and is the co-editor of the book Uncommon
Practice: People who deliver a great brand experience.
He is also the author of the Organizational Alignment
Survey™ used by companies worldwide to assess organizational
performance.
Shaun began his career in the airline
industry becoming Head of Customer Service, Sales and Marketing
Training worldwide for British Airways. He became Managing
Director of Cathay-Performa consulting specializing in advising
airlines on customer service strategies. Shaun then ran
his own company, Service Skills International, based in
Hong Kong, for eleven years consulting to many leading international
companies before joining Forum.
Joe Wheeler - Executive Vice President,
Customer Experience Practice, Forum, an FT Knowledge Company
- Joe Wheeler is based in Forum's Boston office and leads
the firm's Customer Experience consulting practice. Over
the years he has led many Branded Customer Experience®
client engagements that have achieved significant business
results. Organizations that Joe has worked with include
Unilever, RBC Financial, Air Products, Fairmont Hotels,
Nortel Networks, FleetBoston, AT&T, and Dow Corning.
A sought-after speaker, he has provided
keynote addresses to business executives around the world,
including presentations for The Conference Board and various
industry associations. He studied Arts and Science at the
University of Toronto and Queen's University and earned
his MBA from the Edinburgh Business School. He is a loyal
customer to many of the brands cited in Managing
the Customer Experience with a
particular penchant for Krispy Kreme doughnuts!
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