The New Customer Experience Management: Why and How the Companies of the Future Address Their Customers' Needs Proactively

Description

A comprehensive guide to a burgeoning field, this book shows how to design and implement a future-proof post-sales service program focused on proactively addressing customers’ needs in a personalized way. For too long, companies have detached from customers after the moment of purchase and done post-sales service in a way that is reactive, generic, and not scalable. Empowered by the boom in data availability and analytics, future-ready companies will offer their customers proactive personalized post-sales service and reap tangible benefits, including higher customer satisfaction and retention and less negative word of mouth – leading to increased sales and customer lifetime value. As the stories in this book demonstrate, companies like Amazon, Adobe, Garmin, and Liberty Global are leading the way, but companies do not have to be global giants to capitalize on the techniques presented in this guide. To excel at customer experience (CX) management, companies need to implement the best customer feedback and data collection and management practices, develop state-of-the-art analytical models, and have the willingness to act. This book’s strong vision and actionable roadmap, illustrated with real-life success stories, make this a compelling read for CX and customer analytics leaders, practitioners, and students alike. Cover Endorsement Half Title Title Page Copyright Page Table of Contents Foreword Introduction Notes Section 1 The Foundations of Proactive Personalized Post-Sales Service (PPPS) 1 Value-Creation: A Framework for Marketing Post-Sales Service Is Imperative for Value-Creation How Can Companies Support Customers in the Value-Creation Process? Inspiring Customers Motivating Customers Educating Customers Adjustments On the Fly Summary Notes References 2 The Power of Proactive Personalized Post-Sales Service Proactive Post-Sales Service Personalized Post-Sales Service Proactive, Personalized Post-Sales Service at Scale PPPS in Practice Adobe Garmin Amazon Further Ideas What PPPS Is Not Summary Notes References 3 The Limitations of the Existing Post-Sales Service Initiatives Adjustments On the Fly: Complaint Management Why Is It a Good Idea to Allow Or Even Encourage Customers to Complain? Why You Can’t Rely On Customer Complaint Management to Do PPPS Adjustments On the Fly: Close-The-Loop Initiatives Initiatives for Customer Inspiration, Motivation, and Education Summary Notes References Section 2 A Roadmap for Proactive Personalized Post-Sales Service 4 Is Human Behavior Predictable? Is Human Behavior Predictable? Knowing Where You Are Predicting the Next Hit Song Predicting Which Images You Would Like Predicting Stock Markets Ups and Downs and Whether You’ll Default On Your Loan Getting to Know You By Tracking Your Gaze A Process of Delivering PPPS Note References 5 Roadmap Step 1 – Kick-Off: Set Goals, Plan, and Get Buy-In What Is the Purpose of This Stage? Goal Setting and Planning Getting Buy-In References 6 Roadmap Step 2 – Input: Collect Customer Feedback What Is the Purpose of This Stage? Must-Haves Advisable-To-Have Practical Advice On Collecting Customer Feedback Choosing the Right KPI Measuring the ‘Why’ Behind Customers’ Attitude An Open-Ended Question A Close-Ended Question Questionnaire Length References 7 Roadmap Step 3 – Input: Collect Customer Data What Is the Purpose of This Stage? Types of Customer Data Usage Data Interaction Data Operational Data External Data Customer Background Data Criteria for Success Practical Advice On Collecting Customer Data Note References 8 Roadmap Step 4 – Understanding: Analyze the Data What Is the Purpose of This Stage? Practical Advice On Running Customer Analytics Descriptive Stage Customer Feedback Usage Data Interaction Data Operational Data External Data Customer Background Information Have a Look at Cross-Sections of Data Diagnostic Stage Customer Research Linking KPIs to Interaction and Operational Data Notes References 9 Roadmap Step 5 – Action: Initiatives for Customer Inspiration, Motivation, Education, and Adjustments On the Fly What Is the Purpose of This Stage? Practical Advice On Kickstarting and Running Initiatives for Customer Inspiration, Motivation, Education, and Adjustments On the Fly Commitment Technology Ideas for Customer Inspiration, Motivation, Education, and Adjustments On the Fly Initiatives Return On Investment On Initiatives for Customer Inspiration, Motivation, Education, and Adjustments On the Fly References 10 Roadmap Step 6 – Scale-Up: Expand Your Initiatives to Your Full Customer Base What Is the Purpose of This Stage? Scaling Up Action Recommendation Engine Success Stories Reference 11 Challenges in Designing and Running Proactive Personalized Post-Sales Service Programs Motive Uncertainty Privacy Lack of Empathy Time and Frequency of Contact Customers’ Expectations Will Increase The Lack of a Single Decision-Maker (In B2B Contexts) References Recap References Supplemental Material Q&A Should I Worry This Much About Post-Sales Service? Why Proactive Post-Sales Service? Why Personalized Post-Sales Service? Do I Need All of This Data? I Worry That It Might Take Me Too Much Effort to Get It Does This Mean That Complaint Management and Close-The-Loop Initiatives I Have in Place Are Worthless? What If We Don’t Have a Good Close-The-Loop Program in Place? What If We Can’t Act Quickly Enough On Customer Feedback? How Accurately Can We Infer Customer Feedback? Doesn’t This Whole Business With Inferring Feedback and Collecting Data Drain the Soul Out of It? Is It Legal to Use All This Data? PPPS Ingredients Checklist PPPS Compared to Other Modes of Delivering Post-Sales Service Index