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Customer Experience de C. Shaw

Customer Experience

Autor C. Shaw, Q. Dibeehi, S. Walden
en Limba Engleză Hardback – 9 sep 2010

Problema centrală pe care o rezolvă Customer Experience este incapacitatea multor organizații de a se diferenția într-o piață saturată, unde produsele și serviciile tind să devină identice. Considerăm că această lucrare oferă soluția prin trecerea de la simpla interacțiune tranzacțională la înțelegerea mecanismelor cerebrale care dictează loialitatea. Autorii C. Shaw, Q. Dibeehi și S. Walden analizează cum psihologia experienței și neuroștiințele pot fi transformate în avantaje competitive reale. Structura volumului este una progresivă și riguroasă. Începând cu explorarea creierului în contextul consumului, textul evoluează spre modele de neuro-business și strategii practice de implementare. Apreciem în mod deosebit capitolele dedicate 'semințelor revoluției' organizaționale, care oferă un cadru pentru schimbarea culturii interne în vederea construirii încrederii. Abordarea diferă de Revolutionize Your Customer Experience de Colin Shaw prin faptul că este mai puțin abstractă și mult mai aplicabilă, concentrându-se pe instrumente derivate din neuro-experiență mai degrabă decât pe cadrul conceptual general. În contextul operei autorului, dacă The DNA of Customer Experience se concentra pe identificarea emoțiilor care generează valoare, acest volum din 2010 face pasul decisiv spre execuție. Merită menționat că autorii nu se limitează la teorie, ci oferă o foaie de parcurs pentru următorii ani, integrând impactul social media și noile tendințe în comportamentul uman. Este o resursă esențială pentru managerii care doresc să înțeleagă nu doar 'ce' face clientul, ci mai ales 'de ce' o face, folosind date din neuroștiințe pentru a câștiga cotă de piață.

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Specificații

ISBN-13: 9780230247819
ISBN-10: 0230247814
Pagini: 199
Ilustrații: XVII, 199 p.
Dimensiuni: 164 x 245 x 20 mm
Greutate: 0.48 kg
Ediția:2010 edition
Editura: Palgrave Macmillan UK
Locul publicării:London, United Kingdom

De ce să citești această carte

Această carte se adresează liderilor de business și specialiștilor în marketing care vor să depășească nivelul intuitiv al relației cu clienții. Cititorul va câștiga o înțelegere profundă a modului în care neuroștiința influențează decizia de cumpărare. Este un ghid pragmatic pentru transformarea unei organizații rigide într-una capabilă să genereze loialitate prin experiențe memorabile, fundamentate științific.

Despre autor

Autorii sunt figuri centrale în cadrul Beyond Philosophy, o organizație recunoscută la nivel mondial pentru inovație în domeniul experienței clienților. Colin Shaw este un lider de opinie care a publicat lucrări fundamentale precum The DNA of Customer Experience și Revolutionize Your Customer Experience, fiind unul dintre primii experți care au stabilit o legătură empirică între emoțiile consumatorilor și rezultatele financiare ale unei companii. Expertiza colectivă a autorilor, care îmbină cercetarea academică cu consultanța de business la cel mai înalt nivel, face ca perspectivele lor asupra psihologiei consumatorului să fie standarde în industrie.

Cuprins

Emerging Trends in Customer Experience The Brain in the Customer Experience Neuro-Business Models Practical Neuro-Experience for Today The Future of Neuro-Experience The New Field of Experience Psychology and Its Application The Core Principles and Benefits How To Change Your Organization Over the Next Few Years...The Seeds of Revolution Embracing the Revolution Through Building Trust How To Join the Revolution

Recenzii

'Beyond Philosophy have been pioneers in defining the Customer Experience. This book reinforces their Thought Leadership position. It is a must read!' - Ivan Mainprize, VP Customer Experience, Membership Travel Services International, American Express
'I get a lot of companies wanting to talk to me about Customer Experience. There is only one company I would talk to, the Thought Leaders, Beyond Philosophy. Why accept second best?' - Bob Black, Managing Director, TNT, Australia
'We have worked with Beyond Philosophy for a number of years. Why? This book reinforces why. They are Thought Leaders and understand Customer's emotional drivers.' - Laree R. Daniel, Senior Vice President, Customer Assurance Organization. Aflac.
'Once again Beyond Philosophy demonstrates their thought leadership in the field of Customer Experience. An insightful book which shows us the future.' - Charmaine McDonald Senior Vice President, Customer Success. Clinical Solutions McKesson
'Following on from their previous ground-breaking books Beyond Philosophy Thought Leaders, Colin Shaw, Qaalfa Dibeehi and Steven Walden, now turn their attention to the future of Experience offering unique insights and ideas. The ideas on neuroexperience in particular are thought-provoking and consistent with the expected sea change towards individualised advertising and communication - this book reflects what's happening now at the crux of neuroscience and business.' - Professor Gemma Calvert, Co-Founder, Neurosense Limited & Chair of Applied Neuroimaging, University of Warwick, UK
'Read it and take action. This is cutting-edge.' - Subhra Das, Senior Vice President, du ( Emirates Integrated Telecommunications Company PJSC)
'Great brands simply make a promise and then keep that promise. You make promises through advertising, promotion & sponsorships. Beyond Philosophy's unique proprietary methodologies help you deliver on your promise ruthlessly & consistently across every consumer touch point.' - Gary Keogh, Marketing Manager, Glenfiddich
'If you have anything to do with customer experience you must read this book. It shows the future! Beyond Philosophy = Thought leadership.' - Darren Cornish, Head of Customer Intelligence, Customer Experience, Axa Insurance
'For the past five years we have successfully focussed on improving our customer experience with the help and guidance of Beyond Philosophy. This book outlines the next steps of the journey.' - Steve Elliott, Managing Director, Morgan Sindall
'A true insight to the future of customer experience. You may not be ready to react to each of these trends today but you need to prepare. This book a great starting point. These trends are the new ways to view the experience from the 'outside in' as opposed to the more common model of 'inside out'. Ignoring customer perceptions and feelings is perilous and it does not appear that this basic principle will change anytime soon.' - Eva Choong, Director Customer Management, British Council
'We all talk about experience being the most important element of marketing, yet it is not often that new and original thinking comes in and excites the world of customer experience. Beyond Philosophy's new book surely reinforces their expertise in this field and invites us to discover the customer once again.' - Lale Saral Develioglu, Chief Marketing Officer, Turkcell
'In the arts, audiences expect to have an emotional experience, which is why they are very loyal to their art form or particular performer. It is clear to me that the commercial world could learn from this. By shining a light on areas such as the emotions and the subconscious this book offers original insights and new perspectives on the future of Customer Experience Management.' - Samir Savant, Director of Development, Royal College of Music

Notă biografică

COLIN SHAW is the Founding Partner of Beyond Philosophy and guru of Customer Experience Management. He has enjoyed over 20 years of experience working with blue chip companies including: Mars Ltd, Rank Xerox and British Telecom. Shaw now indulges in his real passions: strategic thinking, conference speaking, writing books and advising boards of companies. He is the author of three very successful books on Customer Experience published by Palgrave Macmillan. QAALFA DIBEEHI is Director of Thought Leadership with Beyond Philosophy. He has 15 years senior level experience in the customer experience related space with particular emphasis on the special problems and sensitivities of organisations that have a dual commercial and social/community responsibility. Qaalfa is also an award winning university professor. He has been keynote speaker at a number of conferences; frequently quoted in the international press; and has authored and published a variety of white papers, and magazine and journal articles. STEVEN WALDEN is Beyond Philosophy's Principal Consultant& Head of Research. Prior to working at Beyond Philosophy he had 8 years experience as a Management Consultant focusing on IT, Technology and Retail sectors.

Descriere

Customer Experience is now the key differentiator as consumers and businesses alike decide among competing brands. The authors explore growing trends in Experience Psychology, Social Media and Neuroscience and their impact on Customer Experience that businesses need to understand to gain preference, loyalty and market share.