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Outside In The Power of Putting Customers at the Center of Your Business

ISBN-10: 0547913982
ISBN-13: 9780547913988
Edition: 2012
List price: $25.00 Buy it from $3.50
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Description: Companies pay lip service to "delighting customers" while simultaneously disappointing them at every opportunity. Turning customers into passionate fans is a cheap and incredibly powerful way to boost profits—but to do it, you have to see your  More...

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Book details

List price: $25.00
Copyright year: 2012
Publisher: Houghton Mifflin Harcourt Publishing Company
Publication date: 8/28/2012
Binding: Hardcover
Pages: 272
Size: 6.25" wide x 9.25" long x 1.00" tall
Weight: 1.166
Language: English

Companies pay lip service to "delighting customers" while simultaneously disappointing them at every opportunity. Turning customers into passionate fans is a cheap and incredibly powerful way to boost profits—but to do it, you have to see your business the way your customers do. You have to walk in your customers’ shoes from the very moment they decide to try your product.Today, companies compete not just on what they offer but on every aspect of the customer experience. This shift requires a new way to manage: from the outside in. Forrester Research analysts Harley Manning and Kerry Bodine explain how to get your organization in tune with the real needs of your customers. Key lessons include:Customer experience is worth billions.Forrester’s research shows it to be a strong predictor of three of the most common loyalty metrics used by businesses today: likelihood to make another purchase, likelihood to switch business to a competitor, and likelihood to recommend to a friend.A whole new paradigm.Customer experience is not just customer service. It spans the entire company, encompassing finance, legal, marketing, human resources, information technology, and product development.  Decide on what your strategyisn't.Your company can deliver the white-glove treatment of a Ritz-Carlton, the no-frills experience of Sam’s Club, or something else entirely. But it can’t do everything. Companies struggle when they fail to narrow down their approach to customer experience.Surprising case studies.Companies as diverse as Comcast, Dunkin’ Brands, Oracle, and USAA have brought a new sheriff to town: a single executive leading customer experience across a business unit or an entire company. These executives effect long-term, powerful transformations.Customer experience spells the difference between an angry support e-mail and a passionate new evangelist. Forrester’s unmatched sources of insight and analytical tools put Manning and Bodine in a unique position to deliver definitive insight into a subject whose time has come.

Harley Manning founded Forrester’s customer experience research practice when he joined the firm in 1998. Today he leads a team of analysts that cover enterprise-level customer experience topics ranging from strategy to metrics and business models.

Kerry Bodine leads Forrester’s research on experience design. Kerry’s research, analysis, and opinions appear frequently on sites like Harvard Business Review, Forbes, and Advertising Age, and she blogs for Forrester and 1to1 Media.

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Introduction: Mastering the Outside In Challenge
The Value Of Customer Experience
You Need Your Customers More Than They Need You
Customer Experience Means Billions to Business
The Customer Experience Ecosystem
The Six Disciplines of Customer Experience
From Bumper Sticker to Business Discipline
Strategy
Customer Understanding
Design
Measurement
Governance
Culture
How Customer Experience Transforms Companies
The Natural Path to Customer Experience Maturity
The Rise of the Chief Customer Officer
The Customer Experience Race Is On
What Next?
Acknowledgments
Notes
Case Index
Index
About the Authors

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