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Customer Understanding: Three Ways to Put the "Customer" in Customer Experience
Struggling to ensure that the customer is at the center of all your business does?
This book is your guide to putting the “customer” in customer experience.
Not sure what that means? Well, for starters, too many executives believe they are delighting their customers. Why wouldn’t they think that?! When they focus on growth, those customer acquisition numbers are pretty sweet, but they don’t tell the real story.
Prioritizing customer retention is critical. But you can’t just throw technology at it, give it some lip service, and call it a day. Retention is hard work! You’ve got to understand who your customers are and what problems they are trying to solve or what jobs they are trying to do. Then you’ve got to use that understanding to design an experience that helps customers achieve their goals. That’s the key to putting the customer in customer experience!
Ultimately, you need to bring the customer voice into all meetings, decisions, processes, and designs. The customer must be at the center of all you do. After all, it’s all about the customer!
In this book, I cover the three approaches to customer understanding: surveys and data, personas, and journey mapping. I could’ve written the whole book about journey mapping, but there’s so much more to building a customer-centric business than journey mapping. The culture must first be deliberately designed to put the customer at the heart of the business. And all foundational elements of a CX transformation must be in place to make that happen.
With that knowledge, read this book and:
Learn about the three approaches you must use to understand your customers, why you must use them, and how they work together. Create an action plan to ensure insights gleaned from these three approaches are implemented in your organization. Develop and assign personas to your customers in order to better understand their needs, goals, problems to solve, and jobs to be done. Learn the difference between touchpoint maps and journey maps and how touchpoint maps can still be a valuable asset in your customer experience toolbox. Understand why journey mapping is called the backbone of customer experience management – and how to make it so in your organization. Set up and facilitate your own current-state and future-state journey mapping workshops with customers. Set up and facilitate service blueprint workshops with internal stakeholders. Find out how to put the customer at the heart of your business. And more!
This book is your guide to putting the “customer” in customer experience.
Not sure what that means? Well, for starters, too many executives believe they are delighting their customers. Why wouldn’t they think that?! When they focus on growth, those customer acquisition numbers are pretty sweet, but they don’t tell the real story.
Prioritizing customer retention is critical. But you can’t just throw technology at it, give it some lip service, and call it a day. Retention is hard work! You’ve got to understand who your customers are and what problems they are trying to solve or what jobs they are trying to do. Then you’ve got to use that understanding to design an experience that helps customers achieve their goals. That’s the key to putting the customer in customer experience!
Ultimately, you need to bring the customer voice into all meetings, decisions, processes, and designs. The customer must be at the center of all you do. After all, it’s all about the customer!
In this book, I cover the three approaches to customer understanding: surveys and data, personas, and journey mapping. I could’ve written the whole book about journey mapping, but there’s so much more to building a customer-centric business than journey mapping. The culture must first be deliberately designed to put the customer at the heart of the business. And all foundational elements of a CX transformation must be in place to make that happen.
With that knowledge, read this book and:
Learn about the three approaches you must use to understand your customers, why you must use them, and how they work together. Create an action plan to ensure insights gleaned from these three approaches are implemented in your organization. Develop and assign personas to your customers in order to better understand their needs, goals, problems to solve, and jobs to be done. Learn the difference between touchpoint maps and journey maps and how touchpoint maps can still be a valuable asset in your customer experience toolbox. Understand why journey mapping is called the backbone of customer experience management – and how to make it so in your organization. Set up and facilitate your own current-state and future-state journey mapping workshops with customers. Set up and facilitate service blueprint workshops with internal stakeholders. Find out how to put the customer at the heart of your business. And more!
- GenresBusiness
221 pages, Kindle Edition
Published October 12, 2019
21 people are currently reading
89 people want to read
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Displaying 1 - 3 of 3 reviews
November 11, 2020
Very detailed lecture on the importance of CX in all areas of the customer journey and a detailed step by step of journey mapping. I'm not an expert but found it repetitive sometimes, and yet that's what helped me really learn and shift my thinking about how I perceive the experience of the customer in customer experience.
March 1, 2024
Workshop tools and some good info
The book rehashes the importance of making the customer the most important part of your business. Great details of creating workshops to create resolutions to their painpoints. Didn’t take away anything groundbreaking.
The book rehashes the importance of making the customer the most important part of your business. Great details of creating workshops to create resolutions to their painpoints. Didn’t take away anything groundbreaking.
December 7, 2022
3.5 stars
Kinda repetitive but overall not bad.
Kinda repetitive but overall not bad.
Displaying 1 - 3 of 3 reviews