Good, bad, or indifferent, every customer has anexperience with your company and the productsor services you provide. But few businesses reallymanage that customer experience... so they losethe chance to transform customers into lifetimecustomers.
In this book, Lou Carbone shows exactly how toengineer world-class customer experiences, oneclue at a time.
Carbone draws on the latest neuroscientificresearch to show how customers transformphysical and emotional sensations into powerfulperceptions of your business... perceptions thatcrystallize into attitudes that dictate everythingfrom satisfaction to loyalty.
And he explains how to assess and audit existingcustomer experiences, design and implement newones... and "steward" them over time, to ensurethat they remain outstanding, no matter how yourcustomers change.
Experience as a value proposition
Building systems that reflect your customers'deepest needs and desires
The mouse vs. the orange roof
Why Disney succeeded and Howard Johnson's failed
The disciplines of experience management
Experience assessment, auditing, designing,implementation, and more
Experience stewardship for the long term
freshing your experiences to reflect changingneeds and desires
Understand how your customers think and feel, and how they interact with your products and services
Assess, audit, design, implement, and steward any customer experience
Beyond Disney and Harley-Davidson: solutions for every industry, product, or service
Customer experience is your best opportunity for differentiation... often, your only opportunity.Clued In gives you the tools to craft an outstanding customer experience--no matter what yousell, or who you sell it to.
Lou Carbone reveals the sensory building blocks of experience you're already delivering tocustomers, whether you know it or not. He shows how to re-craft these "clues" into a consistent,powerful experience that leads directly to customer preference... a preference that can help youdifferentiate practically anything.
Carbone covers the entire process, hands-on: organizing your "experience design" team...evaluating the experience you're already delivering... designing manageable clues that connectwith customer desire... rolling out new experiences... and making customer experience bothsustainable and profitable.
Your company needs to move from creating great products and services tocreating great experiences.