The customer experience book : how to design, measure and improve customer experience in your business

233 Pages·2016·3.58 MB·English

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Praise for The Customer Experience book
‘A terrific book that brings to all organisations which care about
customer experience pragmatic and valuable solutions to
become customer intelligent.’
Eric Chang, President,
ICBC-AXA Life Assurance, China
‘An excellent guide to the why, what and how of i mplementing
great customer experience. It approaches the subject from both
the organisation’s and the channel’s perspective, p roviding
plenty of useful examples of what to do and what to avoid. A must
read for anyone in business looking to improve their situation.’
Jerry Smith, President and
CEO, OgilvyOne Worldwide,
Asia Pacific
‘Intelligent, practical and entertaining - The Customer
Experience Book should be required reading for every pensions
professional concerned about member experience and
communications.’
Jane Newell DBE, Chair,
John Lewis Partnership
Pensions Trust
‘Pennington has accomplished something important and note-
worthy – making “customer experience” something companies
can methodically do, manage and improve. This is an insightful
and practical book by a leading authority on the subject.’
Martha Rogers, Ph.D., Trustability Metrix and
Peppers & Rogers Group, co-author of
Extreme Trust and Managing
Customer Experience and Relationships
‘A great read. Packed full of practical and insightful ways to
transform your customer’s experience.’
Mike Westcott, Group HR Director, National Grid
‘A comprehensive and modern approach to tackling customer
experience - the best guide I have read.’
Diana Cawley, CEO, Asia Pacific, Geometry Global
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‘The Customer Experience Book is a brilliant consolidation of
the key steps you need to collect and utilise customer intel-
ligence for competitive advantage. It speaks to the how, what,
when, where and why of putting the most critical part of your
organisation – your customer – in the centre of your culture and
then allowing that knowledge to drive your strategy through ex-
ecution. Alan takes the critical steps and makes them clear and
concise so that you can apply them to your particular organisa-
tion, regardless of industry or size. Well done!’
Valerie Peck, CEO, SuiteCX and
East Bay Services Group Consulting
‘As customers, we have all been let down. As business leaders,
this book shows us the true value of what companies are losing
by those let-downs. Luckily it also provides a clear road map to
avoid the same mistakes in the future. As a customer and a mar-
keter, I can’t wait to benefit!’
Richard Pinder, CEO International,
Crispin Porter and Bogusky
‘An excellent guide – it explains the “What is it?” and “Why is it
important?” but, critically, delivers the “How do I do it?” so you
can really focus on transforming your customer experience. As
a CFO and CEO, it’s invaluable to help cut through some of the
noise that usually accompanies this subject.’
Adrian Bradley, former CFO and CEO, real estate and asset
management, Jumeirah Group
‘A clear and very well written introduction to the world of
customer experience. A book that all c- level directors must
read, especially those who operate in a B2C environment, as
this is the most important area of development in the business
world.’
Richard Hodsden, CFO
‘This book really gets to the practical realities of creating real
competitive advantage through customer experiences we would
all want to have. It bridges that gap between deciding it’s the
right thing to do and knowing what to do next with practical
ideas and real-life examples. A must read for anyone who cares
about their customer.’
Emma Judge, Founder, Positive Organisations
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The Customer
Experience Book
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A01_PENN8465_01_SE_FM.indd 4 21/07/16 3:03 pm
The Customer
Experience Book
How to design, measure and improve
customer experience in your business
Alan Pennington
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PEARSON EDuCATION LIMITED
Edinburgh Gate
Harlow CM20 2JE
United Kingdom
Tel: [phone]
Web: www.pearson.com/uk
First published 2016 (print and electronic)
© Alan Pennington (print and electronic)
The right of Alan Pennington to be identified as author of this work has been asserted by him in
accordance with the Copyright, Designs and Patents Act 1988.
The print publication is protected by copyright. Prior to any prohibited reproduction, storage in a
retrieval system, distribution or transmission in any form or by any means, electronic, mechanical,
recording or otherwise, permission should be obtained from the publisher or, where a pplicable,
a licence permitting restricted copying in the United Kingdom should be obtained from the
Copyright Licensing Agency Ltd, Barnard’s Inn, 86 Fetter Lane, London EC4A 1EN.
The ePublication is protected by copyright and must not be copied, reproduced, transferred,
distributed, leased, licensed or publicly performed or used in any way except as specifically
permitted in writing by the publisher, as allowed under the terms and conditions under which it
was purchased, or as strictly permitted by applicable copyright law. Any unauthorised distribution
or use of this text may be a direct infringement of the author’s and the publisher’s rights and
those responsible may be liable in law accordingly.
All trademarks used herein are the property of their respective owners. The use of any trademark
in this text does not vest in the author or publisher any trademark ownership rights in such
trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this
book by such owners.
Pearson Education is not responsible for the content of third-party internet sites.
ISBN: 978-1-292-14846-5 (print)
978-1-292-14847-2 (PDF)
978-1-292-14848-9 (ePub)
British Library Cataloguing-in-Publication Data
A catalogue record for the print edition is available from the British Library
Library of Congress Cataloging-in-Publication Data
Names: Pennington, Alan (Customer experience consultant), author.
Title: The customer experience book : how to design, measure and improve
customer experience in your business / Alan Pennington.
Description: Harlow, England ; New York : Pearson Education, 2016. | Includes
index.
Identifiers: LCCN 2016026463 | ISBN 9781292148465 (pbk.)
Subjects: LCSH: Customer relations. | Customer services.
Classification: LCC HF5415.5 .P456 2016 | DDC 658.8/12--dc23
LC record available at https://lccn.loc.gov/2016026463
10 9 8 7 6 5 4 3 2 1
20 19 18 17 16
Cover design by Two Associates
Print edition typeset in ITC Giovanni Std 9.5/13 pts by SPi Global
Printed in Great Britain by Henry Ling Ltd, at the Dorset Press, Dorchester, Dorset
NOTE THAT ANY PAGE CROSS REFERENCES REFER TO THE PRINT EDITION
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Contents
About the author ix
Acknowledgements x
Publisher's acknowledgements xi
Introduction xii
Part 1 Customer experience in business 1
1
Does your customer experience happen
by design or by accident? 3
2
Connecting with your customer to create a
customer intelligent company 19
3
Emotions or how you feel and the customer
experience 35
Part 2 Customer experience in action 47
4
Where are you? What do you want to deliver? 49
5
How to plan the delivery of an improved
customer experience 65
6
How to use customer journey mapping 83
7
How to design new and improved experiences 123
8
How to use measures to drive and deliver your
experience 141
vii
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CONTENTS
9
How small data can make the difference 159
10
How to build trust through experience 171
11
How to equip and support teams for success 187
Index 207
viii
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About the author
Alan is a thought leader in the emerging customer experience discipline.
Following a successful corporate career that included work in the public,
private and agency worlds, he co-founded a consulting business in 2002
focused on providing practical assistance to companies engaging in the
development of their customer experience. From small beginnings the
business emerged as one of the leading customer experience consultancies
in the world. For over 12 years, Alan had the privilege of working across the
world with blue chip companies seeing first-hand what does and doesn't
work in terms of the internal ability to successfully deliver consistently on
brand experiences.
Since then he has focussed on educating and supporting those engaged
in the increasingly important strategic discipline of customer experience
development and design - turning marketing brilliance into executional
experiential brilliance to underpin the billions invested by companies
developing brand expectations.
ix
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