Download or read book Customer Experience Branding written by Thomas Gad and published by Kogan Page Publishers. This book was released on 2016-09-03 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: The individual consumer now wields more power than ever before, with increased exposure to global cultures and media. This means that customer perception is now critically important and as such must occupy the heart of any brand. This provides a wealth of opportunities to work with and adapt to customers' motivations, but at the same time presents a series of challenges around retaining their attention and fostering positive relationships with them. The secret of a brand's success often lies in its ability to respond nimbly to the unexpected adoption of its products or services - essentially its ability to surprise its consumers. To all intents and purposes, brands must continue to introduce innovative and intriguing experiences to customers so that they can remain differentiated from the herd and deliver a human message amongst increasingly automated and unremarkable communications. Developed from experience at the forefront of new branding developments at market-leading companies, and drawing on the lessons learned by cultivating start-ups with sponsors including Google, Customer Experience Branding expertly reviews the key considerations when devising brand strategy to introduce an element of newness and interest into customer interactions. Case studies are delivered from major brands that continually achieve this, including Apple, Starbucks, Virgin, LEGO, Google, GoPro, Uber, Instagram, KLM and Handelsbanken, and the Foreword has been provided by Sir Richard Branson, who has himself unfailingly responded to consumer need and overseen a remarkable portfolio over the years as a result.
Download or read book Customer Experience Is the Brand written by Alex Allwood and published by . This book was released on 2015-06-17 with total page 178 pages. Available in PDF, EPUB and Kindle. Book excerpt: Your customer is now in the driver's seat. They're super-connected, influential within their social networks and have high expectations that their brand interactions will be personalised, contextual and device relevant. Brands are facing a highly competitive and commoditised marketplace, where product and service innovation is short-lived and competitive offerings are quickly duplicated, leaving little or no differentiation between one brand and the next. To succeed, your brand will need to build an organisation-wide, customer-first culture where customer needs are consistently met, brand promises are kept, and every touchpoint throughout the customer journey delivers a positive experience that customers want to talk about with their peers. Customer Experience is the Brand has been written for brand leaders to bridge the gap between yesterday's marketing and the next evolution of the brand: customer experience. Alex Allwood is a businesswoman and entrepreneur who believes that great experiences get people talking. For over twenty years she has helped brands grow by creating simple, feel-good customer experiences that people want to talk about and share with their peers.
Download or read book The Customer Experience Manual written by Alan Pennington and published by Pearson UK. This book was released on 2016-09-12 with total page 233 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Branded Customer Service written by Janelle Barlow and published by Berrett-Koehler Publishers. This book was released on 2006-09-14 with total page 238 pages. Available in PDF, EPUB and Kindle. Book excerpt: Branding is an integral part of modern business strategy. But while there are dozens of books on branding products and marketing campaigns, nobody has applied the logic and techniques of branding to customer service -- until now. Branded Customer Service is a practical guide to moving service delivery to a new level so that brand reinforcement occurs every time customers interact with organizational representatives. Janelle Barlow and Paul Stewart show how to infuse an entire organization with brand values and create a recognizable style of service that reflects brand promises and brand images.
Download or read book X The Experience When Business Meets Design written by Brian Solis and published by John Wiley & Sons. This book was released on 2015-10-13 with total page 263 pages. Available in PDF, EPUB and Kindle. Book excerpt: Welcome to a new era of business in which your brand is defined by those who experience it. Do you know how your customers experience your brand today? Do you know how they really feel? Do you know what they say when you re not around? In an always-on world where everyone is connected to information and also one another, customer experience is your brand. And, without defining experiences, brands become victim to whatever people feel and share. In his new book X: The Experience When Business Meets Design bestselling author Brian Solis shares why great products are no longer good enough to win with customers and why creative marketing and delightful customer service too are not enough to succeed. In X, he shares why the future of business is experiential and how to create and cultivate meaningful experiences. This isn’t your ordinary business book. The idea of a book was re-imagined for a digital meets analog world to be a relevant and sensational experience. Its aesthetic was meant to evoke emotion while also giving new perspective and insights to help you win the hearts and minds of your customers. And, the design of this book, along with what fills its pages, was done using the principles shared within. Brian shares more than the importance of experience. You’ll learn how to design a desired, meaningful and uniform experience in every moment of truth in a fun way including: How our own experience gets in the way of designing for people not like us Why empathy and new perspective unlock creativity and innovation The importance of User Experience (UX) in real life and in executive thinking The humanity of Human-Centered Design in all you do The art of Hollywood storytelling from marketing to product design to packaging Apple’s holistic approach to experience architecture The value of different journey and experience mapping approaches The future of business lies in experience architecture and you are the architect. Business, meet design. X
Download or read book Brand Culture and Identity written by Information Reso Management Association and published by . This book was released on 2018-05-04 with total page 532 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Building Brand Experiences written by Darren Coleman and published by Kogan Page Publishers. This book was released on 2018-07-03 with total page 297 pages. Available in PDF, EPUB and Kindle. Book excerpt: Retaining brand relevance is fundamental to organizational success, and an increasing challenge that high-level marketing professionals now face. In the past, many have responded with product or price-based competition, yet this can only propel a brand so far when it comes to retaining long-term relevance. Research shows that consumers are in fact driven by emotion and positive brand experiences have the power to drive engagement, while simultaneously offering countless options for competitive differentiation. Building Brand Experiences enables managers and executives to realize this and create tailored, relevant experiences that will appeal to consumers and drive brand performance. Practically structured around The Brand Experience Blueprint, Building Brand Experiences provides a step-by-step guide to the process of building effective brand experiences based on tried-and-tested tools, templates and informed research. Combining expert insight and real-world examples in an anecdotal and digestible way, Building Brand Experiences is the essential guide to crafting relevant experiences that consumers will love, to improve brand engagement and drive results.
Download or read book Growth IQ written by Tiffani Bova and published by Penguin. This book was released on 2018-08-14 with total page 354 pages. Available in PDF, EPUB and Kindle. Book excerpt: A WALL STREET JOURNAL BESTSELLER Do you know the best way to drive your company's growth? If not, it's time to boost your Growth IQ. Trying to find the one right move that will improve your business's performance can feel overwhelming. But, as you'll discover in Growth IQ, there are just ten simple--but easily misunderstood--paths to growth, and every successful growth strategy can be boiled down to picking the right combination and sequence of these paths for your current context. Tiffani Bova travels around the world helping companies solve their most vexing problem: how to keep growing in the face of stiff competition and a fast-changing business environment. Whether she's presenting to a Fortune 500 board of directors or brainstorming over coffee with a startup founder, Bova cuts through the clutter and confusion that surround growth. Now, she draws on her decades of experience and more than thirty fascinating, in-depth business stories to demonstrate the opportunities--and pitfalls--of each of the ten growth paths, how they work together, and how they apply to business today. You'll see how, for instance: * Red Bull broke Coca-Cola and PepsiCo's stranglehold on the soft drink market by taking the Customer Base Penetration path to establish a foothold with adventure sports junkies and expand into the mainstream. * Marvel transformed itself from a struggling comic book publisher into a global entertainment behemoth by using a Customer and Product Diversification strategy and shifting their focus from comic books to comic book characters in movies. * Starbucks suffered a brand crisis when they overwhelmed their customers with a Product Expansion strategy, and brought back CEO Howard Schultz to course-correct by returning to the Customer Experience path. Through Bova's insightful analyses of these and many other case studies, you'll see why it can be a mistake to imitate strategies that worked for your competitors, or rely on strategies that worked for you in the past. To grow your company with confidence, you first need to grow your Growth IQ.
Download or read book The Customer of the Future written by Blake Morgan and published by HarperCollins Leadership. This book was released on 2019-10-29 with total page 225 pages. Available in PDF, EPUB and Kindle. Book excerpt: With emerging technology transforming customer expectations, it's important to keep a laser focus on the experience companies provide their customers. Tomorrow's customers need to be targeted today! Customer experience futurist Blake Morgan outlines ten easy-to-follow customer experience guidelines that integrate emerging technologies with effective strategies to combat disconnected processes, silo mentalities, and a lack of buyer perspective. The Customer of the Future explains how today's customers are already demanding frictionless, personalized, on-demand experiences from their products and services, and companies that don't adapt to these new expectations won't last. This book prepares your organization for these increasing demands by helping you do the following: Learn the ten defining strategies for a customer experience-focused company. Implement new techniques to shift the entire company from being product-focused to being customer-focused. Gain insights through case studies and examples on how the world's most innovative companies are offering new and compelling customer experiences. Tomorrow's customers will insist on experiences that make their lives significantly easier and better. Craft a leadership development and culture plan to create lasting change at your organization!
Download or read book Managing the Customer Experience written by Shaun Smith and published by Pearson Education. This book was released on 2002 with total page 284 pages. Available in PDF, EPUB and Kindle. Book excerpt: You need loyal customers, not just satisfied ones. Managing the Customer Experience: Turn Customers Into Advocatesshows you how to manage your customer experience and reap the rewards.
Download or read book Crafting the Customer Experience For People Not Like You written by Kelly McDonald and published by John Wiley & Sons. This book was released on 2012-10-09 with total page 139 pages. Available in PDF, EPUB and Kindle. Book excerpt: Deliver a better business experience, for every kind of customer A "one-size fits all" approach to customer service is no longer viable. Businesses competing on service need to understand and cater to customers' racial, ethnic, religious, generational, and geographic differences in order to meet or exceed customers' service expectations. Crafting the Customer Experience to People Not Like You shows how companies, brands, and products struggling to differentiate themselves in a sea of sameness can foster long-term loyalty and brand preference with exceptional and customized customer service. A detailed guide to core customer groups including women, the five generations (matures, Boomers, Gen X, Gen Y and Gen Z), racial and ethnic segments, such as Hispanics and African-Americans, as well as those who are defined by key lifestyle and life-stage attributes Includes onsumer insights that will help business leaders deliver a better business experience with every customer You cannot control the economy, the stock market or the costs of goods and labor. But you can control your organization's customer service. It's an empowering thought. Customer service is 100% in your control at all times and it's more important than ever.
Download or read book Service Design for Business written by Ben Reason and published by John Wiley & Sons. This book was released on 2015-12-14 with total page 214 pages. Available in PDF, EPUB and Kindle. Book excerpt: A practical approach to better customer experience through service design Service Design for Business helps you transform your customer's experience and keep them engaged through the art of intentional service design. Written by the experts at Livework, this practical guide offers a tangible, effective approach for better responding to customers' needs and demands, and provides concrete strategy that can be implemented immediately. You'll learn how taking a design approach to problem solving helps foster creativity, and how to apply it to the real issues that move businesses forward. Highly visual and organized for easy navigation, this quick read is a handbook for connecting market factors to the organizational challenge of customer experience by seeing your company through the customers' eyes. Livework pioneered the service design industry, and guides organizations including Sony, the British Government, Volkswagen Procter & Gamble, the BBC, and more toward a more carefully curated customer experience. In this book, the Livework experts show you how to put service design to work in your company to solve the ongoing challenge of winning with customers. Approach customer experience from a design perspective See your organization through the lens of the customer Make customer experience an organization-wide responsibility Analyze the market factors that dovetail with customer experience design The Internet and other digital technology has brought the world to your customers' fingertips. With unprecedented choice, consumers are demanding more than just a great product—the organizations coming out on top are designing and delivering experiences tailored to their customers' wants. Service Design for Business gives you the practical insight and service design perspective you need to shape the way your customers view your organization.
Download or read book Sustainable Customer Experience Design written by Bert Smit and published by Routledge. This book was released on 2018-05-30 with total page 536 pages. Available in PDF, EPUB and Kindle. Book excerpt: Experiences are an important part of our lives and increasingly represent a crucial topic to address for businesses and professionals. This book focuses on designing, staging and managing experiences within the context of the events, tourism and hospitality industries. It also illustrates current and future developments in these industries and wider society, with an emphasis on sustainable development. The book offers an innovative approach for successfully creating experiences for (potential) customers that is based on combining insights and methods from the world of design and the social sciences. Moreover, it shows how the experience economy and sustainable development both reinforce one another and create challenges that businesses and professionals can address through this approach. Critical thinking questions, practical examples and international case studies are integrated throughout the text. Combining a design science and a social sciences perspective in one inclusive hands-on approach to designing, staging and managing experiences, this is essential reading for all students of Events, Tourism and Hospitality Management, but also related fields.
Download or read book Customer Experience in Modern Marketing written by James Seligman and published by Lulu.com. This book was released on 2012-11-01 with total page 172 pages. Available in PDF, EPUB and Kindle. Book excerpt: Customer Experience Management in Modern Marketing is a dynamic approach to the co-creation of value through the relationship. The book, chapter by chapter provides information, examples of how to develop and create a lasting experience for your customers
Download or read book Experiential Marketing written by Wided Batat and published by Routledge. This book was released on 2019-01-28 with total page 278 pages. Available in PDF, EPUB and Kindle. Book excerpt: Why do some brands make us feel good, while others frustrate us? What makes us engage with certain brands, rebuy the same products, return to the same store or revisit the same destination over and over again? Is there a framework underlying how past and lived shopping experiences can affect our future experiences, our buying decisions, and our brand loyalty? In this exciting new book, Wided Batat introduces readers to the new customer experience framework and the era of the "Experiential Marketing Mix." She introduces the concept of the 7Es (Experience, Exchange, Extension, Emphasis, Empathy, Emotional touchpoints, Emic/Etic process); a tool that focuses on the consumer as a starting point in marketing strategies. By using these, companies can design suitable, emotional, and profitable customer experiences in a phygital context (physical place and digital space) including both offline and online digital experiences. Batat argues that a traditional product-centric should be replaced by the appropriate mix of 7Es, based upon a more consumer/experience-centric logic. Experiential Marketing is a guide to building experiences consumers cannot forget. It will be of interest for CEOs, brand managers, marketing and communication professionals, students, and anyone eager to learn more about how to design the ultimate customer experience in a new phygital. In this book, Professor Batat combines theory and practice and gives readers an overview of: the origins and the rise of the customer experience logic, the 7Es of the new experiential marketing mix, and the challenges for the future.
Download or read book Outside in written by Harley Manning and published by Houghton Mifflin Harcourt. This book was released on 2012 with total page 275 pages. Available in PDF, EPUB and Kindle. Book excerpt: For readers of "Delivering Happiness" and "The New Gold Standard"--a revolutionary approach to understanding and mastering the customer experience from Forrester Research.
Download or read book UnSelling written by Scott Stratten and published by John Wiley & Sons. This book was released on 2014-09-29 with total page 245 pages. Available in PDF, EPUB and Kindle. Book excerpt: UnSelling is about everything but the sell. We put all of our focus on the individual purchase transaction, while putting the rest of our business actions second. We've become blind to customer service, support, branding, experiences and even product quality. Sixty percent of a purchasing decision is made before a customer even contacts you. We have funnel vision, and it needs to stop. Unselling is about the big picture: creating repeat customers, not one-time buyers. Create loyal clients that refer others, not faceless numbers. Becoming the go-to company for something, before they even need you. You don't need social media, but you can be connecting with your clients socially. Your video doesn't have to be viral in front of a million people, just contagious in front of your specific market. Content, connection, engagement. It's time to separate from the pack of noise. It's time to UnSell.
