"Lior Arussy's new book is another great addition to his work on the theme of improving the customer experience to build lasting and profitable customer relationships. Recommended to both those working on corporate customer strategy and line managers. Strong practical advice from an industry visionary." --Michael Maoz, Vice President and Research Fellow, Gartner Research "This book isn't filled with easy shortcuts and feel-good platitudes. When you're ready to walk the walk, Lior's book is a fine place to start down that rarely followed, very profitable path." -- Seth Godin, Author, Purple Cow…mehr
"Lior Arussy's new book is another great addition to his work on the theme of improving the customer experience to build lasting and profitable customer relationships. Recommended to both those working on corporate customer strategy and line managers. Strong practical advice from an industry visionary." --Michael Maoz, Vice President and Research Fellow, Gartner Research "This book isn't filled with easy shortcuts and feel-good platitudes. When you're ready to walk the walk, Lior's book is a fine place to start down that rarely followed, very profitable path." -- Seth Godin, Author, Purple Cow and Free Prize Inside! "Lior Arussy is a true customer advocate. This book is a must-read for anyone who knows that the only sustainable competitive advantage is to create a unique and meaningful customer experience." --Ginger Conlon, Editor in Chief, CRM magazine "This book provides a clear blueprint for successful customer relationships. It is a must-read for executives who are serious about pleasing their customers." --Guy Kawasaki, Author, The Art of the Start "I've always said that education without execution is just entertainment--and Lior illustrates this beautifully in his book. It is important to learn how to implement a successful customer focus strategy and you need knowledge and process to do it well. Read this book and learn." --Tim Sanders, Author, Love Is The Killer App "Lior brings original thought to the world of business, ideas drawn from reality, based on solid observations with the clear objective of helping people make money. Read this and profit." --Jerry Vass, President, Vass Consulting Author, Soft Selling in a Hard WorldHinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Lior Arussy is the founder and President of Strativity Group, Inc. (StativityGroup.com), which works with both Global 2000 companies as well as emerging businesses around the world. Prior to establishing Strativity Group, Arussy held executive positions at NICE Systems and Hewlett-Packard as well as various start-up companies. He is the author of several publications, including The Experience!: How to Wow Your Customers and Create a Passionate Workplace, as well as more than fifty articles in such international publications as Harvard Business Review. Arussy's syndicated column "Focus: Customer" reaches more than 350,000 readers worldwide every month. He also has a bimonthly column for CRM magazine, is the winner of the CRM Influential Leader 2003 award, and is the author of the course "Developing and Executing Customer-centric Strategy" (American Management Association).
Inhaltsangabe
Introduction: The Top Ten Crucial Mistakes in Customer Strategies xiii The Graveyard of Good Intentions xiv Failure Factors xvii Chapter 1 Understanding the Fatal Mistakes 1 Fatal Mistake 1: Culture of the New 2 Fatal Mistake 2: Lipstick on the Pig 2 Fatal Mistake 3: Passion Loss 3 Fatal Mistake 4: Real Cost of Cost Reduction 3 Fatal Mistake 5: Failure to Operationalize 4 Fatal Mistake 6: You Get What You Pay For 4 Fatal Mistake 7: Management of Change 5 Fatal Mistake 8: Lack of Leadership 6 Fatal Mistake 9: Unstructured Relationship 6 Fatal Mistake 10: Technology Shortcut 7 Critical Choices 8 Chapter 2 Critical Choice 1: Who Are We, Customer Pleasers or Efficiency Crunchers? 11 Lack of Definition and Criteria 13 Intention to Execution Gap 14 Price of Efficiency 16 Corporation-Customer Experience Aptitude Survey 19 Chapter 3 Critical Choice 2: What Is the Role of the Customer in Our Existence? 25 Inherent Conflict 25 The Efficient Relationship Paradox 28 Corporations at a Juncture 31 What Customers? The Second Tough Choice 33 Congratulations, You Are at Par: The New Four Ps 35 Chapter 4 Critical Choice 3: What Defines Our Total Experience? 39 Customer Strategies and the Art of Customer Experience Management 42 Demystifying the Experience 46 The Emotional Customer 49 Developing the Experience 50 Customer Experience Analysis 52 Customer Experience Mapping 55 Reengineering the Experience Guidelines 58 Power to the People: The Difficult Shift 61 What Is Your Core Experience? 62 Chapter 5 Critical Choice 4: What Customers Do We Neglect? 67 Customer Selection Guidelines 70 Characteristics of Desirable and Undesirable Customers 72 Customer Role 74 Customer Job Description 75 Company's Job Description 77 Chapter 6 Critical Choice 5: What Kind of Relationships Do We Seek? 81 Symbiosis versus Competitive Relationships 82 What Is the Essence of a Customer-Desired Relationship? 83 Different Relationships with Different People 91 Segmentation Criteria 93 Tailoring the Customer's Experience 97 Chapter 7 Critical Choice 6: How Do We Change Our Organization to Avoid the Silo-Based Customer Trap? How Do We Assume Complete Customer Responsibility? 103 Managing Across All Touch Points 103 Touch Points Analysis Mapping 104 Obsession with Tools 107 Organization-Focused Customer 109 Customer-Focused Organization 110 Assembler Keeps the Money 114 Chapter 8 Critical Choice 7: Do We Employ Functional Robots or Passionate Evangelists? 117 Attitude, Not Skill 118 Employee Experiences 119 Employee Loyalty Leads to Customer Loyalty 122 Employment Hierarchy 122 Guidelines for Employee Experience Reengineering 127 Training Is for Dogs-Education Is for People 132 Delight Them: They Are Human Too 135 Compensation: Follow the Money Trail 136 Chapter 9 Critical Choice 8: Post-Sales Dialogue and Service-Do We Really Care? 139 Culture of the New 140 Taking Customers for Granted 140 Four Checkpoints for Delivering True Experiences and Relationships 141 Required Tools 151 Complete Relationship Account 153 Visualizing Value 157 Culture of Excellence 159 Chapter 10 Critical Choice 9: What Do Our Measurements Say About Us? 163 Actions, Not Perception 164 Measuring Success: The Customer Style 165 Measurement Guidelines 167 Identifying Business Drivers 167 True Assets 169 Nurturing Rather Than Managing 170 Chapter 11 Critical Choice 10: How Long Do We Milk Our Products? 173 Consistency Is Boring 174 Success Breeds Complacency 175 Innovation Compass: "Wow Me Now" 178 Chapter 12 The Ultimate Choice: Customer Strategies-A Mutual Lifetime Commitment 183 Stop Staring 183 Complete View of a Successful Customer Strategy 186 Organizational Commitment 186 Change the Rules through Amazing Experiences 187 Experiences Build Defendable Market Leadership 188 Employees Experiences: The Customer Experience Enablers 189 The Never-Ending Date 190 Appendix An Open Letter to the Smart Customer 193 Index 197
Introduction: The Top Ten Crucial Mistakes in Customer Strategies xiii The Graveyard of Good Intentions xiv Failure Factors xvii Chapter 1 Understanding the Fatal Mistakes 1 Fatal Mistake 1: Culture of the New 2 Fatal Mistake 2: Lipstick on the Pig 2 Fatal Mistake 3: Passion Loss 3 Fatal Mistake 4: Real Cost of Cost Reduction 3 Fatal Mistake 5: Failure to Operationalize 4 Fatal Mistake 6: You Get What You Pay For 4 Fatal Mistake 7: Management of Change 5 Fatal Mistake 8: Lack of Leadership 6 Fatal Mistake 9: Unstructured Relationship 6 Fatal Mistake 10: Technology Shortcut 7 Critical Choices 8 Chapter 2 Critical Choice 1: Who Are We, Customer Pleasers or Efficiency Crunchers? 11 Lack of Definition and Criteria 13 Intention to Execution Gap 14 Price of Efficiency 16 Corporation-Customer Experience Aptitude Survey 19 Chapter 3 Critical Choice 2: What Is the Role of the Customer in Our Existence? 25 Inherent Conflict 25 The Efficient Relationship Paradox 28 Corporations at a Juncture 31 What Customers? The Second Tough Choice 33 Congratulations, You Are at Par: The New Four Ps 35 Chapter 4 Critical Choice 3: What Defines Our Total Experience? 39 Customer Strategies and the Art of Customer Experience Management 42 Demystifying the Experience 46 The Emotional Customer 49 Developing the Experience 50 Customer Experience Analysis 52 Customer Experience Mapping 55 Reengineering the Experience Guidelines 58 Power to the People: The Difficult Shift 61 What Is Your Core Experience? 62 Chapter 5 Critical Choice 4: What Customers Do We Neglect? 67 Customer Selection Guidelines 70 Characteristics of Desirable and Undesirable Customers 72 Customer Role 74 Customer Job Description 75 Company's Job Description 77 Chapter 6 Critical Choice 5: What Kind of Relationships Do We Seek? 81 Symbiosis versus Competitive Relationships 82 What Is the Essence of a Customer-Desired Relationship? 83 Different Relationships with Different People 91 Segmentation Criteria 93 Tailoring the Customer's Experience 97 Chapter 7 Critical Choice 6: How Do We Change Our Organization to Avoid the Silo-Based Customer Trap? How Do We Assume Complete Customer Responsibility? 103 Managing Across All Touch Points 103 Touch Points Analysis Mapping 104 Obsession with Tools 107 Organization-Focused Customer 109 Customer-Focused Organization 110 Assembler Keeps the Money 114 Chapter 8 Critical Choice 7: Do We Employ Functional Robots or Passionate Evangelists? 117 Attitude, Not Skill 118 Employee Experiences 119 Employee Loyalty Leads to Customer Loyalty 122 Employment Hierarchy 122 Guidelines for Employee Experience Reengineering 127 Training Is for Dogs-Education Is for People 132 Delight Them: They Are Human Too 135 Compensation: Follow the Money Trail 136 Chapter 9 Critical Choice 8: Post-Sales Dialogue and Service-Do We Really Care? 139 Culture of the New 140 Taking Customers for Granted 140 Four Checkpoints for Delivering True Experiences and Relationships 141 Required Tools 151 Complete Relationship Account 153 Visualizing Value 157 Culture of Excellence 159 Chapter 10 Critical Choice 9: What Do Our Measurements Say About Us? 163 Actions, Not Perception 164 Measuring Success: The Customer Style 165 Measurement Guidelines 167 Identifying Business Drivers 167 True Assets 169 Nurturing Rather Than Managing 170 Chapter 11 Critical Choice 10: How Long Do We Milk Our Products? 173 Consistency Is Boring 174 Success Breeds Complacency 175 Innovation Compass: "Wow Me Now" 178 Chapter 12 The Ultimate Choice: Customer Strategies-A Mutual Lifetime Commitment 183 Stop Staring 183 Complete View of a Successful Customer Strategy 186 Organizational Commitment 186 Change the Rules through Amazing Experiences 187 Experiences Build Defendable Market Leadership 188 Employees Experiences: The Customer Experience Enablers 189 The Never-Ending Date 190 Appendix An Open Letter to the Smart Customer 193 Index 197
Rezensionen
"This is a provocative, thoughtful guidebook for executives who are struggling with the complicated questions that surround today s sophisticated buyers." ( Monitor , 3/8/06) "...clearly laid-out...frequent excellent diagrams to illustrate a point..." (Media Week, 16 th August 2005)
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