Managing the Customer Experience: Turning Customers into Advocates

From the Back Cover
How much more profit could you make if you had customers who couldn't imagine doing business with anyone but you? In your dreams! Tell that to Virgin Atlantic or Harley Davidson.How great would life be if 40% of your new business simply knocked on your door without you having spent a cent advertising for it? Impossible! Tell that to First Direct.The companies in this book have managed to turn customers into advocates. Advocates who constantly refer their friends and colleagues to those businesses. Why? Because those companies have created a Branded Customer Experience. They have managed the relationship to the point where customers can't imagine wanting to do business with anyone else.How can you gain this unbeatable competitive advantage? Managing the Customer Experience shows you how. It takes you through the step-by-step process of creating Loyalty by Design. It shows you how to re-think your business from the customer's point of view and then design and deliver a customer experience that drives loyalty and profitability.Customer Satisfaction is no longer enough. 80% of customers who switch suppliers express satisfaction with their previous supplier. To lead the market companies need customers who are enthusiastic 'advocates', customers who are highly loyal and drive new business to the company. For example 38% of First Direct's business comes from customer referrals. Advocacy comes from creating a customer experience that becomes synonymous with the brand, what Forum calls a Branded Customer Experience. Research for this book with organisations like Amazon.com, Virgin, Pret A Manger, Krispy Kreme, Harley-Davidson, Manchester United, and many others has identified the 'Uncommon Practices' that help these organisations create a Branded Customer Experience. Such an experience requires Marketing, Operations, and Human Resources to work together to deliver the brand creating a common strategic agenda within the organization.

About the Author
Shaun Smith is Senior Vice President of Forum's Customer Experience Business, a division of FT Knowledge Ltd. With more than 30 years experience in service organisations, he has worked in a variety of functions, specialising in the field of service consultancy and training. He began his career with British Airways, then consulted to hotels, retailers, banks and airlines, before setting up his own consultancy company, Service Skills International Ltd. based in Hong Kong. Shaun is a Member of the Chartered Institute of Transport, The American Society For Quality Control, and a Member of the Institute of Training and Development.


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Research for this book with organisations like Amazon.com, Virgin, Pret A Manger, Krispy Kreme, Harley-Davidson, Manchester United, and many others has identified the 'Uncommon Practices' that help these organisations create a Branded Customer Experience. Such an experience requires Marketing, Operations, and Human Resources to work together to deliver the brand creating a common strategic agenda within the organization.


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