The Intuitive Customer (eBook)

7 Imperatives For Moving Your Customer Experience to the Next Level

Colin Shaw, Ryan Hamilton (Autoren)

eBook Download: PDF

2016
216 Seiten
Palgrave Macmillan UK (Verlag)
9781137534309 (ISBN)

Infos

You can't solve today's problems with yesterday's thinking. In The Intuitive Customer: 7 Imperatives For Moving Your Customer Experience to the Next Level, authors Shaw and Hamilton explore the reasons organizations are struggling to improve their customer measures and are witnessing the plateauing of loyalty scores like Net Promoter. For Shaw and Hamilton, the answer is simple: you need to understand the intuitions that drive your customers' behavior at an emotional, subconscious and psychological level. This book describes where behavioral economics meets customer experience in a very easy to understand and practical way. By taking academic and scientific studies of behavioral economics and consumer psychology and applying them to real-world situations, Shaw and Hamilton present accessible concepts that innovative organization are using today to propel their customer experience strategies to the next level. They also share their proven methodologies and discuss how leading organizations have deployed these tools to great effect-and seen dramatic increases in loyalty scores and ROI as a result. Some of the critical concepts Shaw and Hamilton cover include: · Customers make decisions emotionally. · Customers don't always know why they do what they do. · Every customer has two ways of thinking. · Habits drive many of your customers' decisions. · People use mental shortcuts for decision-making. · Managing your reputation is an important part of the experience. · Customer loyalty is a function of memory. ...and many more. Shaw and Hamilton have distilled this wisdom down to Seven Imperatives that an organization must embrace to move their customer experience to the next level. With this easy and entertaining read, yours could be next organization to take a massive leap forward.

Colin Shaw is Founder and CEO of Beyond Philosophy. A pioneer in the field of customer experience, Colin has written four best-selling books on the subject. Colin's background is in operational line management. He has held many senior exec positions in corporate life before founding Beyond Philosophy in 2002. Under Colin's leadership Beyond Philosophy have helped many of the world's most prestigious organizations improve their Customer Experience including American Express, FedEx, IBM and Caterpillar. One client, Maersk Line, the world's largest container shipping company, improved their net promoter score by 40 points in 30 months, which gave a 10% rise in shipping volumes using Beyond Philosophy's methodology.

Ryan Hamilton is Professor of Marketing at Emory University's Goizueta Business School, Atlanta, Georgia. Ryan is an award-winning teacher and researcher in the field of consumer psychology. In 2011 was named one of 'The World's Best 40 B-School Profs Under the Age of 40'. His research investigates shopper decision-making: how brands, prices and choice architecture influence decision making at the point of purchase. His research and teaching are focused on identifying some of the surprising ways firms can use psychology to better understand and serve their customers.

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Building on the work of Daniel Kahneman (Thinking Fast and Slow), Dan Ariely (Predictably Irrational), Shaw and Hamilton provide a new understanding of how people behave, explain what it means for organizations who really want to understand their customers, and show you what to do to create exceptional customer experiences.

Autor

Colin Shaw, Founder & CEO, Beyond Philosophy. A pioneer in the field of Customer Experience, Colin has written four best-selling books on the subject. Colin's background is in operational line management. He has held many senior exec positions in corporate life before founding Beyond Philosophy in 2002. Under Colin's leadership Beyond Philosophy have helped many of the world's most prestigious organizations improve their Customer Experience including American Express, FedEx, IBM and Caterpillar. One client, Maersk Line, the world's largest container shipping company, improved their net promoter score by 40 points in 30 months, which gave a 10% rise in shipping volumes using Beyond Philosophy's methodology. Ryan Hamilton, Professor of Marketing at Emory University's Goizueta Business School, Atlanta, Georgia. Ryan is an award-winning teacher and researcher in the field of consumer psychology. In 2011 was named one of 'The World's Best 40 B-School Profs Under the Age of 40'. His research investigates shopper decision-making: how brands, prices and choice architecture influence decision making at the point of purchase. His research and teaching are focused on identifying some of the surprising ways firms can use psychology to better understand and serve their customers.

Inhalt

Foreword: Glenn Laverty, President, and CEO, RICOH Canada, Inc..- 1. Moving your Customer Experience to The Next Level Requires New Thinking.- 2. Imperative 1: Recognize that Customers decide emotionally and justify rationally.- 3. Imperative 2: Embrace the all-encompassing nature of Customers’ irrationality.- 4. Imperative 3: Understand that Customers’ minds can be in conflict with themselves.- 5. Imperative 3 (continued): Understand that Customers’ minds can be in conflict with themselves.- 6. Imperative 4: Commit yourself to understanding and predicting Customer habits & behaviors.- 7. Imperative 5: Uncover the hidden causes and unintended consequences of why.- Customers want things to be easy.- 8. Imperative 6: Accept that apparently irrelevant aspects of your Customer Experience are sometimes the most important aspects.- 9. Imperative 7: Realize the only way to build Customer loyalty is through Customer memories.- 10. How to Move to the Next Level of Customer Experience.- 11. Customer Experience is a Journey, Not a Destination

Produkt-Details

• Erscheint lt. Verlag: 20.8.2016
• Zusatzinfo: XIX, 216 p. 23 illus.
• Verlagsort: London
• Sprache: englisch
• Themenwelt: Sozialwissenschaften ► Politik / Verwaltung
• Themenwelt: Sozialwissenschaften ► Soziologie ► Mikrosoziologie
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Planung / Organisation
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
• Themenwelt: Wirtschaft ► Volkswirtschaftslehre
• Schlagworte: Behavioral Economics • business • conflict • consumer • Customer Behavior • customer psychology • Marketing • organization • Organizations • Product Development • science and technology • Success
• ISBN-13: 9781137534309 / 9781137534309