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Managing the Customer Experience: Turning customers into advocates (Financial Times Series) | 
 enlarge | Authors: Shaun Smith, Joe Wheeler
Publisher: FT Press
Category: Book
List Price: $39.99
Buy New: $24.28
You Save: $15.71 (39%)
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Rating:  10 reviews
Sales Rank: 29253
Media: Paperback
Edition: 1
Pages: 272
Number Of Items: 1
Shipping Weight (lbs): 1
Dimensions (in): 9.5 x 6.3 x 0.7
ISBN: 0273661957
Dewey Decimal Number: 658.812
UPC: 076092034278
EAN: 9780273661955
ASIN: 0273661957
Publication Date: November 8, 2002
Availability: Usually ships in 1-2 business days
Condition: Expedited shipping is not available for this item. Items are mailed via USPS media mail within 2 business days and should arrive 4-14 business days later.
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Product Description
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(R). 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.
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| Customer Reviews: Read 5 more reviews...
 Interesting and insightfull February 17, 2008
Javier De Stefano
This book is a good resource for managers trying to develop brands where experience accounts for and important portion of the value perceived by the customer.
It is well structured, goes beyond the obvious.
Helpful, great templates December 17, 2007
Annonymous (Connecticut USA)
3 out of 3 found this review helpful
I bought this and several other books on this topic of a project at work. This so far has been the most comprehensive and thoughtful book on the topic. There are plenty of templates and workflows to help a team frame their customer experience goals and is supplemented with substantial facts and figures that resonate with executives. This book will provide me with much of what i need to clearly articulate these ideas to my leadership (as i build yet another powerpoint deck to do so).
My only gripe is that while many of these themes transcend time, we need a good 2008 version of this thinking that incorporates the huge changes in the internet and pervasive connectivity. References to technology were very light, i'm assuming so as not to seem outdated in this fast moving world.
How to "experience the brand" and "brand the experience" June 8, 2006
Robert Morris (Dallas, Texas)
19 out of 20 found this review helpful
Actually, the title of this book is somewhat misleading because Smith and Wheeler have as much of value to say about how to create an appropriate customer experience as they do about how to manage it effectively. In fact, the two are not only connected, they are interdependent. The ultimate objective is to establish an ever-increassing critical mass of customers who are "advocates" or as Ben McConnell and Jackie Huba would characterize them, "evangelists."
Obviously, customer relationship management (CRM) is a multi-stage process which begins with obtaining sufficient and relevant information about the target customer (or customer segments), proceeds through the design and implementation phases, continues with refinement and modification based on rigorous evaluation of CRM initiatives and measurement of their impact. Effective marketing creates or increases demand for whatever is offered whereas effective CRM ensures that "customer satisfaction" becomes "customer loyalty" which, eventually, becomes and remains "customer advocacy."
At this point, it is worth noting that, in several dozen research studies on what customers consider to be most important, three attributes were almost always ranked among the top five: feeling appreciated, convenience (i.e. easy-to-do-business-with or ETDBW), and perceived value. Cost? Depending upon which research study is consulted, it was ranked 9-14 in importance. By the way, Warren Buffett once observed something to the effect, "Cost is what you charge but value is what they think it's worth." Marketers and service providers would be well-advised to keep that in mind.
Credit Smith and Wheeler with providing a remarkably thorough analysis of how to manage the development of relationships with customers which evolve from their satisfaction to loyalty to advocacy. As Bernd Schmitt correctly notes in the foreword, "Towards the beginning of this book, the authors distinguish two key routes toward a Branded Customer Exerience: `experiencing the brand' and `branding the experience.' Experiencing the brand...begins with the brand, turns it into a promise, and delivers on it. Branding the experience is about creating an innovative experience for customers and then branding it.."
Starbucks offers an excellent example. Under Howard Schultz's leadership , the international chain of gourmet coffee shops demonstrates how to combine "excperiencing the brand" and "branding the experience." The result is that Starbucks has become, as Schultz proudly notes, not a "trend" but a "lifestyle." Perhaps no other organization treats its part-time employees treats better (both compensation and benefits) and they reciprocate with a consistency high level of service (both competence and cordiality) and thus function as - yes - advocates. According to Schultz, "What we've done is said the most important component in our brand is the emplopyee. The people have created ther magic. The people have created the experience." Appropriately, Schultz entitled his autobiography Pour Your Heart Into It.
One final point. Most organizations which have problems retaining valued customers probably also have problems retaining valuable employees. Hence the even greater relevance and value of what Shaun Smith and Joe Wheeler share in this book. Peter Drucker once observed, "If you don't have a customer, you don't have a business." There corollary to that insight: "If you don't employees who are competent and cordial as well as committed to the enterprise, you won't have any cuistomers."
Those who share my high regard for this book are urged to check out McConnell and Jackie Huba's Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force, Leonard L. Berry's Discovering the Soul of Service: The Nine Drivers of Sustainable Business Success and On Great Service: A Framework for Action as well as Theodore Levitt's The Marketing Imagination (which includes his classic HBR article, "Marketing Myopia"), Kenneth E. Clow and Donald Baack's Integrated Advertising, Promotion, and Marketing Communications (Second Edition), George E. Belch's Advertising and Promotion: An Integrated Marketing Communications Perspective, P. R. Smith and Jonathan Taylor's Marketing Communications: An Integrated Approach, and Noel Capon and co-authors' Total Integrated Marketing: Breaking the Bounds of the Function.
Also, Irving Rein and co-authors' High Visibility: The Making and Marketing of Professionals into Celebrities, Kellogg on Marketing (edited by Dawn Iacobucci), Kellogg on Integrated Marketing (co-edited by Iacobucci and Bobby Calder), and finally, Harry Beckwith's What Clients Love: A Field Guide to Growing Your Business.
Great book with new ideas December 5, 2005
Gina Mims (Newport Beach, CA USA)
2 out of 3 found this review helpful
We do Graphic Design for Restaurants which is all about "The Experience". We have not only started using some of the suggestions for our own firm, but are purchasing copies for clients as Christmas presents.
a must read for CEO's June 3, 2003
16 out of 18 found this review helpful
As the CEO of a software company, I have been searching for PRACTICAL advice for enhancing the experience for our customers. Most books I have seen are full of theory and are basically worthless. If you don't walk away from this book with a list of action items, then you obviously don't care about serving your customers.I believe that this book will be on my desk as a reference for a long time. It will take a couple of years to implement all that I learned. Definitely worth the read!
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