Innovating Superior Customer Experience
New rules of innovation include focus on customer jobs instead of features, segmentation by circumstances, measuring success by customers' built-in value judgments, and involving the whole company in innovating intangibles and tangibles.
- More than 30 tools and techniques
- Step-by-step guidelines
- 65 succinct pages for rapid knowledge boost
- Easy navigation throughout to any section or page
A straightforward guide to innovating any aspect of customer experience. Practical worksheets and guidelines are the focus of this handbook. Discover how to:
- Explore customers' circumstance-based desired outcomes.
- Use customers' built-in value judgments as your metrics.
- Prioritize customer persona segments for innovation opportunities.
- Foster a customer-centric and innovation-friendly culture.
- Use creativity tools for customer-focused innovations.
- Involve functions company-wide in innovating processes, policies and intangibles.
"This e-book has something for everyone regardless of your organization's level of sophistication in customer centricity. The book is packed full of definitions, examples, processes and key questions to ask yourself to determine if you're building the right level of customer centricity across all functions. I found that I was flipping back to previous sections and re-reading them as I was reading ahead, it is that rich in content. The writing style is easy to read, making the content very accessible.
My favorite sections are "culture" and "Measure the right things" since changing behavior is hard and yet critical to building a customer centric organization. The cluture section's 'setup for success' helped me keep my priorities focused over time. Overcoming 'mental locks' is also a good section to help prepare for the inevitable hurdles and nay-sayers. My other favorite section, Measure the right thing, focuses on defining the right sets of metrics for your organization. And how to manage from the metrics to deepen an organization's customer centricity and not have it be another 'fad'. I found this book to very valuable and great value for the money. Just wish it were in hard copy."
— Christine Crandell, EVP of Global Marketing, Business Development & Alliances and Chief Marketing Officer, Egenera
"Everyone talks about innovation and value today, but how many businesses do the ethnographic research to understand how and where in the customer experience value is created or lost?
Lynn examines practical approaches any business can take to uncover where customers perceive value in their experiences. And often it's in places organizations least expect. That's good news — with a little creativity, research and focus on making things easier and better for the customer, any organization can create a superior customer experience. As Lynn illustrates in this easy-to-read and implement framework, a focus on customer needs and customer-generated metrics leads to superior financial metrics.
As a marketing strategist with expertise in using fun to drive creativity, I know first-hand that creativity drives innovation because it challenges the fundamental and sometimes incorrect assumptions organizations make about customer value. I also appreciate Lynn's inclusion of critical, but often undervalued creativity tools such as parody, humor and improvisation; I know they allow organizations to see things differently — to see possibilities for improving the customer experience that were previously buried. That's where the opportunity for value innovation lies and that is the focus of Lynn's clear and actionable ebook, Innovating Superior Customer Experience. This book is well worth it."
— Kathy Klotz-Guest, MA, MBA, MLA — PowerfullyFunny.com Marketing Story Teller & Founding Fellow of SNCR.org Society for New Communications Research
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Other ClearAction Handbooks:
- Satisfaction Outcomes vs. Enablers
- 10 Tips for Customer Experience Innovation
- Innovating the Customer Experience
- Experience Defined by Customers
- Metaphors Offer Wealth of Insights
- What IS Customer Experience?
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