Crafting the customer experience for people not like you how to delight and engage the customers your competitors don't understand
Deliver a better business experience, for every kind of customer A ""one-size fits all"" approach to customer service is no longer viable. Businesses competing on service need to understand and cater to customers' racial, ethnic, religious, generational, and geographic diffe...
| Autor principal: | |
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
John Wiley & Sons
2012.
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| Edición: | 1st edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009628577106719 |
Tabla de Contenidos:
- Crafting the Customer Experience for People Not Like You: How to Delight and Engage the Customers Your Competitors Don't Understand; Copyright; Contents; Acknowledgments; Chapter 1: How Tweaking the Customer Experience Grows Your Business; Different Customers Care about Different Things; Why I Dislike the ""D"" Word; The Definition of ""People Not Like You""; Not Customer Service, But Customer Experience; Chapter 2: Technology Armed Consumers with Mighty Big Bullets; Chapter 3: The Purchase Funnel: Understanding the Customer Experience from Top to Bottom; The Purchase Funnel; Awareness
- OpinionConsideration; Preference; Purchase; Loyalty; Advocacy; Chapter 4: We're Not ""One Size Fits All"" Anymore; Choice Changes Everything; Omni Hotels Gets Guys Who Travel for Biz; Macy's and Mormons; Not Just What, but How; Chapter 5: How to Think Like People Not Like You; Step 1: Ask and Listen; Step 2: Pay Attention to Trends; Step 3: Overcome Barriers; Step 4: Communicate; Chapter 6: How to Build Social Media into the Customer Experience; First Things First: The Nuts and Bolts of Social Media and the Customer Experience; Step 1: Empower Your Community Manager; Step 2: Listen
- Step 3: Serve TransparentlyStep 4: Provide Direction; Step 5: Connect; Foiled Cupcakes: Start-up to Small Business; Halls Department Store-Midsized Business; Toyota Sienna-Global; Chapter 7: Your Employees May Kill Your Business, Unless They Know How to Serve Customers Who Aren't Like Them; First Things First: Hire the Right Person; Next: Instill a Culture that Values Diversity; Next: Employee Training; Important: Be Attuned to Subtleties; Be Gracious-No Matter what; Chapter 8: Seven Principles for Creating a Customer Experience for People Not Like You; 1. Website/Digital Communication
- 2. Product or Service Tweaks3. Hiring and Staffing Diverse Talent; 4. Advertising and Marketing; 5. Staff Interactions; 6. Customer Service and Support; 7. After the Sale; Chapter 9: Matures, Boomers, Gen X, Gen Y, and Gen Z; Matures; High Touch over High Tech; Socializing Face-to-Face Is Very Important; Delivering Service at Particular Times of Day May Need to Vary; Baby Boomers; Gen X; Gen Y; Chapter 10: Women and Families; Women Trust Other Women; Provide Advice, Not Just Information; Harley-Davidson Creates a New Experience-and New Riders
- The Truth Can Never Hurt You: Practice Full DisclosureShow Me All Options-Yes, All 178 of Them, Please; Families; Those with Disabilities; Chapter 11: Hispanics/Latinos; ""Press 1 for English"" Isn't a Fad; Latino-Ready; Latino-Friendly; Latino-Ready; Latino-Friendly; La Familia (The Family) is Key; Good Service Can Save a Bad Experience; Chapter 12: Serving Different Racial and Ethnic Communities; Blacks and African Americans; Insight #1: Show People of Color When Targeting People of Color; Insight #2: Diversity in Skin Tone Is Very Important
- Insight #3: Food, Music, and Socializing Are Central to African American Culture
