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by Isabella Villani
Transform Customer Experience
Cover
Foreword by Don Peppers
About the author
Acknowledgements
Introduction
Chapter 1: Customer experience today
Meet the new customer
Customer expectations
Adapting to the age of the customer
Chapter 2: Your CX strategy
Collaboration and coordination
Service innovation
Tackling emotion
Creating a CX ecosystem
Building blocks of a CX strategy
The finished CX strategy
Chapter 3: Building a CX culture
Cascading from the board and C-suite
Culture tips from CX experts
Chapter 4: Personalising the experience
Segmenting customers by demography
Segmenting customers by buying patterns
Segmenting customers by value
Customer personas
Chapter 5: Customer journey mapping
Ideas for customer journey maps
Eric’s fridge purchase
Assembling your journey map
The evolving map
Chapter 6: Omnichannel CX
Redrawing the retail map
Groceries: getting out of the slow lane
Finding new channels a home
Social media
Mending broken channels
Chapter 7: Customer success metrics
Voice of the customer program
Customer-centric data collection
Knowing your customers
Choosing your data
Customer experience measures
Staff performance metrics
Operational and channel metrics
Financial metrics
Metrics in practice
Customer success metrics summed up
Chapter 8: Insights into action
Chapter 9: Stories from CX experts
The successes
The failures
Chapter 10: The future of CX
Changes in the channels
Technologies to augment CX
Data and analytics
Co-creation
Customer feedback and insights
Operations
CX futures — thoughts from the experts
Conclusion
Appendix I: A few general notes
Appendix II: Abbreviations
Endnotes
Glossary
References
Index
Eula
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