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END USER LICENSE AGREEMENT
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END USER LICENSE AGREEMENT
by Chris Adlard, Daniel Bausor, Dan Steinman
The Customer Catalyst
COVER
FOREWORD: ARE YOU READY FOR THE C-CHANGE?
INTRODUCTION
THE CUSTOMER ECONOMY
GROWTH
IT'S THE END OF SALES (AS WE KNOW IT)
SUSTAINABLE GROWTH: DO NOT PLAY THE NUMBERS GAME
FIT FOR THE CUSTOMER ECONOMY: AN OUTSIDE-IN GROWTH MINDSET
EVERY CUSTOMER-LED COMMUNITY CLAIMS TO HAVE THE SILVER BULLET
THE ANGORA RABBIT: WHY DO CUSTOMER-LED TRANSFORMATIONS OFTEN RUN OUT OF STEAM?
ARE YOU READY FOR A C-CHANGE?
DELIVERING THE C-CHANGE: STRATEGIC ADVICE FROM THE EXPERT CONSULTANT
IS A GROWTH MEASUREMENT SYSTEM FIT FOR THE CUSTOMER ECONOMY?
A NEW BUSINESS FOCUS ON CUSTOMER-ORIENTED GROWTH MEASURES
CUSTOMER SEGMENTATION AND BUSINESS FOCUS
WHAT KIND OF BUSINESS RESULTS CAN TRULY CUSTOMER-CENTRIC COMPANIES EXPECT?
CUSTOMER-LED GROWTH TRAILBLAZERS
ZOOM: THE POSTER CHILD FOR CUSTOMER-LED SUSTAINABLE GROWTH
CHAPTER 1: VOICE
C-CHANGE GROWTH DRIVERS
THE ULTIMATE GOAL: A CULTURE OF CONTINUOUS CUSTOMER FEEDBACK AND APPROPRIATE ACTION
WHAT IS VOC?
A FREQUENT REALITY: AN ANNUAL NET PROMOTER SYSTEM (NPS) SURVEY THAT MERELY TICKS THE ‘CUSTOMER FEEDBACK’ BOX
THE BENEFITS OF A MULTIFACETED, REAL-TIME VOC PROGRAMME
BEWARE OF THE COMMON VOC PITFALLS!
SOURCES OF VOC INFORMATION
BRINGING IT ALL TOGETHER – HOW TO MANAGE THIS VOC KNOWLEDGE?
HOW ZOOM LEVERAGED VOC WITH HELP FROM THE ANALYST COMMUNITY
CASE STUDY: CLOSE BROTHERS TRANSFORMS CULTURE AND DRIVES BUSINESS PERFORMANCE WITH A BEST-IN-CLASS VOC
CHAPTER 2: CULTURE
C-CHANGE GROWTH DRIVERS
CEOS TO EMBED A CUSTOMER-LED EMPLOYEE CULTURE
CUSTOMER-LED GROWTH COMES FROM ENGAGED, CUSTOMER-LED EMPLOYEES
BUILDING AN ORGANISATIONAL STRUCTURE FIT FOR THE CUSTOMER ECONOMY
THE IMPORTANCE OF CUSTOMER-LED BEHAVIOURS AND KPIS FOR EMPLOYEES
HR'S OPPORTUNITY TO DRIVE EMPLOYEE-LED CX
THE RISE OF THE CCO
HOW DO YOU DEFINE THE ROLE OF THE CCO?
HOW DID THE ROLE OF CCO START?
WHAT ARE THE GREATEST CHALLENGES THAT CCOS FACE?
THE ALTERNATIVE VIEW: EMPLOYING CCOS, CX PROS AND CSMS IS A WASTE OF TIME AND MONEY
CASE STUDY: BE MY GUEST! HORST SCHULZE, CO-FOUNDER OF THE RITZ-CARLTON HOTEL GROUP, ON CREATING A CUSTOMER-LED CULTURE TO TRANSFORM GUEST EXPERIENCE
CHAPTER 3: EXPERIENCE
C-CHANGE GROWTH DRIVERS
CX: HUMAN FIRST, TECHNOLOGY SECOND
CX, THE RYANAIR WAY
CX: SATISFICING THE CUSTOMER WITH AN OUTSIDE-IN VIEW
CX 101: UNDERSTAND IT IN DEPTH, THEN MAP IT OUT
THE POWER OF CUSTOMER JOURNEY MAPPING
CUSTOMER JOURNEY MAPPING: KEY TIPS AND OBSERVATIONS TO GET IT RIGHT
AVOIDING COMMON JOURNEY MAP PITFALLS
THE POWER OF CUSTOMER ADVOCATES ALONG THE CUSTOMER JOURNEY
VIRGIN MEDIA: DELIVERING SUPERIOR CX IS IN THE DNA
CX: POWER TO THE PEOPLE
CHAPTER 4: TECHNOLOGY
C-CHANGE GROWTH DRIVERS
A SIMPLIFIED, INTEGRATED BACK-END
PROLIFERATING TECHNOLOGY AND TOO MANY CHOICES
SALES AND MARKETING: STOP USING TECHNOLOGY TO GAZE DOWN FUNNELS AND ALONG PIPELINES!
CROSS-FUNCTIONAL, CUSTOMER-LED PROCESSES TO DRIVE TECHNOLOGY DECISIONS
WHEN IT COMES TO SEAMLESS CX, DATA IS UNQUESTIONABLY THE NEW OIL
THE IMPACT OF REGULATION ON A DATA-DRIVEN, JOINED-UP CUSTOMER VIEW
TYING IT ALL TOGETHER: A CUSTOMER OPERATIONS TEAM
USING JOURNEY-ALIGNED SYSTEMS TO PROVIDE A 360-DEGREE CUSTOMER VIEW
THE RISE OF CUSTOMER SUCCESS PLATFORMS, BRANCHING OUT ACROSS THE C-CHANGE GROWTH ENGINE
TECHNOLOGY TO SUPPORT THE CUSTOMER VIEW
CHAPTER 5: DIGITAL
C-CHANGE GROWTH DRIVERS
DIGITAL EXPERIENCE IS THE NEW PRODUCT
PRODUCT MANAGERS ARE BECOMING CUSTOMER CHAMPIONS
A GREAT DIGITAL EXPERIENCE ACCELERATES PROFITABLE AND SUSTAINABLE GROWTH
THE SAME RULE EVEN APPLIES TO PHYSICAL PRODUCTS!
DELIVER A GREAT DIGITAL EXPERIENCE BY KEEPING IT SIMPLE
AI: WILL IT TRANSFORM CX?
A GREAT DIGITAL EXPERIENCE CREATES A VIRTUOUS CIRCLE OF CONTINUOUS CUSTOMER FEEDBACK
DIGITAL PRESENTS ENDLESS POSSIBILITIES TO RE-IMAGINE CX
DIGITAL EXPERIENCES ARE OMNICHANNEL
HOW TO CREATE A GREAT DIGITAL EXPERIENCE?
DIGITAL EXPERIENCE REGULATION NEEDS TO PLAY CATCH-UP OR OTHERWISE INNOVATION WILL JUST WORK AROUND IT
CASE STUDY: HOW STARLING IS DIGITALLY TRANSFORMING THE WAY WE BANK
CHAPTER 6: SUCCESS
C-CHANGE GROWTH DRIVERS
THE PHILOSOPHY
THE DEPARTMENT
THE DISCIPLINE: CSM AS THE CUSTOMER'S ULTIMATE CHAMPION
AN OUTSIDE-IN PERSPECTIVE TO CUSTOMER SUCCESS IS ESSENTIAL
ESTABLISHING A CSM MATURITY ASSESSMENT
ONBOARDING IS THE SINGLE BIGGEST SUCCESS FACTOR IN CUSTOMER SUCCESS
IT IS NOT ALL A BED OF ROSES: HOW TO SOLVE THE TYPICAL CHALLENGES CSMS FACE
HOW DO YOU MONETISE THE CSM?
THE ROLE (AND LACK) OF CUSTOMER SUCCESS LEADERSHIP
ALLOCATE SOFTWARE: A WORLD-CLASS CUSTOMER SUCCESS PROGRAMME IMPROVING PATIENTS' LIVES
KEY LESSONS LEARNED
LOOKING TO THE FUTURE
SLACK: CUSTOMER SUCCESS AT SLACK, THE UNICORN'S UNICORN
CHAPTER 7: HEALTH
C-CHANGE TAKEAWAYS
PUTTING A CUSTOMER HEALTH INDEX (CHI) IN PLACE
OPERATIONAL DATA TOO INTERNALLY FOCUSED? WHAT ABOUT CUSTOMER-LED KPIS?
CUSTOMER HEALTH SCORES: GO DEEP AND OUTSIDE-IN TO UNDERSTAND ROOT CAUSES
CUSTOMER HEALTH: WHAT CAN BE MEASURED?
DO NOT LET PERFECT BE THE ENEMY OF GOOD
CUSTOMER HEALTH: AI AND BIG DATA
AI AND BIG DATA: SOME WORDS OF CAUTION
CASE STUDY: MISYS CATALYSES REVENUE GROWTH WITH THE HELP OF ITS CHI
HOW WAS THE CHI CREATED?
CONFRONTING THE BIGGEST CHALLENGE: CUSTOMER-CENTRIC KPIS!
CASE STUDY: HG – TAKING CUSTOMER HEALTH SCORES TO NEW HEIGHTS
THE POWER OF COMBINING VOC AND CUSTOMER HEALTH
MAKING CUSTOMER HEALTH (AND VOC INFORMATION) ACTIONABLE
CUSTOMER HEALTH AND COMPENSATION MODELS
CHAPTER 8: ENGAGEMENT
C-CHANGE GROWTH DRIVERS
HOW DO YOU CREATE MUTUAL VALUE DURING CUSTOMER ENGAGEMENT?
HAVING A CLEAR VISION AND STRATEGIC OBJECTIVES FOR YOUR CUSTOMER ENGAGEMENT PROGRAMME
HOW DO YOUR CUSTOMERS ENGAGE WITH YOU?
ENSURING LONG-TERM CUSTOMER ENGAGEMENT
WHAT ARE THE KEY STEPS FOR AN EFFECTIVE CUSTOMER ENGAGEMENT PROGRAMME?
CUSTOMER RESEARCH
WHY IS CUSTOMER ENGAGEMENT DATA CRITICAL?
BUILD A ‘PORTFOLIO-BASED APPROACH’
THOUGHT LEADERSHIP
EVENTS
EXECUTIVE EDUCATION PROGRAMMES
CUSTOMER COMMUNITIES
HOW DO CUSTOMER ENGAGEMENT PROGRAMMES BENEFIT YOUR ORGANISATION AND CUSTOMERS?
A FULLY INTEGRATED CUSTOMER ENGAGEMENT PROGRAMME
HOW CAN ACCOUNT-BASED MARKETING (ABM) CONTRIBUTE TO EFFECTIVE CUSTOMER ENGAGEMENT?
SO HOW DO YOU DIFFERENTIATE BETWEEN ABM, CUSTOMER ENGAGEMENT AND CUSTOMER ADVOCACY?
TECHNOLOGY IS A CRITICAL ENABLER FOR ABM
SO, WHAT BENEFITS CAN ABM OFFER YOUR ORGANISATION?
THE TOP THREE LESSONS FOR CEOS/CXOS TO ACHIEVE EFFECTIVE ABM
WHAT IS THE BIGGEST BARRIER TO CUSTOMER ENGAGEMENT?
WHEN DO FAILURES WITH CUSTOMER ENGAGEMENT OCCUR?
HOW DO YOU MEASURE CUSTOMER ENGAGEMENT?
WHAT ARE THE TOP THREE LESSONS FOR CXOS TO ACHIEVE EFFECTIVE CUSTOMER ENGAGEMENT?
WHAT DO LEADERS NEED TO DO TO DRIVE BEST-PRACTICE CUSTOMER ENGAGEMENT IN THEIR ORGANISATIONS?
CHAPTER 9: CO-CREATION
C-CHANGE GROWTH DRIVERS
LAYING DOWN CO-CREATION PRINCIPLES TO MAKE THE ‘C-CHANGE’
SIGNIFY: CO-CREATING FOR INNOVATION AND GROWTH
OVERCOMING BARRIERS TO CO-CREATION
WHAT FAILURES HAVE YOU EXPERIENCED IN DEPLOYING CO-CREATION, AND WHAT HAVE YOU LEARNED FROM THEM?
PLANET FARMS: GROWING CO-CREATION FROM THE GROUND UP!
WHAT WAS THE CO-CREATION PATH FOR PLANET FARMS?
HAVE YOU HAD ANY FAILURES DURING CO-CREATION?
PLANET FARMS' TOP THREE CO-CREATION LESSONS
SEEING THE LIGHT TO CO-CREATE THE IN-STORE CUSTOMER EXPERIENCE AT ALBERT HEIJN, THE DUTCH SUPERMARKET CHAIN
WHAT IS YOUR DEFINITION OF CO-CREATION?
HOW DID CO-CREATION COME ABOUT WITH OTHER PARTNERS: WHO AND HOW?
OUR TOP THREE CO-CREATION LESSONS AT ALBERT HEIJN
WHAT DOES THE FUTURE HOLD FOR CO-CREATION?
EMPERORS AND KINGS
CO-CREATION: A WORD OF CAUTION
CHAPTER 10: ADVOCACY
C-CHANGE GROWTH DRIVERS
TALKING ABOUT A CUSTOMER REVOLUTION!
CUSTOMER ADVOCACY IS THE SHOOTING STAR IN A GALAXY OF INFORMATION
SO, WHAT IS AN ADVOCATE?
THE NEED FOR NEW SKILLS: THE RISE OF THE ‘CUSTOMER ADVOCACY CONSULTANT’
CUSTOMER ADVOCACY TO DRIVE GROWTH
STAGE 1: LISTENING TO YOUR CUSTOMER VOICE TO INFORM YOUR CUSTOMER ADVOCACY STRATEGY
STAGE 2: PROFILING YOUR CUSTOMER ADVOCATES
STAGE 3: MAPPING YOUR CUSTOMER ADVOCATES ONTO YOUR BUSINESS STRATEGY AND PLAN
STAGE 4: JOINT CUSTOMER ADVOCACY AND ENGAGEMENT PLANNING – NURTURE, NURTURE, NURTURE!
GETTING ENGAGED WITH YOUR CUSTOMER ADVOCATES
THE BUSINESS BENEFITS OF NURTURING CUSTOMER ADVOCATES
HOW CAN YOU USE CUSTOMER ADVOCACY TO POWER SALES ENABLEMENT?
CREATING A VIRTUOUS CUSTOMER ADVOCACY CIRCLE
CASE STUDY: MICROSOFT AND ITS CUSTOMERS DOING THE TALKING!
SO HOW DOES MICROSOFT'S CUSTOMER ADVOCACY PROGRAMME OPERATE?
AMBIONICS: BORN TO ENGINEER
HAVE YOU HAD ANY FAILURES WITH CUSTOMER ADVOCACY?
TAKING CUSTOMER ADVOCACY TO THE NEW FRONTIERS
TOP THREE LESSONS OF CUSTOMER ADVOCACY PROGRAMMES
SOME FINAL WORDS
INDEX
END USER LICENSE AGREEMENT
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WILEY END USER LICENSE AGREEMENT
WILEY END USER LICENSE AGREEMENT
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