Looking to improve your customer experience? These 68 strategies will show you how to stand out from your competitors, whatever your business.
Full of practical tips, inspiring insights and interviews with a wide range of leaders and entrepreneurs, How to Wow reveals all you need to deliver a world-class customer experience. Covering both the customer and business side of the equation, you’ll learn how to attract new customers, design a leading customer experience and quickly resolve a wide range of problems, plus much more.
Don’t let your business fall behind, look inside and take your customer experience to the next level.
“Essential and powerful insights for everyone who aspires to map out and enhance the customer journey and drive growth.”
Keith Lewis, COO, Matchtech Group plc
“At last – a book that provides practical ways of delivering the superior experience that today’s customers demand.”
Olivier Njamfa, Co-Founder and CEO of customer experience software company Eptica
Table of Contents
About the author
Part I: The Customer Perspective
1. Be at the start of your customer’s journey
2. Don’t interrupt customers
3. Develop trust at a distance
4. Are you being interesting and interested?
5. Trust drives transactions
6. Become part of your customers story
7. Customer behaviour is changing: check your assumptions
8. Data insights are good but immersion and observation are better
9. Understand the relationships you have with your customers
10. What it takes to build trust
11. Customers trust people like them
12. To really engage you must be willing to fail
13. Doing what’s right for the customer is often an article of faith
14. How to be more interesting
15. Empathy is key to engagement
16. Bad corporate behaviour impacts customer experience and engagement
17. Innovating around relationships
18. Data, privacy and the impact on customer relationships
19. Design a great customer experience by including your customers
20. People will pay more for better service
21. Every customer hates waiting but the experience can be improved
22. Speak my language
23. Nature abhors a vacuum
24. Bad reviews can be good
25. Remove the grit
26. The primacy and recency effect
27. Lots of small changes add up
28. Make it simple
29. Behavioural science and lessons for customer service
30. Identify and deal with silent complaints
31. Consistency in quality and delivery is key
32. A name not a number
33. Make your service proactive
34. Make promises, keep them but you don’t have to beat them
35. Improve your service by making it easy for customers to help each other
36. The longest lasting emotions in customer experience
37. Make sure delivery is not your Achilles' heel
38. Reduce effort
39. Is customer service going to get worse before it gets better?
40. What’s your brand’s customer service persona?
41. The hole in the bucket syndrome
42. Differences in perception exist and matter
43. Most loyalty schemes don’t create loyalty
44. Marginal cost but high perceived value
45. Make your customer the hero
46. What drives loyalty?
47. Complaints are key to retention
48. Where you earn loyalty
49. If you don’t ask then you won’t get
50. Proactivity drives advocacy too
51. How you can build your own customer referral community
Part II: The Business Perspective
52. Be honest about your surveys and keep them short
53. Always feedback and report on results
54. When’s the best time to survey your customers?
55. Be careful when interpreting data
56. Work hard and be nice to people
57. The link between customer experience and employee engagement
58. Engagement is not something that is done to people
59. Design the employee experience too
60. What’s the best organisational structure to deliver your customer experience?
61. Becoming more agile and responsive to customer needs
62. Unlearning old ways can help transform customer experience
63. Using behaviours rather than targets to improve your customer experience
64. Leadership behaviours and customer experience
65. Humility and the benefits of admitting that you got it wrong
66. When a measure becomes a target, it ceases to be a good measure
67. What have you done today to make the lives of your team easier?
68. Don’t believe the hype