Creating Do-It-Yourself Customers: How Great Customer Experiences Build Great Companies - Hardcover

Cammarano, Roy; Honebein, Peter

Hardcover

ISBN 10: 0324311540 ISBN 13: 9780324311549

Publisher: South-Western, 2005

Synopsis

More than 65 percent of Southwest Airlines' customers book tickets themselves on southwest.com. The self checkout available in more than 1,000 Home Depot stores contributed to a 7.3 percent increase in the average customer transaction. Customers are creating do-it-yourself teddy bears at Build-A-Bear(R) Workshops and designing do-it-yourself shoes at nikeID.com. Everyday, new ways of involving customers in businesses are emerging, evolving, and gaining wider acceptance. Customer satisfaction is high in these do-it-yourself experiences because customers save time, have more control, and achieve self-made results. In Creating Do-It-Yourself Customers: How Great Customer Experiences Build Great Companies, veteran business consultants Peter C. Honebein and Roy F. Cammarano show anyone who serves customers, from CEOs to frontline associates, how to lead the creation of truly outstanding customer experiences. This book justly emphasizes that for customers to perform, businesses must wrap their goods and services with performance-enhancing experiences. Customers need vision so they know what they are expected to do. They need access to tools that enable them to perform. They need incentives to motivate desired performances. And they need expertise so they can perform tasks competently. The authors call the orchestration of these four strategies a coproduction experience, and it forms the foundation for how businesses create do-it-yourself customers. Through the principles of customer codesign, cocreation, and coproduction, business owners, leaders, and employees can champion the ideals of great experiences for customers and become leaders in the do-it-yourself economy. The results are clear: greater customer satisfaction, trust, loyalty, and lifetime value-the cornerstones of a great company.

About this title

Synopsis

The purpose of the book is to show companies how to use four basic principles to achieve exemplary customer performance: expectations, tools, rewards, and training. By setting appropriate expectations, providing the necessary tools and environment, delivering appropriate rewards, and developing specific knowledge and skill, companies can condition customers to activate their expertise to achieve greater value. In addition, the organizational benefits from cost reduction, greater employee satisfaction, and deeper customer loyalty. As more tasks are shifted to customers, customers realize the full value of the product offering. For the full value to occur firms must enable customers to perform their tasks competently, resulting in lower expenses and increased profits.

Edition details

• Publisher: South-Western
• Publication date: 2005
• Language: English
• ISBN 10: 0324311540
• ISBN 13: 9780324311549
• Binding: Hardcover
• Number of pages: 272