Building Great Customer Experiences

Colin Shaw

Published by Palgrave Macmillan, 2002
ISBN 10: 0333990137 / ISBN 13: 9780333990131
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Synopsis: This book is about building and delivering great customer experiences. Many companies neglect this, but the physical execution and emotional impact of customer experiences, companies and brands may ultimately determine customer satisfaction and loyalty and commercial success. With the use of compelling examples and cases the authors show that this is key for all companies and organizations. "There are not many people who understand the new paradigm of the Customer Experience. The emerging gurus on the subject are Colin Shaw and John Ivens with their holistic approach. We will all have to embrace the paradigm they are unlocking and focus on our Customer Experience if we are to be successful in the future. At Microsoft we understand the importance of this and are committing ourselves to this new world." Steve Harvey, Director of People, Profits & Loyalty, Microsoft "Many business books look at new companies and how they have become successful. This book bases itself in the reality in which most business people find themselves daily - working in companies which have been established for some time and who are faced with legacy systems, legacy processes, legacy people, legacy channels and an existing culture. It focuses on how you can change an existing organisation in order to build and deliver Great Customer Experiences. Shaw and Ivens are the gurus of the Customer Experience. Whilst we have all recognised the importance of service in the past, their book moves business thinking on apace. It is about more than just customer service, it is about the whole Customer Experience. Their 7 Philosophies for Building Great Customer Experiences explicitly outline the building blocks that are the foundation of good business." Liam Lambert, Director & General Manager, Mandarin Oriental Hyde Park, London "John and Colin's innovative approach deserves applause - their thought leading book is at the cutting edge. Their 7 Philosophies for Building Great Customer Experiences underpin Hilton's own philosophy on how to delight our customers. My endorsement reflects the importance I personally place on the Customer Experience". Mike Ashton, Senior Vice President, Hilton International Hotels f1"This book hits the strikezone of how marketers, and organizations overall, need to be thinking to win today. It's a clear roadmap for building a high performance organization crystallized around the customer. Importantly, Shaw and Ivens recognize that emotions are at the core of all relationships -- it's no different with customers than our family & friends -- and truly engaging and successful brands." Barry Herstein, Chief Marketing Officer, Financial Times Group, New York "The Customer Experience will be a critical differentiator in today's commoditising economy. Colin and John's thought provoking book is essential reading for anyone wishing to create engaging and memorable Customer Experiences. This simple and readable book is littered with the views and thoughts of senior business leaders on the Customer Experience. It not only explains the theory of the Customer Experience but also provides practical advice and insights on how you can begin building and delivering Great Customer Experiences". Peter Scott, Customer Service Director, T-Mobile

Review: 'There are not many people who understand the new paradigm of the Customer Experience. The emerging gurus on the subject are Colin Shaw & John Ivens with their holistic approach. We will all have to embrace the paradigm they are unlocking and focus on our Customer Experience if we are to be successful in the future. At Microsoft we understand the importance of this and are committing ourselves to this new world.' - Steve Harvey, Director of People, Profits & Loyalty, Microsoft

'This book hits the strikezone of how marketers, and organizations overall, need to be thinking to win today. It's a clear roadmap for building a high performance organization crystallized around the customer. Importantly, Shaw and Ivens recognize that emotions are at the core of all relationships - it's no different with customers than our family & friends - and truly engaging and successful brands.' - Barry Herstein, Chief Marketing Officer, Financial Times Group, New York

'John and Colin's innovative approach deserves applause - their thought-leading book is at the cutting edge. Their Seven Philosophies for Building Great Customer Experiences underpin Hilton's own philosophy on how to delight our customers. My endorsement reflects the importance I personally place on the Customer Experience.' - Mike Ashton, Senior Vice President Marketing Worldwide, Hilton International Hotels

'No matter what you are selling - a product or a service, a commodity or a differentiated product - customers are both judge and jury when it comes to deciding whether or not a company succeeds. This book helps companies understand that in order to win in the court of public opinion, they need to build a high-performance organization focused on the customer. Colin Shaw and John Ivens make their case with the best kind of evidence - common sense real-life examples.' - Mohan Kharbanda, Vice President, Customer Experience, Americas, Dell Computers, Texas

'Customer Delight is the great Holy Grail for all of us involved in service or consumer industries but it is all too easy to overcomplicate your approach to achieving it or to finding out what your customers really want. This book by Colin Shaw and John Ivens is packed with clear, common sense advice, analysis and real-world experiences which would help anyone to develop a more effective approach and improve their business as a result.' - Steve Nash, After Sales Director, BMW

'Shaw and Ivens are the gurus of the Customer Experience. Whilst we have all recognised the importance of service in the past, their book moves business thinking on apace. It is about more than just customer service, it is about the whole Customer Experience. Their Seven Philosophies for Building Great Customer Experiences explicitly outline the building blocks that are the foundation of good business.' - Liam Lambert, Director & General Manager, Mandarin Oriental Hyde Park

'John & Colin's approach is the most exciting, practical and effective I have seen in the whole area of becoming a customer focused organisation. We have all talked about the why for years, but now there is no excuse, this is the how.' - Ayes Amewudah, Vice President Marketing Operations EMEA, Lucent Technologies
'A well researched, well written, well presented and thought-provoking read.' - Financial Adviser

'Building Great Customer Experiences does exactly what it says on the tin...Overall, this is a well researched, well written, well presented and thought-provoking read.' - Simon Ashmore, Financial Adviser

'The truth it contains and the challenges to current dogma are brilliant and fundamental to everything we should be doing in marketing.' - Stephen Pidgeon, Markeing

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Bibliographic Details

Title: Building Great Customer Experiences
Publisher: Palgrave Macmillan
Publication Date: 2002
Binding: Hardcover
Book Condition: New
Edition: 2002.

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