Today, I would like to talk about this book. Until today I have read several boks about customer experience but I have never read such a good book. This book has changed my mind. I have already read the first two chapters of this book. It looks like a standart book about customer experience management but it is more than a book.
According to Don Peppers;
First he starts with the importance of technology.
Because of technology, customers are more empowered than ever before, more knowledgeable and more connected. Customers have higher standarts today. They expect and demand more. Furthermore they have zero torelance for a substandart experience with any product and services.
So the importance of customer- oriented perspective, customer centricity and customer engagement are significantly growing for companies. If the companies want to be competitively succesfull, they have to think and act more quickly.
In order to keep up with customers’ increasing expextations, companies have to ensure that their experience would be better, easier, more convenient, more enjoyable, more useful and appropriate for the customer. Technology provide this.
To manage individual customer experiences, a company has to have the right techonological capabilities, data systems, analytics and interactive platforms. Actually, we know that it will never be possible to automate everything.The people within the organization need to have the right mind set. In order to maket the right decisions and to take the right actions companies should respect to customer interest and needs. Customer databases, analytical tools and interactivity make it possible to pay attention to customers.
Techonology allows a business to treat diffeent customers differently. If companies want their customers to stay with them long, they will need their trust. And trust is not technological at all. It is a deeply human quality. Only humans are customers.It is not enough just to have a new idea. Companies need to be able to produce new ideas continuously. Companies can’t generate profit with just one single innovaiton.
Product- centric companies focus on only one need of the customer at a time and they try to find many customers who want to fulfill this particular need; Customer-centric companies focus on one customer at a time to satisfy as many of their needs as possible Companies cannot improve their customer experience without considering all of these. Indeed companies are not born with a customer-centricity culture. But they have to improve their technical capabilities in order to deliver a one to one customer experience. By doing this they increase their long term profits.
Companies need the customer’s trust. People trust other people. They trust their family, their friends, their colleagues. If a business wants their customers’ trust they have to figure out how to use technology to deliver humanity. Delivering humanity to customers is an essential element in order to provide a higher-quality customer experience.
Whether companies remember them or not customers remember you. They remember how you treat them.
The book says that; The customer experience itself is where tchnology meets humanity.
The second chapter tell us what customers wants.
Basicly they want to solve their problems. Customers want to solve some problems or meet some need. They think a company has a product or service that will help them do that- whether it’s feeding the family, fixing their car or communicating with a friend.
An ideal customer experience should be designed to be as easy and painless as possible. The ideal experience would be no extra effort on the customer’s part. It saves customer effort.
Studies show that customer loyalty is not correlated with customer satisfaction scores. To put it simply; customers don’t stay because they’re satisfied. But they often leave because they are not.
Dissatisfactiıon occurs because of unresolved problems or service issues. In order to gain a competitive advantage and eliminate service issues.
This book shares some ideas to start thinking;
- Simplify pricing
- Reduce the complexity of terms and conditions
- Allow customers to post product reviews on company web site
- Improve customer data system
- Design a smartphone app
- Train and empower service employees
ABDULKADİR ERCAN DEMİRTAŞ 