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Author: Mike Huber
Publisher:
ISBN: 9781794620216
Category :
Languages : en
Pages : 337
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Book Description
Experience the book that's catching attention from marketers everywhere! Follow the story of Sophia, a mid-level business professional looking to advance her career by furthering her education. We're telling one story - from start to finish - about a marketer looking to go back to school and advance her career to become Chief Marketing Officer (CMO) of a marketing agency. We will follow Sophia's complete journey as she researches her education options and eventually has two universities competing for her enrollment. Spoiler alert: Only one university is utilizing the customer journey correctly. Will you relate more with the university that's succeeding, or the one that's failing? Grab your copy of The Customer Journey: How an Owned Audience Can Transform Your Business to see why Jay Baer (founder of Convince & Convert and Author of Talk Triggers) declares it a, "Hugely useful guide to consumer decision-making and how to win awareness and drive behavior at every stage. Practical and modern; highly recommended!" Michael Brenner (Author, Speaker, Consultant and CMO) exclaims, "Not only does [The Customer Journey] solve the problem most marketers are facing when trying to demonstrate results from customer-focused marketing, but it does so using the compelling story of Sophia's own customer journey. This is a must-read for digital marketers." Mitch Joel, Six Pixels of Separation & CTRL ALT Delete says, "What are consumers doing? How are consumers doing it? Consumers are on a journey. Is your brand a grand part of the adventure or a traffic jam/unwanted detour? Here's the answer. Read it. Do it. Be the consumer's co-pilot." This latest installment from the award-winning Vertical Measures team puts you in the shoes of the protagonist, allowing you to see an entire digital marketing strategy working together in the eyes of a consumer - regardless of industry.Your customer will take this journey with or without you... Are you prepared?
Author: Mike Huber
Publisher:
ISBN: 9781794620216
Category :
Languages : en
Pages : 337
Get Book Here
Book Description
Experience the book that's catching attention from marketers everywhere! Follow the story of Sophia, a mid-level business professional looking to advance her career by furthering her education. We're telling one story - from start to finish - about a marketer looking to go back to school and advance her career to become Chief Marketing Officer (CMO) of a marketing agency. We will follow Sophia's complete journey as she researches her education options and eventually has two universities competing for her enrollment. Spoiler alert: Only one university is utilizing the customer journey correctly. Will you relate more with the university that's succeeding, or the one that's failing? Grab your copy of The Customer Journey: How an Owned Audience Can Transform Your Business to see why Jay Baer (founder of Convince & Convert and Author of Talk Triggers) declares it a, "Hugely useful guide to consumer decision-making and how to win awareness and drive behavior at every stage. Practical and modern; highly recommended!" Michael Brenner (Author, Speaker, Consultant and CMO) exclaims, "Not only does [The Customer Journey] solve the problem most marketers are facing when trying to demonstrate results from customer-focused marketing, but it does so using the compelling story of Sophia's own customer journey. This is a must-read for digital marketers." Mitch Joel, Six Pixels of Separation & CTRL ALT Delete says, "What are consumers doing? How are consumers doing it? Consumers are on a journey. Is your brand a grand part of the adventure or a traffic jam/unwanted detour? Here's the answer. Read it. Do it. Be the consumer's co-pilot." This latest installment from the award-winning Vertical Measures team puts you in the shoes of the protagonist, allowing you to see an entire digital marketing strategy working together in the eyes of a consumer - regardless of industry.Your customer will take this journey with or without you... Are you prepared?
Author: Jerry Angrave
Publisher: Walter de Gruyter GmbH & Co KG
ISBN: 311064133X
Category : Business & Economics
Languages : en
Pages : 156
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Book Description
The Journey Mapping Playbook is an accessible how-to toolkit aimed at customer experience and marketing professionals looking for ways to improve customer and employee experience. Using visualisation, templates and case studies this is a practical guide to planning, facilitating and delivering a strategic, supportive and effective journey mapping workshop. The Journey Mapping Playbook is based on the author’s real-world experience of running hundreds of journey mapping sessions. Understanding the priorities and pain points in customers’ lives is critical to achieve business success. Helping you to nurture better and more profitable customer experiences, this book will help you to: Define journey mapping Understand why it is commercially important Prioritise which journeys to focus on and how Decide who to invite and which tools to prepare Plan for an effective session Make every stage of the journey relevant and purposeful Build an ongoing programme The Journey Mapping Playbook shows you how to understand your customers better, whatever the size or sector of your business. Jerry Angrave, Founder and CEO of Empathyce, UK
Author: Jaime Levy
Publisher: "O'Reilly Media, Inc."
ISBN: 1449373011
Category : Business & Economics
Languages : en
Pages : 312
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Book Description
User experience (UX) strategy requires a careful blend of business strategy and UX design, but until now, there hasn’t been an easy-to-apply framework for executing it. This hands-on guide introduces lightweight strategy tools and techniques to help you and your team craft innovative multi-device products that people want to use. Whether you’re an entrepreneur, UX/UI designer, product manager, or part of an intrapreneurial team, this book teaches simple-to-advanced strategies that you can use in your work right away. Along with business cases, historical context, and real-world examples throughout, you’ll also gain different perspectives on the subject through interviews with top strategists. Define and validate your target users through provisional personas and customer discovery techniques Conduct competitive research and analysis to explore a crowded marketplace or an opportunity to create unique value Focus your team on the primary utility and business model of your product by running structured experiments using prototypes Devise UX funnels that increase customer engagement by mapping desired user actions to meaningful metrics
Author: Alan Pennington
Publisher: Pearson UK
ISBN: 1292148470
Category : Business & Economics
Languages : en
Pages : 233
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Book Description
Author: Joey Coleman
Publisher: Penguin
ISBN: 0735220034
Category : Business & Economics
Languages : en
Pages : 370
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Book Description
Award-winning speaker and business consultant Joey Coleman teaches audiences and companies all over the world how to turn a one-time purchaser into a lifelong customer. Coleman's theory of building customer loyalty isn't about focusing on marketing or closing the sale: It's about the First 100 Days® after the sale and the interactions the customer experiences. While new customers experience joy, euphoria, and excitement, these feelings quickly shift to fear, doubt, and uncertainty as buyer's remorse sets in. Across all industries, somewhere between 20%-70% of newly acquired customers will stop doing business with a company with the first 100 days of being a new customer because they feel neglected in the early stages of customer onboarding. In Never Lose a Customer Again, Coleman offers a philosophy and methodology for dramatically increasing customer retention and as a result, the bottom line. He identifies eight distinct emotional phases customers go through in the 100 days following a purchase. From an impulse buy at Starbucks to the thoughtful purchase of a first house, all customers have the potential to experience the eight phases of the customer journey. If you can understand and anticipate the customers' emotions, you can apply a myriad of tools and techniques -- in-person, email, phone, mail, video, and presents -- to cement a long and valuable relationship. Coleman's system is presented through research and case studies showing how best-in-class companies create remarkable customer experiences at each step in the customer lifecycle. In the "Acclimate" stage, customers need you to hold their hand and over-explain how to use your product or service. They're often too embarrassed to admit they're confused. Take a cue from Canadian software company PolicyMedical and their challenge of getting non-technical users to undergo a complex installation and implementation process. They turned a series of project spreadsheets and installation manuals into a beautiful puzzle customers could assemble after completing each milestone. In the "Adopt" stage, customers should be welcomed to the highest tier of tribal membership with both public and private recognitions. For instance, Sephora's VIB Rogue member welcome gift provides a metallic membership card (private recognition) and a members-only shade of lipstick (for public display). In the final stage, "Advocate," loyal customers and raving fans are primed to provide powerful referrals. That's how elite entrepreneurial event MastermindTalks continues to sell-out their conference year after year - with zero dollars spent on marketing. By surprising their loyal fans with amazing referral bonuses (an all-expenses paid safari?!) they guarantee their community will keep providing perfect referrals. Drawing on nearly two decades of consulting and keynoting, Coleman provides strategies and systems to increase customer loyalty. Applicable to companies in any industry and of any size (whether measured in employee count, revenue, or total number of customers), implementing his methods regularly leads to an increase in profits of 25-100%. Working with well-known clients like Hyatt Hotels, Zappos, and NASA, as well as mom-and-pop shops and solo entrepreneurs around the world, Coleman's customer retention system has produced incredible results in dozens of industries. His approach to creating remarkable customer experiences requires minimal financial investment and will be fun for owners, employees, and teams to implement. This book is required reading for business owners, CEOs, and managers - as well as sales and marketing teams, account managers, and customer service representatives looking for easy to implement action steps that result in lasting change, increased profits, and lifelong customer retention.
Author: Jim Tincher
Publisher: PMP
ISBN: 9781941688649
Category :
Languages : en
Pages : 188
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Book Description
Learn how to create journey maps that actually get resultsNearly two out of three journey maps fail to drive customer-focused change. Find out how to make your initiative successful, and avoid the pitfalls that doom so many others, with this authoritative new book. With insights from dozens of CX pros, extensive research, and real-world case studies and examples, How Hard Is It to Be Your Customer will help you understand why some maps drive action - leading to an improved customer experience, greater customer loyalty, and impressive ROI - while others just gather dust on a shelf.
Author: Annette Franz
Publisher:
ISBN: 9781686886812
Category :
Languages : en
Pages : 219
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Book Description
Struggling to ensure that the customer is at the center of all your business does? This book is your guide to putting the "customer" in customer experience. Not sure what that means? Well, for starters, too many executives believe they are delighting their customers. Why wouldn't they think that?! When they focus on growth, those customer acquisition numbers are pretty sweet, but they don't tell the real story. Prioritizing customer retention is critical. But you can't just throw technology at it, give it some lip service, and call it a day. Retention is hard work! You've got to understand who your customers are and what problems they are trying to solve or what jobs they are trying to do. Then you've got to use that understanding to design an experience that helps customers achieve their goals. That's the key to putting the customer in customer experience! Ultimately, you need to bring the customer voice into all meetings, decisions, processes, and designs. The customer must be at the center of all you do. After all, it's all about the customer! In this book, I cover the three approaches to customer understanding: surveys and data, personas, and journey mapping. I could've written the whole book about journey mapping, but there's so much more to building a customer-centric business than journey mapping. The culture must first be deliberately designed to put the customer at the heart of the business. And all foundational elements of a CX transformation must be in place to make that happen. With that knowledge, read this book and: Learn about the three approaches you must use to understand your customers, why you must use them, and how they work together. Create an action plan to ensure insights gleaned from these three approaches are implemented in your organization. Develop and assign personas to your customers in order to better understand their needs, goals, problems to solve, and jobs to be done. Learn the difference between touchpoint maps and journey maps and how touchpoint maps can still be a valuable asset in your customer experience toolbox. Understand why journey mapping is called the backbone of customer experience management - and how to make it so in your organization. Set up and facilitate your own current-state and future-state journey mapping workshops with customers. Set up and facilitate service blueprint workshops with internal stakeholders. Find out how to put the customer at the heart of your business. And more!
Author: Marc Stickdorn
Publisher: "O'Reilly Media, Inc."
ISBN: 1491927135
Category : Business & Economics
Languages : en
Pages : 1156
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Book Description
How can you establish a customer-centric culture in an organization? This is the first comprehensive book on how to actually do service design to improve the quality and the interaction between service providers and customers. You'll learn specific facilitation guidelines on how to run workshops, perform all of the main service design methods, implement concepts in reality, and embed service design successfully in an organization. Great customer experience needs a common language across disciplines to break down silos within an organization. This book provides a consistent model for accomplishing this and offers hands-on descriptions of every single step, tool, and method used. You'll be able to focus on your customers and iteratively improve their experience. Move from theory to practice and build sustainable business success.
Author: James Kalbach
Publisher: O'Reilly Media
ISBN: 1492076600
Category : Computers
Languages : en
Pages : 438
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Book Description
Customers who have inconsistent experiences with products and services are understandably frustrated. But it's worse for organizations that can't pinpoint the causes of these problems because they're too focused on processes. This updated book shows your team how to use alignment diagrams to turn valuable customer observations into actionable insight. With this powerful technique, you can visually map existing customer experience and envision future solutions. Designers, product and brand managers, marketing specialists, and business owners will discover how experience diagramming helps you determine where business goals and customer perspectives intersect. Armed with this insight, you can provide the people you serve with real value. Mapping experiences isn't just about product and service design; it's about understanding the human condition. Emphasize recent changes in business using the latest mapping techniques Create diagrams that account for multichannel experiences as well as ecosystem design Understand how facilitation is increasingly becoming part of mapping efforts, shifting the focus from a deliverable to actionability Explore ways to apply mapping of all kinds to noncommercial settings, such as helping victims of domestic violence
Author: Jacek Kall
Publisher: Taylor & Francis
ISBN: 1000436543
Category : Business & Economics
Languages : en
Pages : 155
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Book Description
This book gathers and explains the key brand analysis tools that measure brand effectiveness and awareness along the customer journey. Rather than considering how to build and manage a brand, Brand Metrics shows students the methods by which they can assess the current market position of the brand and design effective strategies for the future. Each chapter follows the same logical and accessible structure, defining each metric and its usage, presenting the calculations, showing how the data should be interpreted, offering case studies and examples, presenting recommendations and offering questions for further discussion. The metrics covered in the book correspond with the customer journey, moving through measuring brand awareness, consideration and purchase, to customer loyalty and brand advocacy, and finally an overall analysis of the brand’s strength. The book not only shows the formula for a metric and explains how it should be interpreted, but also considers what each metric really measures, how it impacts the brand’s equity and how it is related to other metrics. As such it should be perfect recommended reading for advanced undergraduate and postgraduate students of Strategic Brand Management, Marketing Planning and Strategy, Marketing and Branding Metrics.
