Customer Experience Strategy: The Complete Guide From Innovation to Execution

DIAMOND
RATING
Senteo Rating 4.5
04/27/23
views 13701
comments0
Author:Lior Arussy
04/27/23
views 13702
comments0
Author:Lior Arussy
DIAMOND
RATING
Senteo Rating 4.5

Customer Experience Strategy: The Complete Guide From Innovation to Execution
Lior Arussy, 4i Publishing, 2010
Senteo’s Review information

“Customer Experience Strategy” is a comprehensive book on customer experience, one of the few on the subject which provides an explanation of customer experience from a theoretical standpoint as well as extensive information on methodology and tools for implementing a customer experience focus across the company.

The book is structured based on an overall view of customer experience management, tracing and defining how to develop and execute the strategy across 6 phases: define; develop; organize; deliver; measure; redefine. The author gives a good overview and examples of how to measure customer experience, proposing “The 5 Ps of Revenue” factors which are influenced by experience delivered to your customers, as well as a way of calculating the customer experience revenue opportunity through the “Return on Nothing Loyalty Model.” The book goes on to define cost drivers, elements of a memorable customer experience, memories across touch points, lifestyle segmentation, customer experience in the virtual world, customer experience mapping, elements of employee empowerment, performance evaluation criteria for employees, total experience metrics, proper survey design, and how to maintain the innovation cycle.

The author is a customer experience consultant, who has obviously given much thought into creating a holistic book which covers all aspects of implementing customer experience focus in the organization. The book does that by defining concrete tactics – from development to execution. The book also gives some useful suggestions for quantifying the incremental value of a customer experience-focused company (“5 Ps of Revenue,” “Return on Nothing Loyalty Model), which goes far and beyond many books on “how to’s” of customer experience.

Given that the book goes into such detail on ROI/incremental revenues, measuring customer experience on an ongoing basis, and customer experience mapping, the author could have provided more examples through exhibits or templates, of which the book is lacking.

While we may not agree with certain aspects of the book or the author’s approach to certain tactical applications or measures, this book is a fairly well-structured work on customer experience.

Customer experience and customer experience management (CEM) has been on the corporate agenda for several years now, and interest in the topic seems to be gaining more momentum. Reams of paper are devoted to books and articles published on the topic. So why this book? In helping organizations design and implement customer experience strategies, my colleagues at Strativity Group and I have been in the trenches many times. There we learned how to convert blue-sky concepts into real-life results. We struggled to transform sometimes rather stubborn product-centric organizations into customer-loving companies. And we succeeded. During the process, I discovered something rather simple. All the customer experience experts are publishing literature that tells why you should improve your customer experience but not how.

This is a good book for managers interested in how to design as well as implement/execute a customer experience-focused organization. Good examples of calculating the incremental value of CE based on a base case they call “Return on Nothing Loyalty Model.” There are also useful suggestions of metrics for measuring customer experience performance, such as the list of possible touch points for measuring in Chapter 12. For more information on this subject, see Senteo reviews for The Experience Economy and CRM at the Speed of Light.

Senteo Subject Category
Senteo

This book provides a good overview in theory, while devoting much analysis on tactical application and implementation. The author also provides some suggestions of measurement methods and metrics.  

The best book reviews in your inbox!
Subscribe now and receive a special gift with your subscription.


    Leave a Reply

    Customer Experience Strategy: The Complete Guide From Innovation to Execution
    Lior Arussy, 4i Publishing, 2010
    Have you already read this book?
    Here, are people invited to rate the book?

    How useful was this post?

    Click on a star to rate it!

    Average rating / 5. Vote count:

    No votes so far! Be the first to rate this book.

    Do you believe that transforming an organization to be experience-centric is a straightforward process?

    See content on this topic

    For any banks interested in customer loyalty, don’t miss the launch of our new market research to measure the quality of customer contacts in the banking Industry in Russia.
    Banks have long struggled to adequately match customer expectations. So how can banks give customers what they really want? Michael Ruckman explains how to build and maintain real relationships.
    Voice On Demand Retail Podcast: Contacts, Experiences and Journeys: What customers really want
    Michael Ruckman, President & CEO of Senteo talks about Customer Contacts, Experiences, and Journeys in this fast moving presentation from the MECS+R Congress in 2021 in Dubai.
    Michael Ruckman Talks about Customer-Centric Business Models
    What is the difference between retention and loyalty, and between customer-centric and relationship-centric business models? How exactly can one monetize customer experience? Michael Ruckman answers these questions and more…
    What is Relationship-Centricity?
    This short video explains what relationship-centricity is and how it is different from customer-centricity. Follow the link to see how companies can extract value from their relationships with
    How to Build a Business That Lasts 100 Years
    Join strategist Martin Reeves as he explains how executives can apply six principles from living organisms to build resilient businesses that flourish in the face of change.
    Build a Tower, Build a Team
    Tom Wujec from Autodesk presents some surprisingly deep research into the “marshmallow problem” — a simple team-building exercise that involves dry spaghetti, one yard of tape and a marshmallow.
    What is Relationship-Centricity?
    This short video explains what relationship-centricity is and how it is different from customer-centricity. Follow the link to see how companies can extract value from their relationships with
    How to Build a Business That Lasts 100 Years
    Join strategist Martin Reeves as he explains how executives can apply six principles from living organisms to build resilient businesses that flourish in the face of change.
    Senteo Rating
    Lovemarks: the future beyond brands
    Senteo Rating
    Work Rules!: Insights from Inside Google That Will Transform How You Live and Lead
    Related Book Reviews & Education
    Mihaly Csikszentmihaly explores his concept of ‘flow’: a state of consciousness characterised by complete immersion during which the ego, with its vanity and insecurity, is completely absent.
    Martin Lindstrom turns the tables on the marketing industry and jumps ship, detailing some of the very questions that marketers pour over when they redesign a campaign.
    Tribal Leadership tackles the well-known and fascinating topic of people’s tendencies to segregate into groups with which they identify most, and in which they feel the most comfortable.
    "Brave New Work" by Aaron Dignan reimagines work and its connection to people, providing a blueprint for reshaping corporate culture and driving transformative change in organizations.