Outside In: The Power of Putting Customers at the Center of Your Business

DIAMOND
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Senteo Rating 3.5
04/27/23
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Author:Harley Manning, Kerry Bodine
04/27/23
views 10287
comments0
Author:Harley Manning, Kerry Bodine
DIAMOND
RATING
Senteo Rating 3.5

Outside In: The Power of Putting Customers at the Center of Your Business
Harley Manning, Kerry Bodine, New Harvest, Houghton Mifflin Harcourt, 2012
Senteo’s Review information

Outside In is a well-structured book about customer experience and how to implement it in the organization. The authors start with the concept of the “Customer Experience Ecosystem,” stressing that the customer experience is sustained not just by customer-facing sales staff, but by the entire organization behind the scenes, its policies, processes and technologies.

The authors explain six disciplines of a mature customer experience organization, from which the structure of the book follows (strategy, customer understanding, design, measurement, governance, culture).  The book takes a methodical approach to creating a customer experienced-based organization from beginning to end, from strategy to processes and approaches. This book is ideal for the manager or executive seeking to understand their organization and improving the customer experience.

This book provides a well-structured account of how to improve and implement a customer experience ecosystem, backing up their examples with their own research and case studies (including Barclaycard US, BBVA, Boeing, John Deere Financial, Ecosytem Maps, FedEx, Fidelity Charitable, Holiday Inn, Mayo Clinic, Vanguard, and Walgreens). There are examples of how to create an “ecosystem map” and  step-by-step, examples of customer experience measurement/metrics (descriptive, perception, outcome). They also recommend the creation of a chief customer officer role, devoting a chapter to the function.

If interested in detailed steps and tools (templates, exercises) for implementation, this book falls short. The authors do provide many good suggestions and outline what areas need to be covered, however. The book ends with a “What Next” page, where they refer you to their website for what they describe as resources if the reader “likes the ideas in this book and want to act on them,” which may be intended more as a way to sell their services than providing more detailed literature.

Based on fourteen years of research by the customer experience leaders at Forrester Research, Outside In offers a complete roadmap to attaining the experience advantage. It starts with the concept of the Customer Experience Ecosystem—proof that the roots of customer experience problems lie not just with customer-facing employees like your sales staff, but with behind-the-scenes employees like accountants, lawyers, and programmers, as well as the policies, processes, and technologies that all your employees use every day. Identifying and solving these problems has the potential to dramatically increase sales and decrease costs.

Provides step-by-step examples of how to evaluate and transform an organization to focus on customer experience, with a good balance between theory and practice. Includes sections on creating a customer experience ecosystem map, with examples from Virgin Media along with suggestions (and chapters) for measurement and governance, along with some useful examples of customer experience metrics. For more on this subject, see Customer Experience Strategy (Senteo review).

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This book provides more of an overview on the value of customer experience, with a framework of 6 disciplines of customer experience to frame the strategy and development. One of these disciplines is measurement, for which they provide examples of types of customer experience metrics for ongoing measurement, however this is somewhat limited in nature. It devotes sections to measurement and quality control.

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    Outside In: The Power of Putting Customers at the Center of Your Business
    Harley Manning, Kerry Bodine, New Harvest, Houghton Mifflin Harcourt, 2012
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