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| customer lifecycle journey mapping: How Hard Is It to Be Your Customer? Jim Tincher, Nicole Newton, 2019-06-11 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. |
| customer lifecycle journey mapping: Customer Understanding Annette Franz, 2019-09-03 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! |
| customer lifecycle journey mapping: Never Lose a Customer Again Joey Coleman, 2018-04-03 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. |
| customer lifecycle journey mapping: Mapping Experiences James Kalbach, 2020-11-23 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 |
| customer lifecycle journey mapping: User Story Mapping Jeff Patton, Peter Economy, 2014-09-05 User story mapping is a valuable tool for software development, once you understand why and how to use it. This insightful book examines how this often misunderstood technique can help your team stay focused on users and their needs without getting lost in the enthusiasm for individual product features. Author Jeff Patton shows you how changeable story maps enable your team to hold better conversations about the project throughout the development process. Your team will learn to come away with a shared understanding of what you’re attempting to build and why. Get a high-level view of story mapping, with an exercise to learn key concepts quickly Understand how stories really work, and how they come to life in Agile and Lean projects Dive into a story’s lifecycle, starting with opportunities and moving deeper into discovery Prepare your stories, pay attention while they’re built, and learn from those you convert to working software |
| customer lifecycle journey mapping: How Customers Buy...& Why They Don’t Martyn R. Lewis, 2018-08-15 Lewis makes a compelling argument that businesses must look beyond their own internal view of how something is sold, to the external reality of how customers actually buy. He asserts that no one buys anything because of a sales process; customers only buy because of their own buying process. And so, for all those whose livelihood depends upon successful revenue generation, the only rational course of action is to positively influence and effectively manage the end-to-end customer-buying journey. The simple failure of mousetrap logic—that is, the quality of the product or value proposition of the service is sufficient to convince customers to make a purchase—is at the heart of most revenue generation challenges today. How Customers Buy...and Why They Don’t shows that vendors are too often trying to solve the wrong problem, because customers actually do “get it,” they just don’t buy it. The book starts by explaining Outside-in Revenue Generation. It then decodes the six elements of the Customer Buying Journey DNA. It defines the nine Buying Concerns, any one of which can derail a purchase. It unveils the deceptively simple and elegant 4Q Buying Style Quadrant that unlocks the intricacies of how buyers actually think. The second section of the book explains what you can do about customers not buying your products or services. It reveals that there are only four things—Sales and Marketing Imperatives—that can be done to positively impact the market. It goes on to walk the reader through the development of the Market Engagement Strategy. The final section of the book translates the five components of the Market Engagement Strategy into actionable sales and marketing behaviors. |
| customer lifecycle journey mapping: F the Funnel Jeff Pedowitz, 2021-05-25 MARKETING TEAMS ARE THE CREATIVE HEARTS OF ORGANIZATIONS. We bring products to life and connect them to living, breathing customers. Without us, our companies would crash and burn. And yet it often seems we don't get the respect--or the budgets--we deserve. Where is the love? The reason our companies don't love us is that they see us as cost centers rather than revenue centers. So how do we change that perception (and that reality)? How do we become provable, dependable sources of revenue? By changing our relationship with our customers. By turning them into raving advocates and long-term clients. We need to stop viewing customers through the lens of the traditional sales funnel. F the Funnel offers us a new model for thinking about the entire customer acquisition cycle--the Loop--which focuses on building relationships of trust rather than closing sales in a one-off way. |
| customer lifecycle journey mapping: The Employee Experience Advantage Jacob Morgan, 2017-03-01 Research Shows Organizations That Focus on Employee Experience Far Outperform Those That Don't Recently a new type of organization has emerged, one that focuses on employee experiences as a way to drive innovation, increase customer satisfaction, find and hire the best people, make work more engaging, and improve overall performance. The Employee Experience Advantage is the first book of its kind to tackle this emerging topic that is becoming the #1 priority for business leaders around the world. Although everyone talks about employee experience nobody has really been able to explain concretely what it is and how to go about designing for it...until now. How can organizations truly create a place where employees want to show up to work versus need to show up to work? For decades the business world has focused on measuring employee engagement meanwhile global engagement scores remain at an all time low despite all the surveys and institutes that been springing up tackle this problem. Clearly something is not working. Employee engagement has become the short-term adrenaline shot that organizations turn to when they need to increase their engagement scores. Instead, we have to focus on designing employee experiences which is the long term organizational design that leads to engaged employees. This is the only long-term solution. Organizations have been stuck focusing on the cause instead of the effect. The cause is employee experience; the effect is an engaged workforce. Backed by an extensive research project that looked at over 150 studies and articles, featured extensive interviews with over 150 executives, and analyzed over 250 global organizations, this book clearly breaks down the three environments that make up every single employee experience at every organization around the world and how to design for them. These are the cultural, technological, and physical environments. This book explores the attributes that organizations need to focus on in each one of these environments to create COOL spaces, ACE technology, and a CELEBRATED culture. Featuring exclusive case studies, unique frameworks, and never before seen research, The Employee Experience Advantage guides readers on a journey of creating a place where people actually want to show up to work. Readers will learn: The trends shaping employee experience How to evaluate their own employee experience using the Employee Experience Score What the world's leading organizations are doing around employee experience How to design for technology, culture, and physical spaces The role people analytics place in employee experience Frameworks for how to actually create employee experiences The role of the gig economy The future of employee experience Nine types of organizations that focus on employee experience And much more! There is no question that engaged employees perform better, aspire higher, and achieve more, but you can't create employee engagement without designing employee experiences first. It's time to rethink your strategy and implement a real-world framework that focuses on how to create an organization where people want to show up to work. The Employee Experience Advantage shows you how to do just that. |
| customer lifecycle journey mapping: Connect Lars Birkholm Petersen, Ron Person, Christopher Nash, 2014-09-15 Connect and engage across channels with the new customers Connect is the ultimate marketing guide to becoming more relevant, effective, and successful within the new marketplace. Written by a team of marketing experts serving Fortune 500 brands, this book outlines the massive paradigm shift currently taking place within the industry, and provides the insight and perspective marketers need to stay on board. Readers will find guidance toward reaching a customer base that sees marketers as an unnecessary annoyance, and strategies for engaging those customers at touch points throughout the customer lifecycle. The book's scope encompasses both digital and real-life avenues, discussing the new ways of thinking and the new tools and processes that allow marketers to function in the new era where digital customer experiences are increasingly important. Marketing is undergoing a revolution to rival the impact of Gutenberg's printing press. Customers are in control, with more choice and more access than ever before, and they refuse to be sold to or managed. Many marketing professionals are flailing for a new strategy while the winners are clearly jumping ahead – Connect takes readers inside the winners' world to learn the approach that's engaging the new consumer. Discover the technology and processes that allow marketers to remain relevant Craft a personal, relevant, and accessible customer journey that engages the connected customer Keep in touch throughout the customer's life cycle, both online and offline Link digital goals and metrics to business objectives for a more relevant strategy Smart marketers have moved to a higher level that achieves business objectives while increasing relevance to the customer. Connect provides readers a roadmap to this new approach, and the tools that make it work. |
| customer lifecycle journey mapping: Jobs to Be Done Anthony W. Ulwick, 2016-10-25 Why do some innovation projects succeed where others fail? The book reveals the business implications of Jobs Theory and explains how to put Jobs Theory into practice using Outcome-Driven Innovation. |
| customer lifecycle journey mapping: Human Systems Engineering and Design Tareq Ahram, Waldemar Karwowski, Darko Etinger, Tea Mijač, 2024-09-24 Proceedings of the 6th International Conference on Human Systems Engineering and Design: Future Trends and Applications (IHSED 2024). September 24-26, 2024, University of Split, Split, Croatia. |
| customer lifecycle journey mapping: This Is Service Design Doing Marc Stickdorn, Markus Edgar Hormess, Adam Lawrence, Jakob Schneider, 2018-01-02 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. |
| customer lifecycle journey mapping: Driven to Delight: Delivering World-Class Customer Experience the Mercedes-Benz Way Joseph A. Michelli, 2015-12-08 A powerful and inspiring look 'inside the tent' of Mercedes-Benz that will help you learn how large companies make big changes in short timespans. --Guy Kawasaki, Chief Evangelist of Canva and author of The Art of the Start 2.0 I can’t remember having read a more compelling example of how great luxury brands aren’t just made but are nurtured. Driven to Delight offers essential lessons on the direct and undeniable relationship between how much you value and respect your customers and how they reward you for that consideration. --Mike Jackson, Chairman, CEO, and President, AutoNation Joseph Michelli's latest book is a masterful roadmap for transforming the relationship between leaders, employees, and the customers they serve. --Tom Rath, author of StrengthsFinder 2.0 and Are You Fully Charged? The revolution in customer care that MBUSA is currently undertaking is rivaled only by the revolution that Mercedes began with the invention of the automobile. Dr. Michelli’s book provides the most comprehensive look at how MBUSA is undertaking and succeeding at this transformative initiative. --Alex Gellert, CEO, Merkley & Partners Kudos to Steve Cannon and Joseph Michelli. Steve is the rare CEO who is brutally honest—in a public forum—about his own iconic organization’s growing pains. Joseph’s ability to present a compelling case study is unparalleled. If Driven to Delight can’t convince you of the bottom line benefits of balancing service and technology to differentiate from your competition, your days are numbered. --Doug Lipp, international business consultant and bestselling author of Disney U Once again Joseph Michelli gives us a glimpse into one of the worlds’ great brands and customer experiences. Joseph helps us understand how Mercedes Benz leadership transformed and elevated sales and service experiences. Additionally, he takes the reader on a journey to examine their own organization and determine how to apply these principles and lessons in their own business. This is an important read for leaders who want to grow their businesses, by improving customers’ lives. --Jeanne Bliss, President, CustomerBliss, and bestselling author of Chief Customer Officer 2.0 and I Love You More Than My Dog Mercedes Benz's story demonstrates the leadership and commitment that's required to transform customer experience within a large organization. The book does a great job of capturing how the company engaged all of its employees and partners on a journey to deliver upon its brand promise, which required much more than just designing great cars. --Bruce Temkin, CCXP, Customer Experience Transformist & Managing Partner, Temkin Group Most business leaders will tell you how important it is to delight their customers—who wouldn't? But most don't. This is the story of Steve Cannon's journey to take Mercedes Benz from 'good to best'—the diagnosis, the plan, the process design, the management and measurement, but most importantly, the leadership that is making 31,600 people, 99.5 percent of whom don't work for him, WANT to deliver it. --Andrew Robertson, President and CEO, BBDO Worldwide, Inc. |
| customer lifecycle journey mapping: Practical Empathy Indi Young, 2015-01-15 Conventional product development focuses on the solution. Empathy is a mindset that focuses on people, helping you to understand their thinking patterns and perspectives. Practical Empathy will show you how to gather and compare these patterns to make better decisions, improve your strategy, and collaborate successfully. |
| customer lifecycle journey mapping: The Selected Works of T. S. Spivet Reif Larsen, 2010-04-27 A brilliant, boundary-leaping debut novel tracing twelve-year-old genius map maker T.S. Spivet's attempts to understand the ways of the world When twelve-year-old genius cartographer T.S. Spivet receives an unexpected phone call from the Smithsonian announcing he has won the prestigious Baird Award, life as normal-if you consider mapping family dinner table conversation normal-is interrupted and a wild cross-country adventure begins, taking T.S. from his family ranch just north of Divide, Montana, to the museum's hallowed halls. T.S. sets out alone, leaving before dawn with a plan to hop a freight train and hobo east. Once aboard, his adventures step into high gear and he meticulously maps, charts, and illustrates his exploits, documenting mythical wormholes in the Midwest, the urban phenomenon of rims, and the pleasures of McDonald's, among other things. We come to see the world through T.S.'s eyes and in his thorough investigation of the outside world he also reveals himself. As he travels away from the ranch and his family we learn how the journey also brings him closer to home. A secret family history found within his luggage tells the story of T.S.'s ancestors and their long-ago passage west, offering profound insight into the family he left behind and his role within it. As T.S. reads he discovers the sometimes shadowy boundary between fact and fiction and realizes that, for all his analytical rigor, the world around him is a mystery. All that he has learned is tested when he arrives at the capital to claim his prize and is welcomed into science's inner circle. For all its shine, fame seems more highly valued than ideas in this new world and friends are hard to find. T.S.'s trip begins at the Copper Top Ranch and the last known place he stands is Washington, D.C., but his journey's movement is far harder to track: How do you map the delicate lessons learned about family and self? How do you depict how it feels to first venture out on your own? Is there a definitive way to communicate the ebbs and tides of heartbreak, loss, loneliness, love? These are the questions that strike at the core of this very special debut. Now a major motion picture directed by Jean-Pierre Jeunet and starring Kyle Catlett and Helena Bonham Carter. |
| customer lifecycle journey mapping: The Seven Pillars of Customer Success Wayne McCulloch, 2021-04-27 As a customer success leader, whose insight do you rely on for success? Your field is still maturing, yet your profession is one of the fastest growing in the world. There are tons of books and blogs written by success professionals sharing their experiences and strategies, but how do you know what will work for your specific situation? Whose advice is the expertise you can trust? Wayne McCulloch has more than 25 years of experience in the software industry-years spent in training, adoption, and customer experience, the building blocks for customer success. Now he's sharing what he knows as a chief customer officer leading global success functions. In The Seven Pillars of Customer Success, Wayne provides an adaptable framework for building a strong customer success organization. From customer journey actions to the development of transformation advisors, you'll read detailed examples of how companies have put these seven pillars to the test. To create a culture of customer success and stand out in the marketplace, you need a proven framework and knowledgeable perspective-this book provides both, and more. |
| customer lifecycle journey mapping: The Customer Success Professional's Handbook Ashvin Vaidyanathan, Ruben Rabago, 2020-01-15 The definitive “Customer Success Manager How-To-Guide” for the CSM profession from Gainsight, who brought you the market-leading Customer Success The Customer Success Manager has become a critical asset to organizations across the business landscape. As the subscription model has spread from the cloud and SaaS to more sectors of the economy, that pivotal role will only grow in importance. That’s because if you want to compete and thrive in this new environment, you need to put the customer at the center of your strategy. You need to recognize you’re no longer selling just a product. You’re selling an outcome. Customer Success Managers (CSM) are committed to capturing and delivering those outcomes by listening to their customers, understanding their needs, and adapting products and services to drive success. Although several existing resources address the customer success imperative, there is no authoritative instruction manual for the CSM profession—until now. The Customer Success Professional’s Handbook is the definitive reference book for CSMs and similar roles in the field. This practical, first-of-its-kind manual fills a significant gap in professional customer success literature, providing the knowledge every CSM needs to succeed—from the practitioner level all the way to senior leadership. The authors—acknowledged experts in building, training, and managing Customer Success teams—offer real-world guidance and practical advice for aspiring and experienced CSMs alike. The handbook is written by practioners for practioners. An indispensable resource for front-line Customer Success Managers, this much-needed book: Demonstrates how to build, implement, and manage a Customer Success team Helps new CSMs develop their skills and proficiency to be more employable and grow in their careers Provides clear guidance for managers on how to hire a stellar CSM Presents practical tactics needed to drive revenue growth during renewal, expansion, and customer advocacy opportunities Explains proven methods and strategies for mentoring CSMs throughout their careers Offers valuable insights from Gainsight, the Customer Success Company, and the broader customer success community with more than a dozen of the industry’s most respected leaders contributing their perspectives Currently, with over 70,000 open positions, Customer Success Manager in one of the fastest-growing jobs in the world. The Customer Success Professional’s Handbook: How to Thrive in One of the World's Fastest Growing Careers—While Driving Growth For Your Company will prove to be your go-to manual throughout every stage of your CSM career. |
| customer lifecycle journey mapping: Building a Second Brain Tiago Forte, 2022-06-14 Building a second brain is getting things done for the digital age. It's a ... productivity method for consuming, synthesizing, and remembering the vast amount of information we take in, allowing us to become more effective and creative and harness the unprecedented amount of technology we have at our disposal-- |
| customer lifecycle journey mapping: Influence Marketing Danny Brown, Sam Fiorella, 2013-04-29 Identify and Manage the Influence Paths That Convert Brand Awareness to Customer Acquisition! Today, you face a brutally tough, maddeningly elusive new competitor: the “wisdom of crowds.” Social media gives consumers 24x7 access to the attitudes and recommendations of their most engaged peers. These are the views that shape buying decisions. These are the views you must shape and use. Influence Marketing won’t just help you identify and enlist key influencers: it will help you manage the influence paths that lead consumers to buy. By sharing empirical evidence of hard-won lessons from pioneering influence marketers, Danny Brown and Sam Fiorella provide a blueprint that moves influence marketing beyond simple brand awareness and into sales acquisition and customer life time value measurement. They integrate new tools and techniques into a complete methodology for generating more and better leads—and converting them faster, at higher margins. • Put the customer—not the influencer—at the center, and plan influence marketing accordingly • Recognize where each prospect stands in the purchase life cycle right now • Clarify how your consumers move from brand preference to purchase • Identify key micro-influencers who impact decisions at every stage • Gain indispensable insights into the context of online relationships • Recognize situational factors that derail social media brand recommendations • Understand social influence scoring models and overcome their limitations • Re-engineer and predict influence paths to generate measurable action • Master the “4 Ms” of influence marketing: make, manage, monitor, measure • Transform influence marketing from a “nice-to-have” exercise into a powerful strategy Additional online resources can be found at www.influencemarketingbook.com |
| customer lifecycle journey mapping: Escaping the Build Trap Melissa Perri, 2018-11-01 To stay competitive in today’s market, organizations need to adopt a culture of customer-centric practices that focus on outcomes rather than outputs. Companies that live and die by outputs often fall into the build trap, cranking out features to meet their schedule rather than the customer’s needs. In this book, Melissa Perri explains how laying the foundation for great product management can help companies solve real customer problems while achieving business goals. By understanding how to communicate and collaborate within a company structure, you can create a product culture that benefits both the business and the customer. You’ll learn product management principles that can be applied to any organization, big or small. In five parts, this book explores: Why organizations ship features rather than cultivate the value those features represent How to set up a product organization that scales How product strategy connects a company’s vision and economic outcomes back to the product activities How to identify and pursue the right opportunities for producing value through an iterative product framework How to build a culture focused on successful outcomes over outputs |
| customer lifecycle journey mapping: Modern Industrial Services Shaun West, Paolo Gaiardelli, Nicola Saccani, 2022 This open access book is an outcome of several years of research, practice, and teaching experience of the authors on the challenges that underpin the successful switch to services for manufacturing firms. Ideal for a student as well as a practitioner, the book describes the industrial services ecosystem, the barriers and challenges, and a roadmap for building service excellence. Curated cases are used to describe the current approaches in practice to overcome the barriers. The book also provides several tools, each with a short introduction, that the authors have used successfully in projects to help overcome the servitization barriers. Many of these tools are from management, design thinking, or service design. The service excellence roadmap is based on the development methodology and helps current and future business leaders to create their own individual roadmaps. |
| customer lifecycle journey mapping: ADKAR Jeff Hiatt, 2006 In his first complete text on the ADKAR model, Jeff Hiatt explains the origin of the model and explores what drives each building block of ADKAR. Learn how to build awareness, create desire, develop knowledge, foster ability and reinforce changes in your organization. The ADKAR Model is changing how we think about managing the people side of change, and provides a powerful foundation to help you succeed at change. |
| customer lifecycle journey mapping: Blue Ocean Shift W. Chan Kim, Renee Mauborgne, 2017-09-26 NEW YORK TIMES BESTSELLER #1 WALL STREET JOURNAL BESTSELLER Blue Ocean Shift is the essential follow up to Blue Ocean Strategy, the classic and over 4 million copy global bestseller by world-renowned professors W. Chan Kim and Renee Mauborgne. Drawing on more than a decade of new work, Kim and Mauborgne show you how to move beyond competing, inspire your people's confidence, and seize new growth, guiding you step-by-step through how to take your organization from a red ocean crowded with competition to a blue ocean of uncontested market space. By combining the insights of human psychology with practical market-creating tools and real-world guidance, Kim and Mauborgne deliver the definitive guide to shift yourself, your team, or your organization to new heights of confidence, market creation, and growth. They show why nondisruptive creation is as important as disruption in seizing new growth. Blue Ocean Shift is packed with all-new research and examples of how leaders in diverse industries and organizations made the shift and created new markets by applying the process and tools outlined in the book. Whether you are a cash-strapped startup or a large, established company, nonprofit or national government, you will learn how to move from red to blue oceans in a way that builds your people's confidence so that they own and drive the process. With battle-tested lessons learned from successes and failures in the field, Blue Ocean Shift is critical reading for leaders, managers, and entrepreneurs alike. You'll learn what works, what doesn't, and how to avoid the pitfalls along the way. This book will empower you to succeed as you embark on your own blue ocean journey. Blue Ocean Shift is indispensable for anyone committed to building a compelling future. |
| customer lifecycle journey mapping: Lovability Brian de Haaff, 2017-04-25 Love is the surprising emotion that company builders cannot afford to ignore. Genuine, heartfelt devotion and loyalty from customers — yes, love — is what propels a select few companies ahead. Think about the products and companies that you really care about and how they make you feel. You do not merely likethose products, you adore them. Consider your own emotions and a key insight is revealed: Love is central to business. Nobody talks about it, but it is obvious in hindsight. Lovability: How to Build a Business That People Love and Be Happy Doing It shares what Silicon Valley-based author and Aha! CEO Brian de Haaff knows from a career of founding successful technology companies and creating award-winning products. He reveals the secret to the phenomenal growth of Aha! and the engine that powers lasting customer devotion — a set of principles that he pioneered and named The Responsive Method. Lovability provides valuable lessons and actionable steps for product and company builders everywhere, including: • Why you should rethink everything you know about building a business • What a product really is • The magic of finding what your customers truly desire • How to turn business strategy and product roadmaps into customer love • Why you should chase company value, not valuation • Surveys to measure your company’s lovability Brian de Haaff has spent the last 20 years focused on business strategy, product management, and bringing disruptive technologies to market. And in preparation for writing this book, he interviewed well-known startup founders, product managers, executives, and CEOs at hundreds of name brand and agile organizations. Their experiences, along with headline-grabbing case studies (both inspiring successes and cautionary tales), will help readers discover how to build something that matters. Much has been written about how entrepreneurs build innovative products and successful businesses, but the author's message is original and refreshing. He convincingly explains that there is a better path forward — a people-first way grounded in love. In a business world that has increasingly emphasized hype over substance and get-big-at-any-cost thinking over profitable and sustainable growth, it's time for a new recipe for company success. Insightful, thought-provoking, and sometimes controversial, Lovability is the book that you turn to when you know there has to be a better way. |
| customer lifecycle journey mapping: Organizational Physics - The Science of Growing a Business Lex Sisney, 2013-03-01 There are hidden laws at work in every aspect of your business. Understand them, and you can create extraordinary growth. Ignore them, and you run the risk of becoming another statistic. It's become almost cliche: 8 out of every 10 new ventures fail. Of the ones that succeed, how many truly thrive-for the long run? And of those that thrive, how many continually overcome their growth hurdles ... and ultimately scale, with meaning, purpose, and profitability? The answer, sadly, is not many. Author Lex Sisney is on a mission to change that picture. After more than a decade spent leading and coaching high-growth technology companies, Lex discovered that the companies that thrive do so in accordance with 6 Laws - universal principles that govern the success or failure of every individual, team, and organization. |
| customer lifecycle journey mapping: The Persona Lifecycle John Pruitt, Tamara Adlin, 2010-08-04 The Persona Lifecycle is a field guide exclusively focused on interaction design's most popular new technique. The Persona Lifecycle addresses the how of creating effective personas and using those personas to design products that people love. It doesn't just describe the value of personas; it offers detailed techniques and tools related to planning, creating, communicating, and using personas to create great product designs. Moreover, it provides rich examples, samples, and illustrations to imitate and model. Perhaps most importantly, it positions personas not as a panacea, but as a method used to complement other user-centered design (UCD) techniques including scenario-based design, cognitive walkthroughs and user testing. The authors developed the Persona Lifecycle model to communicate the value and practical application of personas to product design and development professionals. This book explores the complete lifecycle of personas, to guide the designer at each stage of product development. It includes a running case study with rich examples and samples that demonstrate how personas can be used in building a product end-to-end. It also presents recommended best practices in techniques, tools, and innovative methods and contains hundreds of relevant stories, commentary, opinions, and case studies from user experience professionals across a variety of domains and industries. This book will be a valuable resource for UCD professionals, including usability practitioners, interaction designers, technical writers, and program managers; programmers/developers who act as the interaction designers for software; and those professionals who work with developers and designers. Features* Presentation and discussion of the complete lifecycle of personas, to guide the designer at each stage of product development.* A running case study with rich examples and samples that demonstrate how personas can be used in building a product end-to-end. * Recommended best practices in techniques, tools, and innovative methods.* Hundreds of relevant stories, commentary, opinions, and case studies from user experience professionals across a variety of domains and industries. |
| customer lifecycle journey mapping: Solve for the Customer Denis Pombriant, 2015-03-05 Solve for the Customer is about Customer Science, a social science that focuses on front office business and provides a blueprint for businesses to build stronger relationships and improve business performance by zeroing in on what's important to customers. Customer Science concentrates what we've learned from modern technologies like big data, analytics, social media, and advanced enterprise software platforms into a framework that enables businesses to identify moments of truth where they can reliably meet and satisfy their customers.Customer Science is a social science much like sociology. Like sociology, Customer Science uses data and analytics to develop and understand the social structures that embrace customers and satisfy their needs whether the needs arise in sales, marketing, or service.Prior to Customer Science, many vendors lacked a structured understanding of moments of truth, which caused missed opportunities and disappointed or frustrated customers. Customer Science operates on two levels. First, using big data and analytics, it helps vendors to identify their customers' moments of truth. Then Customer Science guides vendors to quickly and accurately devise and implement automated and semi-automated systems that identify customers' needs and help to satisfy them.Importantly, within Customer Science customer experience goes from a passive thing to an activity. As Denis Pombriant, who identified Customer Science, says, “We use Customer experience as a noun in CRM (i.e., the customer experience), and for a long time it has been a noun.” But once we begin to think in terms of customer-facing processes situated around a moment of truth, experience becomes a verb, says Pombriant, “You experience a moment of truth. That's an important difference and one that significantly helps vendors and customers.”A traditional customer experience is subjective and when you consider the multitude of customers and the totality of their experiences, you are dealing with a big number. Because all experiences are subjective they are also unique — there are billions and billions of them. With so many unique experiences you can see that dealing with them, and trying to build software to accommodate them, is impossible. But assessing customers' experiences of a moment-of-truth approach is a more manageable problem. True, the experience is still subjective and customers are still unique. But there's a limited number of moments of truth in any business, which your customers will be glad to verify, and these moments of truth are linked in cascades with each step setting up the next until you reach a desired conclusion. Without Customer Science, too often these cascades can end abruptly and leave customers frustrated.Succeeding in a moment of truth and successfully navigating a cascade is Boolean — on or off, up or down, true or false, it worked or it didn't. If it all works you have a happy customer; if the moment of truth doesn't work and the cascade gets broken, you can pinpoint the problem and know exactly what to do to make it right. As a matter of fact, you can develop contingency plans in advance for all of the things that could go sideways.The modern software platform is the tool of Customer Scientists. Well-constructed platforms offer the needed technologies used to capture and analyze customer data and the social tools to communicate with customers. Most importantly, the software platform also provides the journey mapping, workflow, and code generating facilities to turn customer insights into running apps that support moments of truth.For decades CRM vendors have delivered point solutions to support front office business. Now through Customer Science we can bring all of the components together in a strategy that supports the customer lifecycle while efficiently and cost effectively positioning customer-facing resources to address customer needs. |
| customer lifecycle journey mapping: Outside in Harley Manning, Kerry Bodine, 2012 For readers of Delivering Happiness and The New Gold Standard--a revolutionary approach to understanding and mastering the customer experience from Forrester Research. |
| customer lifecycle journey mapping: The Essential Persona Lifecycle Tamara Adlin, John Pruitt, 2010-03-20 The Essential Persona Lifecycle: Your Guide to Building and Using Personas offers a practical guide to the creation and use of personas, which can help product designers, their team, and their organization become more user focused. This book is for people who just need to know what to do and what order to do it in. It is completely focused on practical tools and methods, without much explanation on why the particular tool or method is the right one. The book discusses the five phases of persona lifecycle: - Family planning — Basic ideas and a few tools that will help one get organized - Conception and gestation — Step-by-step instructions to move from assumptions to completed personas - Birth and maturation — Strategic techniques to get the right information about ones personas out to ones your teammates at the right time - Adulthood — Specific tools that will ensure that ones personas are used by the right people at the right times and in the right ways during the product development cycle - Lifetime achievement and retirement — Basic ideas and a few tools to you measure the success of the persona effort and prepare for the next one - Practical and immediately applicable how-to reference guide for building and using personas – from planning, creating, launching, evaluating, and determining ROI - Invaluable guide that gives you a quick reference for incorporating personas into a product development process - Features all the essential how-to material from its parent book, The Persona Lifecycle, as a quick, at your fingertips companion |
| customer lifecycle journey mapping: Mastering Product Experience in SaaS Nick Bonfiglio, Mickey Alon, Myk Pono, Aptrinsic, 2017-11-15 Your success as a Software-as-a-Service (SaaS) company is completely dependent on acquiring and keeping users in your product. But if you¿re using traditional marketing tactics, you¿re likely struggling to scale your business quickly. That¿s because conventional marketing techniques focus on engaging prospects and users outside of the product. |
| customer lifecycle journey mapping: Inside the Buyer's Brain Lee W. Frederiksen, Sylvia S. Montgomery, Aaron E. Taylor, Elizabeth Harr, 2013-09 |
| customer lifecycle journey mapping: Hooked on Customers Robert G. Thompson, 2014 Talk is cheap. A cliché, perhaps, but the idea that what we do is more important than what we say is a fundamental truth. It applies in our personal lives and can extend into our professional work, too. Learning to let your actions do the talking can be revolutionary to a company that struggles to create enduring customer relationships. People who own operate, manage, or otherwise lead a company are always looking for ways to improve productivity, beat the competition, and ensure long-term success. Learning how to put words and ideas into action can be a key to success in the business world. Hooked on Customers is not about finding the right words, whether labeled as a strategy or not. It is an insightful, highly informative book that propels businesses into action. It explores successful customer-centric businesses, examines the ways they execute their strategies, and provides practical recommendations for business leaders to more effectively outperform their competition. A must-have for any business leader who wants to have a healthy relationship with customers, this book avoids the pitfalls that often plague others that offer business advice. Frequently, company leaders turn to consultants and other resources to recommend strategies that sound great but ultimately don't have any real meaning because they are a series of words without a tie to actions. Combining his own professional experiences working as a CEO with his extensive research and expertise as an international authority on customer-centricity, author Robert Thompson has identified the five routine organizational habits successful customer-centric businesses use when executing strategy. Legendary leading customer-centric businesses: LISTEN to their customers' values and feedback. THINK about the implications of fact-based decisions on customers EMPOWER employees with the freedom they need to please customers CREATE new value for customers, without being asked DELIGHT customers by exceeding their expectations Crucial to Thompson's discussion of these habits is the premise that there are no quick fixes. Customer-centricity takes time, determination, and company-wide commitment. It must be maintained and constantly pursued to ensure that it becomes part of the fabric of a business. In the end, the results are well worth it. Hooked on Customers helps leaders understand, adopt, and implement the five crucial habits that enable companies to not only survive in highly competitive, overcrowded markets but to dominate them, creating a legacy of success and inspiration along the way. |
| customer lifecycle journey mapping: Mapping Experiences Jim Kalbach, 2016-04-25 Customers who have inconsistent, broken experiences with products and services are understandably frustrated. But it’s worse when people inside these companies can’t pinpoint the problem because they’re too focused on business processes. This practical book shows your company how to use alignment diagrams to turn valuable customer observations into actionable insight. With this unique tool, you can visually map your existing customer experience and envision future solutions. Product and brand managers, marketing specialists, and business owners will learn how experience diagramming can help determine where business goals and customer perspectives intersect. Once you’re armed with this data, you can provide users with real value. Mapping Experiences is divided into three parts: Understand the underlying principles of diagramming, and discover how these diagrams can inform strategy Learn how to create diagrams with the four iterative modes in the mapping process: setting up a mapping initiative, investigating the evidence, visualizing the process, and using diagrams in workshops and experiments See key diagrams in action, including service blueprints, customer journey maps, experience maps, mental models, and spatial maps and ecosystem models |
| customer lifecycle journey mapping: The Customer Loyalty Loop Noah Fleming, 2016-11-21 How do you grow a truly sustainable business in the hypercompetitive 21st century? By using the practical, psychology-based strategies in this book to dive into the mind of your customer and enhance your business’s customer experience by creating “buying loops” that keep your customers coming back for more. The Customer Loyalty Loop includes proven, science-backed secrets for building legions of loyal customers who will become evangelists for your business, buy from you repeatedly, and actually enjoy doing business with you. You will learn a wide variety of simple but powerfully effective strategies, such as: How to stop using gimmicks and trick promotions to encourage repeat business, and what to do instead that will keep your customers coming back for more. How to use the “Butler Secret” to achieve results superior to any marketing campaign or promotion you’ll ever dream up. Why providing the best customer service isn’t enough anymore, and what you must do instead if you want your business to keep growing in the 21st century. The “Bentley Strategy” that will immediately and dramatically increase customer loyalty to your business. And many more proven tactics and strategies. |
| customer lifecycle journey mapping: Your Customer Creation Equation Brian Massey, 2012-07-01 Finally-a book that shows marketers how to truly achieve real results from their websites. Brian Massey, The Conversion Scientist, takes the mystery out of how to create high-performing sites. By walking the reader through five online formulas-aka customer creation equations-he shows you how to determine the best formula your own particular business structure and how to optimize it for stellar results. Key to this process is setting up a digital conversion lab, and Brian shows you how. Jam-packed with easy-to-understand equations for things like increasing your conversion rate and decreasing your abandonment rate-as well as practical strategies for attracting prospects, turning buyers into triers, and morphing buyers into loyal brand advocates-this book will enable anyone to stop hoping for success and start enjoying higher profits. The Advanced Curriculum in Visitor Studies gives readers additional guidance on how to really understand their targets and customers-an understanding that is at the heart of all successful websites, and businesses, everywhere. |
| customer lifecycle journey mapping: Experience Thinking Tedde Van Gelderen, 2018-10-09 People don't just buy products; they buy experiences. From the instant they consider a purchase to the point when they're ready to toss an older model for a new one, every moment of interaction matters. Therefore, to be successful, a business must develop an experience with its entire life cycle in mind--a holistic approach that will ensure a wow factor from beginning to end. Drawing on wisdom from over two decades as an Experience Architect, Tedde van Gelderen has created Experience Thinking(TM) a revolutionary design and insights technique that looks at all elements of a product's experience to create exceptional results. Focused on five key perspectives--brand, engagement, content, product, and service--Experience Thinking(TM) embraces people in every aspect of the design process, ensuring that the audience's needs are met each step of the way. Through the right mix of strategizing, researching, designing, and testing, Experience Thinking(TM) helps get better experiences to market rapidly and successfully while simultaneously ensuring long-term delight. No matter what you're looking to create, from apps to intranets, SaaS and B2B commodities, Experience Thinking is a must-have guide to delivering cohesive, remarkable experiences that will delight long after the initial encounter. |
| customer lifecycle journey mapping: Fast-Track Your Business Laura Patterson, 2020-01-28 In Fast-Track Your Business, author Laura Patterson offers step-by-step guidance for acquiring customer insights, creating customer-centric outcomes, and developing strategies and measurable executable plans. |
| customer lifecycle journey mapping: Adolescence and Emerging Adulthood Jeffrey Jensen Arnett, 2013 Helps students understand how culture impacts development in adolescence and emerging adulthood. Grounded in a global cultural perspective (within and outside of the US), this text enriches the discussion with historical context and an interdisciplinary approach, including studies from fields such as anthropology and sociology, in addition to the compelling psychological research on adolescent development. This book also takes into account the period of emerging adulthood (ages 18-25), a term coined by the author, and an area of study for which Arnett is a leading expert. Arnett continues the fifth edition with new and updated studies, both U.S. and international. With Pearson's MyDevelopmentLab Video Series and Powerpoints embedded with video, students can experience a true cross-cultural experience. A better teaching and learning experience This program will provide a better teaching and learning experience-- for you and your students. Here's how: Personalize Learning - The new MyDevelopmentLab delivers proven results in helping students succeed, provides engaging experiences that personalize learning, and comes from a trusted partner with educational expertise and a deep commitment to helping students and instructors achieve their goals. Improve Critical Thinking - Students learn to think critically about the influence of culture on development with pedagogical features such as Culture Focus boxes and Historical Focus boxes. Engage Students - Arnett engages students with cross cultural research and examples throughout. MyVirtualTeen, an interactive simulation, allows students to apply the concepts they are learning to their own virtual teen. Explore Research - Research Focus provides students with a firm grasp of various research methods and helps them see the impact that methods can have on research findings. Support Instructors - This program provides instructors with unbeatable resources, including video embedded PowerPoints and the new MyDevelopmentLab that includes cross-cultural videos and MyVirtualTeen, an interactive simulation that allows you to raise a child from birth to age 18. An easy to use Instructor's Manual, a robust test bank, and an online test generator (MyTest) are also available. All of these materials may be packaged with the text upon request. Note: MyDevelopmentLab does not come automatically packaged with this text. To purchase MyDevelopmentLab, please visit: www.mydevelopmentlab.com or you can purchase a ValuePack of the text + MyDevelopmentlab (at no additional cost): ValuePack ISBN-10: 0205911854/ ValuePack ISBN-13: 9780205911851. Click here for a short walkthrough video on MyVirtualTeen! http://www.youtube.com/playlist'list=PL51B144F17A36FF25&feature=plcp |
| customer lifecycle journey mapping: The AI-Powered Enterprise Seth Earley, 2020-04-28 Learn how to develop and employ an ontology, the secret weapon for successfully using artificial intelligence to create a powerful competitive advantage in your business. The AI-Powered Enterprise examines two fundamental questions: First, how will the future be different as a result of artificial intelligence? And second, what must companies do to stake their claim on that future? When the Web came along in the mid-90s, it transformed the behavior of customers and remade whole industries. Now, as part of its promise to bring revolutionary change in untold ways to human activity, artificial intelligence--AI--is about to create another complete transformation in how companies create and deliver value to customers. But despite the billions spent so far on bots and other tools, AI continues to stumble. Why can't it magically use all the data organizations generate to make them run faster and better? Because something is missing. AI works only when it understands the soul of the business. An ontology is a holistic digital model of every piece of information that matters to the business, from processes to products to people, and it's what makes the difference between the promise of AI and delivering on that promise. Business leaders who want to catch the AI wave--rather than be crushed by it--need to read The AI-Powered Enterprise. The book is the first to combine a sophisticated explanation of how AI works with a practical approach to applying AI to the problems of business, from customer experience to business operations to product development. |
| customer lifecycle journey mapping: Marketing Models Gary L. Lilien, Philip Kotler, K. Sridhar Moorthy, 1992 The view of this book is that there are essentially three purposes for modeling in marketing: measuring marketing actions and outcomes, developing operational support for marketing decisions, and explaining marketing observations or phenomena. |
consumer、customer、client 有何区别？ - 知乎
对于customer和consumer，我上marketing的课的时候区分过这两个定义。 customer behavior：a broad term that covers individual consumers who buy goods and services for their own use …
Consumer与customer有区别吗？具体作什么区别？ - 知乎
Mar 18, 2014 · 一般把 customer 翻译做 “客户“ 比如你是杜蕾斯的生产商，那么中国总代，上海曼伦商贸有限公司，就是你的customer，然后从曼伦进货的全家就是曼伦的customer，然后隔 …
Windows 10 business 和 consumer 中的专业版有什么不同？ - 知乎
Mar 14, 2020 · Windows10 有business editions 和 consumer editions 版。其中每个都有 专业工作站版，可这2个专业工作…
想问一下大家web of science文献检索点不动 只能用作者检索怎么 …
手机电脑打开都是这样 我想用文献检索 不想用作者检索啊啊啊啊啊
什么是CRM系统？它的作用是什么？ - 知乎
CRM（Customer Relationship Management），即客户关系管理系统.。 是指利用软件、硬件和网络技术，为企业建立一个客户信息收集、管理、分析和利用的信息系统。通俗地讲， CRM就 …
请问金融系统中提到的KYC是做什么用的？ - 知乎
KYC看着高端，其实我们每个人都经历过。例如，当你去银行开户的时候，都必须要提交身份证件，甚至有时候还要提交家庭住址证明。这便是一个最简单的KYC。(也叫做CIP - Customer …
什么是SCRM？为什么企业要做SCRM？ - 知乎
SCRM翻译后的全程是：Social Customer Relationship Management ，可以看到这里的“S”原来是“Social”，也就是“社交”的意思。 尽管只是多了一个S，却将原先CRM呈现的客户管理行为转 …
什么是跨境电商，你们了解多少？ - 知乎
跨境电子商务是指不同国度或地域的买卖双方经过互联网以邮件或者快递等方式通关，将传统贸易中的展现、洽谈和成交环节数字化，完成产品进口的的新型贸易方式，当前主流的跨境电商形 …
有大神公布一下Nature Communications从投出去到Online的审稿 …
知乎，中文互联网高质量的问答社区和创作者聚集的原创内容平台，于 2011 年 1 月正式上线，以「让人们更好的分享知识、经验和见解，找到自己的解答」为品牌使命。知乎凭借认真、专业 …
新媒体的KOL、KOC是什么? - 知乎
KOC有双重身份，即Customer和Creator，KOC是消费者的同时也是创作者，是对消费者的消费决策起到关键作用的群体。 KOL与KOC在本质上截然不同，是两个群体。前者是推，而KOC是 …
consumer、customer、client 有何区别？ - 知乎
对于customer和consumer，我上marketing的课的时候区分过这两个定义。 customer behavior：a broad term that covers individual consumers who buy goods and services for their own use …
Consumer与customer有区别吗？具体作什么区别？ - 知乎
Mar 18, 2014 · 一般把 customer 翻译做 “客户“ 比如你是杜蕾斯的生产商，那么中国总代，上海曼伦商贸有限公司，就是你的customer，然后从曼伦进货的全家就是曼伦的customer，然后隔壁小张买了一盒和 …
Windows 10 business 和 consumer 中的专业版有什么不同…
Mar 14, 2020 · Windows10 有business editions 和 consumer editions 版。其中每个都有 专业工作站版，可这2个专业工作…
想问一下大家web of science文献检索点不动 只能用作者检索怎么办 …
手机电脑打开都是这样 我想用文献检索 不想用作者检索啊啊啊啊啊
什么是CRM系统？它的作用是什么？ - 知乎
CRM（Customer Relationship Management），即客户关系管理系统.。 是指利用软件、硬件和网络技术，为企业建立一个客户信息收集、管理、分析和利用的信息系统。通俗地讲， CRM就是帮助企业管理 …
