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· 분류 : 외국도서 > 경제경영 > 고객관리
· ISBN : 9780471713920
· 쪽수 : 204쪽
· 출판일 : 2005-02-01
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Introduction: The Top Ten Crucial Mistakes in Customer Strategies xiii
The Graveyard of Good Intentions xiv
Failure Factors xvii
Chapter 1 Understanding the Fatal Mistakes 1
Fatal Mistake 1: Culture of the New 2
Fatal Mistake 2: Lipstick on the Pig 2
Fatal Mistake 3: Passion Loss 3
Fatal Mistake 4: Real Cost of Cost Reduction 3
Fatal Mistake 5: Failure to Operationalize 4
Fatal Mistake 6: You Get What You Pay For 4
Fatal Mistake 7: Management of Change 5
Fatal Mistake 8: Lack of Leadership 6
Fatal Mistake 9: Unstructured Relationship 6
Fatal Mistake 10: Technology Shortcut 7
Critical Choices 8
Chapter 2 Critical Choice 1: Who Are We, Customer Pleasers or Efficiency Crunchers? 11
Lack of Definition and Criteria 13
Intention to Execution Gap 14
Price of Efficiency 16
Corporation–Customer Experience Aptitude Survey 19
Chapter 3 Critical Choice 2: What Is the Role of the Customer in Our Existence? 25
Inherent Conflict 25
The Efficient Relationship Paradox 28
Corporations at a Juncture 31
What Customers? The Second Tough Choice 33
Congratulations, You Are at Par: The New Four Ps 35
Chapter 4 Critical Choice 3: What Defines Our Total Experience? 39
Customer Strategies and the Art of
Customer Experience Management 42
Demystifying the Experience 46
The Emotional Customer 49
Developing the Experience 50
Customer Experience Analysis 52
Customer Experience Mapping 55
Reengineering the Experience Guidelines 58
Power to the People: The Difficult Shift 61
What Is Your Core Experience? 62
Chapter 5 Critical Choice 4: What Customers Do We Neglect? 67
Customer Selection Guidelines 70
Characteristics of Desirable and
Undesirable Customers 72
Customer Role 74
Customer Job Description 75
Company's Job Description 77
Chapter 6 Critical Choice 5: What Kind of Relationships Do We Seek? 81
Symbiosis versus Competitive Relationships 82
What Is the Essence of a Customer-Desired Relationship? 83
Different Relationships with Different People 91
Segmentation Criteria 93
Tailoring the Customer's Experience 97
Chapter 7 Critical Choice 6: How Do We Change Our Organization to Avoid the Silo-Based Customer Trap? How Do We Assume Complete Customer Responsibility? 103
Managing Across All Touch Points 103
Touch Points Analysis Mapping 104
Obsession with Tools 107
Organization-Focused Customer 109
Customer-Focused Organization 110
Assembler Keeps the Money 114
Chapter 8 Critical Choice 7: Do We Employ Functional Robots or Passionate Evangelists? 117
Attitude, Not Skill 118
Employee Experiences 119
Employee Loyalty Leads to Customer Loyalty 122
Employment Hierarchy 122
Guidelines for Employee Experience Reengineering 127
Training Is for Dogs—Education Is for People 132
Delight Them: They Are Human Too 135
Compensation: Follow the Money Trail 136
Chapter 9 Critical Choice 8: Post-Sales Dialogue and Service—Do We Really Care? 139
Culture of the New 140
Taking Customers for Granted 140
Four Checkpoints for Delivering
True Experiences and Relationships 141
Required Tools 151
Complete Relationship Account 153
Visualizing Value 157
Culture of Excellence 159
Chapter 10 Critical Choice 9: What Do Our Measurements Say About Us? 163
Actions, Not Perception 164
Measuring Success: The Customer Style 165
Measurement Guidelines 167
Identifying Business Drivers 167
True Assets 169
Nurturing Rather Than Managing 170
Chapter 11 Critical Choice 10: How Long Do We Milk Our Products? 173
Consistency Is Boring 174
Success Breeds Complacency 175
Innovation Compass: "Wow Me Now" 178
Chapter 12 The Ultimate Choice: Customer Strategies—A Mutual Lifetime Commitment 183
Stop Staring 183
Complete View of a Successful Customer Strategy 186
Organizational Commitment 186
Change the Rules through Amazing Experiences 187
Experiences Build Defendable Market Leadership 188
Employees Experiences: The Customer Experience Enablers 189
The Never-Ending Date 190
Appendix An Open Letter to the Smart Customer 193
Index 197
