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Author: Alex Allwood
Publisher:
ISBN: 9780994343383
Category : Brand loyalty
Languages : en
Pages : 178
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Book Description
Your customer is now in the driver's seat. They're super-connected, influential within their social networks and have high expectations that their brand interactions will be personalised, contextual and device relevant. Brands are facing a highly competitive and commoditised marketplace, where product and service innovation is short-lived and competitive offerings are quickly duplicated, leaving little or no differentiation between one brand and the next. To succeed, your brand will need to build an organisation-wide, customer-first culture where customer needs are consistently met, brand promises are kept, and every touchpoint throughout the customer journey delivers a positive experience that customers want to talk about with their peers. Customer Experience is the Brand has been written for brand leaders to bridge the gap between yesterday's marketing and the next evolution of the brand: customer experience. Alex Allwood is a businesswoman and entrepreneur who believes that great experiences get people talking. For over twenty years she has helped brands grow by creating simple, feel-good customer experiences that people want to talk about and share with their peers.
Author: Alex Allwood
Publisher:
ISBN: 9780994343383
Category : Brand loyalty
Languages : en
Pages : 178
Get Book
Book Description
Your customer is now in the driver's seat. They're super-connected, influential within their social networks and have high expectations that their brand interactions will be personalised, contextual and device relevant. Brands are facing a highly competitive and commoditised marketplace, where product and service innovation is short-lived and competitive offerings are quickly duplicated, leaving little or no differentiation between one brand and the next. To succeed, your brand will need to build an organisation-wide, customer-first culture where customer needs are consistently met, brand promises are kept, and every touchpoint throughout the customer journey delivers a positive experience that customers want to talk about with their peers. Customer Experience is the Brand has been written for brand leaders to bridge the gap between yesterday's marketing and the next evolution of the brand: customer experience. Alex Allwood is a businesswoman and entrepreneur who believes that great experiences get people talking. For over twenty years she has helped brands grow by creating simple, feel-good customer experiences that people want to talk about and share with their peers.
Author: Thomas Gad
Publisher: Kogan Page Publishers
ISBN: 0749477512
Category : Business & Economics
Languages : en
Pages : 192
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Book Description
The individual consumer now wields more power than ever before, with increased exposure to global cultures and media. This means that customer perception is now critically important and as such must occupy the heart of any brand. This provides a wealth of opportunities to work with and adapt to customers' motivations, but at the same time presents a series of challenges around retaining their attention and fostering positive relationships with them. The secret of a brand's success often lies in its ability to respond nimbly to the unexpected adoption of its products or services - essentially its ability to surprise its consumers. To all intents and purposes, brands must continue to introduce innovative and intriguing experiences to customers so that they can remain differentiated from the herd and deliver a human message amongst increasingly automated and unremarkable communications. Developed from experience at the forefront of new branding developments at market-leading companies, and drawing on the lessons learned by cultivating start-ups with sponsors including Google, Customer Experience Branding expertly reviews the key considerations when devising brand strategy to introduce an element of newness and interest into customer interactions. Case studies are delivered from major brands that continually achieve this, including Apple, Starbucks, Virgin, LEGO, Google, GoPro, Uber, Instagram, KLM and Handelsbanken, and the Foreword has been provided by Sir Richard Branson, who has himself unfailingly responded to consumer need and overseen a remarkable portfolio over the years as a result.
Author: Darren Coleman
Publisher: Kogan Page Publishers
ISBN: 0749481579
Category : Business & Economics
Languages : en
Pages : 297
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Book Description
Retaining brand relevance is fundamental to organizational success, and an increasing challenge that high-level marketing professionals now face. In the past, many have responded with product or price-based competition, yet this can only propel a brand so far when it comes to retaining long-term relevance. Research shows that consumers are in fact driven by emotion and positive brand experiences have the power to drive engagement, while simultaneously offering countless options for competitive differentiation. Building Brand Experiences enables managers and executives to realize this and create tailored, relevant experiences that will appeal to consumers and drive brand performance. Practically structured around The Brand Experience Blueprint, Building Brand Experiences provides a step-by-step guide to the process of building effective brand experiences based on tried-and-tested tools, templates and informed research. Combining expert insight and real-world examples in an anecdotal and digestible way, Building Brand Experiences is the essential guide to crafting relevant experiences that consumers will love, to improve brand engagement and drive results.
Author: Brian Solis
Publisher: John Wiley & Sons
ISBN: 1118526805
Category : Business & Economics
Languages : en
Pages : 256
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Book Description
Welcome to a new era of business in which your brand is defined by those who experience it. Do you know how your customers experience your brand today? Do you know how they really feel? Do you know what they say when you re not around? In an always-on world where everyone is connected to information and also one another, customer experience is your brand. And, without defining experiences, brands become victim to whatever people feel and share. In his new book X: The Experience When Business Meets Design bestselling author Brian Solis shares why great products are no longer good enough to win with customers and why creative marketing and delightful customer service too are not enough to succeed. In X, he shares why the future of business is experiential and how to create and cultivate meaningful experiences. This isn’t your ordinary business book. The idea of a book was re-imagined for a digital meets analog world to be a relevant and sensational experience. Its aesthetic was meant to evoke emotion while also giving new perspective and insights to help you win the hearts and minds of your customers. And, the design of this book, along with what fills its pages, was done using the principles shared within. Brian shares more than the importance of experience. You’ll learn how to design a desired, meaningful and uniform experience in every moment of truth in a fun way including: How our own experience gets in the way of designing for people not like us Why empathy and new perspective unlock creativity and innovation The importance of User Experience (UX) in real life and in executive thinking The humanity of Human-Centered Design in all you do The art of Hollywood storytelling from marketing to product design to packaging Apple’s holistic approach to experience architecture The value of different journey and experience mapping approaches The future of business lies in experience architecture and you are the architect. Business, meet design. X
Author: Kelly McDonald
Publisher: John Wiley & Sons
ISBN: 1118461673
Category : Business & Economics
Languages : en
Pages : 208
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Book Description
Deliver a better business experience, for every kind of customer A "one-size fits all" approach to customer service is no longer viable. Businesses competing on service need to understand and cater to customers' racial, ethnic, religious, generational, and geographic differences in order to meet or exceed customers' service expectations. Crafting the Customer Experience to People Not Like You shows how companies, brands, and products struggling to differentiate themselves in a sea of sameness can foster long-term loyalty and brand preference with exceptional and customized customer service. A detailed guide to core customer groups including women, the five generations (matures, Boomers, Gen X, Gen Y and Gen Z), racial and ethnic segments, such as Hispanics and African-Americans, as well as those who are defined by key lifestyle and life-stage attributes Includes onsumer insights that will help business leaders deliver a better business experience with every customer You cannot control the economy, the stock market or the costs of goods and labor. But you can control your organization's customer service. It's an empowering thought. Customer service is 100% in your control at all times and it's more important than ever.
Author: Thomas Lockwood
Publisher: Simon and Schuster
ISBN: 1581157347
Category : Business & Economics
Languages : en
Pages : 304
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Book Description
This thought-provoking and inspirational book covers such topics as: developing a solid creative process through “Visual Reflection Notebooks” and “Bring Play to Work”; understanding the artist’s unique identity in relation to the larger culture; building systems of support and collaboration; explaining how an artist’s needs and passions can lead to innovation and authenticity; using language to inspire visual creativity; responding to the Internet and changing concepts of what is public and private; and accepting digression as a creative necessity. Through the exercises and techniques outlined in Art Without Compromise*, the reader will develop new confidence to pursue individual goals and inspiration to explore new paths, along with motivation to overcome creative blocks. With a revised understanding of the relevance in their own work within the sphere of contemporary culture, the artist will come away with a clearer perspective on his or her past and future work and a critical eye for personal authenticity.
Author: Shaun Smith
Publisher: Pearson Education
ISBN: 9780273661955
Category : Business & Economics
Languages : en
Pages : 284
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Book Description
You need loyal customers, not just satisfied ones. Managing the Customer Experience: Turn Customers Into Advocatesshows you how to manage your customer experience and reap the rewards.
Author: Felix van de Sand
Publisher: Springer Nature
ISBN: 303029868X
Category : Business & Economics
Languages : en
Pages : 187
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Book Description
This book offers a new method for aligning brand management and user experience goals. Brand management deals with conveying individual brand values at all marketing contact points, the goal being to reach the target group and boost customer retention. In this regard, it is important to consider the uniqueness of each brand and its identity so as to design pleasurable and high-quality user experiences. Combining insights from science and practice, the authors present a strategy for using interaction patterns, visual appearance, and animations to validate the actual brand values that are experienced by users while interacting with a digital product. Further, they introduce a 'UX identity scale' by assigning brand values to UX related psychological needs. The method applied is subsequently backed by theoretical concepts and illustrated with practical examples and case studies on real-world mobile applications.
Author: Tiffani Bova
Publisher: Penguin
ISBN: 0525534407
Category : Business & Economics
Languages : en
Pages : 354
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Book Description
A WALL STREET JOURNAL BESTSELLER Do you know the best way to drive your company's growth? If not, it's time to boost your Growth IQ. Trying to find the one right move that will improve your business's performance can feel overwhelming. But, as you'll discover in Growth IQ, there are just ten simple--but easily misunderstood--paths to growth, and every successful growth strategy can be boiled down to picking the right combination and sequence of these paths for your current context. Tiffani Bova travels around the world helping companies solve their most vexing problem: how to keep growing in the face of stiff competition and a fast-changing business environment. Whether she's presenting to a Fortune 500 board of directors or brainstorming over coffee with a startup founder, Bova cuts through the clutter and confusion that surround growth. Now, she draws on her decades of experience and more than thirty fascinating, in-depth business stories to demonstrate the opportunities--and pitfalls--of each of the ten growth paths, how they work together, and how they apply to business today. You'll see how, for instance: * Red Bull broke Coca-Cola and PepsiCo's stranglehold on the soft drink market by taking the Customer Base Penetration path to establish a foothold with adventure sports junkies and expand into the mainstream. * Marvel transformed itself from a struggling comic book publisher into a global entertainment behemoth by using a Customer and Product Diversification strategy and shifting their focus from comic books to comic book characters in movies. * Starbucks suffered a brand crisis when they overwhelmed their customers with a Product Expansion strategy, and brought back CEO Howard Schultz to course-correct by returning to the Customer Experience path. Through Bova's insightful analyses of these and many other case studies, you'll see why it can be a mistake to imitate strategies that worked for your competitors, or rely on strategies that worked for you in the past. To grow your company with confidence, you first need to grow your Growth IQ.
Author: Shaun Smith
Publisher: Kogan Page Publishers
ISBN: 0749471921
Category : Business & Economics
Languages : en
Pages : 288
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Book Description
Brands growing rapidly have a clear sense of purpose and the value they bring to their customers and employees. On Purpose is a practical guide to executing business purpose successfully by delivering a branded customer experience people love. It presents a framework for success based on being clear about your brand purpose and promise so you can achieve exceptional results through exceptional experiences. It provides the tools for brands to stand out by defining, designing and delivering distinctive, valuable customer experiences across multiple channels. Because purpose is what you do, not what you claim, On Purpose helps you act on your business purpose by showing you how to make your brand stand out. Each chapter illustrates how to succeed in a specific channel by presenting interviews with purpose-driven leaders such as Vernon Hill (Metro Bank), John Forrest (Premier Inn) and Gav Thompson (giffgaff) and case studies of companies including: - Altro - Barclays Bank - Best Western - citizenM - IKEA - LEGO - Liberty Global Business Services - London 2012 Olympics - Lush - Nissan - O2 - Timpson - Zappos
