Foreword / Richard DuFresne, National Manager Customer Care, Toyota Motor Sales Corporation
Introduction: Why Customer Experience 3.0?
Section 1. The Customer and the Implications of Customer Experience
Section 2. Designing the End-to-End Customer Experience
Section 3. Key Issues of Implementation
Section 1. The Customer and the Implications of Customer Experience
1. Why Good Service Might Not Result in a Great Experience
Understanding Customer Expectations
Identifying Sources of Customer Dissatisfaction and Uncertainty
No News Is Not Necessarily Good News
Why Your Current CE Is Leaving Huge Amounts of Money on the Table
Leveraging Technology for a Great Customer Experience
Eliminating Unpleasant Surprises
Getting Started: Questions to Ask Yourself About Moving Your Company Out of Complacency
2. More Than People: Customer Experience = People + Process + Technology
Delivering a Great Customer Experience: A Four-Part Framework
Applying Technology During Each Phase of the CE Framework
Metrics to Measure and Manage Customer Experience Effectiveness
Getting Started: Questions to Ask Yourself About Your Existing CE
3. Jump-Starting Action by Quantifying the Revenue Cost of Inaction
Why Executives Believe a Great CE Is More Costly Than a Good CE
Measuring the Revenue Impact of a Great CE
Calculating the Top-Line Payoff of an Improved CE
Quantifying the Savings of a Great CE
Getting Started: Questions to Ask Yourself About Your Business Case for CE
Section 2. Designing the End-to-End Customer Experience
4. Do It Right the First Time (DIRFT)
DIRFT: The Essential Steps
Building a Flexible, Customer-Focused Culture That Delivers DIRFT
Establishing the Right Metrics for DIRFT
Getting Started: Questions to Ask Yourself About Your DIRFT Processes
5. Keep Every Door Open: Assuring Multichannel Access
Encouraging Valuable Contacts
Factors That Drive Contact Workload
Planning Customer Access-More Complicated Than It Seems
Metrics to Manage Accessibility
Getting Started: Questions to Ask Yourself About Your Accessibility
6. Always Satisfy Customers, and Sometimes Dazzle Them
Five Objectives for Your Company's Service System
Six Functions to Consistently Achieve All Five Objectives
Applying Technology to Create High-Tech High Touch
Metrics to Manage Service
Getting Started: Questions to Ask Yourself About Your Service Process
7. Listening Passionately to Your Customers' Unified Voice
Key Building Blocks of an Effective VOC Process
Sources of VOC Data-Not Necessarily from the Customer
Building VOC: Avoiding Four Common Implementation Challenges
Practical Tips for Enhancing the Impact of the VOC Process
Getting Started: Questions to Ask Yourself About Your VOC Process
Section 3. Key Issues of Implementation
Aligning Technology with the Ideal CE
Smoothing the Impact of Technological Evolution
Benefits, Pitfalls, and Best Practices of Available Technologies
Metrics for Managing the CE Aspects of Technology
Getting Started: Questions to Ask Yourself About How You Use Technology
9. Building a Culture of Empowerment and Connection
Establishing an Environment That Fosters Empowerment and Connection
Planning for Emotional Connection
Emotional Connection in a Techno World
The Role of Executives and Supervisors
Metrics for Measuring and Managing Empowerment and Connection
Getting Started: Questions to Ask Yourself About Your Culture of Empowerment
10. Leading the Charge to the Next Level
Understanding the Role of the CE Leader
Two CE Roles Fraught with Danger
Preparing for the Inevitable Financial and Organizational Upheavals
Getting Started: Questions to Ask Yourself About Your Role as a CE Leader
