Customer Experience 3.0: High-Profit Strategies in the Age of Techno Service

Customer Experience 3.0: High-Profit Strategies in the Age of Techno Service

Customer Experience 3.0: High-Profit Strategies in the Age of Techno Service

Customer Experience 3.0: High-Profit Strategies in the Age of Techno Service


With developments like smart phones, social media, mobile connectivity, big data, and speech analytics, businesses have more opportunities to enhance the customer experience than ever before. Not only that...customers expect more. Unfortunately, many companies fail to take advantage of and properly manage the tools that now exist, delivering a series of frustrating, disjointed transactions that drive people away.

Customer Experience 3.0 provides firsthand guidance on what works, what doesn't--and the revenue and word-of-mouth payoff of getting it right. The book contains an innovative customer-experience framework and step-by-step roadmap, showing readers how to:

● Design and deliver flawless services and products while setting honest customer expectations

● Create and implement an effective customer access strategy

● Capture and leverage the voice of the customer to set priorities and improve products, services and marketing

● Use CRM systems, cutting-edge metrics, and other tools to deliver customer satisfaction.

Great companies provide seamless experiences, seeming to know what customers want before they know it themselves...while others set up fancy Facebook pages and then drop the ball. This groundbreaking guide reveals how to delight customers using the best tools available.


My career began 40 years ago when I examined government and private sector complaint handling for the White House Office of Consumer Affairs. It quickly became clear that many consumer problems could be prevented if the marketing department set more realistic expectations and customers were educated on how to use products and encouraged more to read and follow directions. Many of my articles in the 1980s for quality, marketing, and customer service publications advocated for these actions, but only customer service and consumer affairs professionals listened.

Soon thereafter, authors, such as Joe Pine, Shaun Smith, and Jeanne Bliss, advanced the concept of customer experience (CE), which is dramatically broader than customer service. Customer service basically involves complaint handling, whereas ce covers everything from initial consumer awareness of the product to final use—and it requires support from the entire company. Pine, Smith, and Bliss urged companies to establish an executive position to manage ce. in the last decade, the literature on ce has grown and fragmented.

Now there are books on social media, delivering wow service, customer satisfaction management and measurement, how to be a chief customer officer, and even how to use technology to completely eliminate the need for service. However, I have found no book on de-

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