Description
Book SynopsisMartin Newman has over 35 years' experience in marketing, digital, CEO and Chairman roles working with major brands including Harrods, Burberry, Pentland Brands and Intersport. Based in the UK, he serves as a Chairman and Board Advisor to a host of well-known brands, and is the founder of The Customer First Group and Customer Service Action. A renowned thought-leader, he has been named by Retail Week as one of the 50 most powerful people in online retail for 5 consecutive years, and listed in the Retail Insiders top 100 Retail Movers & Shakers and the British Vogue Online Fashion 100. He is the author of
The Power of Customer Experience (also published by Kogan Page).
Professor Malcolm McDonald is Emeritus Professor at Cranfield and Honorary Professor at Warwick Business School. As Chairman of six companies, McDonald works with the operating boards of some of the world's leading multinationals and has written over 40 books, including the bestseller,
Marketing Pla
Trade Review
"The vital importance of customer-centricity is an enduring business truth. Newman and McDonald's book creates a contemporary perspective on how businesses can embrace this goal in new ways. Typically, their ideas are hugely practical and straightforward for organizations to implement." * David Wild, CEO, Domino’s *
"A pithy, practical, enjoyable and thought-provoking book that brings new insights into consumer behaviour and how to improve the experience you deliver. This book will appeal to anyone who works in a consumer business, irrespective of the sector. A book that you can read from cover to cover and then dip in and out of when you are looking for inspiration to change the way you might be framing a consumer challenge. I really love the practical and relatable examples." * Debbie Hewitt MBE, Chairman, White Stuff *
"Written by one of the world's leading multichannel customer experience experts with the support of one of the world's leading marketing academics, this practical guide to improving customer experience is essential reading for anyone who wants to thrive in an increasingly disrupted, hyper-local, mobile world. I have worked with both of them separately, but this author combination provides a powerful fusion." * Andy Rubin, Chairman, Pentland Brands *
"100 ways to turn disruption into opportunities. This book should become your best friend in a fast-changing retail environment. Newman's common sense is brilliant!" * Paul Delaoutre, President, Al-Futtaim Retail *
"If you are a CEO, buy this book for your team and devote an off-site day (or two) to undertaking an honest appraisal of how you score against Martin Newman's 100 recommendations for transforming your service culture. If you are not a CEO, buy this book and give it to your CEO." * Richard Pennycook, Non-Executive Director and Chairman, retail sector *
Table of Contents
- Chapter - 00: Introduction;
- Chapter - 01: Put the customer first: if you don’t, someone else will;
- Chapter - 02: Marketplaces and disruptors are eating your lunch (taking your market share);
- Chapter - 03: Removing friction from the customer’s journey: getting the basics right in travel, retail, food and beverage, leisure and financial services;
- Chapter - 04: How to be disruptive in your own business;
- Chapter - 05: The role of the store and its new footprint;
- Chapter - 06: We live in a hyper-local world where mobile is key;
- Chapter - 07: Organizational design to put the customer first;
- Chapter - 08: Cultural change – must be top down and bottom up;
- Chapter - 09: Less about corporate, more about social responsibility;
- Chapter - 10: Retail as a service;
- Chapter - 11: Winning the hearts and minds of customers in international markets;
- Chapter - 12: Customer-centric marketing communications;
- Chapter - 13: A new framework for the marketing mix: the Customer Mix or 6Ws;
- Chapter - 14: Strategic social media and its importance to the whole organization;
- Chapter - 15: The impact of AI, augmented virtual reality, machine learning and voice on customer experience;
- Chapter - 16: The rise of the ‘ations’ in driving differentiation;
- Chapter - 17: Understanding customer behaviour: turning data into actionable insight and the key drivers for customer relationship management;
- Chapter - 18: So where do you start to transform your business?;
- Chapter - 19: 100 practical ways to improve customer experience;
