Description
Book SynopsisAdrian Swinscoe is a customer experience consultant and advisor, and has been growing and developing customer-focused large and small businesses for 20 years. He has previously worked with Shell, FT, The Economist Group and Mowlem, as well as consulting with hundreds of smaller businesses to help them engage with their customers, build their customer retention and improve service.
Trade Review“These 68 ideas aren’t effortless. Not at all. They’re effortful. They take work and
it’s worth it. Worth it because your lazy competitors are just standing by waiting
for you to make a difference.”
Seth Godin, Author, The Icarus Deception
"An engaging, lively, and intensely practical guide to help put customer experience at
the very centre of your business."
Nick Chater, Professor of Behavioural Science, Warwick Business School and Co-Founder Decision Technology Ltd
"Truly lives up to its title. Packed with powerful, effective easy to
implement tips that will transform your business into a genuine customer
service champion."
Dee Blick, FCIM Chartered Marketer and #1 bestselling marketing author
"I love the way this book challenges management fads and lazy thinking and puts
people at the heart of making businesses great."
Guy Letts, Founder & CEO, CustomerSure
"Full of practical ideas that show you how to transform your business by standing
in your customer's shoes. Adrian has given us a road map, now we need to act on
it."
Bernadette Jiwa, Brand Story Strategist and Bestselling Author
“Adrian writes in a highly accessible and conversational manner that draws the
reader in. The book has a clear focus on what it takes to deeply understand and
continuously improve the customer journey experience. Ideas are well presented
as being both challenging as well as opportunities to drive customer satisfaction.
The ‘How to Use’ and ‘Insight in Action’ sections are highly practical and this
encourages the reader to take away ideas and apply them to real life situations. A
handbook to dip in to for inspiration, it also is a potent reminder of just how
important the small things as much as the big strategic initiatives”.
Beverly Landais, FCMI FCIM, Marketing and Business Development Director, Saunderson House - Wealth Management
"Finally! Adrian Swinscoe delivers a book jam packed with 68 actionable concepts
to increase both the customer experience and the employee experience. Beyond
just theory, this book will benefit any business leader who wants to move the
needle on customer service."
Kevin Kruse, New York Times bestselling author of Employee Engagement 2.0
“As the informed and connected realm heightens every business’ challenge to win
and sustain customer share of mind, mastering customer experience emerges as
the key lever. How to Wow offers a compendium of techniques deeply grounded
in today’s digital context. Consider culling a selection to fit your constituency or
better yet, synthesizing the whole into a timeless fabric that forms the core of
success for any endeavor.”
Charlie Peters, Senior Executive Vice President, Emerson
“Essential and powerful insights for everyone who aspires to map out and
enhance the customer journey and drive growth”
Keith Lewis, COO, Matchtech Group plc
Table of ContentsPublisher's acknowledgements
About the author
Introduction
Part I: The Customer Perspective
1. Attract
Introduction
1. Be at the start of your customer’s journey
2. Don’t interrupt customers
3. Develop trust at a distance
4. Are you being interesting and interested?
5. Trust drives transactions
6. Become part of your customers story
7. Customer behaviour is changing: check your assumptions
8. Data insights are good but immersion and observation are better
2. Engage
Introduction
9. Understand the relationships you have with your customers
10. What it takes to build trust
11. Customers trust people like them
12. To really engage you must be willing to fail
13. Doing what’s right for the customer is often an article of faith
14. How to be more interesting
15. Empathy is key to engagement
16. Bad corporate behaviour impacts customer experience and engagement
17. Innovating around relationships
18. Data, privacy and the impact on customer relationships
19. Design a great customer experience by including your customers
20. People will pay more for better service
3. Serve
Introduction
21. Every customer hates waiting but the experience can be improved
22. Speak my language
23. Nature abhors a vacuum
24. Bad reviews can be good
25. Remove the grit
26. The primacy and recency effect
27. Lots of small changes add up
28. Make it simple
29. Behavioural science and lessons for customer service
30. Identify and deal with silent complaints
31. Consistency in quality and delivery is key
32. A name not a number
33. Make your service proactive
34. Make promises, keep them but you don’t have to beat them
35. Improve your service by making it easy for customers to help each other
36. The longest lasting emotions in customer experience
37. Make sure delivery is not your Achilles' heel
38. Reduce effort
39. Is customer service going to get worse before it gets better?
40. What’s your brand’s customer service persona?
4. Keep
Introduction
41. The hole in the bucket syndrome
42. Differences in perception exist and matter
43. Most loyalty schemes don’t create loyalty
44. Marginal cost but high perceived value
45. Make your customer the hero
46. What drives loyalty?
47. Complaints are key to retention
48. Where you earn loyalty
5. Refer
Introduction
49. If you don’t ask then you won’t get
50. Proactivity drives advocacy too
51. How you can build your own customer referral community
Part II: The Business Perspective
6. Communicate
Introduction
52. Be honest about your surveys and keep them short
53. Always feedback and report on results
54. When’s the best time to survey your customers?
55. Be careful when interpreting data
7. Motivate
Introduction
56. Work hard and be nice to people
57. The link between customer experience and employee engagement
58. Engag
