“Customer Tuned Management Attitude” by Paul Linnell
“Customer Tuned Management Attitude” (CTMA) is a
framework, mind-set, and a practical approach, to help a business, or a public sector organisation, become
a sustainable and successful “Adaptive Customer-Driven Enterprise”. —
And now it's a
book too!
The book is not about
“technology”. Technology is in a state of constant change in
sophistication, effectiveness and relevance. Where technology helps
you to achieve your customer experience vision, it should be
embraced and mastered. But, technology should never “become” or
“define” your customer experience vision, and your customer
experience vision should not be limited by technology.
The focus of the book is on “the WHY”,
“the WHAT” and “the
HOW” of
getting CX right, by using
“CTMA” to create an Adaptive Customer-Driven Enterprise, and on what
you should be doing with whatever technology is available to you.
The urgency behind the book’s message:
Decades of measuring customer experience has left the boardroom,
and entire businesses, spending more time debating “what
numbers to
use to measure it”, than “what
actions to take
to improve it”.
“Flying blind” with ineffective metrics, amidst so much rapid
global and local change, and then doing nothing to improve it, but simply
to keep on doing today the same as you did yesterday, are no
longer sustainable strategies for business or public services.
Global and local businesses, and many public services, are being
forced down a ‘rabbit hole’ of cascading crises. They are all trying
to do more with less, sacrificing the unique value they could bring to
their customers and to their staff, and risk jeopardising their own sustainable
success.
To keep pace with our rapidly changing world, win in the competition for
customer and employee attention and retention, and create value
through resilience and reputational growth, every organisation must
now focus on becoming an Adaptive Customer-Driven Enterprise.
An Adaptive Customer-Driven Enterprise is one that adopts a
strategy, willingness, and capability, to constantly measure, improve,
innovate and adapt its performance to meet the ever-changing needs,
wants and expectations of its customers, employees, and markets.
How the book helps
“Customer Tuned Management Attitude”
(the book), contains a selection of the frameworks, tools, tips and techniques that
we’ve discovered, learned, invented, developed and
used over a period of more than 30 years, working with major corporate clients in many industries and public sector agencies, in
numerous countries around the world.
In other words — they work!
The book now also
forms a core text for an enterprise transformation programme and for
a training course we offer “CX” leaders.
The book and it's structure
Divided into three parts (covering the “why”, the
“what” and the
“how”), the 20+ chapters
of the book follow a
journey from conceptual foundations, backed by research and
analysis, through to a series of practical frameworks, tools and
techniques that you can adapt to use in your organisation to help
you turn your customer experience vision, into a profitable and
cost-effective customer experience reality.
Part 1:
Context and Challenges
Many brilliant customer experience initiatives risk failure, or
early demise, because they lack a clear business justification or
overall sustainable rationale for success. Part 1, examines the
business context driving the need for customer-driven continuous
improvement, and looks at WHY,
great customer experiences are so important, and yet, so rare.
It explains why now more than ever, businesses, and
public services, must empower their managers and staff to build an
Adaptive Customer-Driven Enterprise that can remove barriers to doing business, seek out and fix the problems that customers and staff experience, outperform their competition, and
so improve business, customer, employee, and public outcomes.
Part 2:
The CTMA customer-driven framework for
continuous
improvement, innovation, and value-creation
Everyone today seems to be working on “Customer Experience”.
But why do we still so often see: dropping service standards,
sinking levels of customer satisfaction, unsustainably low levels of
customer retention, increasing reputational damage from bad
experiences, reduced profitability in businesses, and increased
wasted costs in the public sector?
Part 2 describes WHAT key
disciplines contained within the CTMA framework can act as an engine for
continuous improvement, to continuously tune and adjust the potentially
alternate realities of the corporate/customer universe. The
framework can seamlessly overlay existing corporate and departmental structures and
provide a common set of enterprise-wide disciplines for delivering
customer excellence.
Part 3:
Embedding CTMA into your organisation’s “DNA”
To be successful, customer experience must be treated as a
serious, strategic and
deliberate transformation. So,
part 3 describes a transformational roadmap that shows
HOW to embed
“Customer Tuned Management Attitude” (and ACTION) into
your organisation's DNA to become a successful and sustainable “Adaptive Customer-Driven
Enterprise” and turn your customer experience vision into your
customers’ experience reality.
This book is an important part of our serious,
strategic and
deliberate mission: to
demystify customer experience and put the power of success in your
hands, so you can take control and manage your customers’ experiences, before they ‘take over the wheel’ and manage yours.
About the author - Paul Linnell
Paul Linnell is a customer experience and service quality
improvement champion, working internationally with senior managers
and their teams to help them achieve business success, reduce risk
and build customer loyalty and advocacy by taking actions to improve
customer experiences. Paul specialises in the design and deployment
of customer experience measurement, service quality improvement,
complaints handling and preventive analysis programmes. Industries
he has worked with include, Automotive, Consumer electronics,
Consumer goods, Electricity & Gas retail, Financial services,
Information technology, Local Government and Public Sector, Media /
Publishing, Passenger travel (Rail, Air and Sea), Pharmaceuticals
and Telecommunication. Paul has worked with clients and presented on
these subjects at conferences and corporate events in the UK, Europe,
North America, the Middle East, Australia and New Zealand.
Originally from the UK and now based in New Zealand, he continues to
serve clients globally.
