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.
So, in Part 1, I examine the business context driving the need for customer-driven continuous improvement, and I look at WHY great customer experiences are so important, and yet, so rare.
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?
So, in Part 2, I describe 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, I describe 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 subject 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.
