Managing the Customer Experience

Foreword by Bernd H. Schmitt
Introduction

1. The Age of Experience
Evolving brands
Experiencing the brand
Branding the experience
The Branded Customer Experience

2. Beyond Satisfaction
Satisfaction is not enough
Loyalty at work
From loyalty to advocacy

3. Loyalty By Design
Define Customer values
Design and brand the customer experience
Equip People and deliver consistently
Sustain and enhance performance

4. A New Brand Of Leadership
Deserving to be followed
Understand your customers
Bring the courage of conviction
Unleash the power of people
Manage the business from the customer in
Create leaders at every level
Create an obsessive culture

5. Creating Triad Power
Marketing's part in the triad
HR's real potential
Operations and customer service
Partnership behaviors

6. People First
Hire people with the competencies to satisfy
Train employees to deliver experiences
Reward for the right behaviors
Drive the behaviors from the top

7. The Branded Sales Experience
Start with segmentation but drive to personalization
Design a sales process that creates value for customers
Align the sales process with the whole organization
Train,coach and reward the desired sales behaviors
Manage the sales process to deliver a Branded Customer Experience

8. Putting The "E" in Experience
Building customer confidence
We live in a multi-channel world
Blending high-tech with high-touch
Aligning the inside and the outside
Online in practice
Building brands in an online world

9. The Branded Product Experience: More Than a Doughnut
Experiencing the bear
The affluentials
The last of the real sports cars
Multi-sensory experience or doughnut?

10. Keeping the Edge
Brand revitalization
Keeping the edge

11. Putting it All Together
The secrets of uncommon practice
Forum's research themes

12. Loyalty By Design In Practice
Define customer values
Design the Branded Customer Experience
Leadership results
The end or the beginning?