Format:
1 online resource (219 pages)
Edition:
1st ed
ISBN:
9781937434755
Content:
A compilation of 52 essays about customer experience, written by industry expert Alan J. Porter. These essays address Alan's insights on creating a customer experience that gives customers the content they need within the right context
Note:
Description based on publisher supplied metadata and other sources
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Front Cover -- Inside Cover -- Table of Contents -- Foreword -- Moving towards intelligent customer experiences -- Embracing change -- The journey is just beginning -- Being part of the solution -- Preface -- Acknowledgments -- Introduction -- The voice of the customer -- The customer journey -- Don't just measure, listen -- A new customer experience model -- Part I. Customers -- Chapter 1. You Can't Predict the Future, But You Can Prepare -- Who can predict the future? -- The times they are a-changin' -- Find the opportunities in developing trends -- Chapter 2. Is B2B A Myth? -- Chapter 3. Is Your Website a Reflection of You or Your Customers? -- Chapter 4. The Fundamentals of Digital-Experience Project Planning -- Let the experience drive the systems design -- Digital-experience project planning -- 1. Know your customer -- 2. Follow your customer -- 3. Understand your customer -- Chapter 5. Great CX Starts With Trust: A Boxing Day Parable -- May the strongest man win -- Trust and betrayal -- Respecting your customers -- Great CX = trust + empathy -- Chapter 6. Why You Should Deliver a Continuous Digital Experience -- Chapter 7. A Tale of Three Pubs: CX in a Culture of Assumption -- Chapter 8. Are Your Customers Shouting Into the Void? -- Don't ignore customers -- Empathy first, followed by action -- Chapter 9. Not Another @#& -- ! Survey -- Survey fatigue -- Stop asking, start listening -- Know the customer, help the customer -- Chapter 10. The Ghost Map, Social Media, and Listening Outside -- Chapter 11. When Personas Go Wrong, or The Search for Fluffy -- Personas with too narrow a focus -- It's a marketing point of view -- Customers are changing -- Still part of the "Sell and Forget" model -- How do personas fit with the continuous customer journey? -- Was the kitten really necessary?
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Chapter 12. Is Your Voice-of-the-Customer Program All Talk and No Action? -- A hot and cold customer experience -- Bland food, seasoned service -- Stop asking and start listening -- The what and why of customer experience -- The start of a relationship -- Chapter 13. Are You Measuring Part or All of the Customer Experience? -- Why do people do what they do? -- Customers want answers -- Take a holistic approach -- Chapter 14. Stop Using Customer Metrics to Live in the Past -- Getting to the why (and why not) of customer behavior -- Understanding intent -- How can we help you? -- Chapter 15. The Future of Customer Experience? Ask a 3-Year-Old -- Goodbye keyboards, hello voice? -- Voice technology: like second nature -- A final (surmountable) challenge -- Chapter 16. Redefining The Customer Journey -- Chapter 17. The Redefined Customer Journey: The Customer's Perspective -- Chapter 18. The Redefined Customer Journey: Questions to Ask -- Chapter 19. The Redefined Customer Journey: The Departmental View -- Chapter 20. The Redefined Customer Journey: Measurement -- Part II. Content -- Chapter 21. This Song Isn't About You -- Chapter 22. Content Marketing Is All About Pain -- Chapter 23. Truth in Marketing is not an Oxymoron -- Chapter 24. How to be Arnold, Not Mary-Kate (or Ashley) -- Chapter 25. Do you know your Brand's Origin Story? -- Brand names with a story behind them stick. -- Chapter 26. Collaboration is the Pits, and it Can Drive Success -- Chapter 27. Enter The Jargon -- When does jargon become acceptable? -- Chapter 28. Ditch the FAQ: Design for a Frictionless Experience -- FAQs don't make up for a poor site -- So many pages, so little useful information -- Your goal: a frictionless digital experience -- Chapter 29. Beer is Content ... and so is Bacon -- Chapter 30. Signs an eCommerce Site Doesn't Want Your Business -- A lost sale in the making
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A picture is worth ... -- A happy ending for the competition -- Chapter 31. Avoid Brand Disasters with a Visual Content Strategy -- A flawed hero -- Customers don't care about your silos -- Creating a visual content strategy -- Delivering consistent experiences -- Chapter 32. DAMs Spread Across the Enterprise -- DAM casts a wide net -- Unexpected DAM use cases -- From aerospace to HR -- Chapter 33. That Emotional Warning Light -- Chapter 34. Your CX Testing Isn't Done 'til it Passes the "Buddy Bob" Test -- Testing means more than click throughs -- Don't take it from the insiders -- Chapter 35. Beware the Content Fallacy -- Content needs to be engineered -- The six facets of content engineering -- Chapter 36. AI's Missing Ingredient: Intelligent Content -- Outdated practices hamper AI advances -- AI needs intelligent content -- Part III. Context -- Chapter 37. Should Customers Pay for the Manual? -- Company A: documentation included -- Company B: documentation sold separately -- Chapter 38. Let the Customer Experience Drive Your Technology Design -- An experience problem -- Focus on the needs of the user -- Experience should inform design -- Chapter 39. Why Your Customer Data Platform Is a Failure -- Derailed by data silos -- Look at your company the way customers do -- Chapter 40. Don't Dismantle Data Silos, Build Bridges -- Navigating the shifting CX waters -- Build bridges between systems of record -- Chapter 41. Do I Really Need 61 Apps on My Work Phone? -- So many apps, so little time -- How to sort through the noise? -- Chapter 42. The Connected Customer Experience: Beyond the Browser -- Customer experience on the go -- I'm not talking about the future -- I'm talking here and now -- Chapter 43. So What Exactly is Omnichannel? -- Chapter 44. The Rise of Vinyl and What It May Mean for Content Delivery
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Chapter 45. Are You Delivering a Sunshine Experience? -- Chapter 46. Good CX Turns Bad in the Swipe of a Credit Card -- How quickly good CX turns bad -- Good CX considers customers and employees -- Treat employees like customers -- Chapter 47. IoT May Change Customer Experience, But Not Like You'd Expect -- IoT to the rescue? -- IoT may travel an unexpected path -- Chapter 48. The Man from P.O.S.T.-"The Where to Prioritize Tech Affair" -- Chapter 49. Are We Developing the Dickens of Customer Experiences? -- Charles Dickens: omnichannel pioneer? -- How do we reconcile the impact of agile on the customer experience? -- The future of customer experience -- Chapter 50. From the Jetsons to Connected Buildings: Intelligent Workplaces -- What once was science fiction is now reality -- From assigned desks to intelligent systems -- Where do we go from here? -- Chapter 51. Employees Deserve the Same Digital Experience as Customers -- Digging through information silos -- Employee's disappearing patience for poor user experiences -- Treat employees as you would your customers -- Chapter 52. Three Trends Shaping Today's Digital Workplace -- Trends in the digital workplace -- 1. Exploiting information -- 2. Enablement -- 3. Mobile productivity -- Appendix A. Conclusion: Just Six Words -- Holistic -- Frictionless -- Seamless -- Flow -- Questions -- Tasks -- Appendix B. Topic Index -- Glossary -- References -- Index -- Colophon -- Back Cover
Additional Edition:
Erscheint auch als Druck-Ausgabe Porter, Alan J. The CX Trinity La Vergne : XML Press,c2021 ISBN 9781937434748
Language:
English
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