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How to Wow

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Table of Contents

Publisher'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. Engagement is not something that is done to people 59. Design the employee experience too 8. Lead Introduction 60. What's the best organisational structure to deliver your customer experience? 61. Becoming more agile and responsive to customer needs 62. Unlearning old ways can help transform customer experience 63. Using behaviours rather than targets to improve your customer experience 64. Leadership behaviours and customer experience 65. Humility and the benefits of admitting that you got it wrong 66. When a measure becomes a target, it ceases to be a good measure 67. What have you done today to make the lives of your team easier? 68. Don't believe the hype Final words Notes Index

About the Author

Adrian 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.


"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

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