Struggling to ensure that the customer is at the center of all your business does? This book is your guide to putting the "customer" in customer experience. Not sure what that means? Well, for starters, too many executives believe they are delighting their customers. Why wouldn't they think that?! When they focus on growth, those customer acquisition numbers are pretty sweet, but they don't tell the real story. Prioritizing customer retention is critical. But you can't just throw technology at it, give it some lip service, and call it a day. Retention is hard work! You've got to understand who your customers are and what problems they are trying to solve or what jobs they are trying to do. Then you've got to use that understanding to design an experience that helps customers achieve their goals. That's the key to putting the customer in customer experience! Ultimately, you need to bring the customer voice into all meetings, decisions, processes, and designs. The customer must be at the center of all you do. After all, it's all about the customer! In this book, I cover the three approaches to customer understanding: surveys and data, personas, and journey mapping. I could've written the whole book about journey mapping, but there's so much more to building a customer-centric business than journey mapping. The culture must first be deliberately designed to put the customer at the heart of the business. And all foundational elements of a CX transformation must be in place to make that happen. With that knowledge, read this book and: Learn about the three approaches you must use to understand your customers, why you must use them, and how they work together. Create an action plan to ensure insights gleaned from these three approaches are implemented in your organization. Develop and assign personas to your customers in order to better understand their needs, goals, problems to solve, and jobs to be done. Learn the difference between touchpoint maps and journey maps and how touchpoint maps can still be a valuable asset in your customer experience toolbox. Understand why journey mapping is called the backbone of customer experience management - and how to make it so in your organization. Set up and facilitate your own current-state and future-state journey mapping workshops with customers. Set up and facilitate service blueprint workshops with internal stakeholders. Find out how to put the customer at the heart of your business. And more!

This fully updated second edition of Understanding Customers is a recommended textbook for the Understanding Customers Certificate CIM paper. It is divided into six parts covering the social sciences, people as individuals, people in groups, people in society and people in organisations. Each chapter of Understanding Customers consists of: * learning objectives and definitions * the theoretical background * exercises * issues to consider * current examples * implications for marketing * recent examination questions. Chris Rice is Senior Lecturer in the Nottingham Business School at Nottingham Trent University. He is a CIM examiner on the Understanding Customers paper and has widespread consultancy experience in both the private and public sector.

This edited volume will help business and academic researchers understand the means-end approach to understanding consumers. This is a qualitative marketing research method to gain customer insight into decision making.

A 2019 Axiom Business Award winner. In The Customer Centricity Playbook , Wharton School professor Peter Fader and Wharton Interactive's executive director Sarah Toms help you see your customers as individuals rather than a monolith, so you can stop wasting resources by chasing down product sales to each and every consumer.

This book puts management of product innovation in a corporate strategic perspective and argues that a company's competitive position is strongly related to an underlying unique and continually renewed product innovation work process, which drives innovation and delivery of new or improved products in the marketplace. The book will take the reader through a systematic examination of the necessary consecutive steps for companies' successful development of non-assembled products in the cluster of process industries.For readers in search of a seamless, easy-to-use, effective formal product innovation work process, from customer understanding to product launch, this book provides a guiding framework and 'hands-on' advice for work process design. A novel five-phase structural process model of the product innovation work process is initially introduced in order to orchestrate a more dynamic interaction between product and process innovation and the integration of sustainability and product eco-design in product design.The reader will learn first about the importance of aligning new product ideas with the corporate business model and product innovation strategy during the contextualization phase and then how to transform product ideas into well-defined complementary product and process concepts. In the movement of product ideas from the conceptualization phase to industrialization, the use of pilot-planting and production trials for scale-up of product and process concepts is further explored. To secure a design for processability, a novel industrialization sub-process is introduced, and the integration of complementary development of product and service offerings is further examined. The deployment of application development throughout and after product launch is highlighted for an enhancement of product commercialization and a reduction of 'time to break even' for new products.

"A guided tour through the world of current or potential corporate clients, offered from a business perspective rather than a legal one"--Page 4 of cover.

The latest brain research is changing the way we think about sales. How can this help you increase your business? With people being inundated with thousands of daily sales messages, selling is now tougher than ever. That's why you need to learn what neuroscience has uncovered that will immediately increase your selling and influencing effectiveness. Unveiling the latest brain research and revolutionary marketing practices, authors Patrick Renvoisé and Christophe Morin teach highly effective techniques to help you deliver powerful, unique, and memorable presentations that will have a major, lasting impact on potential buyers. In Neuromarketing, Renvoisé and Morin will help you learn: The six stimuli that always trigger a response The four steps to align content and delivery of your message The six message building blocks to address the "old brain" The seven powerful impact boosters to set your delivery apart from the rest Once you know how the decision-making part of the brain works, you'll quickly begin to deliver more convincing sales presentations, close more deals, create more effective marketing strategies, and radically improve your ability to influence others.