Publisher's Synopsis
Customer experience unlike other business differentiators, has proven to be the biggest competitive advantage of the most successful brands and organizations in the twenty-first century. Why is that so? We are now in what is called the age of the customer. Technology and other socioeconomic factors have given customers more choices and power than ever before. This has also given them control over the brand image. After all, studies show that 90 percent of customers trust a recommendation from another customer, but only 4 percent believe the traditional marketing. Additionally, technology has enabled disruptive businesses to change the competitive landscape dramatically and frequently. Organizations can no longer think their competitors are solely in their industry. Anyone is a potential competitor. Just think of how Apple changed the music industry, and how Uber changed the taxi industry - the list goes on and on. So how can businesses survive in the midst of all of this apparent chaos? By focusing on -the single most important factor for business success- - customer experience! But what is customer experience? Is it different from customer service? And how does it help businesses achieve long-term success? Is customer experience just for the service industry or can any industry benefit from it? Does it work for b2b or is it only for b2c? Is it a fad or something for the long run? Is it relevant for mature companies and startups alike? Which companies use it as a competitive advantage? And how can I use it? I have been asked all these questions so frequently, that I decided to share the answers with a broader audience, and this includes you! I wrote this book because it is time for you to know more about customer experience in order to successfully implement it in a one-employee startup or a big global organization. This book is for doers who believe the customer is indeed king. Welcome to the experience economy!
