客户卓越企业：创建终身客户的 playbook

English | October 22nd, 2024 | ISBN: 1394253680 | 288 pages | True EPUB | 2.51 MB

Make customer-centricity tangible, sustainable, and real by implementing structural and systemic changes to the DNA of your company.

Businesses need to do more than sell to customers—they need to help them live their best lives. This superior experience is what customers expect and deserve from companies and it's possible to deliver just that with the framework provided in The Customer Excellence Enterprise: A Playbook for Creating Customers for Life. An enlightening and pragmatic guide, The Customer Excellence Enterprise is for everyone who needs to elevate the customer experience to a fundamental revenue accelerator and value driver. With this fresh perspective on customer-centricity, companies can address the persistent disconnect between their customer-first claims and an often disappointing reality.

Wayne Simmons and Tom DeWitt are practitioners and professors of customer excellence. Wayne is a leader in customer excellence and customer experience management at Pfizer, the Fortune 50 global leader in health care and life sciences. Tom is the founder of CXM@MSU, an industry-facing entity designed to advance customer experience management thought and practice, and the founder and architect of North America's first master's degree in Customer Experience Management (CXM) at the Broad College of Business, Michigan State University.

Together, they expertly frame the complexities of consistently delivering a superior customer experience at enterprise and global scale and provide a compelling case for urgency for companies to take the journey to become a Customer Excellence Enterprise (CXE).

Outlining the leadership, organizational, operational, and commercial facets essential for sustained success, The Customer Excellence Enterprise is a comprehensive playbook for any company seeking to differentiate deeply from competitors and win preferred positions in the hearts and minds of today's discerning customers.

With insights into how companies can become structurally and systemically predisposed to deliver exceptional experiences, the authors draw on real-world practice and examples from customer experience "outliers"―companies renowned for consistently improving their customers' lives.

Readers will also find • Practical strategies for building a case for urgency and mobilizing all levels of the enterprise to deliver tangible results. • Winning methods to build deep emotional connections that lead to lifelong customer relationships. • Insights into the habits and ways of working from customer experience industry outliers.

The Customer Excellence Enterprise: A Playbook for Creating Customers for Life is a must-have for the boards of directors, C-Suite executives, line of business leaders and managers, marketers, sales teams, product leaders, human resources, customer experience, operations and other customer-facing professionals tasked with answering pressing questions like, Why are exceptional customer experiences still so rare? and If customers are truly the most valuable of corporate assets, why are they consistently being treated so poorly? This book serves as an invaluable tool and urgent call to action for anyone committed to elevating how customers are viewed, treated, and valued—the keys to creating customers for life.

将客户为中心的理念变为具体、可持续且真实，通过在公司基因中实施结构性和系统性的变革。 为了超越仅仅销售商品或服务，企业不仅需要满足客户的期望，还需要帮助他们过上最好的生活。提供给《客户卓越企业：为客户创造一生的顾客》框架中的这种优越体验是客户从公司期望并应得的服务。借助这个崭新的视角，《客户卓越企业》一书为所有想将客户服务提升至基本营收增长和价值驱动这一层的人提供了实用且极具洞察力的指南。 Wayne Simmons 和 Tom DeWitt 是客户卓越实践者与教授。Wayne是Pfizer公司在健康护理和生物科学领域的全球领导者，在此领域中，该公司在全球 50 强企业之列。Tom 创立了 CXM@MSU，该实体面向行业来推进客户服务管理的思考与实践，并且创立并设计了Michigan State大学博拉商学院首创的客户体验 (CXM) 学士学位。 他们共同以一致的方式提供企业级和全球规模下持续成功的关键要素。《客户卓越企业：为客户创造一生的顾客》是一本全面的操作手册，旨在任何寻求在竞争对手中脱颖而出并赢得当今挑剔客户的敬意与优先位置的公司。 该书中详述了领导力、组织、运营及商业层面所需的一切，以实现长期成功，并为公司在转向成为客户卓越企业的必要性上提供了强有力的支持案例。 通过洞悉企业如何能构建出结构性和系统性地倾向提供极致体验的基础，《作者们》从客户服务“异常”现象的现实世界实践和实例中汲取养分。 读者还将发现 • 实用策略，以建立紧急局势的理由，并动员整个企业的各级别来实现实际成果。 • 建立深刻情感联系的方法，该联系能够引领终身客户关系的建立。 • 了解客户服务行业“异常”现象人士的习惯与工作方式的见解。 《客户卓越企业：为客户创造一生的顾客》是一本必须拥有于董事会、C-suite高管、业务线领导和经理人员、营销团队、销售队伍、产品领导者、人力资源、客户服务、运营及其他一线客服专业人士之中的书籍。其主题是，为何仍然罕见出绝好的客户服务体验？以及如果客户确实是企业最重要的资产之一，那么他们为什么一直受到如此糟糕的对待？ 此书是一本值得拥有的宝贵工具，也是一份紧迫行动号召，任何致力于提升如何看待、对待及价值客户的承诺者们将从中受益。

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