| Description |
1 online resource (xvii, 199 pages) : illustrations |
| Contents |
Experience psychology : the new field and the end of the marketing 4Ps -- Experience psychology research -- Community marketing -- Social media : the birth of new channels to market -- The human social experience -- What drives or destroys a social experience -- The brain's experience-opening the black box -- A neuroexperience safari-approaching the tipping point -- The black box in action -- And so in summary-- |
| Summary |
Customer Experience is now the key differentiator as consumers and businesses alike decide among competing brands. The authors explore growing trends in Experience Psychology, Social Media and Neuroscience and their impact on Customer Experience that businesses need to understand to gain preference, loyalty and market share. What are the new trends in Customer Experience that you need to start thinking about now to gain competitive advantage? To stay ahead of the competition it is imperative to understand the emerging trends that can help you improve your Customer Experience. Following research, discussions on innovation with industry analysts, and stimulating debates with forward thinking clients, Beyond Philosophy, the world thought leaders in Customer Experience, reveal three major trends: Trend One: Understanding what motivates your customers at a deep, psychological level is what will differentiate you from your competition. To achieve this you need an entirely different approach. We will share how you can use psychological insight to improve the Customer Experience (Experience Psychology) and make something essentially the same, feel like something different. Trend Two: Embrace Social Media and develop a new mindset focusing on the experience, NOT the technology. Ground breaking research is revealed that uncovers what drives or destroys value in a 'Social Experience' and what specific actions organizations should be taken to build an experience that drives value - $$$. Trend Three: Neuroscience, the study of the brain, will have a fundamental effect on the way we understand and relate with customers. We take a peek into the not too distant future where you will not have to ask customers how they feel; you will read the brain waves that will tell you even before they know themselves |
|
"Beyond Philosophy have been pioneers in defining the Customer Experience. This book reinforces their Thought Leadership position. It is a must read!"--Ivan Mainprize, VP Customer Experience, Membership Travel Services International, American Express 'I get a lot of companies wanting to talk to me about Customer Experience. There is only one company I would talk to, the Thought Leaders, Beyond Philosophy. Why accept second best?' - Bob Black, Managing Director, TNT, Australia 'We have worked with Beyond Philosophy for a number of years. Why? This book reinforces why. They are Thought Leaders and understand Customer's emotional drivers.' - Laree R. Daniel, Senior Vice President, Customer Assurance Organization. Aflac. 'Once again Beyond Philosophy demonstrates their thought leadership in the field of Customer Experience. An insightful book which shows us the future.' - Charmaine McDonald Senior Vice President, Customer Success. Clinical Solutions McKesson 'Following on from their previous ground-breaking books Beyond Philosophy Thought Leaders, Colin Shaw, Qaalfa Dibeehi and Steven Walden, now turn their attention to the future of Experience offering unique insights and ideas. The ideas on neuroexperience in particular are thought-provoking and consistent with the expected sea change towards individualised advertising and communication - this book reflects what's happening now at the crux of neuroscience and business.' - Professor Gemma Calvert, Co-Founder, Neurosense Limited & Chair of Applied Neuroimaging, University of Warwick, UK 'Read it and take action. This is cutting-edge.' - Subhra Das, Senior Vice President, du (Emirates Integrated Telecommunications Company PJSC) 'Great brands simply make a promise and then keep that promise. You make promises through advertising, promotion & sponsorships. Beyond Philosophy's unique proprietary methodologies help you deliver on your promise ruthlessly & consistently across every consumer touch point.' - Gary Keogh, Marketing Manager, Glenfiddich 'If you have anything to do with customer experience you must read this book. It shows the future! Beyond Philosophy = Thought leadership.' - Darren Cornish, Head of Customer Intelligence, Customer Experience, Axa Insurance 'For the past five years we have successfully focussed on improving our customer experience with the help and guidance of Beyond Philosophy. This book outlines the next steps of the journey.' - Steve Elliott, Managing Director, Morgan Sindall 'A true insight to the future of customer experience. You may not be ready to react to each of these trends today but you need to prepare. This book a great starting point. These trends are the new ways to view the experience from the 'outside in' as opposed to the more common model of 'inside out'. Ignoring customer perceptions and feelings is perilous and it does not appear that this basic principle will change anytime soon.' - Eva Choong, Director Customer Management, British Council 'We all talk about experience being the most important element of marketing, yet it is not often that new and original thinking comes in and excites the world of customer experience. Beyond Philosophy's new book surely reinforces their expertise in this field and invites us to discover the customer once again.' - Lale Saral Develioglu, Chief Marketing Officer, Turkcell 'In the arts, audiences expect to have an emotional experience, which is why they are very loyal to their art form or particular performer. It is clear to me that the commercial world could learn from this. By shining a light on areas such as the emotions and the subconscious this book offers original insights and new perspectives on the future of Customer Experience Management.' - Samir Savant, Director of Development, Royal College of Music |
| Bibliography |
Includes bibliographical references (page 187) and index |
| Notes |
English |
|
Print version record |
| Subject |
Customer relations -- Management.
|
|
Customer services.
|
|
BUSINESS & ECONOMICS -- Customer Relations.
|
|
Business and Management.
|
|
Customer relations -- Management
|
|
Klantgerichtheid.
|
|
Klantenbinding.
|
|
Relatiemarketing.
|
|
Customer services.
|
|
Business and Management.
|
| Form |
Electronic book
|
| Author |
Dibeehi, Qaalfa, author.
|
|
Walden, Steven, author.
|
| ISBN |
9780230291775 |
|
0230291775 |
|
9786613028129 |
|
6613028126 |
|
