Overview

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.

Full Product Details

Author:   Wayne Simmons ,  Tom DeWitt
Publisher:   John Wiley & Sons Inc
Imprint:   John Wiley & Sons Inc
Dimensions:   Width: 15.50cm , Height: 2.80cm , Length: 22.90cm
Weight:   0.499kg
ISBN:  

9781394253685

ISBN 10:   1394253680
Pages:   288
Publication Date:   15 October 2024
Audience:   General/trade ,  General
Format:   Hardback
Publisher's Status:   Active
Availability:   Available To Order  
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Table of Contents

Prologue xi About the Authors xiii Introduction 1 A Renewed Sense of Corporate Purpose 1 The Growth Opportunity of Our Time 2 Solving the Paradox of Customer Centricity 3 Reigniting a Reverence for Customers 4 A Very Different Type of Company 5 Becoming Better Versions of Themselves 5 Part I Helpfulness as an Organizing Principle 9 Chapter 1 A Case for Urgency 11 The Logical Case: Meet Your Hyper- Empowered Customers 12 The Financial Case: The Leaky Bucket Syndrome 19 The Emotional Case: The End of Wow! 22 Chapter Takeaways: A Fork in the Road 27 Chapter 2 Missing the Mark with Customers 29 Customer Centricity to the Rescue? 29 Creating Illusions of Loyalty 31 Treating Customer Centricity as a Sideshow 32 The Persistent Prevalence of Customer Pain 35 Chapter Takeaways: Navigating Intricate Terrain 36 Chapter 3 The Customers- for- Life Imperative 39 Highly Coveted and Extremely Valuable 40 The Incentive: The CX Value Premium 41 The Shift: Experiential Commerce 44 The Reminder: All Stakeholders Matter 47 The Obligation: The Customer’s Right to Reverence 48 The Invitation: Welcome to My Life 50 A Distinction That Is Earned, Never Given 54 Chapter Takeaways: Reconciling an Ideological Disconnect 55 Chapter 4 Helpfulness as the Hero 57 Helpfulness: The New TQM 59 A New Primary Job to Be Done 61 The Psychology of Helpfulness 62 A Means to Overcome Positivity Bias 63 The First Factor Among Equals 65 Chapter Takeaways: Harness the Helpfulness Halo 66 Chapter 5 The Preference Payoff 69 Becoming the Go-To Choice for Customers 70 Chapter Takeaways: Creating Positive Vibes 81 Chapter 6 Introducing the Customer Excellence Enterprise 83 Introducing the Customer Excellence Enterprise (CXE) 84 Excellence in the Engine Room 87 The New Standard of Business 90 Core Attributes of the CXE 92 Chapter Takeaways: Value Creation for All 103 Part II Helpfulness as an Operating System 105 Chapter 7 Reprogramming Leadership DNA 109 Objective: Leaders Become the Principal Advocates for Customers 110 Chapter Takeaways: Setting the Tone at the Top 132 Chapter 8 Resequencing Organizational DNA 135 Objective: Make Customer Outcomes a Shared Accountability 136 Chapter Takeaways: Make Customer Excellence an Organizational Habit 158 Chapter 9 Rewiring Operational DNA 161 Objective: Modernize the Experience Delivery Factory 162 Chapter Takeaways: Intervene through Improvements and Innovations 192 Chapter 10 Reimagining Commercial DNA 195 Objective: Deliver Excellence across the Customer Life Cycle 196 Chapter Takeaways: Establish a Win- Win Proposition with Customers 227 Chapter 11 Meeting Customers Where They Are 229 Objective: Improve the Lives of as Many Humans as Possible 230 Bringing Customer Excellence to Citizen Experiences: Doing Better for Citizens 230 Making Health Care Experiences More Human: From Compliance to Empathy 233 Bringing Customer Excellence to the Fan Experience: Creating Memorable Moments 237 Contributing to the Collective Well-Being 243 Chapter Takeaways: There are No Free Passes 244 Chapter 12 Getting Started: The Case for Urgency 245 Objective: Identify and Overcome Barriers to Change 246 Resistance to Change: A Cautionary Tale 248 Where to Start the Journey? 249 Crafting the Case for Urgency 249 Chapter Takeaways: A Journey Worth Taking 254 Epilogue 255 References 257 Further Reading 261 Acknowledgments 265 Index 267

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Author Information

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. Learn more at CXEDNA.com

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