Managing the
Customer Experience

How much more profit could you make if you had customers who couldn’t imagine doing business with anyone but you? How great would life be if 40% of your new business simply knocked on your door without having spent anything on advertising for it?

The companies in ‘Managing the Customer Experience’ have managed to turn customers into advocates. Advocates who constantly refer their friends and colleagues to those businesses. Why? Because those companies have created a distinctive customer experience. They have managed the relationship to the point where customers can’t imagine wanting to do business with anyone else.

How can you gain this competitive advantage for your organisation. ‘Managing the Customer Experience’ shows you how. It takes you through the step-by-step process of creating loyalty and advocacy. It shows you how to re-think your business from the customer’s point of view and then design and deliver a customer experience that drives loyalty and profitability.

Source: ‘Managing the Customer Experience – Turning customers into Advocates’, by Shaun Smith and Joe Wheeler, published by FT Prentice Hall

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