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Building Great Customer Experiences (Beyond Philosophy) Paperback – 17 Sep 2004


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Product details

  • Paperback: 240 pages
  • Publisher: Palgrave Macmillan; 2nd Revised edition edition (17 Sep 2004)
  • Language: English
  • ISBN-10: 1403939497
  • ISBN-13: 978-1403939494
  • Product Dimensions: 15.8 x 1.5 x 25.3 cm
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (17 customer reviews)
  • Amazon Bestsellers Rank: 376,076 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Review

Reviews of the hardback edition:

'There are not many people who understand the new paradigm of the customer experience. The emerging gurus on the subject are Colin Shaw and John Ivens with their holistic approach. We will have to embrace the paradigm they are unlocking and focus on our customer experience if we are to be successful in the future. At Microsoft we understand the importance of this and are committing ourselves to this new world.' - Steve Harvey, Director of People, Profits & Loyalty, Microsoft

'This book hits the strikezone of how marketers, and organizations overall, need to be thinking to win today. It's a clear roadmap for building a high performance organization crystallized around the customer. Importantly, Shaw and Ivens recognize that emotions are at the core of all relationships - it's no different with customers than our family and friends - and truly engaging and successful brands.' - Barry Herstein, Chief Marketing Officer, Financial Times Group, New York

'John and Colin's approach is the most exciting, practical and effective I have seen in the whole area of becoming a customer focused organization. We have all talked about the why for years, but now there is no excuse, this is how.' - Ayes Amewudah, Vice President Marketing Operations EMEA, Lucent Technologies


'Overall, this is a well researched, well written, well presented and thought-provoking read.' - Simon Ashmore, Financial Adviser

'The truths it contains and the challenges to current dogma are brilliant and fundamental to everything we should be doing in marketing' -Stephen Pidgeon, Marketing

From the Author

Interviewing over 20 Senior Business leaders to gain their thoughts for this book was a real pleasure and shows the great work that is already underway to Build Great Customer Experiences. Too many books, in our view, focus on new companies who have started with blank sheets of paper. This is not where most companies find themselves. We have focussed on well established companies and use examples from this enviroment as we believe this is where most people find themselves today. We have strived to make this book engaging, and readable by giving down to earth examples in an effort to make the book live. We hope you have a good read and if you want to discuss any matters arising you can contact us via our web site. --This text refers to the Hardcover edition.

Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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Customer Reviews

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Most Helpful Customer Reviews

4 of 4 people found the following review helpful By John Sykes on 28 Nov 2002
Format: Hardcover
We just completed reading this facinating book - it's a wonder that there are so many "bland and unmemorable" Custmer experiences, when a common sence approach like this will not only eradicate them but could actually create Customer Experiences which generate loyalty as well as reduce your companies costs.
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7 of 8 people found the following review helpful By Brian McIver MBA on 4 Nov 2002
Format: Hardcover
Shaw and Iven's book fills the gap between the What and the How in managing customer loyalty. They demonstrate across a range of industries that turning WHAT into HOW in Customer Experience is possible and profitable. Well written and well researched this is a practical handbook which should change Customer Experience for the better. I recomend this book to any business interested in attracting new customers and retaining them!
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6 of 7 people found the following review helpful By MR MARK GILBERT on 11 Dec 2002
Format: Hardcover
I found the authors approach fascinating and fresh. I'm sure that we will soon see a surfeit of books on the whole area of Customer Experience - but I am sure that most of them will have to use this work as their reference point. As someone who has been in business for more than a few years, I found this book full of leading edge stuff. Its always been obvious that feelings and engaging emotionally with customers is a key part of the Customer Experience and there aren't many people I'm aware of who have identified an easy and practical way to drive and bring to life the emotional dimensions of a Customer Experience. Well done.
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11 of 13 people found the following review helpful By I P R Wallis on 30 Sep 2002
Format: Hardcover
This is one of the simplest and most engaging books I've ever read. It contains profound messages that are put over in a simple manner making it very easy to read.
The book is packed with practical advice on how to actually go about exceeding customers' expectations. A must read for everyone in our partnership.
At last this is the answer!
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6 of 7 people found the following review helpful By Dave Hillman on 18 Oct 2002
Format: Hardcover
Innovative, fresh and most importantly practical - I was particularly impressed with the way the authors have referenced best practice across different industries - and laced in the views of senior business leaders in the UK and the States on the Customer Experience - I shall be purchasing a copy for every single one of my team - and insisting that they read and implement it.
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4 of 5 people found the following review helpful By Miss S A Inett on 19 Nov 2002
Format: Hardcover
The authors are clearly coming at this from a practical point of view - to me, the techniques they have developed look like common sense. I have not seen any other authors, "gurus", consultants or business people offer up a simple framework such as theirs by which to manage your Customer Experience. I applaud their efforts. We are seriously looking at how we might implement some of the simple ideas contained in this book.
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10 of 13 people found the following review helpful By A Customer on 8 Jan 2003
Format: Hardcover
Shaw and Ivens have gathered some good lessons in how leaders in customer experiences have achieved their results, citing Amazon, Lexus, Pret a Manger, First Direct and others. In fact this book is a distillation of their interviews with CEO's in service businesses. You will find many of the same companies in another book, "Managing the Customer Experience"
For me the most relevant chapters are Chapter 2 The physical customer experience and Chapter 3 the emotional customer experience. I found the Moment map on page 39 a good analysis of a service experience from the customer's perspective setting out expectations, threats, opportunities to exceed physical and emotional expectations and an overview of the emotion at each stage in the customer experience. Any service business ought to have a clear idea of what emotion you aim to leave the customer with. People buy emotionally (and then justify with logic). Their big idea is that service organisations can differentiate by focusing on stimulating a particular planned emotion.
There are useful tips and pointers in the chapter on people - like suggestions on approaches that help to recruit staff who enjoy engaging with customers. Throughout, there are also lots of short quotations that you could use in presentations I guess. I'd like to have seen more on measurement and targets.
Another recommended book with insights on the customer experience and how to build relationships over time is "Customers that Count".
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9 of 12 people found the following review helpful By Gary Furze on 1 Oct 2002
Format: Hardcover
This book couldn't have been published at a better time!
The style is readable, plus the approaches taken are refreshingly down-to earth. Colin and John have combined extensive background research with up-to-date and practical solutions. The book covers just why the Customer Experience is re-emerging onto centre stage, the opportunities presented to those service providers that are prepared to take advantage, as well as some pointers for the future. All this, and written with a distinctive, personal touch!
Highly recommended and would be an invaluable addition to any Customer Service leader's, manager's or practitioner's "toolkit".
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