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Good, bad, or indifferent, every customer has an experience with your company and the products or services you provide. But few businesses really manage that customer experience, so they lose the chance to transform customers into lifetime customers. In this book, Lou Carbone shows exactly how to engineer world-class customer experiences, one clue at a time.Carbone draws on the latest neuroscientific research to show how customers transform physical and emotional sensations into powerful perceptions of your business... perceptions that crystallize into attitudes that dictate everything from satisfaction to loyalty. And he explains how to assess and audit existing customer experiences, design and implement new ones... and "steward" them over time, to ensure that they remain outstanding, no matter how your customers change.
LOU CARBONE has been exploring the dynamics of experience creation and management for 20 years. He founded and currently serves as CEO of Experience Engineering, an experience-consulting firm whose clients include IBM, General Motors, Avis, Allstate, Audi, Blockbuster, RBC Financial, Office Depot, H&R Block, Taco Bell, Allina Health Systems, and many other leading organizations. Carbone collaborated with Steve Haeckel on "Engineering Customer Experiences," the seminal article that introduced the concept of customer experience.
Table of Contents
I. THE CASE FOR EXPERIENCE MANAGEMENT.
1. Orange Roofs and the Mouse: A Tale of Two Icons.
The Roots of Experience. Seeing Orange. Making Clues Systematic. A World Apart. Experience by Design. Experiential Vision. Enduring Lessons. A Constant Learning Process. Experience Evolution. References.
2. Experience as a Value Proposition.
Smelling the Coffee. A Valuable Cup of “Joe”. Customers, Coffee, and Doughnuts. An Alan Wrench for Your Thinking. Taking the Next Step. References.
3. The Brand Canyon.
Brand and Experience. Exploring Experience Motifs. Brand Junction. A Tipping Point? Below the Radar. References.
4. Experience Value Management.
The Preference Modelª. Tying a Ribbon around Experience. Clue Math. Principles of Experience Value Management. Value-Added Education. Focusing on Clues. References.
5. Getting Clued In.
More About Clues. Works Right, Feels Right. Clued In. Clue Clusters. Clues in Action. The Mechanic Side. Too Much of a Good Thing? The Humanic Side. Connecting with Customers. Making Clues Count. References.
6. Approach To Experience Value Management.
Managing Experience Value. Process and Experience. Establishing a Context. Deliberate Systems. Systems Perspective. Start at the End First. Systematic Stagecraft. It's Really About Performance. Casting Calls. Realistic Expectations. Managing the Value Proposition. A Disciplined Approach. The Disciplines of Experience Value Management. Developing Competencies and Tools. Thinking Systematically. References.
II. THE PRACTICE OF EXPERIENCE MANAGEMENT.
7. The Discipline of Assessing Experience.
Why Assess? Exploring Experience Topography. Assessing with Purpose. Organizational Inclination. Audiences and Experiences. Experience Insight Wellsprings. Employee Experiences. Leveraging the Moment. Eye-Opening Discoveries. Internal Experiences. Creating a Sound Foundation. References.
8. The Discipline of Auditing Experiences.
Multiple Perspectives. Auditing Components. Transforming Experiences by Observing. Emergency Sensitivities. Widening the Vision. Stretching Physical Boundaries. Everything Counts. Gaining Emotional Insights. Staying on Target. Insights through Communication. Obvious and Subtle. Audit the Full Spectrum. Expect More. References.
9. The Discipline of Designing Experiences.
Illusions and Realities. Experience Design Practices. References.
10. The Discipline of Implementing Experiences.
Experiential Leadership. Familiar Approaches: A Clued-in Team. References.
11. The Discipline of Stewarding Experiences.
Understanding Experience Harmonics. Experiential Learning Quest. Getting Clued In. Words and Meaning. Start Where You Want to Finish. On a Role. Stewards of True Value. References.