Clued In: How to Keep Customers Coming Back Again and Again

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9780131015500: Clued In: How to Keep Customers Coming Back Again and Again

Every customer has an experience with a product, service, or brand--good or bad. But few businesses know how to systematically manage customer experience, so they lose their best opportunity to leverage the long-term value of their customer relationships. Now, one of the field's top consultants shows how to engineer customer experiences from start to finish. Experience Engineering founder/CEO Lou Carbone draws on the latest neuroscientific research, explaining how an impressionistic mosaic of physical and emotional sensations is filtered through the senses, assembled into a powerful perception, and crystallized into attitudes that dictate everything from customer satisfaction to long-term loyalty. Next, he systematically explains how to assess and audit existing customer experiences, design and implement new ones, and steward them over time, to ensure consistent excellence and improvement. Increasingly, customer experience is a business' only opportunity for differentiation. This book gives readers the tools to craft an outstanding customer experience, no matter what they sell, or to whom it is sold.Readers will leave this book with a clear and actionable plan for managing the experiences that define their businesses--and their futures--on a day-to-day basis.

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From the Back Cover:

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 yourcustomers change.

Experience as a value proposition
Building systems that reflect your customers' deepest needs and desires

The mouse vs. the orange roof
Why Disney succeeded and Howard Johnson's failed

The disciplines of experience management
Experience assessment, auditing, designing, implementation, and more

Experience stewardship for the long term
Refreshing your experiences to reflect changing needs and desires

  • Understand how your customers think and feel, and how they interact with your products and services
  • Assess, audit, design, implement, and steward any customer experience
  • Beyond Disney and Harley-Davidson: solutions for every industry, product, or service

Customer experience is your best opportunity for differentiation... often, your only opportunity.Clued In gives you the tools to craft an outstanding customer experience--no matter what you sell, or who you sell it to.

Lou Carbone reveals the sensory building blocks of experience you're already delivering toc ustomers, whether you know it or not. He shows how to re-craft these "clues" into a consistent, powerful experience that leads directly to customer preference... a preference that can help you differentiate practically anything.

Carbone covers the entire process, hands-on: organizing your "experience design" team...evaluating the experience you're already delivering... designing manageable clues that connect with customer desire... rolling out new experiences... and making customer experience both sustainable and profitable.

Your company needs to move from creating great products and services to creating great experiences.

About the Author:

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.

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