What Computers Can't Replace: The Secret to Success in Our Digitized World
This book is for CEOs and other leaders who want better results. The Internet, artificial intelligence and robotic technologies make this a time of incredible opportunity. But they also enable nimble new competitors and cranky customers who use social media to magnify your every misstep.
Organizations that survive and thrive will be those that are best not only at using automation, but also at leveraging the human factor to improve staff and customer experiences.
Despite huge technology investments, customer satisfaction is going down, not up. Based on in-depth interviews with over 150 business leaders and experts, PeopleShock combines case studies, data and actionable advice to help organizations succeed in the new economy.
Customer experience and digital marketing pioneer, Tema Frank, shows you how to use a new 3P Profit formula to thrive in a hyper-competitive world:
Promise - How can you develop one that inspires staff and customers?
People - How do you connect effectively with people inside and outside your organization?
Process - What must you change internally to deliver on a promise of great customer experiences externally?
PeopleShock gives leaders a common frame of reference to get all departments talking and working together. Executives often see themselves as competitors for resources, but they must collaborate to meet the omnichannel challenge presented by today's buyers. Prospects research online before they even talk to you. They expect your organization to work seamlessly as they move among the web, phones, stores, sales meetings, email and live chat. They don't want to wade through your bureaucracy. This book includes advice about how to break down silos and win support from other departments so you can meet those customer expectations.
You may be feeling pressure and unease from digital marketing and social media. You've heard horror stories about companies doing the wrong thing on social media and you're worried about becoming the latest online disaster story. Your head may be spinning from the pace of change in online technologies. You know digital media are important but you aren't sure what that means for your business and how you can minimize the risks and maximize the benefits. The book discusses that too.
You may be feeling pushed by young employees who feel less loyalty to their employers and are demanding new ways of doing things. You are worried about how your employees' online activities might reflect on your organization. But like it or not, this is the new workforce reality you have to deal with. If your workers are not happy, your customers won't be either.
Fundamentally, this book is about three things:
1. Survival. Without understanding customer experience and the people and processes behind creating consistently great ones, you are doomed. (Sorry to start with the bad news.)
2. Profits. This is a moment of great opportunity for companies that really come to grips with PeopleShock. The people factor is hard. But that very difficulty is why, if you get it right, you'll come out on top.
3. Satisfaction. Not just for your customers and staff, although those are what the book focuses on. We are talking about YOU. If you have happy staff, customers, suppliers and investors, you will be a happier person too.
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Best-selling author and expert, Tema Frank has worked in marketing and customer experience for over three decades. In 2001 she founded Web Mystery Shoppers, the world s first company to test omnichannel customer service: web, phone, chat, email and in-store. Using social media techniques before social media existed, she built a database of 75,000 mystery shoppers worldwide. Clients have included Bank of America, Expedia, the Royal Bank of Canada, government departments, non-profits and businesses of all sizes.
An acclaimed international speaker, Tema (whose name rhymes with Emma) has presented at events in the United States, Canada, France and Mexico. She has also taught graduate business and executive MBA students in English and French, and delivers custom courses for companies and associations.
Her industry-leading research has been featured in publications such as the Wall Street Journal, the Globe & Mail, User Experience, and Profit. Tema has appeared as a guest on many national and local news and business shows, and on many podcasts.
She launched her own podcast in 2012 (now known as the Frank Reactions Podcast on Customer Experience), when she began interviewing business leaders and experts for PeopleShock.
PeopleShock is Tema's second book. Her first was the best-selling, Canada's Best Employers for Women: A Guide for Job Hunters, Employees & Employers, which will be updated in 2017.
Tema Frank can be found on Twitter @temafrank, LinkedIn or at frankreactions.com.Review:
Technology has allowed us to do some amazing things, but it wouldn't mean a thing if we lost touch with people -- our own team members or our customers. Tema's book reminds us that, no matter what the innovation, people will always be at the heart of our business. --Patrick Doyle, Chief Executive Officer, Domino's Pizza Inc.
Technology and data envelop us like a straight jacket, but humanity is still the ultimate killer app. PeopleShock is a timely reminder, with a message you forget at your own peril. --Jay Baer, President of Convince & Convert and bestselling author of Hug Your Haters
This book proves that even with the best technology and automation, you can't guarantee success without people. Filled with stories, stats and facts, Tema Frank will show you how to leverage the digital world with the people skills needed to help take your organization to its next level of success. --Shep Hyken, New York Times bestselling author of The Amazement Revolution
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