Clued In: How to Keep Customers Coming Back Again and Again
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 propositionBuilding systems that reflect your customers' deepest needs and desiresThe mouse vs. the orange roofWhy Disney succeeded and Howard Johnson's failedThe disciplines of experience managementExperience assessment, auditing, designing, implementation, and moreExperience stewardship for the long termRefreshing your experiences to reflect changing needs and desiresUnderstand how your customers think and feel, and how they interact with your products and servicesAssess, audit, design, implement, and steward any customer experienceBeyond Disney and Harley-Davidson: solutions for every industry, product, or serviceCustomer experience is your best opportunity for differentiation... often, your only opportunity.Clued Ingives 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.