Do you know what makes your customers tick?
This book is about understanding your customer - how they view your brand, how they make choices, and how the customer experience shapes their purchase decisions. In this book, the author explains how to create the most useful research tool in business - the customer journey map. Complete with templates, example journey maps, checklists, and step-by-step instructions, this book will help you understand how to build and apply a customer journey map in any organization.
NEW TO THE SECOND EDITION
1. Bonus Customer Journeys Examples
2. Bonus Persona Examples
3. Even more bonus content including, "The Ultimate Guide to Running a Brainstorming Session That Works", and "How Amazon Uses Psychology in their CX to Drive Sales"
CX That Sings is divided into three parts:
1. Understanding the Customer Journey Map
2. Building and Using Your Customer Journey Map
3. Examples, References, and Bonus Information
Table of Contents:
1. The Customer Empathy Gap: Why Customer Journey Maps are so valuable
2. The Basics: What makes a killer Customer Journey Map
3. Marketing Personas: Your Journey Map's North Star
4. Think, Do, Stop: The brain of your Customer Journey Map
5. The Emotional Journey: The heart of your Journey Map
6. Introduction to the Process of Building a Customer Journey Map (with step by step use case)
7. Step 1 - Research
8. Step 2 - Define your Persona
9. Step 3 - Populate the Think, Do, Stop Model
10. Step 4 - Create a Hypothesis Map, Stress Test, and Design Your Map
11. Step 5 - Identify opportunities based on your research
Bonus 1 (NEW): Journey Map Example #1 - Fast Food Customer Journey
Bonus 2 (NEW): Journey Map Example #2 - Rail Tickets Booking Customer Journey
Bonus 3 (NEW): Journey Map Example #3 - eCommerce Athletic Shoe Journey
Bonus 4 (NEW): Persona Example #1 - The Palmer Family
Bonus 5 (NEW): Persona Example #1 - The Palmer Family
Bonus 6 (NEW): Persona Example #2 - Katie Voase
Bonus 7 (NEW): Persona Example #3 - Sam Carter
Bonus 8 (NEW): Persona Example #1 - The Palmer Family
Bonus 9 (NEW): The Ultimate Guide to Running a Brainstorming Session That Works
Bonus 10 (NEW): Three Critical Checklists for Customer Journey Mapping
Bonus 11 (NEW): Avoid These 7 Decision Traps by Thinking Like a Scientist
Bonus 12 (NEW): The Psychology of an Unforgettable Customer Experience
Bonus 13 (NEW): Why Simplicity is the Key to Winning Customers
Bonus 14 (NEW): Why Personalizing Your Customer Experience Will Make it Irresistible to Customers
Bonus 15 (NEW): Customer Experience Case Study - Amazon
Bonus 16 (NEW): Customer Experience Case Study - Starbucks
Who will benefit from "CX That Sings"?
Are you a marketer who wants to know how to improve your customer experience? Maybe you're agency or consulting side and are looking for an introduction on how to build a customer journey map? No matter your reason, "A CX That Sings: An introduction to Customer Journey Maps for marketers" will help you get to the bottom of building an industry-leading customer experience.
