How much more profit could you make if you had customers who couldn't imagine doing business with anyone but you? In your dreams! Tell that to Virgin Atlantic or Harley Davidson. How great would life be if 40% of your new business simply knocked on your door without you having spent a cent advertising for it? Impossible! Tell that to First Direct. The companies in this book have managed to turn customers into advocates. Advocates who constantly refer their friends and colleagues to those businesses. Why? Because those companies have created a Branded Customer Experience. They have managed the relationship to the point where customers can't imagine wanting to do business with anyone else. How can you gain this unbeatable competitive advantage? Managing the Customer Experience shows you how. It takes you through the step-by-step process of creating Loyalty by Design. It shows you how to re-think your business from the customer's point of view and then design and deliver a customer experience that drives loyalty and profitability. Customer Satisfaction is no longer enough. 80% of customers who switch suppliers express satisfaction with their previous supplier. To lead the market companies need customers who are enthusiastic 'advocates', customers who are highly loyal and drive new business to the company. For example 38% of First Direct's business comes from customer referrals. Advocacy comes from creating a customer experience that becomes synonymous with the brand, what Forum calls a Branded Customer Experience. Research for this book with organisations like Amazon.com, Virgin, Pret A Manger, Krispy Kreme, Harley-Davidson, Manchester United, and many others has identified the 'Uncommon Practices' that help these organisations create a Branded Customer Experience. Such an experience requires Marketing, Operations, and Human Resources to work together to deliver the brand creating a common strategic agenda within the organization.
About the Author:

Shaun Smith, Senior Vice President, Customer Experience Practice, Forum Europe, an FT Knowledge Company

Shaun is one of the leading consultants in helping organizations differentiate through customer service and deliver their brand through their people. He is an inspirational presenter with a wealth of worldwide practical experience. He has been featured on the 'Ask The Expert' program on CNBC a number of times and is the co-editor of the book Uncommon Practice: People who deliver a great brand experience. He is also the author of the Organizational Alignment Survey(TM) used by companies worldwide to assess employee opinions and assess the need for change.

Shaun began his career in the airline industry becoming Head of Customer Service, Sales and Marketing Training world-wide for British Airways. He became Managing-Director of Cathay-Performa consulting specializing in advising airlines on customer service strategies. Shaun then ran his own company, Service Skills International, based in Hong Kong, for eleven years consulting to many leading international companies before joining Forum.

Joe Wheeler is based in Forum's Boston office and leads the firm's Customer Experience consulting practice. Over the years he has led many Branded Customer Experience(R) client engagements that have achieved significant business results. Organizations that Joe has worked with include Unilever, RBC Financial, Air Products, Fairmount Hotels, Nortel Networks, FleetBoston, AT&T, and Dow Corning.

A sought-after speaker, he has provided keynote addresses to business executives around the world, including presentations for The Conference Board and various industry associations.