Customer Experience For Dummies

Gain, engage, and retain customers with positive experiences

A positive customer experience is absolutely essential to keeping your business relevant. Today’s business owners need to know how to connect and engage with their customers through a variety of different channels, including online reviews and word of mouth. Customer Experience For Dummies helps you listen to your customers and offers friendly, practical, and easy-to-implement solutions for incorporating customer engagement into your business plans and keep the crowds singing your praises.

The book will show you simple and attainable ways to increase customer experience and generate sales growth, competitive advantage, and profitability. You’ll get the know-how to successfully optimize social media to create more loyal customers, provide feedback that keeps them coming back for more, become a trustworthy and transparent entity that receives positive reviews, and so much more.

  • Gives you the tools you need to target customers more precisely
  • Helps you implement new social and mobile strategies
  • Shows you how to generate and maintain customer loyalty in order to achieve success through multiple channels
  • Explains how a fully-engaged customer can help you outperform the competition
  • Learn how to respond effectively to customer feedback

Your brand’s reputation and success is your lifeblood, and Customer Experience For Dummies shows you how to stay relevant, add value, and win and retain customers.

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3 Responses to Customer Experience For Dummies

  1. Well written and thought provoking guide. An excellent, thoughtful, well-written, and well-reasoned book, Customer Experience for Dummies will teach you something valuable about Customer Experience regardless of your level of experience. If you have customers, you should read this book.What does this book teach about “Customer Experience”? First and foremost, it teaches the reader to place himself in the shoes of the customer. That sounds really obvious, but it isn’t. Here’s two examples from my work life that I’d like to share. My family has a few businesses. One of them is an event, an orchid festival. (You can google Tamiami International Orchid Festival to find out more if you like.) Because it is a community based event that we organize in order to showcase the beauty of orchids more than a pure profit driven engine, we have basically no employees and the event is run by our immediate family. This is great in so far as we have no trust issues and we have direct lines of communication. But, of course, its not so great when you are busy with your day job and you deal with problems in haste.Reading this book made me think of two recent customer experiences that I had. One, I would have handled better/differently if I had read this book first. The other, Customer Experience for Dummies has taught me, I actually handled very deftly, but now I understand more about why it was the case.Our event is an annual event. It is always a weekend in the second half of January. Last year, through our website contact form, I received a very angry note expressing, in several paragraphs, disappointment with the festival. The woman who wrote had come from Naples, a several hour drive, and she was disappointed that one of the lectures she had wanted to attend was in Spanish and not in English, as she had expected. She correctly pointed out that there was no way to tell this on the website. She also thought (incorrectly) that there were not as many orchid growers present as we had advertised. (I think she was just peeved at this point and wanted to vent.) It also transpired that her friend was supposed to come with her but she could not come. The woman was also upset that we did not have a map of all the vendors so that she could navigate. She concluded “I will not come again or promote this to others.”This is a classic scenario of (Chapter 5) “Dealing with an Angry Customer.” (Also Chapter 1, which discusses the importance of providing reliable information and Part II, which focuses on creating an “Awesome” customer experience generally. )I actually handled this one right without having read the book–for the most part! I wrote back right away and apologized for the problems that she faced. First I apologized, and second, I offered her a freebie–since she was specifically upset about missing the class, I could give her a copy of my Dad’s book Florida Orchid Growing Month by Month. I then gently defended against some of her comments that were a little unfair, explained that we were a small staff and sadly disorganized, and asked if she had any other feedback that would help.The woman responded with an extremely pleasant and detailed email. Although she was still criticizing the show, they were very, very helpful suggestions. She declined the free book.Then I messed up again! I didn’t write her back for almost a year. I just got busy with my day job and forgot.So, about a month before this year’s show, I wrote her back. I apologized for failing to write back and I sent her complimentary tickets for her and her friend this year. I also took her advice about the map and hired a designer to create a digital map which could be downloaded from the website.She was DELIGHTED. She came with her friend and we got to speak at the show. Her final comment was: “Next year we plan to bring a few more people with us. I have nothing negative to tell you. It was great.”The upshot: now, instead of someone who might have badmouthed our event, we have a new, passionate evangelical ally.Of course, I got lucky. This woman had a genuine problem and turned out to be a very nice person. But, I could have snarked at her or ignored her and we would not have gotten this good outcome. So, even though it was time consuming, it was well worth it.Without knowing it, I had basically followed the road map explained in Customer Experience for Dummies. I had let go of my ego–initially I was actually really annoyed that this lady had the brass to criticize an event that I poured my heart and soul into–instead I “decided to defuse,” and :understand the problem,” by getting to the real heart of the customer’s concerns. By doing so, we were not only able to reach common ground as the book suggests, but actually get to an even better place!So, I’m amazing, right, why did I even need this book…

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