This book explains how startups and brands in general can achieve a high level of customer experience (CX) in today's dynamic and competitive times. A well-structured and easy to apply customer experience framework defines customer experience as the start and end point of all business activities. The framework steps and tools (such as NPS, Empathy Map, Customer Journey, Golden Circle, Design Thinking, A/B-Testing) are designed to have a maximum impact on successful company building and the customer experience, which is key to generate first and repeat buyers that become fans of the company. The tools originate from different disciplines, such as management, design, digitisation or psychology – as only an interdisciplinary approach enables superior insights for initiating the right customer activities in today's highly competitive times. With this book, it is possible to look at customer experience systematically and derive your own strategy towards success.
The following are the main contributions of this book:
· Provides a clear step-by-step guide to create a customer experience-centric company
· Introduces most impactful tools that managers can use to successfully complete every step of our framework
· Guides managers through the process of creating a start-up, which is less about magically coming up with innovative business ideas, but rather about applying proven principles in a new context
Author(s): Thomas Suwelack, Manuel Stegemann, Feng Xia Ang
Series: Business Guides on the Go
Publisher: Springer
Year: 2022
Language: English
Pages: 169
City: Cham
Preface
Contents
About the Authors
Contents
1: Introduction
References
2: Concept, Relevance, and Management of CX
2.1 Concept of CX
2.1.1 Definition
2.1.2 Experience Types
2.2 Relevance of CX
2.2.1 The Experience Economy
2.2.2 Customer Experience and Corporate Success
2.3 Management of CX
2.3.1 Understanding Touchpoints to Increase Customer Experience
2.3.2 Context
2.3.3 CX Measurement
References
3: Starting a Start-Up
3.1 The Founding Idea
3.2 The Start-Up Pitch
3.2.1 One-Sentence Pitch
3.2.2 Pitch Deck
3.3 Step-by-Step Framework to Create a CX-Centric Start-Up
References
4: Understanding the Outside World: Customers and the Surrounding Environment
4.1 Customer Analysis
4.1.1 Defining Customer Personas
4.1.2 Uncovering Underlying Customer Needs
4.1.3 Customer Problem Validation
4.2 Environment Analysis
4.2.1 The Microenvironment
4.2.2 The Macroenvironment
References
5: Outside-In: Defining the CX-Centric Business DNA—The Why, How, and What of a Start-Up
5.1 Why?
5.1.1 Mission
5.1.2 Vision
5.2 How?
5.2.1 Business Model
5.2.2 Brand Identity
5.2.3 Organisational Goal Setting
5.2.4 Leadership Culture
5.3 What?
5.3.1 Customer Solution
5.3.2 Go-to-Market Approach
5.3.3 Ideation Techniques for Customer Solutions and G2M Strategy
References
6: Inside-Out: Testing, Implementation, and Communication of Experience Elements
6.1 Testing
6.1.1 Usability Testing
6.1.2 A/B Testing
6.2 Implementation
6.2.1 Customer Solutions and Go-to-Market Strategy
6.2.2 Feedback Loop
References
7: Future Considerations
Reference
Your Key Takeaways from the Book
Appendix: Definitions of Customer Experience
References
