World Scientific Lecture Notes in Marketing 1 - Customer Xperience Leadership

The success of private sector companies as well as public sector organizations is positively correlated with the level of customer experience they deliver. Outstanding experiences lead to high performance, satisfied customers, and many other positive outcomes. Poor experiences lead to countless negative problems and obstacles within the company and dissatisfied, frustrated customers outside. Given the importance of experiences, substantial resources are invested in improving them. Yet, the results are often disappointing. Companies have a difficult time fulfilling customers' expectations and satisfying their needs consistently, over time. Especially in the digital era we live in. This raises a question: Is there a roadmap that can help people and organizations achieve their experience goals? This book focuses on this issue. This interdisciplinary book offers a holistic, step-by-step blueprint for students, practitioners, and managers interested in understanding how to create exceptional customer experiences and learning how to effectively manage them. A unique model is presented. It includes four parts which are broken down into fourteen lectures. Each lecture deals with a specific topic and includes research-based figures and graphs, practical tools, and easy-to-implement customer-focused actions. Every lecture is one piece of the blueprint and together, they offer a path to experience leadership. Contents: Introduction: The 4D Xperience Model Determine the Desired Xperience: What is Customer Xperience? Why Invest in Customer Xperience? What Do Customers Want? Design a System-Generating Xperience: Customer-First Vision & Strategy A Customer-Obsessed Culture Service-Oriented Organizational Structure and Processes The Digital Service Transformation Service Managerial…