When analysing customer experience, there is frequently a disconnect in perception between the kind of customer experience senior leadership figures believe their organizations deliver and what consumers actually say they receive.
Crafting Customer Experience Strategy: Lessons from Asia looks at how Customer Experience Management can be vital in providing a sustained competitive advantage for businesses. In uncovering this essential strategic challenge, this book explores the need to create customer experiences by design through utilizing data, as well as the importance of engaging with the voice of the customer, the employee and the process in building a positive customer journey.
In this book a range of real world insights are scrutinized from a variety of leading organizations; chapters explore a wide range of themes including how organizations create experiences, understanding the customer journey, emotions and customer experience, and designing new and improved experiences. This is essential reading for marketing scholars and practitioners looking for insights into improving their customer's experiences.