The Customer Catalyst : How to Drive Sustainable Business Growth in the Customer Economy.

Cover -- Title Page -- Copyright -- Contents -- Foreword -- Introduction -- Growth -- It's the End of Sales (As We Know It) -- Sustainable Growth: Do Not Play the Numbers Game -- Fit for the Customer Economy: an Outside-In Growth Mindset -- Every Customer-LED Community Claims To Have the Silver Bullet -- The Angora Rabbit: Why Do Customer-LED Transformations Often Run out of Steam? -- Are you Ready for a C-change? -- The C-change growth engine -- Delivering the C-change: Strategic Advice from the Expert Consultant -- Is a Growth Measurement System Fit for the Customer Economy? -- A New Business Focus on Customer-Oriented Growth Measures -- Customer Segmentation and Business Focus -- What kind of Business Results can Truly Customer-Centric Companies Expect? -- Customer-LED Growth Trailblazers -- Zoom: The Poster Child for Customer-LED Sustainable Growth -- Chapter 1 Voice -- C‐change growth drivers -- The ultimate goal: A culture of continuous customer feedback and appropriate action -- What is VoC? -- A frequent reality: An annual Net Promoter System (NPS) survey that merely ticks the 'customer feedback' box -- The benefits of a multifaceted, real‐time VoC programme -- Beware of the common VoC pitfalls! -- Sources of VoC information -- Bringing it all together - how to manage this VoC knowledge? -- How Zoom leveraged VoC with help from the analyst community -- Case Study: Close Brothers Transforms Culture and Drives Business Performance with a Best‐in‐Class VoC -- Chapter 2 Culture -- C‐change growth drivers -- CEOs to embed a customer‐led employee culture -- Customer‐led growth comes from engaged, customer‐led employees -- Building an organisational structure fit for the Customer Economy -- The importance of customer‐led behaviours and KPIs for employees -- HR's opportunity to drive employee‐led CX -- The rise of the CCO.

How do you define the role of the CCO? -- How did the role of CCO start? -- What are the greatest challenges that CCOs face? -- The alternative view: Employing CCOs, CX pros and CSMs is a waste of time and money -- Case Study: Be my guest! Horst Schulze, co‐founder of The Ritz‐Carlton hotel group, on creating a customer‐led culture to transform guest experience -- Chapter 3 Experience -- C‐change growth drivers -- CX: Human first, technology second -- CX, the Ryanair way -- CX: Satisficing the customer with an outside‐in view -- CX 101: Understand it in depth, then map it out -- The power of customer journey mapping -- Customer journey mapping: Key tips and observations to get it right -- Avoiding common journey map pitfalls -- Customer journey maps: Are they all they are cracked up to be? -- Driving operational excellence with customer journey maps -- The power of customer advocates along the customer journey -- Virgin Media: Delivering superior CX is in the DNA -- CX: Power to the people -- Chapter 4 Technology -- C‐change growth drivers -- A simplified, integrated back‐end -- Proliferating technology and too many choices -- Sales and marketing: Stop using technology to gaze down funnels and along pipelines! -- Cross‐functional, customer‐led processes to drive technology decisions -- When it comes to seamless CX, data is unquestionably the new oil -- The impact of regulation on a data‐driven, joined‐up customer view -- Tying it all together: A customer operations team -- Using journey‐aligned systems to provide a 360‐degree customer view -- Advanced reaps a plentiful customer harvest from essential CRM groundwork -- The rise of Customer Success platforms, branching out across the C‐change growth engine -- Technology to support the customer view -- Chapter 5 Digital -- C‐change growth drivers -- Digital experience is the new product.

Product managers are becoming customer champions -- A great digital experience accelerates profitable and sustainable growth -- The same rule even applies to physical products! -- Deliver a great digital experience by keeping it simple -- AI: Will it transform CX? -- A great digital experience creates a virtuous circle of continuous customer feedback -- Digital presents endless possibilities to re‐imagine CX -- Digital experiences are omnichannel -- How to create a great digital experience? -- Digital experience regulation needs to play catch‐up or Otherwise innovation will just work around it -- Case study: How Starling is digitally transforming the way we bank -- Chapter 6 Success -- C‐change growth drivers -- The philosophy -- The department -- The discipline: CSM as the customer's ultimate champion -- An outside‐in perspective to Customer Success is essential -- Establishing a CSM maturity assessment -- Onboarding is the single biggest success factor in Customer Success -- It is not all a bed of roses: How to solve the typical challenges CSMs face -- How do you monetise the CSM? -- The role (and lack) of Customer Success leadership -- Allocate Software: A world‐class Customer Success programme improving patients' lives -- Key lessons learned -- Looking to the future -- Slack: Customer Success at Slack, the unicorn's unicorn -- Chapter 7 Health -- C‐change takeaways -- Putting a Customer Health Index (CHI) in place -- Operational data too internally focused? What about customer‐led KPIs? -- Customer Health scores: Go deep and outside‐in to understand root causes -- Customer Health: What can be measured? -- Do not let perfect be the enemy of good -- Customer Health: AI and big data -- AI and big data: Some words of caution -- Case study: Misys catalyses revenue growth with the help of its CHI -- How was the CHI created?.

Confronting the biggest challenge: Customer‐centric KPIs! -- The benefits -- Case study: Hg - taking Customer Health scores to new heights -- Customer Health as a portfolio assessment tool -- Monitoring and improving Customer Health as a means of driving Net Revenue Retention -- The power of combining VoC and Customer Health -- Making Customer Health (and VoC information) actionable -- Customer Health and compensation models -- Chapter 8 Engagement -- C‐change growth drivers -- How do you create mutual value during customer engagement? -- Having a clear vision and strategic objectives for your customer Engagement programme -- How do your customers engage with you? -- Ensuring long‐term customer engagement -- What are the key steps for an effective Customer Engagement programme? -- Customer research -- Why is Customer engagement data critical? -- Build a 'portfolio‐based approach' -- Thought leadership -- Events -- Executive education programmes -- Co‐creation programmes for innovation -- Customer communities -- How do customer engagement programmes benefit your organisation and customers? -- A fully integrated customer engagement programme -- How can account‐based marketing (ABM) contribute to effective customer engagement? -- So how do you differentiate between ABM, Customer Engagement and Customer Advocacy? -- Technology is a critical enabler for ABM -- So, what benefits can ABM offer your organisation? -- The top three lessons for CEOs/CxOs to achieve effective ABM -- What is the biggest barrier to customer Engagement? -- When do failures with Customer Engagement occur? -- How do you measure Customer Engagement? -- What are the top three lessons for CxOs to achieve effective Customer Engagement? -- What do leaders need to do to drive best‐practice Customer Engagement in their organisations? -- Chapter 9 Co‐Creation -- C‐change growth drivers.

Laying down co‐creation principles to make the 'C‐change' -- Signify: Co‐creating for innovation and growth -- Overcoming barriers to co‐creation -- What failures have you experienced in deploying co‐creation, and what have you learned from them? -- Planet Farms: Growing co‐creation from the ground up! -- What was the co‐creation path for Planet Farms? -- Have you had any failures during co‐creation? -- Planet Farms' top three co‐creation lessons -- Seeing the light to co‐create the in‐store customer experience at Albert Heijn, the Dutch supermarket chain -- What is your definition of co‐creation? -- How did co‐creation come about with other partners: Who and how? -- Our top three co‐creation lessons at Albert Heijn -- What does the future hold for co‐creation? -- Emperors and kings -- Co‐creation: A word of caution -- Chapter 10 Advocacy -- C‐change growth drivers -- Talking about a customer revolution! -- Customer Advocacy is the shooting star in a galaxy of information -- So, what is an advocate? -- The need for new skills: The rise of the 'Customer Advocacy consultant' -- Customer Advocacy to drive growth -- Stage 1: Listening to your Customer Voice to inform your Customer Advocacy strategy -- Stage 2: Profiling your customer advocates -- Stage 3: Mapping your customer advocates onto your business strategy and plan -- Stage 4: Joint Customer Advocacy and engagement planning - nurture, nurture, nurture! -- Getting engaged with your customer advocates -- The business benefits of nurturing customer advocates -- How can you use Customer Advocacy to power sales enablement? -- Creating a virtuous Customer Advocacy circle -- Case study: Microsoft and its customers doing the talking! -- So how does Microsoft's Customer Advocacy programme operate? -- Ambionics: Born to engineer -- Have you had any failures with Customer Advocacy?.

Taking Customer Advocacy to the new frontiers.

Description based on publisher supplied metadata and other sources.

Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2024. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.