Cargando…
Customer experience innovation : how to get a lasting market edge /
This book outlines innovative processes used to research, conceive and develop innovations in the Customer eXperience (CX) space for both large and small companies.
| Clasificación: | Libro Electrónico |
|---|---|
| Autores principales: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Bingley, UK :
Emerald Publishing Limited,
2018.
|
| Edición: | First edition. |
| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Cover; Half Title Page; Title Page; Copyright Page; Acknowledgements; Contents; List of Cases; About the Author; Foreword; 1 Introducing Sheep and Pirates; 2 Why Improving Your CX Is Important; When Incremental Product Development Goes Too Far; Market Positioning Involves Price and Quality; Brand Value Comes from a Reputation for Quality; Brand Hype: the Inauthentic Short Cut; Customer Experience Improvement Supports Brand Value; 3 Understanding Competitive Advantage; How to Identify Six Types of Competitive Advantage; First Mover Competitive Advantage Is Hard to Sustain.
- Emergent Competitive Advantage Is Harder to ManageManaging Complexity for Sustainable Competitive Advantage; Notes; 4 How to Benchmark Your CX; Mapping the Customer Journey; Choosing Customers to Interview; Employees Can Infer What Customers Experience; Only Customers Can Validate Their Journey; Sometimes a Small Sample Is All You Need; Affinity Mapping Applies at Two Levels; How to Segment a Market; Insight Comes from Combining Two Research Approaches; Identifying Segments Is an Art; Value Drivers Inform Market Positioning; How to Create Value Curves; How to Find a Hole in the Market; Notes.
- 5 How to Design Incremental CX ImprovementsPassing the Time Pain Points; Emotion Starts with Empathy; Managing the Right Level of Risk; Money Makes the World Go Round; When the Price Is Wrong; When the Price Is Right; Becoming Aware of the Situation; Great CX Creates a Sensation; Notes; 6 How to Evolve or Transform Your CX; Not All Innovations Are Equal; Where to Find the Innovation Sweet Spot; How to Deal with the Three Levels of Innovation; Innovations Are either Sustaining or Disruptive; Disruptive Innovations Follow a Pattern; 'Low-end' Disruptions Are the Most Common.
- 'High-end' Disruptions Surprise CustomersDisruptive Innovations Compete against Non-consumption; How to Avoid Being Disrupted; Sustaining Innovation Is the Short-Term Alternative; Kano Diagrams Can Help with Finding Sustaining Opportunities; A Design Matrix Can Revolutionise Your Product or Service; Theory of Constraints Can Reduce Your Costs by Half; Some Firms SCAMPER for Better CX; Change the B2B Game by Rearranging the Market's Value Chain; Online Shopping Is Encroaching on Retail Value Chains; Mobile CX Must Be Simple, Timely and Local.
- Avoid Direct Rivals with a Novel Channel and SpecialisationGet a Jump on the Market Shifts; 7 Bringing It All Together; Get Agile and Be Prepared to Fail Fast; Choose the Right Number and Kinds of CX Innovation; Determine Who's Accountable and What Resources Are Needed; Practical Steps for Implementing CX Innovation; What's Next Is up to You; Notes; Bibliography; Index.