Customer Experience 3.0: High-Profit Strategies in the Age of Techno Service

The classic guide to delivering best-in-class customer experience, now completely revised and updated!

With momentous revolutions in both technology and customer attitudes, AI and digital transactions now constitute the bulk of customer transactions. But customers still demand humans when things go wrong and studies show that yelling and threats are becoming the norm. Great execution, including by digital, can produce strong delight and positive word of mouth. The challenge is defining the ever-changing boundary between tech delivery and human delivery.

John Goodman and Peter North provide an up to the minute roadmap for not only delivering tech and human service but also how to leverage tech to create delight during sales and employee success during delivery. Customer Experience 3.0 provides firsthand guidance on what works and what does not along with the revenue and word of mouth payoff of getting it right.

Having managed more than 1,000 separate customer service/experience studies, the authors provide a framework for designing and managing the end-to-end journey, including the marketing and sales activities that are often excluded from the service function. Readers will learn how to:

• Design and deliver flawless services and products via empowered employees while setting honest customer expectations.
• Leverage technology and AI in a realistic manner that neither under nor overpromises.
• Create an effective customer access strategy that avoids rage and creates trust.
• Capture and leverage an enhanced Voice of the Customer that also includes employee frustrations and makes sense to the CFO to justify investment in CX.
• Apply metrics for each phase in a practical, actionable manner rather than just checking a box.

John Goodman(Arlington, VA) is vice chairman of Customer Care Measurement and Consulting, and co-founder of TARP Worldwide and has managed more than 1,000 separate customer service studies sponsored by Coca-Cola USA. His clients have included Allstate, Nationwide Insurance, The Museum of Modern Art, IBM, The Mayo Health System, Hyundai, Humana, Johnson & Johnson, Merck, ServiceMaster, HP, GE Capital, Apple, Legg Mason, American Express, Neiman Marcus, Honda, US Green Building Council, Chick Fil A, and Harley Davidson.