Customer Understanding

Struggling to ensure that the customer is at the center of all your business does?

This book is your guide to putting the “customer” in customer experience.

Not sure what that means? Well, for starters, too many executives believe they are delighting their customers. Why wouldn’t they think that?! When they focus on growth, those customer acquisition numbers are pretty sweet, but they don’t tell the real story.

Prioritizing customer retention is critical. But you can’t just throw technology at it, give it some lip service, and call it a day. Retention is hard work! You’ve got to understand who your customers are and what problems they are trying to solve or what jobs they are trying to do. Then you’ve got to use that understanding to design an experience that helps customers achieve their goals. That’s the key to putting the customer in customer experience!

Ultimately, you need to bring the customer voice into all meetings, decisions, processes, and designs. The customer must be at the center of all you do. After all, it’s all about the customer!

In this book, I cover the three approaches to customer surveys and data, personas, and journey mapping. I could’ve written the whole book about journey mapping, but there’s so much more to building a customer-centric business than journey mapping. The culture must first be deliberately designed to put the customer at the heart of the business. And all foundational elements of a CX transformation must be in place to make that happen.

With that knowledge, read this book