Аннотация
Building Great Customer Experiences is by the fresh and exciting team of Colin Shaw and John Ivens who are being called the gurus of the Customer Experience. It examines the new and emerging area of the Customer Experience, exploring how it can be used as a competitive weapon as well as a means of reducing costs. Many business books look at new companies and how they have become successful. This book bases itself in the reality in which most business people find themselves daily - working in companies which have been established for some time and who are faced with legacy people, legacy processes, legacy systems, legacy channels and an existing culture. It focuses on how you can change an existing organisation in order to build and deliver Great Customer Experiences.The book captures the thoughts and views of over 20 senior business leaders on the Customer Experience, including:* Andrew Rolfe, Chairman and Chief Executive, Pret A Manger* Barry Herstein, Chief Marketing Officer, Financial Times Group* Ian Mc Allister, Former Chairman & Managing Director, Ford UK* Mike Ashton, Senior Vice President of Marketing Worldwide, Hilton International Hotels* David Mead, Chief Operating Officer, First Direct* Robin Terrell, Managing Director, Amazon.co.ukIt explores why they now see the customer experience as a sustainable differentiator. With the use of compelling examples and cases the authors show that Building Great Customer Experiences is critical for all companies and organisations.
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