Ebook Outside In: The Power of Putting Customers at the Center of Your Business, by Harley Manning Kerry Bodine
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Outside In: The Power of Putting Customers at the Center of Your Business, by Harley Manning Kerry Bodine
Ebook Outside In: The Power of Putting Customers at the Center of Your Business, by Harley Manning Kerry Bodine
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Product details
Hardcover: 272 pages
Publisher: New Harvest; 1 edition (August 28, 2012)
Language: English
ISBN-10: 9780547913988
ISBN-13: 978-0547913988
ASIN: 0547913982
Product Dimensions:
6 x 1 x 9 inches
Shipping Weight: 15.2 ounces (View shipping rates and policies)
Average Customer Review:
4.4 out of 5 stars
121 customer reviews
Amazon Best Sellers Rank:
#54,001 in Books (See Top 100 in Books)
Outside In is a great book for businesses and other organizations who want to understand and utilize the power of customer experience. If your company has any kind of interaction (digital, over-the-phone, face-to-face, or otherwise), you will benefit from applying the principles it contains to your business.But that's not why I bought the book. I've taking a different perspective, that of a non-profit volunteer leader who wants to provide great GUEST services to our "customers." From my viewpoint, Outside In is an excellent guide to first introducing, and then providing a road map, for organizations who want to focus on providing a WOW! Guest experience program.As a student of Guest Experiences, I was well aware of the book before its publication, reading a sample chapter and following the discussion by its authors Harley Manning and Kerry Bodine on the Forrester blog. I pre-ordered it from Amazon, and was delighted when it showed up one day after the book's release. After skimming the contents, I promptly canceled the rest of my day's appointments and read the book through.I won't duplicate the table of contents here - that's what "Look Inside" is for. I'll just say that after one reading, I've began to go back through with a pen and highlighter. The book is marked up, notes are in the margin, and it looks like a highlighter has run wild.It's that good - and a practical tool for your use.I will be using this in my own organization, putting it to use in a consulting role, and referring it to all my clients. Want to understand the Guest (er, customer) experience? Order it today, put it into practice tomorrow.
I can understand that many businesses have difficulties in moulding to their customers and understanding them but actually constructing an elaborate process to compensate for this is beyond the scope and budget of most smaller and medium sized businesses. This is really a how to book for bigger businesses that have lost the plot.
This book will help you to understand why CX not being taken seriously by many companies, it will help you as well to establish a proper framework to build a strong Cx practice/maturity within any organization ... While I am reading I was able to justify many of challenges which faced me while working under this important function ...The book is a must-to-read for any CX professionals.
I am an entrepreneur and constantly thinking about improving business processes to serve my customers well. This book couldn't come at a better time. From this book, I have learned that CX is one of the best ways we can improve our customer retention, upsell and referral. Thank you.
In the late 80's I worked for a large, well-known multiline insurance conglomerate. They--like many of their competitors--had standard operating procedures to which the whole industry subscribed, like the way insurance was sold and serviced through agents, how claims were handled, etc. In the early 90's, I went to work for Progressive Insurance. It was hard for me to recognize Progressive's procedures as being even in the same industry because they did everything entirely differently and were proud of it, thank you! And that attitude was infectious across the whole organization, as--* Claims reps could print checks in the back of their Immediate Response vehicles at the scene of an accident* Consumers could call in and answer one set of underwriting questions and get the Progressive quote AND 3 additional competitive quotes at the same time* The beginnings of the Snapshot program that tracked vehicle-driving data emerged first in the late 90'sThese innovations at the time were called 're-engineering' and they were upsetting to the rest of the industry. It was like Progressive was breaking the code and giving customers something that maybe everyone else would be forced to offer down the road as a result. And now they even poke fun at those hapless competitors in their commercials with the two bumbling idiots who come to Flo's store and wish their companies did what Progressive does."Outside In" chronicles the fact that those kinds of innovations are now, in fact, forcing organizations to finally respond with new breeds of customer experiences. According to authors Harley Manning and Kerry Bodine, we have only recently ... finally ... entered what they call The Age of the Customer in 2010. In each transition up to now, new companies with very different strategies had led the way into new business practices and perceptions. This book is quite effective in showing how this desire to really engage the customer is now happening ... it's just a little surprising that it has taken so long to happen.The book reminded me a lot of the book "The Social Organization" written in 2011 by two Gartner employees. That book showcased many of their clients and how they were gradually embracing social media. It was somewhat general and presented many case studies about how and why those companies were helping employees, partners and clients to address their respective needs by using social software. The message was that -- while technology was the enabler -- business needs and people working together was what made it really work and made it important. "Outside In" uses a similar approach in defining a parallel need to focus on customers. This book takes advantage of the many clients Gartner has worked with to show patterns in the way they're making the customer experience paramount. They use many, many short customer stories, punctuated by insights and observations to drive home the fact that more and more companies are seeing the benefit of embracing the customer. It's like our research consultancies are telling us with books like these -- these changes are no longer one-off's. If you haven't started to think this way, you'd better because many of your competitors are.It felt a little manipulative in the way they shifted the complexity and levels of engagement needed in the three parts of the book. In Part I (The Value of the Customer Experience) they showed at a high level how executives took on the role of improving the customer experience and seemingly almost single-handedly made huge changes in their organizations. At points, I found myself asking 'Is that all there is to it?' Then in Part II (The Six Disciplines of Customer Experience) the strategies, planning, analysis, change management, etc. became a bit more detailed and realistic. 'No, the answer is. It's not as easy as that.' The cases here show that companies often need to bring in outside help to set the right strategies, really understand the customer, evaluate social media data, etc. Finally, Part III (How Customer Experience Transforms Companies) shifts back to a more general, macro perspective to see where we are heading with some interesting predictions of why some industries (like health care now motivated to please customers with Obamacare) will move quickly to improve their customer experiences while others (like big banks) will try to hide behind regulatory requirements to protect their fees and business models.It was interesting for me personally to read the authors' assessment of Progressive at the end of the book. They termed them a potential winner but with still some important steps to complete. Even with many of those insights 15 years ago, they still have a lot to do. This book makes the important point that designing and really adopting a customer experience mentality is hard work and takes a long time to accomplish.
Is your organization trying to become more customer engaged? Or are you exploring how you can build skills and develop a plan in the area of customer experience management? This book is full of case studies and tools to help you get started.
Want to understand the difference between Customer Experience and Customer Service? If yes, read this book
Great stories and examples of how to make the customer experience top priority. The appointment of Customer Experience executives by large successful companies tells its own story. Those businesses that do make customer experience a priority are usually highly profitable and create a superb competitive advantage for themselves if their rivals don't follow suit.
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