Passionate and Profitable

<p>Introduction: The Top Ten Crucial Mistakes in Customer Strategies xiii</p>
<p>The Graveyard of Good Intentions xiv</p>
<p>Failure Factors xvii</p>
<p>Chapter 1 Understanding the Fatal Mistakes 1</p>
<p>Fatal Mistake 1: Culture of the New 2</p>
<p>Fatal Mistake 2: Lipstick on the Pig 2</p>
<p>Fatal Mistake 3: Passion Loss 3</p>
<p>Fatal Mistake 4: Real Cost of Cost Reduction 3</p>
<p>Fatal Mistake 5: Failure to Operationalize 4</p>
<p>Fatal Mistake 6: You Get What You Pay For 4</p>
<p>Fatal Mistake 7: Management of Change 5</p>
<p>Fatal Mistake 8: Lack of Leadership 6</p>
<p>Fatal Mistake 9: Unstructured Relationship 6</p>
<p>Fatal Mistake 10: Technology Shortcut 7</p>
<p>Critical Choices 8</p>
<p>Chapter 2 Critical Choice 1: Who Are We, Customer Pleasers or Efficiency Crunchers? 11</p>
<p>Lack of Definition and Criteria 13</p>
<p>Intention to Execution Gap 14</p>
<p>Price of Efficiency 16</p>
<p>Corporation Customer Experience Aptitude Survey 19</p>
<p>Chapter 3 Critical Choice 2: What Is the Role of the Customer in Our Existence? 25</p>
<p>Inherent Conflict 25</p>
<p>The Efficient Relationship Paradox 28</p>
<p>Corporations at a Juncture 31</p>
<p>What Customers? The Second Tough Choice 33</p>
<p>Congratulations, You Are at Par: The New Four Ps 35</p>
<p>Chapter 4 Critical Choice 3: What Defines Our Total Experience? 39</p>
<p>Customer Strategies and the Art of</p>
<p>Customer Experience Management 42</p>
<p>Demystifying the Experience 46</p>
<p>The Emotional Customer 49</p>
<p>Developing the Experience 50</p>
<p>Customer Experience Analysis 52</p>
<p>Customer Experience Mapping 55</p>
<p>Reengineering the Experience Guidelines 58</p>
<p>Power to the People: The Difficult Shift 61</p>
<p>What Is Your Core Experience? 62</p>
<p>Chapter 5 Critical Choice 4: What Customers Do We Neglect? 67</p>
<p>Customer Selection Guidelines 70</p>
<p>Characteristics of Desirable and</p>
<p>Undesirable Customers 72</p>
<p>Customer Role 74</p>
<p>Customer Job Description 75</p>
<p>Company′s Job Description 77</p>
<p>Chapter 6 Critical Choice 5: What Kind of Relationships Do We Seek? 81</p>
<p>Symbiosis versus Competitive Relationships 82</p>
<p>What Is the Essence of a Customer–Desired Relationship? 83</p>
<p>Different Relationships with Different People 91</p>
<p>Segmentation Criteria 93</p>
<p>Tailoring the Customer′s Experience 97</p>
<p>Chapter 7 Critical Choice 6: How Do We Change Our Organization to Avoid the Silo–Based Customer Trap? How Do We Assume Complete Customer Responsibility? 103</p>
<p>Managing Across All Touch Points 103</p>
<p>Touch Points Analysis Mapping 104</p>
<p>Obsession with Tools 107</p>
<p>Organization–Focused Customer 109</p>
<p>Customer–Focused Organization 110</p>
<p>Assembler Keeps the Money 114</p>
<p>Chapter 8 Critical Choice 7: Do We Employ Functional Robots or Passionate Evangelists? 117</p>
<p>Attitude, Not Skill 118</p>
<p>Employee Experiences 119</p>
<p>Employee Loyalty Leads to Customer Loyalty 122</p>
<p>Employment Hierarchy 122</p>
<p>Guidelines for Employee Experience Reengineering 127</p>
<p>Training Is for Dogs Education Is for People 132</p>
<p>Delight Them: They Are Human Too 135</p>
<p>Compensation: Follow the Money Trail 136</p>
<p>Chapter 9 Critical Choice 8: Post–Sales Dialogue and Service Do We Really Care? 139</p>
<p>Culture of the New 140</p>
<p>Taking Customers for Granted 140</p>
<p>Four Checkpoints for Delivering</p>
<p>True Experiences and Relationships 141</p>
<p>Required Tools 151</p>
<p>Complete Relationship Account 153</p>
<p>Visualizing Value 157</p>
<p>Culture of Excellence 159</p>
<p>Chapter 10 Critical Choice 9: What Do Our Measurements Say About Us? 163</p>
<p>Actions, Not Perception 164</p>
<p>Measuring Success: The Customer Style 165</p>
<p>Measurement Guidelines 167</p>
<p>Identifying Business Drivers 167</p>
<p>True Assets 169</p>
<p>Nurturing Rather Than Managing 170</p>
<p>Chapter 11 Critical Choice 10: How Long Do We Milk Our Products? 173</p>
<p>Consistency Is Boring 174</p>
<p>Success Breeds Complacency 175</p>
<p>Innovation Compass: "Wow Me Now" 178</p>
<p>Chapter 12 The Ultimate Choice: Customer Strategies A Mutual Lifetime Commitment 183</p>
<p>Stop Staring 183</p>
<p>Complete View of a Successful Customer Strategy 186</p>
<p>Organizational Commitment 186</p>
<p>Change the Rules through Amazing Experiences 187</p>
<p>Experiences Build Defendable Market Leadership 188</p>
<p>Employees Experiences: The Customer Experience Enablers 189</p>
<p>The Never–Ending Date 190</p>
<p>Appendix An Open Letter to the Smart Customer 193</p>
<p>Index 197</p>