Title 100 Practical Ways to Improve Customer Experience
Subtitle Achieve End-to-End Customer Engagement in a Multichannel World
Author Martin Newman, Malcolm McDonald
ISBN 9780749482671
List price GBP 19.99
Price outside India Available on Request
Original price
Binding Paperback
No of pages 304
Book size 152 x 228 mm
Publishing year 2018
Original publisher Kogan Page Limited
Published in India by .
Exclusive distributors Viva Books Private Limited
Sales territory India, Sri Lanka, Bangladesh, Pakistan, Nepal, .
Status New Arrival
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“The vital importance of customer-centricity is an enduring business truth. Newman and McDonald’s book creates a contemporary perspective on how businesses can embrace this goal in new ways. Typically, their ideas are hugely practical and straightforward for organizations to implement.”

David Wild, CEO, Domino’s


“A pithy, practical, enjoyable and thought-provoking book that brings new insights into consumer behaviour and how to improve the experience you deliver. This book will appeal to anyone who works in a consumer business, irrespective of the sector. A book that you can read from cover to cover and then dip in and out of when you are looking for inspiration to change the way you might be framing a consumer challenge. I really love the practical and relatable examples.”

Debbie Hewitt MBE, Chairman, White Stuff


“Written by one of the world’s leading multichannel customer experience experts with the support of one of the world’s leading marketing academics, this practical guide to improving customer experience is essential reading for anyone who wants to thrive in an increasingly disrupted, hyper-local, mobile world. I have worked with both of them separately, but this author combination provides a powerful fusion.”

Andy Rubin, Chairman, Pentland Brands


“100 ways to turn disruption into opportunities. This book should become your best friend in a fast-changing retail environment. Newman’s common sense is brilliant!”

Paul Delaoutre, President, Al-Futtaim Retail


“If you are a CEO, buy this book for your team and devote an off-site day (or two) to undertaking an honest appraisal of how you score against Martin Newman’s 100 recommendations for transforming your service culture. If you are not a CEO, buy this book and give it to your CEO.”

Richard Pennycook, Non-Executive Director and Chairman, retail sector


Virtually all consumer-facing businesses talk about putting the customer first, but in reality, few deliver on this as effectively as they could. 100 Practical Ways to Improve Customer Experience walks readers through a wealth of practical tips, tools, guidelines and frameworks, for implementing customer-focused marketing strategies at every step of the customer journey. By ensuring that the customer remains the key focus, companies can identify areas in need of improvement and implement relevant steps throughout the value chain to transform their business.

A unique blend of strategy and best practice, 100 Practical Ways to Improve Customer Experience has a particular focus on multi-channel industries such as retail, FMCG, travel, financial services, leisure, food and beverage, and automotive. These industries are all facing major disruption from trendsetting brands such as Uber, AirBnB and Amazon, and as such, now face more pressure than ever to adopt new practices and remain relevant in a continually competitive marketplace. Featuring case studies packed full of practical examples, this book is a unique and valuable resource for both senior industry professionals looking to transform their business and MBA students.


About the Author



Chapter 1: Put the customer first: if you don’t, someone else will • The web changed everything, for ever • Always start with the customer. Otherwise, how can you possibly know what you need to do to be successful? • If you can’t beat them, join them: it’s okay to mimic successful businesses • Think of yourself as a customer service business that just happens to sell stuff • Think customer empowerment: what can you do at every step of the way to truly empower your customers? • Always empower your staff to deliver the right experience for customers • Over to Professor Malcolm McDonald • References

Chapter 2: Marketplaces and disruptors are eating your lunch (taking your market share) • Let’s start with the threat element • How not to respond to the threat of Amazon and other marketplaces • FMCG and CPG brands find new routes to market • Exclusive products can help you to defend your position • Listen to the voice of the customer • Don’t cut off your nose to spite your face: marketplaces are an effective route to market • Deliver a seamless multichannel experience • Consider offering an Amazon Prime-type delivery proposition • Keep your friends close and your enemies closer • Over to Professor Malcolm McDonald • References

Chapter 3: Removing friction from the customer’s journey: getting the basics right in travel, retail, food and beverage, leisure and financial services • The pace of change and disruption is astonishing • Let’s start with the travel and holiday sector • Automotive sector • Health and leisure sector • Food and beverage sector • Newspaper and media sector • Utilities and telco sectors – the next to be disrupted? • Walk through the customer’s journey – regularly • Rethink your customer value proposition • Adopt customer-facing KPIs • Learn from other verticals • Train your colleagues to remove friction from the customer’s path to purchase • Over to Professor Malcolm McDonald • References

Chapter 4: How to be disruptive in your own business • Disrupt to improve • Always start with ensuring you get the basics right • Let customers help define how you might improve things for them • Leverage disruptive thinking to drive innovation • Become an agile business • Create a culture of innovation • Over to Professor Malcolm McDonald • References

Chapter 5: The role of the store and its new footprint • The role of the store • From Apple to M&S: instore experiences are polarizing • Stores: to be or not to be, that is the question • Think acquisition, conversion and retention • Continually review how you might remove friction for the customer through all channels and touchpoints • Think about how you merchandise and provide discovery and access to products • Leverage digital technology in the changing room to drive sales • Use mobile tills to remove friction and drive engagement at the point of sale • Capture Net Promoter Scores instore (and through all channels) • Drive product and brand immersion • Extend your range and offer through the endless aisle • Add more benefits to customers above simple points-based loyalty • Over to Professor Malcolm McDonald • References

Chapter 6: We live in a hyper-local world where mobile is key • Always think mobile first • Balance the approach to apps versus mobile web • Leverage iBeacons and free Wi-Fi to drive engagement instore • Review our best-practice checklist for apps • Plan for conversational commerce • Over to Professor Malcolm McDonald • References

Chapter 7: Organizational design to put the customer first • So, who actually owns the customer? • The case for change • How embedded in the business does digital need to become? • Digital transformation of the organization • Prioritizing teams for digital upskilling • The siloed state of play • The roles required to drive change • Develop new roles that can help drive customer-centricity • Give someone ownership of the customer and their experience, and crucially the mandate to deliver the change required to become a customer-first business • Create a customer-first culture throughout the entire business • Create a cross-functional team with accountability for delivering customer first • Adopt a two-tier organizational structure in areas such as IT – one focused on BAU, one on the road map for new developments • Ensure you have a leader who understands what putting the customer first really means • Over to Professor Malcolm McDonald • References

Chapter 8: Cultural change – must be top down and bottom up • The importance of culture • Defining culture • The cultural shift from a digital perspective • A truly customer-centric culture and ethos • Use the 6Vs framework to develop your customer-first business culture • Surprise and delight customers • Lead by example: culture comes from the top • Create a cross-functional team to ensure your culture is maintained • Always be fully transparent with customers • Develop a marketing plan to communicate your culture to both external and internal customers • Culture eats strategy for breakfast – never forget that • Over to Professor Malcolm McDonald • References

Chapter 9: Less about corporate, more about social responsibility • Retailers must get their act together • Millennials’ priorities and how big brands are meeting them • It’s not all about profit • Leverage your community • Create a long-term plan and clear objectives • Inauthenticity can destroy a brand • Drop the word corporate and focus on social responsibility • Implement a code of conduct for colleagues, suppliers and partners • Make purchasing decisions that put sustainable products first • Support your local community • Encourage your customers to take part in your CSR initiatives • Implement an EP&L – be clear about the value of being socially responsible • Over to Professor Malcolm McDonald • References

Chapter 10: Retail as a service • Why become a service provider? • Maintain your relevance by providing services • Subscription is delivering a service • Which service would work best for you? • Can you make customers’ lives easier by enabling them to pay a subscription or for auto-replenishment of big, bulky or frequently used products? • Enable customers to interact with a live chat service online • What services can you offer that enhance the experience of the customer buying from you? Can you help them build, install and maintain what they have purchased? • Ensure that there is clear ‘shop my way’ messaging in all channels and touchpoints • Use the service framework created • Over to Professor Malcolm McDonald • References

Chapter 11: Winning the hearts and minds of customers in international markets • Consumers are happy to buy across borders • What are the opportunities offered up by internationalization? • Current approaches to internationalization • Key drivers for success • The great mall of China • US brands need to travel better • Key blockers • The 11Cs of internationalization • Choose the right country to expand into • Understand local market consumer behaviour • Localize customer communication • Localize for culture and climate • Offer localized customer service • Understand the value chain and proposition of your competitors • Offer the appropriate currency and payment types • Know what good conversion looks like and how to deliver it • Consider the most appropriate channels to market • Think localized contentCrew: consider staff resourcing and structure for internationalization • Determine how you will gain trust in new markets • Over to Professor Malcolm McDonald • References

Chapter 12: Customer-centric marketing communications • Growth hacking in more detail • Capabilities and skills required in modern-day marketing • Don’t underestimate the value of viral marketing • Proximity marketing: get closer to your customers at the ‘moment of intent’ • ‘See now, buy now’ fuels instant gratification • Attribution should lead to integration of teams and activity • Ensure you have the right mix of digital and brand-building and awareness activity • Drive the attribution of all marketing activity: ensure that you have the right mix of skills, and ideally in a more integrated and less siloed structure • Make sure to focus on customer retention as well as acquisition • Be clear about the customer’s journey and where the owned, bought and earned touchpoints with the customer come into play and what your approach will be for each • Think about growth hacking and how you can leverage viral marketing to more cost-effectively spread the word • Look at leveraging proximity marketing to provide a better instore experience for customers • Focus on experiential marketing as this will drive the engagement and involvement with your brand, products and services • Over to Professor Malcolm McDonald • References

Chapter 13: A new framework for the marketing mix: the Customer Mix or 6Ws • The ‘6Ws’ framework • Is the Marketing Mix still meaningful? • Be a victim or a victor – you decide • Introducing the Customer Mix • Adopt the Customer Mix – live it, breathe it, integrate its approach into all that you do • Throw away the Marketing Mix, it is 20 years past its sell-by date • Focus on ‘what’s next’ for the customer • Understand this: if you don’t look after your customers, someone else will – it’s a battlefield out there. Do you have a plan to win the war? • Over to Professor Malcolm McDonald • References

Chapter 14: Strategic social media and its importance to the whole organization • Customer service • CRM • Multichannel • Advertising • Marketing • PR and influencer marketing • HR • Innovation and product development • Know the channels that serve you best • Treat social media as a strategic driver of opportunity for your business – it is not only a promotional vehicle • Resource social media effectively – don’t just give it to the youngest person in the room to look after! • Ensure that levels of service and response times are appropriate • Don’t be anti-social – social commerce is a tangible opportunity • Think of the opportunities and the potential threats you are not currently addressing as a result of still treating social media as a tactical promotional tool • Over to Professor Malcolm McDonald • References

Chapter 15: The impact of AI, augmented virtual reality, machine learning and voice on customer experience • AI is the fourth industrial revolution • A voice-driven world • AI drives multichannel engagement and supply chain efficiencies • AI delivers deeply personalized product recommendations • Logistics and delivery • Think about where AI can improve your value chain • Leverage AI to improve customer service • Use AI to deliver more personalized experiences • Don’t ever forget that you need a fall-back position when AI cannot answer the customer’s question! • Over to Professor Malcolm McDonald • References

Chapter 16: The rise of the ‘ations’ in driving differentiation • Premiumization • Customization • Me-ization/personalization • Retailers are slowly starting to get personal • Deliver personalized experiences for core customer segments • Provide the ability for customers to customize their products • Consider the opportunity to create more premiumized products or services • Over to Professor Malcolm McDonald • References

Chapter 17: Understanding customer behaviour: turning data into actionable insight and the key drivers for customer relationship management • Clean up your act, or at least your data • GDPR: General Data Protection Regulation • ROI = return on involvement • Move from customer transactional management (CTM) to CRM • The hierarchy of CRM • All consumer sectors should leverage customer sentiment • Propensity modelling • Build a relationship with customers, don’t pay lip service • Understand the hierarchy of CRM and how it helps customers • Segment your customer base – there is no such thing as ‘the customer’ • Measure and work towards the lifetime value of your customers • Build a list of what is important to your business as actionable insight in order to improve performance • Test and learn: fail fast, learn what works best and continue to improve it. Learn what doesn’t work and don’t do it again! • Loyalty is not a given, it has to be earned • Over to Professor Malcolm McDonald • References

Chapter 18: So where do you start to transform your business? • Customer-centric transformation journey framework

100 practical ways to improve customer experience


About the Authors:

Martin Newman is founder and chairman of a global e-commerce and multi-channel consultancy, Practicology, and a non-executive director for White Stuff. He has headed up multichannel operations for brands including Burberry, Ted Baker and Harrods. He is a global thought leader and advisor to the boards of numerous international brands.

Professor Malcolm McDonald is Emeritus Professor at Cranfield and Honorary Professor at Warwick Business School. As Chairman of six companies, McDonald works with the operating boards of some of the world’s leading multinationals and has written over 40 books, including the bestseller, Marketing Plans.

Target Audience:

This book is a unique and valuable resource for both senior industry professionals looking to transform their business and MBA students.

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