Simmons W. The Customer Excellence Enterprise 2024

Textbook in PDF format

Prologue
About the Authors
Introduction
A Renewed Sense of Corporate Purpose
The Growth Opportunity of Our Time
Solving the Paradox of Customer Centricity
Reigniting a Reverence for Customers
A Very Different Type of Company
Becoming Better Versions of Themselves
Helpfulness as an Organizing Principle
A Case for Urgency
The Logical Case: Meet Your Hyper-Empowered Customers
The Financial Case: The Leaky Bucket Syndrome
The Emotional Case: The End of Wow!
Takeaways: A Fork in the Road
Note
Missing the Mark with Customers
Customer Centricity to the Rescue?
Creating Illusions of Loyalty
Treating Customer Centricity as a Sideshow
The Persistent Prevalence of Customer Pain
Takeaways: Navigating Intricate Terrain
The Customers-for-Life Imperative
Highly Coveted and Extremely Valuable
The Incentive: The CX Value Premium
The Shift: Experiential Commerce
The Reminder: All Stakeholders Matter
The Obligation: The Customer’s Right to Reverence
The Invitation: Welcome to My Life
A Distinction That Is Earned, Never Given
Takeaways: Reconciling an Ideological Disconnect
Helpfulness as the Hero
Helpfulness: The New TQM
A New Primary Job to Be Done
The Psychology of Helpfulness
A Means to Overcome Positivity Bias
The First Factor Among Equals
Takeaways: Harness the Helpfulness Halo
The Preference Payoff
Becoming the Go-To Choice for Customers
Takeaways: Creating Positive Vibes
Introducing the Customer Excellence Enterprise
Introducing the Customer Excellence Enterprise (CXE)
Excellence in the Engine Room
The New Standard of Business
Core Attributes of the CXE
Takeaways: Value Creation for All
Helpfulness as an Operating System
Reprogramming Leadership DNA
Objective: Leaders Become the Principal Advocates for Customers
Takeaways: Setting the Tone at the Top
Resequencing Organizational DNA
Objective: Make Customer Outcomes a Shared Accountability
Takeaways: Make Customer Excellence an Organizational Habit
Rewiring Operational DNA
Objective: Modernize the Experience Delivery Factory
Takeaways: Intervene through Improvements and Innovations
Reimagining Commercial DNA
Objective: Deliver Excellence across the Customer Life Cycle
Takeaways: Establish a Win-Win Proposition with Customers
Meeting Customers Where They Are
Objective: Improve the Lives of as Many Humans as Possible
Bringing Customer Excellence to Citizen Experiences: Doing Better for Citizens
Making Health Care Experiences More Human: From Compliance to Empathy
Bringing Customer Excellence to the Fan Experience: Creating Memorable Moments
Contributing to the Collective Well-Being
Takeaways: There are No Free Passes
Getting Started: The Case for Urgency
Objective: Identify and Overcome Barriers to Change
Resistance to Change: A Cautionary Tale
Where to Start the Journey?
Crafting the Case for Urgency
Takeaways: A Journey Worth Taking
Epilogue
References
Further Reading
Acknowledgments
Index