UnknownPopli, Sapna
Emerald Group Publishing Limited (Bingley, U.K, 2021) (eng) English9781839097126UnknownUnknownRELATIONSHIP MARKETING; UnknownWhen analysing customer experience, there is often a disconnect in the kind of customer experience senior leadership believes their organizations deliver and what consumers say they actually receive. Crafting Customer Experience Strategy: Lessons from Asia looks at how Customer Experience Management can be vital in providing a sustained competitive advantage for businesses. In uncovering this essential strategic challenge, this book explores the need to create customer experiences by design utilizing data, as well as the importance of engaging with the voice of the customer, the employee and the process in managing the customer journey. In this book a range of real world insights are scrutinized from a variety of leading organizations; chapters explore a wide range of themes including how organizations create experiences, the customer journey, emotions, technology and the returns in designing improved experiences. This is an essential reading for marketing students, scholars and practitioners looking for understanding and insights in customer experience management.
Physical dimension
1 online resource (308 p.)UnknownUnknown
Summary / review / table of contents
Chapter 1. The what, why and how of customer experience / Sapna Popli and Bikramjit Rishi --
Chapter 2. Getting into the customer's shoes - customer journey management / Bikramjit Rishi and Sapna Popli --
Chapter 3. Emotions -the essence of customer experience / Irfan A. Rizv and Sapna Popli --
Chapter 4. Recipe for a great customer experience - the three voices / Ashita Aggarwal --
Chapter 5. Technology and the future of customer experience / Vandana Srivastava / Sanjeev Kishore and Deepika Dhingra --
Chapter 6. Customer experience by design or by accident / Smitha Girija and Devika Rani Sharma --
Chapter 7. Breaking corporate silos - making customer experience work / Anindita Banerjee --
Chapter 8. The business case for customer experience / Meena Bhatia and Pankaj Priya --
Chapter 9. Customer experience: a business to business context / Dinesh Sharma and Sumanjit Dass --
Chapter 10. Customer experience management - the road ahead / Sapna Popli and Bikramjit Rishi.