Clued In : How to Keep Customers Coming Back Again and Again (paperback)
Every customer has an experience with a product, service, or brand-good or bad. But few businesses know how to systematically manage customer experience, so they lose their best opportunity to leverage the long-term value of their customer relationships. Now, one of the field's top consultants shows how to engineer customer experiences from start to finish. Experience Engineering founder/CEO Lou Carbone draws on the latest neuroscientific research, explaining how an impressionistic mosaic of physical and emotional sensations is filtered through the senses, assembled into a powerful perception, and crystallized into attitudes that dictate everything from customer satisfaction to long-term loyalty. Next, he systematically explains how to assess and audit existing customer experiences, design and implement new ones, and steward them over time, to ensure consistent excellence and improvement. Increasingly, customer experience is a business' only opportunity for differentiation. This book gives readers the tools to craft an outstanding customer experience, no matter what they sell, or to whom it is sold. Readers will leave this book with a clear and actionable plan for managing the experiences that define their businesses-and their futures-on a day-to-day basis.
- Hardback | 304 pages
- 154.94 x 231.14 x 27.94mm | 589.67g
- 14 May 2004
- Pearson Education (US)
- FINANCIAL TIMES PRENTICE HALL
- Upper Saddle River, United States
Table of contents
Introduction. I. THE CASE FOR EXPERIENCE MANAGEMENT. 1. Orange Roofs and the Mouse: A Tale of Two Icons. The Roots of Experience. Seeing Orange. Making Clues Systematic. A World Apart. Experience by Design. Experiential Vision. Enduring Lessons. A Constant Learning Process. Experience Evolution. References. 2. Experience as a Value Proposition. Smelling the Coffee. A Valuable Cup of "Joe". Customers, Coffee, and Doughnuts. An Alan Wrench for Your Thinking. Taking the Next Step. References. 3. The Brand Canyon. Brand and Experience. Exploring Experience Motifs. Brand Junction. A Tipping Point? Below the Radar. References. 4. Experience Value Management. The Preference Model. Tying a Ribbon around Experience. Clue Math. Principles of Experience Value Management. Value-Added Education. Focusing on Clues. References. 5. Getting Clued In. More About Clues. Works Right, Feels Right. Clued In. Clue Clusters. Clues in Action. The Mechanic Side. Too Much of a Good Thing? The Humanic Side. Connecting with Customers. Making Clues Count. References. 6. Approach To Experience Value Management. Managing Experience Value. Process and Experience. Establishing a Context. Deliberate Systems. Systems Perspective. Start at the End First. Systematic Stagecraft. It's Really About Performance. Casting Calls. Realistic Expectations. Managing the Value Proposition. A Disciplined Approach. The Disciplines of Experience Value Management. Developing Competencies and Tools. Thinking Systematically. References. II. THE PRACTICE OF EXPERIENCE MANAGEMENT. 7. The Discipline of Assessing Experience. Why Assess? Exploring Experience Topography. Assessing with Purpose. Organizational Inclination. Audiences and Experiences. Experience Insight Wellsprings. Employee Experiences. Leveraging the Moment. Eye-Opening Discoveries. Internal Experiences. Creating a Sound Foundation. References. 8. The Discipline of Auditing Experiences. Multiple Perspectives. Auditing Components. Transforming Experiences by Observing. Emergency Sensitivities. Widening the Vision. Stretching Physical Boundaries. Everything Counts. Gaining Emotional Insights. Staying on Target. Insights through Communication. Obvious and Subtle. Audit the Full Spectrum. Expect More. References. 9. The Discipline of Designing Experiences. Illusions and Realities. Experience Design Practices. References. 10. The Discipline of Implementing Experiences. Experiential Leadership. Familiar Approaches: A Clued-in Team. References. 11. The Discipline of Stewarding Experiences. Understanding Experience Harmonics. Experiential Learning Quest. Getting Clued In. Words and Meaning. Start Where You Want to Finish. On a Role. Stewards of True Value. References. Afterword. Appendix. Acknowledgments. Index.
About Lewis P. Carbone
LOU CARBONE has been exploring the dynamics of experience creation and management for 20 years. He founded and currently serves as CEO of Experience Engineering, an experience-consulting firm whose clients include IBM, General Motors, Avis, Allstate, Audi, Blockbuster, RBC Financial, Office Depot, H&R Block, Taco Bell, Allina Health Systems, and many other leading organizations. Carbone collaborated with Steve Haeckel on "Engineering Customer Experiences," the seminal article that introduced the concept of customer experience.