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Managing the Customer Experience How much more profit could you make if you had customers who couldn`t imagine doing business with anyone but you? In your dreams! Tell that to Virgin Atlantic or Harley Davidson.How great would life be if 40 of your new business simply knocked on your door without you having spent a cent advertising for it? Impossible! Tell that to First Direct.The companies in this book have managed to turn customers into advocates. Advocates who constantly refer their friends custom cafe door and colleagues to those businesses. Why? Because those companies have created a Branded Customer Experience. They have managed the relationship to the point where customers can`t imagine wanting to do business with anyone else.How can you gain this unbeatable competitive advantage? Managing the Customer Experience shows you how. It takes you through the step-by-step process of creating Loyalty by Design. It shows you how to re-think your business from the customer`s point of view custom cafe door and then design custom cafe door and deliver a customer experience that drives loyalty custom cafe door and profitability.Customer Satisfaction is no longer enough. 80 of customers who switch suppliers express satisfaction with their previous supplier. To lead the market companies need customers who are enthusiastic `advocates`, customers who are highly loyal custom cafe door and drive new business to the company. For example 38 of First Direct`s business comes from customer referrals. Advocacy comes from creating a customer experience that becomes synonymous with the brand, what Forum calls a Branded Customer Experience. Research for this book with organisations like Amazon.com, Virgin, Pret A Manger, Krispy Kreme, Harley-Davidson, Manchester United, custom cafe door and many others has identified the `Uncommon Practices` that help these organisations create a Branded Customer Experience. Such an experience requires Marketing, Operations, custom cafe door and Human Resources to work together to deliver the brand creating a common strategic agenda within the organizatio Copyright (C) Muze Inc. 2005. For personal
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