This eBook: “Listen Up! How to Tune In to Customers and Turn Down the Noise” is a comprehensive guide to understanding customer needs and creating an experience that fosters customer success, loyalty, and brand evolution. Through anecdotes, case studies, and practical advice, author and Salesforce executive Karen Mangia outlines the importance of creating a customer experience that is built on listening and tailored to engage customers.
The eBook provides step-by-step instructions on how to gather customer insights and turn them into successful strategies, including how to:
- identify customer pain points,
- prioritize customer feedback,
- craft customer centric messages,
- and build an agile, customer-centric organization.
Furthermore, the book covers how to use customer feedback to develop effective and innovative products and services, how to recognize and use customer feedback to measure and improve customer experience, and finally how to effectively understand customer behavior and create meaningful relationships. With this guide, readers will gain a better understanding of customer needs and be equipped with the tools to create a customer experience that drives success and creates loyalty.
TABLE OF CONTENTS
- Foreword xiii
- Chapter 1 The Breakdown Before the Breakthrough 1
- How Do I Manage This Crisis? 2
- Recovery and Resilience 3
- Serving at a Higher Level 4
- The Breakdown Leads to a Breakthrough 4
- Chapter 2 Don’t Bet on Your Blind Spots 9
- How “What If?” Became, “Why Not?” 9
- Would you be willing to bet your business—or your career—on a single number? 10
- The Challenge: We’re asking the wrong questions—and we’re asking the wrong questions of the wrong people 11
- The Greatest Nightmare Any CEO Can Face 12
- Never Again 14
- Are you willing to do what it takes to retain 100 percent of your customers? 15
- Decrease Distance Between Your Home Office and the C-Suite: First Steps 18
- Be Selective 18
- Why Stop at One? 18
- Chapter 3 The Beginner’s Mindset 21
- A False Sense of Security 23
- Listening is the First Step in Decision Making 25
- Chapter 4 Big Impact 27
- Chapter 5 When Organizations are Out of Alignment 37
- Action is Where Mantras and Missions Come to Life 39
- How often does your customer feedback tell you what you want to hear rather than what you need to know? 40
- If you consistently achieve your customer experience improvement targets, are you measuring what matters to your customers? 40
- Do perfect scores alert you to risks? Competitive threats? When a customer is about to leave you? New engagements or sales opportunities? 41
- How often are you interested in your customers’ feedback, rather than invested? 43
- Chapter 6 Defining the Digital Divide 47
- You are Not Alone 49
- People Before Process 50
- How Big is Tourism in Amsterdam? 51
- Transportation Considerations 52
- Redefining Crowdsourcing 52
- A Single Signal is Effectively False 53
- Chapter 7 Better Questions, Better Answers 59
- Out of the Mouths of Babes 62
- Chapter 8 Got Genius? 71
- Moving Day: Entering the Unknown 72
- Finding Genius 74
- Chapter 9 Genius, Revealed 83
- Myth #1: Customers Demand Quick Answers and Short Call Duration Times 87
- Myth #2: The Survey is the Solution 87
- Myth #3: “Ease of Doing Business” is an Operations Play, so Attacking It Like a Project is Best 88
- EODB is Not a Project, It’s a Purpose 88
- Go Beyond the Survey 89
- Myth #4: Customer Support is about Resolving Complaints 90
- Exec Listening Creates New Results 90
- From Black Hole to Above Goal in 88 Days 91
- Myth #5: We don’t Have the Resources to Transform Our Customer Experience/Customer Support Right Now 93
- Myth #6: Great Customer Support is about Agent Knowledge, Productivity, and Extensive Training 93
- Make It Easier on Yourself 94
- Myth #7: The Process is the Solution 96
- Chapter 10 The Secret Sauce 97
- What Happens When Ego Enters the Conversation 100
- What’s Necessary Isn’t Always Easy 100
- Chapter 11 Dealing with Disruption 111
- A New Destination 115
- The Right Players at the Right Time 117
- Chapter is How to Win 121
- The Customer Advisory Board 123
- Press Pause on PowerPoint 124
- Chapter 13 Moving at the Speed of the Customer 129
- The Value in Bias 130
- Lack of Knowledge 131
- Misinformation Endorsement 131
- Why You Have to Earn the Customer 135
- Owning the Journey 135
- New Value, New Solutions 136
- Human-Centered Design 139
- Chapter 14 Look Who’s Talking 141
- Finding Value 143
- A Match Made in Heaven 144
- The Customer Experience Assessment 144
- Building the Relationship 149
- Community Kills Competition 153
- Chapter 15 Moment of Signal 155
- Restoring Hope 156
- About the Author 161
- Acknowledgments 163
- Index 167
Listen Up!: How to Tune In to Customers and Turn Down the Noise by Karen Mangia
Listen Up! will discuss how to go beyond the traditional survey and analyze customer data to gain insights into customer behavior. You will learn best practices for customer understanding and experience, and learn how to move from deep listening to data-based insights. Listen Up! will explore the statistics and stories behind companies, organizations, and city governments that have implemented a customer-centric culture.
You will learn how powerful new questions can offer fresh perspectives into customers, and how to empower customer-facing teams in the current market. You will discuss ways to increase mindshare and market share by taking a fresh look at the future of customer service, customer success, and customer satisfaction. In addition, you will also explore strategies to effectively segment and target customers, identify new opportunities for growth, and utilize predictive analytics to anticipate customer needs.
You will also delve into topics like personalization, customer journey mapping, and leveraging AI in customer experience. Finally, you will discuss how to measure customer loyalty, optimize customer lifetime value, and identify ways to reduce customer churn.
In the Age of the Customer, product is no longer king. Instead, the customer is the scarce ingredient in the economic equation and companies must reengineer their processes to be “customer first.” Karen has created a guidebook for leaders to prioritize customers and listen in new ways