The Power of Customer Experience

How to Use Customer-centricity to Drive Sales and Profitability

Martin Newman

• Publisher: Kogan Page
• Year: 2021
• ISBN:
  9781789667882
• Edition: 1
• Topic: Business
• Subtopic: Marketing
• Index: Business

Having a customer-centric business model has evolved from being a nice-to-have to a must-have for any organization. A focus on products and services alone is no longer enough to outstrip the competition. In the current digital ecosystem, consumers can instantly compare products, prices and services with the touch of a button from the comfort of their home. Therefore, every organization must now focus on their overall customer experience to achieve the tricky but imperative balance between efficiency and personalization. In The Power of Customer Experience, Martin Newman presents clear data that proves the direct link between customer-centricity with profit and shareholder value. Drawing on examples from well-known companies like JD Sports, Delta Airlines, Lego, Selfridges, BMW, Hilton, Deliveroo and Uber, it analyses how organizations provide the most effective customer experience, and reveals the strategies that have allowed them to succeed. Featuring tips and tools throughout, it will enable readers to understand the impact of customer centricity on some of the best known brands, to gain invaluable insights that can be used to grow emerging brands and revitalize existing brands.

Index

Note: Numbers are filed as spelled; ‘Mc’ and acronyms are filed as presented; ‘#’ is ignored for filing purposes. Page locators in italics denote information within a figure or table.

Ace & Tate 146

Action Works 121

adaptation 11, 44, 53, 63, 74, 148, 164

adhocracy-oriented culture 97

advertising (ads) 73, 84, 113, 124, 193, 203, 206–07, 213, 217

advocacy 33, 101, 194

Afterpay 150

agility 9, 32, 42, 53, 72, 97, 100

agriculture 121, 122

Ahrendts, Angela 58–59

AI (artificial intelligence) 12, 15, 51, 52, 74

Airbnb 49, 85, 145, 222

airline sector 12–13, 29, 49, 51, 59–60, 74–75, 173–76, 181, 190

see also Delta Air Lines; easyJet; JetBlue; KLM

Alaska Airlines 12–13

Alexa 149

algorithms 175–76

Alibaba 8, 9

alignment 10, 13, 20, 191–92, 204, 210, 225, 229–30

allyship 138

Amazon 3–4, 8, 9, 30, 44, 48, 84, 106–07, 223

see also Alexa; Amazon Go; Prime

Amazon Go 4, 160

America see US (United States)

Andrew, Trevor 73

Apple 8, 9, 56, 57–58, 61

Apple Pay 172

apprenticeship levy 46

apps 14–15, 72, 102, 149, 162, 194, 223

Arcadia 43

Arsenal Football Club 75

ArtLab 72

Asda 48, 234

ASOS 9, 42

assisted sales 15, 222

ASX companies 17

Aurora/Mosaic fashions 236

Australia 17, 30, 133, 222

authenticity 9, 10, 67–68, 113, 120, 192, 193, 197, 205–08, 234

automotive sector ...

Table of contents

• About the author
• Preface
• Acknowledgements
• Introduction
• 01 The fundamental building blocks for sustainable commercial success
• 02 Buy less, eat better, experience more
• 03 The fallen: The brands that have sadly bitten the dust and why
• 04 The resurrected
• 05 Brands that have stood the test of time and why
• 06 Customer-centricity – it all adds up
• 07 Employee-first: The first building block in driving customer-centric transformation
• 08 Purpose before profit: The shift from value to values
• 09 Diversity and inclusion: On the outside and the inside
• 10 Commercially successful disruptive business models in consumer sectors
• 11 If you were starting a retail business today, what would it look like?
• 12 To infinity and beyond: What makes a successful bank, airline and car dealer in the 2020s?
• 13 We all gravitate towards social people: The same can be said of brands
• 14 Generation Z will show us the way
• 15 The road map to customer-centricity
• Index