Cx That Sings An Introduction To Customer Journey Mapping
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| Author | : Jennifer L. Clinehens |
| Publisher | : Jennifer Clinehens |
| Total Pages | : 180 |
| Release | : 2019-01-15 |
| Genre | : Business & Economics |
| ISBN | : |
4.5/5 star rating on Goodreads - Includes FREE access to online resources with large, full-color downloadable images of all example Journey Maps and Personas - All content from the example Journey Maps and Personas is also included in the text, making it easy to see, read, and highlight important passages - Includes access to FREE video companion course launching July 6th on CXThatSings.com Do you know what makes your customers tick? This book lays out, in actionable detail, the process of creating a Customer Journey Map - a visual story about how people experience your brand. A bridge between your business and its buyers, Journey Maps can empower your team to understand customer motivations, fears, and challenges. "CX That Sings" will guide you, step-by-step, through the mapping process. You’ll finish feeling ready to engage stakeholders and design a Customer Journey Map that makes an impact. In CX That Sings, you’ll discover: - Actionable advice, checklists, and tactics that will make you confident to start journey mapping right away - Customer Journey Map Examples including eCommerce, Mixed Retail and Fast-Casual Dining - How to create user and customer personas, with examples, and a “how-to guide” for creating supporting user and customer personas - Free bonus material, including customer experience case studies - Free access to online resources What readers are saying: "Very clear with lots of useful online resources." "This is a great step by step guide that anyone can follow with some really solid logic behind why each element is important." About the Author Jennifer Clinehens is currently Head of Experience at a major global experience agency and holds a Master's degree in Brand Management as well as an MBA from Emory University's Goizueta School. Ms. Clinehens has client-side and consulting experience working for brands like AT&T, McDonald's, Adidas, and more, she's helped shape customer experiences across the globe. A recognized authority in marketing and customer experience, she is also the author of Choice Hacking: How to use psychology and behavioral science to create an experience that sings. You can find more information about this book, additional materials, and supporting resources at CXThatSings.com
| Author | : Jennifer Clinehens |
| Publisher | : Independently Published |
| Total Pages | : 178 |
| Release | : 2019-09-12 |
| Genre | : |
| ISBN | : 9781688023062 |
Do you know what makes your customers tick? This book is about understanding your customer - how they view your brand, how they make choices, and how the customer experience shapes their purchase decisions. In this book, the author explains how to create the most useful research tool in business - the customer journey map. Complete with templates, example journey maps, checklists, and step-by-step instructions, this book will help you understand how to build and apply a customer journey map in any organization. NEW TO THE SECOND EDITION 1. Bonus Customer Journeys Examples 2. Bonus Persona Examples 3. Even more bonus content including, "The Ultimate Guide to Running a Brainstorming Session That Works", and "How Amazon Uses Psychology in their CX to Drive Sales" CX That Sings is divided into three parts: 1. Understanding the Customer Journey Map 2. Building and Using Your Customer Journey Map 3. Examples, References, and Bonus Information Table of Contents: 1. The Customer Empathy Gap: Why Customer Journey Maps are so valuable 2. The Basics: What makes a killer Customer Journey Map 3. Marketing Personas: Your Journey Map's North Star 4. Think, Do, Stop: The brain of your Customer Journey Map 5. The Emotional Journey: The heart of your Journey Map 6. Introduction to the Process of Building a Customer Journey Map (with step by step use case) 7. Step 1 - Research 8. Step 2 - Define your Persona 9. Step 3 - Populate the Think, Do, Stop Model 10. Step 4 - Create a Hypothesis Map, Stress Test, and Design Your Map 11. Step 5 - Identify opportunities based on your research Bonus 1 (NEW): Journey Map Example #1 - Fast Food Customer Journey Bonus 2 (NEW): Journey Map Example #2 - Rail Tickets Booking Customer Journey Bonus 3 (NEW): Journey Map Example #3 - eCommerce Athletic Shoe Journey Bonus 4 (NEW): Persona Example #1 - The Palmer Family Bonus 5 (NEW): Persona Example #1 - The Palmer Family Bonus 6 (NEW): Persona Example #2 - Katie Voase Bonus 7 (NEW): Persona Example #3 - Sam Carter Bonus 8 (NEW): Persona Example #1 - The Palmer Family Bonus 9 (NEW): The Ultimate Guide to Running a Brainstorming Session That Works Bonus 10 (NEW): Three Critical Checklists for Customer Journey Mapping Bonus 11 (NEW): Avoid These 7 Decision Traps by Thinking Like a Scientist Bonus 12 (NEW): The Psychology of an Unforgettable Customer Experience Bonus 13 (NEW): Why Simplicity is the Key to Winning Customers Bonus 14 (NEW): Why Personalizing Your Customer Experience Will Make it Irresistible to Customers Bonus 15 (NEW): Customer Experience Case Study - Amazon Bonus 16 (NEW): Customer Experience Case Study - Starbucks Who will benefit from "CX That Sings"? Are you a marketer who wants to know how to improve your customer experience? Maybe you're agency or consulting side and are looking for an introduction on how to build a customer journey map? No matter your reason, "A CX That Sings: An introduction to Customer Journey Maps for marketers" will help you get to the bottom of building an industry-leading customer experience.
| Author | : Jennifer Clinehens |
| Publisher | : Independently Published |
| Total Pages | : 110 |
| Release | : 2019-01-18 |
| Genre | : |
| ISBN | : 9781793162946 |
This book is about understanding your customer - how they view your brand, how they make choices, and how the customer experience shapes their purchase decisions. In this book the author explains, in actionable detail, how to create the most useful research tool in business - the customer journey map. Complete with templates, example journey maps, checklists and step-by-step instructions, this book will help you understand how to build and apply a customer journey map in any organization.Are you a marketer who wants to know how to improve your customer experience? Maybe you're agency or consulting side and are looking for an introduction on how to build a customer journey map? No matter your reason, "A CX That Sings: An introduction to Customer Journey Maps for marketers" will help you get to the bottom of building an industry-leading customer experience. A CX That Sings is divided into the following sections: 1. The Journey Mapping Toolkit: Best practice, examples of customer journey maps, templates, and checklists to help you get from zero to completed map with as little pain as possible. 2. The process of creating a Customer Journey Map: From the initial discovery workshop to final visualization and validation, you'll be guided through best practice examples, checklists, case studies, and common mistakes in experience mapping. Includes a section on common mental biases, working cross-functionally, and using the Journey Map to sell-in the right next steps (if you're an agency), or get support for these projects from others in your organization (if you're a product manager, brand manager, or marketing director). 3. The application of Customer Journey Maps: Learn how to use this as a jumping off point to develop additional opportunities, solutions, product and experience innovations, and build relationships that get CX initiatives funded, tested, completed, and measured.
| Author | : Jerry Angrave |
| Publisher | : Walter de Gruyter GmbH & Co KG |
| Total Pages | : 156 |
| Release | : 2020-10-12 |
| Genre | : Business & Economics |
| ISBN | : 311064133X |
The Journey Mapping Playbook is an accessible how-to toolkit aimed at customer experience and marketing professionals looking for ways to improve customer and employee experience. Using visualisation, templates and case studies this is a practical guide to planning, facilitating and delivering a strategic, supportive and effective journey mapping workshop. The Journey Mapping Playbook is based on the author’s real-world experience of running hundreds of journey mapping sessions. Understanding the priorities and pain points in customers’ lives is critical to achieve business success. Helping you to nurture better and more profitable customer experiences, this book will help you to: Define journey mapping Understand why it is commercially important Prioritise which journeys to focus on and how Decide who to invite and which tools to prepare Plan for an effective session Make every stage of the journey relevant and purposeful Build an ongoing programme The Journey Mapping Playbook shows you how to understand your customers better, whatever the size or sector of your business. Jerry Angrave, Founder and CEO of Empathyce, UK
| Author | : Jennifer L. Clinehens |
| Publisher | : Jennifer Clinehens |
| Total Pages | : 106 |
| Release | : 2022-03-20 |
| Genre | : Business & Economics |
| ISBN | : |
No matter your field of expertise, every day you’re presented with seemingly impossible challenges. Issues that you or your company can’t seem to crack, even after weeks, months, or years of trying. How do you approach these impossible challenges? Do you have a strategy that you follow, or do you just hold a brainstorming session and hope for the best? Do you tell yourself, “Think harder!” and pray inspiration will strike? There’s a better way to solve problems like these — improve the quality of your thinking. Better thinking, problem-solving, and reasoning are skills. They can be developed through self-examination, learning new frameworks, and expanding our mental models. Lucky for us, brilliant thinkers, creators, entrepreneurs, and philosophers — people like Elon Musk, Aristotle, Charlie Munger, Issac Newton, Ada Lovelace, Albert Einstein, Frederick Douglass, Maya Angelou, and Henry Ford — have left behind documentation, frameworks, and tools for considering impossible problems. In "How to Solve Impossible Problems," author Jennifer L. Clinehens (Choice Hacking, CX That Sings) presents 7 such tools to improve our thinking and help us solve what feel like insurmountable challenges. In each chapter she gives specific, actionable advice, real-world examples, and in a free companion course (available February 15, 2022) provides worksheets to help apply each principle.
| Author | : Jennifer L. Clinehens |
| Publisher | : Jennifer L. Clinehens |
| Total Pages | : 222 |
| Release | : 2020-06-16 |
| Genre | : Business & Economics |
| ISBN | : |
What if you could use Nobel prize-winning science to predict the choices your customers will make? Customer and user behaviors can seem irrational. Shaped by mental shortcuts and psychological biases, their actions often appear random on the surface. In Choice Hacking, we'll learn to predict these irrational behaviors and apply the science of decision-making to create unforgettable customer experiences. Discover a framework for designing experiences that doesn't just show you what principles to apply, but introduces a new way of thinking about customer behavior. You'll finish Choice Hacking feeling confident and ready to transform your experience with science. In Choice Hacking, you'll discover: - How to make sure your customer experience is designed for what people do (not what they say they'll do) - How to increase the odds that customers will make the "right choice" in any environment - How to design user experiences that drive action and engagement - How to create retail experiences that persuade and drive brand love - How brands like Uber, Netflix, Disney, and Starbucks apply these principles in their customer and user experiences Additional resources included with the book: - Access to free video Companion Course - Access to exclusive free resources, tools, examples, and use cases online Who will benefit from reading Choice Hacking? This book was written for anyone who wants to better understand customer and user decision-making. Whether you're a consultant, strategist, digital marketer, small business owner, writer, user experience designer, student, manager, or organizational leader, you will find immediate value in Choice Hacking. About the Author Jennifer Clinehens is currently Head of Experience at a major global experience agency. She holds a Master's degree in Brand Management as well as an MBA from Emory University's Goizueta School. Ms. Clinehens has client-side and consulting experience working for brands like AT&T, McDonald's, and Adidas, and she's helped shape customer experiences across the globe. A recognized authority in marketing and customer experience, she is also the author of CX That Sings: An Introduction To Customer Journey Mapping. To learn more about this book or contact the author, please visit ChoiceHacking.com
| Author | : James Kalbach |
| Publisher | : O'Reilly Media |
| Total Pages | : 438 |
| Release | : 2020-11-23 |
| Genre | : Computers |
| ISBN | : 1492076600 |
Customers who have inconsistent experiences with products and services are understandably frustrated. But it's worse for organizations that can't pinpoint the causes of these problems because they're too focused on processes. This updated book shows your team how to use alignment diagrams to turn valuable customer observations into actionable insight. With this powerful technique, you can visually map existing customer experience and envision future solutions. Designers, product and brand managers, marketing specialists, and business owners will discover how experience diagramming helps you determine where business goals and customer perspectives intersect. Armed with this insight, you can provide the people you serve with real value. Mapping experiences isn't just about product and service design; it's about understanding the human condition. Emphasize recent changes in business using the latest mapping techniques Create diagrams that account for multichannel experiences as well as ecosystem design Understand how facilitation is increasingly becoming part of mapping efforts, shifting the focus from a deliverable to actionability Explore ways to apply mapping of all kinds to noncommercial settings, such as helping victims of domestic violence
| Author | : Robert Dew |
| Publisher | : Walter de Gruyter GmbH & Co KG |
| Total Pages | : 275 |
| Release | : 2021-04-06 |
| Genre | : Business & Economics |
| ISBN | : 3110684020 |
In recent years, many companies have realised customer experience (CX) is the new marketing battle ground. Substantial investments have been made to map customer journeys, identify pain points and improve CX to try and create cut-through. Using real world applications to introduce next generation design tools based on proven concepts from strategy, marketing, psychology and creative problem solving, Lean CX: How to Differentiate at Low Cost and Least Risk discusses how to use Lean Management approaches to innovate your customer experience. This practical book describes how the tools from Lean Management can be applied to the CX innovation problem. The authors draw on hundreds of CX design and strategic innovation projects across a range of industries, both B2B and B2C, from primary research through client work and secondary case studies available in the public domain. The examples include many different vertical industry sectors, including those involving hybrid business models. The cases included share what worked really well and where CX failed. The content goes beyond what actually happened to present an idea of what might be possible with the right design approach and committed resources. Presents the swarm algorithm which highlights what the next generation of successful organisations might become. Shows how to overcome the CX change risk and reduce the biggest waste in CX management. Includes numerous international case examples.
| Author | : Bernd H. Schmitt |
| Publisher | : John Wiley & Sons |
| Total Pages | : 268 |
| Release | : 2010-07-09 |
| Genre | : Business & Economics |
| ISBN | : 0471473979 |
In Customer Experience Management, renowned consultant and marketing thinker Bernd Schmitt follows up on his groundbreaking book Experiential Marketing by introducing a new and visionary approach to marketing called customer experience management (CEM). In this book, Schmitt demonstrates how to put his CEM framework to work in any organization to spur growth, increase revenues, and transform the image of your company and its brands. From retail buying to telephone orders, from marketing communications to online shopping, every customer touch-point offers companies an opportunity to maximize the customer experience and establish a bond that will never be broken. Customer Experience Management introduces the five-step CEM process, a comprehensive tool for connecting with customers at every touch-point. This revolutionary marketing guide provides cases of successful CEM implementations in a wide variety of consumer and B2B industries, including pharmaceuticals, electronics, beauty and cosmetics, telecommunications, beverages, financial services, and even the nonprofit sector. A must-read for senior executives, marketing managers, and anyone who wants to drive growth, increase income, and spur organizational change, Customer Experience Management demonstrates the power of collecting truly relevant customer information, developing and implementing winning strategies, and measuring their results.
| Author | : Gamini Gunawardane |
| Publisher | : World Scientific |
| Total Pages | : 515 |
| Release | : 2020-06-05 |
| Genre | : Business & Economics |
| ISBN | : 9813279532 |
This book aims to comprehensively address several modern concepts and practices in health care marketing not sufficiently addressed by existing literature. This includes the integrated nature of health care marketing, operations management, IT and human resource management; increased use of digital technology and social media; emphasis on enhancing customer-patient experience when strategizing and implementing health care marketing; application of modern services marketing concepts to health care marketing mix, among others.It also addresses recent changes in the U.S. health care industry. Some key issues covered are the increase in federal and state government involvement and oversight of health care delivery; increase in laws and regulations affecting health care management and marketing; growth of specialized health care markets such as Medicare, Medicaid and Affordable Care Act; globalization of health care and greater focus on legal and ethical health care marketing practices.Modern Health Care Marketing is an essential read to understand the integrated nature of health care marketing in the technologically driven, customer/patient-focused and globalized environment. It is also a useful reference for professionals to pick up best practices on addressing challenges faced in the modern health care industry.
