Data-driven Customer Experience Transformation

Understand how to leverage data and the latest technology including AI to deliver excellent customer experiences across digital, social and physical channels.

We are living in an experience-driven economy, where the customer's experience is paramount and even beloved brands risk losing market share due to a single negative customer experience. In our technology-led, omnichannel environment, one of the biggest risks for brands is a lack of consistency in their customer experience across digital, physical and social channels. Data-driven Customer Experience Transformation provides insights and frameworks for creating delightful customer experiences across all three channels, by leveraging data and the latest technologies. Using cutting-edge research from the Cambridge Service Alliance, this book explores the importance of omnichannel customer-centricity across all sectors and takes you on a journey from setting your strategy, through designing and managing your customer experiences in real-time. It explores how AI can be used to identify opportunities and predict engagement, as well as how to use data to understand customer loyalty, forge stronger customer relationships and drive growth. By combining academic rigour with real-world examples from leading companies such as Manchester United, Caterpillar, KFC and Emirates Airline, this book is the ultimate guide to designing and implementing an exceptional data-driven customer experience across all channels, whether you work in B2B, B2C or public services.

Includes real-world examples across B2B, B2C and public sectors such as Manchester United, Caterpillar, KFC and Emirates Airline.

Auteur
Mohamed Zaki is Professor at the Institute for Manufacturing, Department of Engineering, University of Cambridge and Deputy Director of Cambridge Service Alliance, a research centre that brings together the world's leading firms and academics to address digital service transformation challenges. He has 100+ publications in highly ranked service management journals, top conferences and practical outlets such as the Harvard Business Review. He has consulted and lectured for over 50 organisations, including Manchester United, Caterpillar and IKEA. He is course leader for the Data-Driven Design for Customer Experience (CX) online course at Cambridge University Press and Assessment.

Contenu

• Section - ONE: Strategy
• • Chapter - 01: Introduction
  • Chapter - 02: Customer Experience Centric Strategy
• Section - TWO: Design
• • Chapter - 03: Data-driven Customer Experience Design
  • Chapter - 04: Customer Journey
  • Chapter - 05: Customer Delight
  • Chapter - 06: Customer Experience Design Challenges
• Section - THREE: Management
• • Chapter - 07: Customer Experience Measurements
  • Chapter - 08: Customer Loyalty
  • Chapter - 09: Customer Engagement
  • Chapter - 10: Personalized Experience
  • Chapter - 11: Brand Equity
• Section - FOUR: Business Model
• • Chapter - 12: Data-driven Business Model (DDBM)