Experience - Xây Dựng Trải Nghiệm Trong Thời Đại Khách Hàng Khó Tính

by Brian Solis, Nhật Mỹ (Translator), Trà My (Translator)

Chúng ta đang sống trong một thế giới luôn luôn chuyển động, nơi mỗi con người được kết nối với nhiều nguồn thông tin, ngày càng chủ động đánh giá và có nhiều sự lựa chọn hơn. Trong bối cảnh đó, sản phẩm và dịch vụ tốt không còn đủ để doanh nghiệp chiếm được trái tim của khách hàng, mà trải nghiệm mới chính là một lợi thế cạnh tranh mới. Bạn có biết rằng 93% các nhà lãnh đạo cấp cao trong nhiều ngành công nghiệp tuyên bố rằng việc cải thiện CX (Customer eXperience - Trải nghiệm khách hàng) là một trong ba ưu tiên hàng đầu của công ty trong hai năm tiếp theo, 91% khác nói rằng họ đang cố gắng trở thành một người đi đầu trong CX? Tuy nhiên, nghiên cứu lại cho thấy rằng chỉ có 37% trong số các nhà điều hành được phỏng vấn thực sự nghĩ ra một sáng kiến về CX. Trải nghiệm khách hàng là gì, vai trò của nó như thế nào, cũng như ai là người đảm nhận nhiệm vụ xây dựng trải nghiệm không phải ai cũng thực sự nắm bắt và triển khai được trong thực tế.

Hiểu được thực trạng này, tác giả Brian Solis đã cho ra đời cuốn sách eXperience - Xây dựng trải nghiệm trong thời đại khách hàng khó tính. Ông là một trong những nhà lãnh đạo tư tưởng nổi bật nhất trong đổi mới kinh doanh, đồng thời là một nhà phân tích kỹ thuật số, nhà nhân chủng học và nhà tương lai học, ông nghiên cứu công nghệ và tác động của nó đối với doanh nghiệp và xã hội. Ông cũng là tác giả của một số cuốn sách bán chạy nhất bao gồm What the Future of Business (WTF), Engage!, và The End of Business as Usual.

Cuốn sách đặc biệt phù hợp cho các chủ doanh nghiệp, các quản lý cấp cao, người làm Marketing cần xây dựng chiến lược, định hướng cho sự phát triển bền vững và tương lai của doanh nghiệp. eXperience - Xây dựng trải nghiệm trong thời đại khách hàng khó tính chia sẻ lý do vì sao sản phẩm tốt, marketing sáng tạo và dịch vụ khách hàng thú vị đến thế nào cũng không còn đủ để doanh nghiệp giành được khách hàng. Thông qua hệ thống hình ảnh minh họa súc tích, những ví dụ kinh điển về cách nắm bắt thành công yếu tố “eXperience - trải nghiệm”, cuốn sách khéo léo thúc đẩy bạn đọc xem xét lại mô hình kinh doanh, sản phẩm và dịch vụ, tiếp thị hình thành nên mối quan hệ giữa khách hàng và thương hiệu trong thời đại mới.

Hãy sẵn sàng cho hành trình khám phá ẩn số X!

Genres: Business, Design, Nonfiction, Management

272 pages, Paperback

First published March 5, 2013

About the author

Brian Solis is principal at Altimeter Group, a research firm focused on disruptive technology. A digital analyst, sociologist, and futurist, Solis has studied and influenced the effects of emerging technology on business, marketing, and culture. Solis is also globally recognized as one of the most prominent thought leaders and published authors in new media. His new book, What's the Future of Business (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold and flourish in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. Prior to End of Business, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.

Reviews

[Hana Kazazovic · Rating 4 out of 5]

Objavila sam video osvrt na ovu knjigu ovdje https://www.youtube.com/watch?v=Qa277...

[SJ L · Rating 2 out of 5]

Neat presentation. Lacks substance and consistency.
Despite thinking user experience is one of the most important concepts in business, I didn’t really enjoy this book too much.
First off, it’s more of a magazine article than a book. Neat graphics, inch deep on everything. Maybe I should have known that going into the experience.
In terms of substance, there are some issues. For one, there are about 1,000 different frameworks for user-experience presented. It’s scatter brained. He brushes over the why without even bothering to clearly define the what / how. Sure, start with why, but also establish the why and the how.
Second, the author rests on the assumption that it’s best to “delight” a customer. CEB research (disclaimer – I work for CEB / Gartner) actually says that’s not the most cost-effective approach. It’s more important to cut out anything that dissatisfies a user rather than build features that delight. https://www.goodreads.com/book/show/1.... I know there’s tons of research behind that claim, this author isn’t too into establishing the credibility of his sources. Chapters are introduced with the same lofty quotes you’ve seen a million times before (Steve Jobs, Walt Disney, David Foster Wallace) that magically connect to the paragraph of text and the 13 pie charts that follow before it’s onto the next quickly introduced idea.
I wasn’t too impressed but also don’t think it’s supposed to be a read from point a to point b sort of text.

[HUYNH HOANG · Rating 5 out of 5]

It's a flashy and stylish, more about packaging than content, however I simply love this book: it starts with an overview of what is the "X" in authors mind (the intersection between design and business) and makes a flyby on different cases and tools. Sometimes the author drills down on specific argument, without really exploring it, but it's a wise choice: today design and business are, in fact, in huge overlapping and after some years the content of this book are nevertheless still good and fresh if you need a valid source for teaching or workshopping with your client.

[Kelvin Koh · Rating 4 out of 5]

Comfortable read one in sitting. X is a good primer with substantial introduction to the importance of creating awesome experiences for customers. Some good introduction to the tools for mapping and creating experiences too.

[المهند السبيعي · Rating 3 out of 5]

I like the first half of the book, but once the author start adding public content from here and there I start losing interest...


Theoretically it is nice to read book, put practically it is missing a lot of context

[Eileen · Rating 3 out of 5]

3+ stars

[Liz · Rating 3 out of 5]

This book was interesting, although definitely mainly focused at medium to large size organizations, mainly ones who sell particular products.

[Carla · Rating 4 out of 5]

I mainly picked this book because I needed an X title for #2021AToZReadingChallenge and my library had an audiobook of this. It seems like a pretty basic read on the concept of audience-centered design for business. I don't feel like I had any major takeaways from this, but I also studied similar concepts for my M.S.. The book felt very well organized and explained things really well, so it'd be a great introduction to this concept.

📚 The gist 📚: An introduction to the concept of creating business strategy using a user-centered design approach.

📒Representation📒 none discussed

💕 For readers looking for 💕: an introduction to user-centered design for improving business strategy, a well organized explanatory work of nonfiction.

[Harald Felgner · Rating 4 out of 5]

First and foremost, X is an extraordinary X... make sure to go for the old-school hardcover. Although I've to admit I haven't compared with the digital edition. Secondly, X is an excellent collection/ combination of different frameworks that came into being in #Marketing on one side and #UCD or #UX on the other. I like the book... I would like it even more though when Brian Solis would stick to more consistency in naming of framework phases and areas. Each and every model/ visualization comes up with a similar but slightly different naming concept than the one before. 4 out of 5 stars.

[Stephenie Rodriguez]

Brian Solis again delivers a powerful message for business owners, leaders, marketers and product developers in an easy to read and straightforward manner. He cuts through the jargon and puts light on the future of business and how experiences become the commodity in the future. He articulates the paradigm shift that is forcing innovation at a record pace in a thought provoking manner. His UX, the way that the book is laid out and reads, demonstrates that he not only can write about it, but leads by example.

[Andrew Spencer · Rating 5 out of 5]

If you're in the field of building experiences, this is an essential book to own. It's got an excellent combination of theory and practical stuff. I'm reading it for a third time now, as I dissect and digest it all. It will form a foundation for how you think about brand, marketing and customer experience and inspire you to revisit all of your assumptions about business.

[Dumky De wilde · Rating 3 out of 5]

Nice read, but not as new and fresh as I expected from other reviews and interviews with Solis. Excellent read if you're new to the combination of user experience and marketing, otherwise it serves as a nice inspiration.

[Richard · Rating 5 out of 5]

excellent book

[Arganka Yahya · Rating 4 out of 5]

Almost completely forgot to read this book due to high workload. Started to read two weeks ago, and the content mesmerized me. Interesting book.

[Marcus Österberg · Rating 4 out of 5]

Härlig layout och bra innehåll. Mycket brett perspektiv på användarens/kundens upplevelser, gott om nyttiga exempel av teknikanvändning och en del konkreta sätt att angripa utmaningen.