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Leading the Customer Experience: How to Chart a Course and Deliver Outstanding Results
DISTINGUISHED NYC Big Book Award 2021 - Marketing & PR
Many organizations and leaders struggle to respond effectively to fast-evolving customer expectations driven by innovations in products, services and technologies such as AI and mobile. Failing to build the necessary strategy, culture and processes, they suffer from high costs, dissatisfied customers and brand damage.
The mandate to get customer experience right is real and urgent. Leading the Customer Experience is a guide to shaping experiences that win loyalty and deliver outstanding business results. It provides a bold, step-by-step approach that will get you and your team pointed in the right direction. And equipped to make sound decisions along the way.
Leading the Customer Experience is easy to understand and imminently practical. It is based on the author's extensive experience both as a founding partner of one of the world's most influential customer management organizations, and his work with B2B and B2C organizations in the private and public sectors.
The author's down-to-earth explanations cut through jargon and clutter, while stories and examples bring important principles to life. Leading the Customer Experience is relatable to anyone leading, managing or aspiring to better understand customer experience.
Many organizations and leaders struggle to respond effectively to fast-evolving customer expectations driven by innovations in products, services and technologies such as AI and mobile. Failing to build the necessary strategy, culture and processes, they suffer from high costs, dissatisfied customers and brand damage.
The mandate to get customer experience right is real and urgent. Leading the Customer Experience is a guide to shaping experiences that win loyalty and deliver outstanding business results. It provides a bold, step-by-step approach that will get you and your team pointed in the right direction. And equipped to make sound decisions along the way.
Leading the Customer Experience is easy to understand and imminently practical. It is based on the author's extensive experience both as a founding partner of one of the world's most influential customer management organizations, and his work with B2B and B2C organizations in the private and public sectors.
The author's down-to-earth explanations cut through jargon and clutter, while stories and examples bring important principles to life. Leading the Customer Experience is relatable to anyone leading, managing or aspiring to better understand customer experience.
- GenresBusiness
280 pages, Paperback
Published May 25, 2021
12 people are currently reading
18 people want to read
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Displaying 1 of 1 review
July 1, 2021
Brad Cleveland’s new book, Leading the Customer Experience: How to Chart a Course and Deliver Outstanding Results, has the sort of structure and aesthetical practicality of an MLA research paper. The title of the book almost serves as something akin to a thesis statement, perfectly and succinctly outlining the entirety of what Cleveland conveys to the reader in extensive, step-by-step format. It’s this kind of practicality that helps make the book not only work as a reading experience, but serves as something of a full circle confirmation of Cleveland’s matter-of-fact, simple-upon-learned set of sworn-by technicalities. As far as Cleveland himself seems to be concerned, navigating the potentially treacherous and subjective terrain of exponential, evolving customer experience isn’t an inherently complex process. The details count, but there are some ground rules that make the constant bait-and-switch plus the fast pace of the evolving rat race that much more predictable. Much of this depends on the interior facilities and collectivized design of your commercial operation, he writes. In essence, the phrase As Above So Below is - in literalist, contextual terms - the name of the game here. “Effective leaders cut through the clutter,” Cleveland writes at the beginning of the book. “They make customer experience understandable and ensure all who are part of an organization know their role in it. They coordinate efforts and prevent initiatives from becoming siloed and exclusionary.”
In the spirit of this, one of the book’s most important chapters arguably is the fifth - titled Telling your customer’s story. Cleveland writes, “Storytelling is an important part of ‘educate and design’ - the next major theme in our framework.” He elaborates, “This begins with developing…or maybe I should say, rediscovering…the art of telling a story. Rediscover because most of us were pretty good at it once. Recall a time when you were seven or eight years old. Circled up with friends, eyes wide, breathlessly describing a summer adventure or whispering about who likes who. You’ve got this.” It’s through these simple and effective visceral analogies Cleveland helps elevate the book from being another title within the leadership advice sub-genre of nonfiction publications. He’s not afraid to appropriately dumb things down, for the sake of clarity at the occasional expense of being overly eloquent. Like how he describes one’s mentality when approaching the modifications of customer experience, he cuts through the proverbial clutter. The result is something that feels wholly comprehensible, both for the corporately initiated and burgeoning uninitiated. It’s a nice change from the typical, grandiose language choice many writers in this genre choose to communicate with. The ideas and tenets of maintaining commercial longevity are not, within themselves, fundamentally complicated. And as Cleveland brilliantly demonstrates in the read - there’s no reason for them to be represented as such…
In the spirit of this, one of the book’s most important chapters arguably is the fifth - titled Telling your customer’s story. Cleveland writes, “Storytelling is an important part of ‘educate and design’ - the next major theme in our framework.” He elaborates, “This begins with developing…or maybe I should say, rediscovering…the art of telling a story. Rediscover because most of us were pretty good at it once. Recall a time when you were seven or eight years old. Circled up with friends, eyes wide, breathlessly describing a summer adventure or whispering about who likes who. You’ve got this.” It’s through these simple and effective visceral analogies Cleveland helps elevate the book from being another title within the leadership advice sub-genre of nonfiction publications. He’s not afraid to appropriately dumb things down, for the sake of clarity at the occasional expense of being overly eloquent. Like how he describes one’s mentality when approaching the modifications of customer experience, he cuts through the proverbial clutter. The result is something that feels wholly comprehensible, both for the corporately initiated and burgeoning uninitiated. It’s a nice change from the typical, grandiose language choice many writers in this genre choose to communicate with. The ideas and tenets of maintaining commercial longevity are not, within themselves, fundamentally complicated. And as Cleveland brilliantly demonstrates in the read - there’s no reason for them to be represented as such…
Displaying 1 of 1 review