Chawla - Customer Experience Design Books

Notion Press Old No. 38, New No. 6 McNichols Road, Chetpet Chennai - 600 031 First Published by Notion Press 2018 Copyright Rajat Chawla 2018 All Rights Reserved. eISBN 978-1-64429-442-0 This book has been published with all efforts taken to make the material error-free after the consent of the author. However, the author and the publisher do not assume and hereby disclaim any liability to any party for any loss, damage, or disruption caused by errors or omissions, whether such errors or omissions result from negligence, accident, or any other cause. No part of this book may be used, reproduced in any manner whatsoever without written permission from the author, except in the case of brief quotations embodied in critical articles and reviews.

This is the future - Book Preview at London Expo ABOUT KOYOPO CONSULTING KOYOPO is a global employee and customer experience consulting and coaching company. THE PURPOSE OF KOYOPO IS To transform life stories of individuals and organisations by unlocking their passion, purpose and natural strengths To help organisations move from innate potential to meaningful profits To help companies deliver memorable customer experiences www.koyopo.com Transforming Potential. Transforming Experiences. ABOUT THE DESIGN BOOK This Customer Experience Design Book is designed to provide a basic understanding of the fundamentals of six customer experience competencies. It includes six key disciplines of customer experience including Culture, Governance, Customer Understanding, Design, Measurement and Strategy. Here, the fundamentals can be understood through a combination of engaging illustrations, and various questions and exercises provided in the customer experience design book.

After going through the design book and responding to the questions, one would be able to gain a good understanding of customer experience competencies and can start to apply the knowledge immediately. ACKNOWLEDGEMENT Writing a book is harder than I thought and has been more rewarding than I could have ever imagined. None of this would have been possible without the support of so many people who stood by me in this journey of writing my first book. My wife, Anurita, has always been by my side offering her unconditional support for every project, including coming up with the idea for my first book. You are a blessing. Im eternally grateful to my brother Anuj Chawla, who has always extended his wholehearted support to my every endeavour and is ready to commit more than me towards my causes.

I am so blessed to have the support of my wonderful kids. My awesome son, Sukrit, is a smart, futuristic and charismatic young boy who passionately poured his wisdom and creativity in all the areas of the books creation. My multi-talented daughter, Prerita, a brilliant girl who is a natural at language. I am thankful for her touch of magic in shaping this book. Words cannot express my deep gratitude for the ever-present blanket of blessings showered by my mother, Kamla Chawla at every step of my life journey and strong support and guidance offered by my father, Amrit Chawla. Deeply thankful to my mother-in-law, Usha Arora, and father-in-law, Satish Arora, for always being on our side with their love and prayers.

I am deeply grateful to the Customer Experience Professional Association (CXPA), its founders, members and supportive professionals for evolving such a credible body of knowledge. Their work and contribution have been the foundation of this book. Thanks to the talented scribe, Kani Mozhi, Nitasha Nambiar who expressed their creativity in the wonderful illustrations without which this book could not have existed. Thanks to every friend, every well-wisher, every client and every kind soul who extended their support, trust and blessings on us. Thanks to everyone on my publishing team at Notion Press, you all really worked hard with such commitment and proficiency. A bow in humility and gratitude to the blessed hand of Almighty in making this dream project a reality.

Above all, I fell short of the words and deeds that can express the gratitude for the grace of our Great Master. May we be blessed to have His love and grace always. WHAT IS CUSTOMER EXPERIENCE? A FEW DEFINITIONS: Customer experience (CX) is the product of an interaction between an organisation and a customer over the duration of their relationship. This interaction is made up of three parts: the customer journey, the brand touchpoints the customer interacts with, and the environment the customer experiences (including the digital environment) during their experience. - Wikipedia Customer Experience Management is the practice of designing and reacting to customer interactions to meet or exceed customer expectations and, thus, increase customer satisfaction, loyalty and advocacy. - Gartner Customer experience is your customers perception of how the company treats them.

These perceptions affect their behavior and build memories and feelings and may drive their loyalty. - Superoffice.com "The perception that customers have of their interactions with an organisation." - Bruce Temkin - Managing Partner Temkin Group THIS IS THE AGE OF CUSTOMER Q: What are the various industrial ages of progress we have seen in the last 100 years (refer the graphic based on the Forrester model)? Presently, which age are we in? Q: What were the unique characteristics of each of these industrial ages? Q: Name a few successful companies from each of these industrial ages. SIX DISCIPLINES OF CUSTOMER EXPERIENCE ARE: Q: What are the six key disciplines for delivering great customer experiences? Q: Use one word to describe each of the six customer experience competencies. Q: What image will you associate with each of the six customer experience competencies? Sketch that image below: Customer Centric Culture Behaviours, Beliefs and Values to enable positive experiences for the customers WHAT ARE THE TASKS INVOLVED IN BUILDING A CUSTOMER CENTRIC CULTURE IN AN ORGANIZATION TASKS NEEDED TO BUILD A CUSTOMER-CENTRIC CULTURE IN AN ORGANISATION? (Ref: www.cxpa.org) Q: Imagine that you are the customer experience leader and you are assigned the important task of building a customer-centric culture in a large organisation. What will be the first three key things you will do with your employees, to build a successful customer-centric culture in an organisation? (Hint: You can think of companies you admire for being the most customer-centric.) Q: If you are given an opportunity to seek advice on how to run a successful customer-centric company, whom would you like to reach out and speak to, and why? (eg. SKILLS AND ABILITIES REQUIRED TO BUILD A CUSTOMER-CENTRIC ORGANISATION (Ref: www.cxpa.org)