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Listen Up!
How to Tune In to Customers and Turn Down the Noise
Karen Mangia (Author)
9781119723851, Wiley
Hardback, published 26 November 2020
192 pages
23.1 x 15.8 x 2 cm, 0.363 kg
There’s one voice that matters more than any other: the voice of the customer. Learn how to fully understand the number one source of your organization’s prosperity, profits, and productivity. These actionable insights will help you to better connect with your customers and gain an undeniable lead over your competition. Listen Up!: How to Tune In to Customers and Turn Down the Noise teaches readers how to create a customer experience that’s built on listening and designed for engagement. Author and Salesforce executive Karen Mangia has created a practical and comprehensive examination of how best-of-breed companies listen and respond to customer demands—creating a foundation of customer success, loyalty, and brand evolution. Listen Up! features discussions about: Perfect for anyone in a leadership or management role in a customer-facing organization, including sales teams, business development leaders and marketing professionals, Listen Up! belongs on the bookshelves of executives, customer service and success employees, and leaders who want to better engage with the one voice that matters most: the voice of the customer.
How to go beyond the survey: best practices associated with customer understanding, customer experience, and customer service
Foreword xiii Chapter 1 The Breakdown Before the Breakthrough 1 How Do I Manage This Crisis? 2 Recovery and Resilience 3 Serving at a Higher Level 4 The Breakdown Leads to a Breakthrough 4 Chapter 2 Don’t Bet on Your Blind Spots 9 How “What If?” Became, “Why Not?” 9 Would you be willing to bet your business—or your career—on a single number? 10 The Challenge: We’re asking the wrong questions—and we’re asking the wrong questions of the wrong people 11 The Greatest Nightmare Any CEO Can Face 12 Never Again 14 Are you willing to do what it takes to retain 100 percent of your customers? 15 Decrease Distance Between Your Home Office and the C-Suite: First Steps 18 Be Selective 18 Why Stop at One? 18 Chapter 3 The Beginner’s Mindset 21 A False Sense of Security 23 Listening is the First Step in Decision Making 25 Chapter 4 Big Impact 27 Chapter 5 When Organizations are Out of Alignment 37 Action is Where Mantras and Missions Come to Life 39 How often does your customer feedback tell you what you want to hear rather than what you need to know? 40 If you consistently achieve your customer experience improvement targets, are you measuring what matters to your customers? 40 Do perfect scores alert you to risks? Competitive threats? When a customer is about to leave you? New engagements or sales opportunities? 41 How often are you interested in your customers’ feedback, rather than invested? 43 Chapter 6 Defining the Digital Divide 47 You are Not Alone 49 People Before Process 50 How Big is Tourism in Amsterdam? 51 Transportation Considerations 52 Redefining Crowdsourcing 52 A Single Signal is Effectively False 53 Chapter 7 Better Questions, Better Answers 59 Out of the Mouths of Babes 62 Chapter 8 Got Genius? 71 Moving Day: Entering the Unknown 72 Finding Genius 74 Chapter 9 Genius, Revealed 83 Myth #1: Customers Demand Quick Answers and Short Call Duration Times 87 Myth #2: The Survey is the Solution 87 Myth #3: “Ease of Doing Business” is an Operations Play, so Attacking It Like a Project is Best 88 EODB is Not a Project, It’s a Purpose 88 Go Beyond the Survey 89 Myth #4: Customer Support is about Resolving Complaints 90 Exec Listening Creates New Results 90 From Black Hole to Above Goal in 88 Days 91 Myth #5: We don’t Have the Resources to Transform Our Customer Experience/Customer Support Right Now 93 Myth #6: Great Customer Support is about Agent Knowledge, Productivity, and Extensive Training 93 Make It Easier on Yourself 94 Myth #7: The Process is the Solution 96 Chapter 10 The Secret Sauce 97 What Happens When Ego Enters the Conversation 100 What’s Necessary Isn’t Always Easy 100 Chapter 11 Dealing with Disruption 111 A New Destination 115 The Right Players at the Right Time 117 Chapter is How to Win 121 The Customer Advisory Board 123 Press Pause on PowerPoint 124 Chapter 13 Moving at the Speed of the Customer 129 The Value in Bias 130 Lack of Knowledge 131 Misinformation Endorsement 131 Why You Have to Earn the Customer 135 Owning the Journey 135 New Value, New Solutions 136 Human-Centered Design 139 Chapter 14 Look Who’s Talking 141 Finding Value 143 A Match Made in Heaven 144 The Customer Experience Assessment 144 Building the Relationship 149 Community Kills Competition 153 Chapter 15 Moment of Signal 155 Restoring Hope 156 About the Author 161 Acknowledgments 163 Index 167
Subject Areas: Business & management [KJ]
