Customer Obsessed

Оглавление

Berridge Eric. Customer Obsessed

FOREWORD

PREFACE

INTRODUCTION

Data

Design

Culture

1. DISRUPTION AND BUSINESS SUCCESS

2. PEOPLE DRIVE CHANGE, TECHNOLOGY ENABLES

Technology Game Changers

Build People Relationships, Not Technology Products

Rules for Engaged, Customer-Focused Businesses

How to be a Good Listener

Communal Enterprise – Rise of Reed's Law

3. WHY SOCIAL MATTERS TO EVERY BUSINESS

Why Social?

“Social Media: Creator or Destroyer?”

Social Can Change Everything

Using Social

Social Payback

Social for Customer Service

Bluewolf's Social Payback

Building a Social Culture in Your Organization

Make It Easy

Light the Way

Iterate and Refine

Building an External Social Presence

Benefits of Building a Social Culture

Social Media ROI

4. RETHINKING EMPLOYEE ENGAGEMENT

Unifying a Diverse Team

Workers Matter to Success

Employee Engagement (or Lack Thereof) and Productivity

Creating a High-Energy, Customer-Aware, Employee-Driven Workplace

Strategies to Improve the Employee Experience

5. CUSTOMER ENGAGEMENT DEFINED

Customer Engagement

Customer Experience 101

How Customers Buy

Changing the Historical Mind-Set

Feeding Data into UX Design

Get Personal

Art of the Possible

6. HOW TO WIN THE TALENT WAR

Attrition: Curse or Blessing

Ascend

Management Academy

Dashboards

Agile and Elastic

Work-Life Balance

Technical Skills

Conclusion: Drastically Competitive Job Market

7. GENDER DIVERSITY ISN'T A PLUS, IT'S A BUSINESS IMPERATIVE

State of Diversity Today

Economic Case for Gender Diversity

Organizational Benefits of Gender Diversity

8. RIGHT TIME, RIGHT MOMENT, RIGHT CHANNEL

Bridging Customer Service and Social

Communities

Call Centers Still Matter

Customer Service Excellence, Not Case Management

9. TURNING DATA INTO ACTION

The Challenge of Data

Data Integration/Migration/Quality – A Salesforce Recap

Data Silos/Democratization

What You Can Do Now

Mobile and IOT

Executive Action

10. HOW GOOD DESIGN CREATES SEAMLESS EXPERIENCES

Design

Simplicity

Convergence of Data, Design, and culture

Power of Storytelling

Mobile

11. DIGITAL MARKETING STANDING OUT IN THE SEA OF SAMENESS

Marketing: Crash Course

Importance of Brand

The Customer Journey

Marketing Campaigns (or, How You Structure and Measure Your Marketing Initiatives)

Leveraging Technology

Multichannel, Omnichannel, Universal

Content Marketing

FINAL THOUGHTS

ACKNOWLEDGMENTS

INDEX

WILEY END USER LICENSE AGREEMENT

Отрывок из книги

Fifteen years ago, Eric Berridge and I sat in a coffee shop and discussed how Salesforce would be a game changer for businesses. Salesforce had a vision to revolutionize enterprise software – with a new technology model based in the cloud, a new pay-as-you-go business model, and a new integrated corporate philanthropy model. Today, Salesforce has grown from a groundbreaking idea into a Fortune 500 company, the largest customer relationship management (CRM) company, and one of the most innovative companies in the world.

Companies of every size and industry now expect to do business with the speed, agility, and economics delivered by cloud, social, mobile, data science, and Internet of Things (IoT) technologies. Like Salesforce, Bluewolf has always prioritized the needs of customers and brought to life not just the technology but also the strategies that help customers accelerate their growth.

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Figure 1.1

Businesses across the world are being disrupted and upended because the rise of digital has enabled some organizations to identify the true needs and desires of customers and fulfill them. And alignment with those needs requires organizations to completely rethink their go-to-market approach and, perhaps even most important, to rethink their employee culture, which lives at the heart of customer engagement.

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