For many businesses, successful Customer Experience strategies emerge as a result of looking at what does and doesn’t work for their peers.
Call it copying; call it a tribute – whatever you call it we can agree that one thing this route to CX success is not, is innovative. Yet it’s innovation which makes the truly big players in business stand out from the ever-growing crowd, and in Customer Experience Innovation: How to Get a lasting Market Edge, author Dr Robert Dew – with the help of Cyrus Allen – outlines the daring steps taken by some of the planet’s most lucrative brands that have pushed them to the forefront of customer centricity and name recognition.
Dr Dew outlines clever processes used to research, conceive, and develop innovations in the CX space for both large and small companies.
Written as a practical guide for managers with a background in line management, operations, marketing, finance, or customer service, the book contains a simple framework with an extensive range of design thinking and creative problem-solving tools.
Starting with a validation for investing in improving your firm’s CX, the book also provides a primer on competitive advantage, the most critical objective of strategic planning. Mastering the book’s content creates the potential for any business manager or owner to find a hard-to-copy market advantage and drive their business’ growth.
As the book stresses, companies which invest in successful CX innovation will stand out from the crowd. Markets tend to reward these companies because it is rare for firms to try something new, much less prove customer acceptance of their attempted innovations. Firms offering remarkable CX create loyal customers who happily pay more for their products and services, and then refer them to other customers for free.
Customer Experience Innovation is based on a decade of research by Dr Dew, an innovation management consultant with over 20 years of experience in structuring companies for optimal growth. Useful chapters focus on brand hype (and why you should avoid similar pitfalls); finding the innovation “sweet spot”; and bringing and innovative attitude to your mobile CX offering.
The book makes use of an exhaustive list of case studies to reflect on and show the true power of innovation, and it should be a permanent fixture on the desk of any CEO or Customer Experience Manager.
Customer Experience Innovation: How to Get a Lasting Market Edge is out now, from Emerald Publishing.
