Outside In: The Power of Putting Customers at the Center of Your Business
Outside In: The Power of Putting Customers at the Center of Your Business
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由外而内：将客户置于业务中心的力量
DOI：
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发表时间：
2012
期刊：
影响因子：
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通讯作者：
Kerry Bodine
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文献类型：
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作者：
H. Manning;Kerry Bodine
是什么简单的创新为富达带来了数十亿美元的新投资？哪些基本误解阻碍了 Office Depot 发挥其增长潜力？哪些令人惊讶的见解帮助梅奥诊所更好地为医生和患者服务？每个案例的解决方案都是关注客户体验，这是当今企业战略中最强大但又被误解的要素。简而言之，客户体验就是客户如何看待他们与您公司的每一次互动。它是基本的业务驱动力。证据如下：在标准普尔 500 指数持平的最近五年期间，客户体验领先者的股票投资组合增长了 22%。在客户可以访问有关您的公司及其竞争对手的大量数据的时代，客户体验是竞争优势的唯一可持续来源。但如何才能做到出色呢？根据 Forrester Research 客户体验领导者十四年的研究，Outside In 提供了获得体验优势的完整路线图。它从客户体验生态系统的概念开始——证明客户体验问题的根源不仅在于销售人员等面向客户的员工，还在于会计师、律师和程序员等幕后员工，以及所有员工每天使用的政策、流程和技术。识别和解决这些问题有可能大幅增加销售额并降低成本。
What simple innovation brought billions in new investments to Fidelity? What basic misunderstanding was preventing Office Depot from achieving its growth potential? What surprising insights helped the Mayo Clinic better serve both doctors and patients? The solution in each case was a focus on customer experience, the most powerful—and misunderstood—element of corporate strategy today. Customer experience is, quite simply, how your customers perceive their every interaction with your company. ItвЂTMs a fundamental business driver. HereвЂTMs proof: over a recent five-year period during which the S&P 500 was flat, a stock portfolio of customer experience leaders grew twenty-two percent. In an age when customers have access to vast amounts of data about your company and its competitors, customer experience is the only sustainable source of competitive advantage. But how to excel at it? Based on fourteen years of research by the customer experience leaders at Forrester Research, Outside In offers a complete roadmap to attaining the experience advantage. It starts with the concept of the Customer Experience Ecosystem—proof that the roots of customer experience problems lie not just with customer-facing employees like your sales staff, but with behind-the-scenes employees like accountants, lawyers, and programmers, as well as the policies, processes, and technologies that all your employees use every day. Identifying and solving these problems has the potential to dramatically increase sales and decrease costs.