Customer Tuned Management Attitude: The “why”, “what”, and “how” of building an adaptive customer-driven enterprise

Decades of measuring customer experience (CX) has left the boardroom, and entire businesses, spending more time debating “what numbers to use to measure it”, than “what actions to take to improve it”. But, now more than ever, businesses, and public services, must empower their managers and staff to build an adaptive customer-driven enterprise to remove barriers to doing business, seek out and fix the problems that customers and staff experience, outperform their competition, and improve customer and public outcomes. “Customer Tuned Management Attitude” (CTMA) is a framework, mind-set, and an approach, to realising these goals and getting CX right. This book contains a series of “Executive Blueprints” that explain how to justify investment in customer excellence and describe measurements and business strategies to achieve incremental gains that improve the bottom line. This book is not about “technology”. Technology is in a constant change of sophistication, effectiveness and relevance. Where it helps you achieve your customer experience vision, it should be embraced and mastered. But, technology should never become or define your CX vision, and your CX vision should not be limited by technology. This book’s focus is on “the WHY”, “the WHAT” and “the HOW” of getting CX right, by using “CTMA” to build an adaptive customer-driven enterprise, and on what you should be doing with whatever technology is available to you. Divided into three parts, the chapters in the book follow a journey from conceptual foundations, backed by research and analysis, through to a series of practical tools and techniques that you can adapt and use in your organisation to help you turn your customer experience vision, into a profitable and cost-effective customer experience reality. Part 1: Context and Challenges Many brilliant customer experience initiatives risk failure, or early demise, because they lack a clear business justification or overall sustainable rationale for success. Part 1, examines the business context driving the need for customer-driven continuous improvement, and I look at WHY great customer experiences are so important, and yet, so rare. Part 2: The CTMA customer-driven framework for continuous improvement, innovation, and value-creation Everyone today seems to be working on “Customer Experience”. But why do we still so often see: dropping service standards, sinking levels of customer satisfaction, unsustainably low levels of customer retention, increasing reputational damage from bad experiences, reduced profitability in businesses, and increased wasted costs in the public sector? Part 2 describes WHAT key disciplines contained within the CTMA framework can act as an engine for continuous improvement, to continuously tune and adjust the potentially alternate realities of the corporate/customer universe. The framework can seamlessly overlay existing corporate and departmental structures and provide a common set of enterprise-wide disciplines for delivering customer excellence. Part 3: Embedding CTMA into your organisation’s “DNA” To be successful, customer experience must be treated as a serious, strategic and deliberate transformation. Part 3 describes a transformational roadmap that shows HOW to embed “Customer Tuned Management Attitude” (and ACTION) into your organisation's DNA to become a successful and sustainable “Adaptive Customer-Driven Enterprise” and turn your customer experience vision into your customers’ experience reality. This book supports a serious, strategic and deliberate mission: to demystify customer experience and put the power of success in your hands, so you can take control and manage your customers’ experiences, before they ‘take over the wheel’ and manage yours.