CX Trinity: Customers, Content, and Context: Musings and Observations on the Evolving Customer Experience

Front Cover
Inside Cover
Table of Contents
Foreword
	Moving towards intelligent customer experiences
	Embracing change
	The journey is just beginning
	Being part of the solution
Preface
	Acknowledgments
Introduction
	The voice of the customer
	The customer journey
	Don’t just measure, listen
	A new customer experience model
Part I. Customers
	Chapter 1. You Can’t Predict the Future, But You Can Prepare
		Who can predict the future?
		The times they are a-changin’
		Find the opportunities in developing trends
	Chapter 2. Is B2B A Myth?
	Chapter 3. Is Your Website a Reflection of You or Your Customers?
	Chapter 4. The Fundamentals of Digital-Experience Project Planning
		Let the experience drive the systems design
		Digital-experience project planning
			1. Know your customer
			2. Follow your customer
			3. Understand your customer
	Chapter 5. Great CX Starts With Trust: A Boxing Day Parable
		May the strongest man win
		Trust and betrayal
		Respecting your customers
		Great CX = trust + empathy
	Chapter 6. Why You Should Deliver a Continuous Digital Experience
	Chapter 7. A Tale of Three Pubs: CX in a Culture of Assumption
	Chapter 8. Are Your Customers Shouting Into the Void?
		Don’t ignore customers
		Empathy first, followed by action
	Chapter 9. Not Another @#$&! Survey
		Survey fatigue
		Stop asking, start listening
		Know the customer, help the customer
	Chapter 10. The Ghost Map, Social Media, and Listening Outside
	Chapter 11. When Personas Go Wrong, or The Search for Fluffy
		Personas with too narrow a focus
		It’s a marketing point of view
		Customers are changing
		Still part of the “Sell and Forget” model
		How do personas fit with the continuous customer journey?
		Was the kitten really necessary?
	Chapter 12. Is Your Voice-of-the-​Customer Program All Talk and No Action?
		A hot and cold customer experience
		Bland food, seasoned service
		Stop asking and start listening
		The what and why of customer experience
		The start of a relationship
	Chapter 13. Are You Measuring Part or All of the Customer Experience?
		Why do people do what they do?
		Customers want answers
		Take a holistic approach
	Chapter 14. Stop Using Customer Metrics to Live in the Past
		Getting to the why (and why not) of customer behavior
		Understanding intent
		How can we help you?
	Chapter 15. The Future of Customer Experience? Ask a 3-Year-Old
		Goodbye keyboards, hello voice?
		Voice technology: like second nature
		A final (surmountable) challenge
	Chapter 16. Redefining The Customer Journey
	Chapter 17. The Redefined Customer Journey: The Customer’s Perspective
	Chapter 18. The Redefined Customer Journey: Questions to Ask
	Chapter 19. The Redefined Customer Journey: The Departmental View
	Chapter 20. The Redefined Customer Journey: Measurement
Part II. Content
	Chapter 21. This Song Isn’t About You
	Chapter 22. Content Marketing Is All About Pain
	Chapter 23. Truth in Marketing is not an Oxymoron
	Chapter 24. How to be Arnold, Not Mary-Kate (or Ashley)
	Chapter 25. Do you know your Brand’s Origin Story?
		Brand names with a story behind them stick.
	Chapter 26. Collaboration is the Pits, and it Can Drive Success
	Chapter 27. Enter The Jargon
		When does jargon become acceptable?
	Chapter 28. Ditch the FAQ: Design for a Frictionless Experience
		FAQs don’t make up for a poor site
		So many pages, so little useful information
		Your goal: a frictionless digital experience
	Chapter 29. Beer is Content … and so is Bacon
	Chapter 30. Signs an eCommerce Site Doesn’t Want Your Business
		A lost sale in the making
		A picture is worth …
		A happy ending for the competition
	Chapter 31. Avoid Brand Disasters with a Visual Content Strategy
		A flawed hero
		Customers don’t care about your silos
		Creating a visual content strategy
		Delivering consistent experiences
	Chapter 32. DAMs Spread Across the Enterprise
		DAM casts a wide net
		Unexpected DAM use cases
		From aerospace to HR
	Chapter 33. That Emotional Warning Light
	Chapter 34. Your CX Testing Isn’t Done ’til it Passes the “Buddy Bob” Test
		Testing means more than click throughs
		Don’t take it from the insiders
	Chapter 35. Beware the Content Fallacy
		Content needs to be engineered
		The six facets of content engineering
	Chapter 36. AI’s Missing Ingredient: Intelligent Content
		Outdated practices hamper AI advances
		AI needs intelligent content
Part III. Context
	Chapter 37. Should Customers Pay for the Manual?
		Company A: documentation included
		Company B: documentation sold separately
	Chapter 38. Let the Customer Experience Drive Your Technology Design
		An experience problem
		Focus on the needs of the user
		Experience should inform design
	Chapter 39. Why Your Customer Data Platform Is a Failure
		Derailed by data silos
		Look at your company the way customers do
	Chapter 40. Don’t Dismantle Data Silos, Build Bridges
		Navigating the shifting CX waters
		Build bridges between systems of record
	Chapter 41. Do I Really Need 61 Apps on My Work Phone?
		So many apps, so little time
		How to sort through the noise?
	Chapter 42. The Connected Customer Experience: Beyond the Browser
		Customer experience on the go
		I’m not talking about the future
		I’m talking here and now
	Chapter 43. So What Exactly is Omnichannel?
	Chapter 44. The Rise of Vinyl and What It May Mean for Content Delivery
	Chapter 45. Are You Delivering a Sunshine Experience?
	Chapter 46. Good CX Turns Bad in the Swipe of a Credit Card
		How quickly good CX turns bad
		Good CX considers customers and employees
		Treat employees like customers
	Chapter 47. IoT May Change Customer Experience, But Not Like You’d Expect
		IoT to the rescue?
		IoT may travel an unexpected path
	Chapter 48. The Man from P.O.S.T.—​“The Where to Prioritize Tech Affair”
	Chapter 49. Are We Developing the Dickens of Customer Experiences?
		Charles Dickens: omnichannel pioneer?
		How do we reconcile the impact of agile on the customer experience?
		The future of customer experience
	Chapter 50. From the Jetsons to Connected Buildings: Intelligent Workplaces
		What once was science fiction is now reality
		From assigned desks to intelligent systems
		Where do we go from here?
	Chapter 51. Employees Deserve the Same Digital Experience as Customers
		Digging through information silos
		Employee’s disappearing patience for poor user experiences
		Treat employees as you would your customers
	Chapter 52. Three Trends Shaping Today’s Digital Workplace
		Trends in the digital workplace
			1. Exploiting information
			2. Enablement
			3. Mobile productivity
Appendix A. Conclusion: Just Six Words
	Holistic
	Frictionless
	Seamless
	Flow
	Questions
	Tasks
Appendix B. Topic Index
Glossary
References
Index
Colophon
Back Cover