The Digital-First Customer Experience: Seven Design Strategies from the World's Leading Brands
- 5h 25m
- Joe Wheeler
- Kogan Page
- 2023
The definitive guide to designing digital-first experiences customers love.
In his third book on the topic of customer experience, bestselling author and consultant Joe Wheeler tackles the challenges many organizations are facing as they attempt to design compelling experiences in a digital-first world. It features case studies of leading brands including Lemonade, Spotify, CEMEX, VMware, Starbucks, NIKE and Amazon.
Part One introduces the new "3 Cs", key trends associated with technology convergence, competition and culture change in a post-pandemic world. Part Two takes a deep dive into seven design strategies, from designing emotional peaks across channels to empowering customers through immersive experiences that merge physical and digital assets. Part Three provides a playbook for how to design digital-first experiences, including how to solve the right problems, develop a measurable business case, design digital-first experiences customers love and execute the new design at scale.
About the Author
Joe Wheeler is a bestselling author, speaker and consultant. He is the CEO of CX/Digital, a subsidiary of The Service Profit Chain Institute (SPCI), a Boston-based consulting firm. Before launching The Service Profit Chain Institute, he was the Quality and Productivity Executive for Bank of America. Prior to this, he was Executive Vice President with The Forum Corporation, where he managed the firm's Customer Experience Consulting Practice.
He earned his MBA from Edinburgh Business School and lives in Hingham, Massachusetts.
In this Book
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Foreword
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Introduction
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Part 1: The New 3Cs
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Part 2: The 7 Design Strategies
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Design Strategy 1: Achieve Emotional Peaks Across Channels, Finishing Strong
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Design Strategy 2: Create a Personalization Flywheel to Grow Customer Engagement
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Design Strategy 3: Strengthen Customer Commitment by Providing Choice and Control
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Design Strategy 4: Foster Ownership Through Customer Community and Co-creation
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Design Strategy 5—Inspire Rituals That Create Shared Meaning
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Design Strategy 6: Empower Customers Through Immersive Experiences
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Design Strategy 7: Link Digital Assets to Leverage Value over Cost
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The 7 Design Strategies Summary
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Part 3: The Playbook
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Start by Solving the Right Problems
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Build Your Business Case
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The Design Process
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Execute to Scale
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Epilogue
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References
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