Table of Contents
Foreword xi
Introduction xv
Action 1 Point the Flywheel 1
Chapter 1 Can I Prove That Customer Experience Matters? 5
Chapter 2 Do I Know How CX Provides Value to My Organization? 23
Chapter 3 Can I Identify the Best Path to Show Value? 41
Takeaways 57
Action 2 Accelerate the Flywheel by Measuring and Designing for Emotion 61
Chapter 4 Do I Know Which Emotions Are Created through Our Customer Experience? 65
Chapter 5 What Are My Customers' Highest Value Emotions? 85
Chapter 6 How Can I Measure and Manage Emotions to Create Value? 105
Takeaways 117
Action 3 Evaluate the Flywheel with Customer Ecosystem Data 121
Chapter 7 Do I Understand the Role of Data in Designing a Great Customer Experience? 125
Chapter 8 Do I See How Customer Ecosystem Data and Technology Drive the CX Journey? 145
Chapter 9 Do I Have a Dashboard Strategy That Works? 173
Takeaways 190
Action 4 Grease the Flywheel with Change Management 195
Chapter 10 How Can My Small Team Influence Our Thousands of Employees? 199
Chapter 11 What Do I Need to Do to Get the Support of Senior Leaders? 223
Chapter 12 How Do I Engage My Frontline Staff? 245
Takeaways 269
Afterword 271
Acknowledgments 275
Notes 277
Index 285
