The Human Experience
How to make life better for your customers and create a more successful organization
-
-
5.0 • 1 Rating
-
-
- $21.99
Publisher Description
The essential guide to creating a successful organization by making things easier, better and more straightforward for your customers.
Leadership Book of the Year 2023, as awarded by the Institute of Leadership
Across all sectors, organizations' fixation with functionality has meant that the 'human' elements of the customer's experience have become neglected. Strict processes and automated procedures have created organizations full of people who aren't allowed to act in a 'human' way.
As a result, and despite these new technologies, customers are no more satisfied than they were a decade ago (according to the Institute of Customer Service) and, according to Edelman, they now trust big organizations even less than they did in the past.
In The Human Experience, John Sills draws upon extensive research and illustrative case studies to explain that the emotional experience is just as important as the functional one, and, if done right, will create a more efficient business. He also demonstrates that the customer experience is not just the responsibility of front-line employees, but shared across the company, from the CEO operating as the spokesperson of the business to the programmers developing a seamless and welcoming user interface.
Whether you're a well-established incumbent or an early-stage start-up, on either end of your product or service is a human. Packed full of practical advice and engaging case studies, The Human Experience is the ultimate guide to creating a culture and an experience with humanity at its heart, helping to develop a customer base that will stay with an organization, and a company that will grow in an increasingly efficient way.
PUBLISHERS WEEKLY
"Restoring humanity to customer experience... is better for both customers and for businesses," contends business consultant Sills in his practical debut. He recommends that companies prioritize attending to customers' emotions rather than shuffling them through rigid scripts, positing that doing so increases the bottom line by reducing complaints and employee turnover while making customers more likely to "instinctively" recommend the company. Pushing back on "myths" that drive unsatisfactory customer experiences, Sills argues that customer loyalty is usually shallow at best and leads companies to take existing customers for granted. To build up goodwill, Sills encourages businesses to allow their employees to develop relationships with customers built on "genuine care, not just regulatory compliance." Profiles showcase companies that excel at humanizing themselves, such as Chiltern Railways, which has its train drivers make announcements instead of relying on automated recordings. These companies, Sills asserts, embody the seven "organizational traits" that produce quality customer experience: accessibility, consistency, flexibility, proactivity, respect, responsibility, and being straightforward. Sills makes a persuasive case that companies have become too impersonal, and executives will appreciate the concrete guidance. This makes for an ideal manual on bringing a human touch to business transactions.
