Product Description
Service transformation is about ensuring that you stay relevant to your consumers. The world is seeing unprecedented change and your customers are also changing alongside this. How do you stay relevant to them so that they stay loyal to you?Whether it is technological disruption or the Covid-19 pandemic that has engulfed communities across the globe, businesses are being forced to take a closer look at how they survive, thrive, and generate new value. If history has taught us anything, it is that discontinuity is a part and parcel of the business cycle.The first part of the book provides a macro perspective. What are the trends that are going to have significant impact on consumption in the years to come? In tandem, it explores concepts like customer satisfaction and using data.The second part of the book is about zooming in and details putting transformation initiatives in place through a framework (Explore, Engage and Expand) that looks at the key components of embarking on transformation. For example, understanding customers and their service journeys. How do you write the brief in a way that allows fresh ideas? How do you test ideas before investing capital in production? What are some of the considerations before you can roll out or scale your new idea.Finally, the third part of the book focuses on the core of creating a strong and sustainable business. This includes understanding customer's expectations, ensuring you deliver what is promised, understanding where the service processes fail and the role that leadership and culture play in building a business that is able to change with adapt to changing times.Contents: ForewordPraise for the BookAcknowledgementsPrefaceThe Times They Are A-Changing:Why Service Transformation Now?Managing through the Age of Technological ChangeStay Relevant...Zooming Out The Macro Perspective:The Acceleration of Trends:Digital TransformationThe Migration of Enterprise ValueConscious Consumption&SustainabilityConnected RetailStay Relevant...Your Customers Are Your Lifeline. Do You Know If They Are Satisfied?:Why Customer Satisfaction MattersKeeping Customers Satisfied is Good for Your BusinessHow to Measure Customer SatisfactionComparing Customer Satisfaction Score and Net Promoter ScoreThe Impact AnalysisThe Value of Negative Customer FeedbackThe Service Recovery ParadoxThe True Non-Complaint RateStay Relevant...Make Evidence-Based Customer-Focused Decisions:Data: The New GoldmineWhat Is Data Analytics?From Data to Consumer InsightsData Personalisation and the Delicate BalanceBut Remember...Even Small Businesses Can Benefit from Big DataStay Relevant...Zooming In Implementing Service Transformation Projects:Customer-Centric Service Transformation:Service Transformation is a JourneyPunctuated EquilibriumThe Double Diamond ProcessDivergent PhaseConvergent PhaseThe Importance of Divergence and ConvergenceTriple E Transformation FrameworkStay Relevant...The Explore Phase:Step 1 — What Has Changed?Two Key Business ThreatsFour Trajectories of Industry ChangeIs Your Company Ready for Change?Understanding Your CustomersUsing Market Research versus Design ResearchCustomer Journey MappingStay Relevant...The Engage Phase:Designing IdeasWhy Testing Prototypes is ImportantI like, I Wish, What IfStay Relevant...The Expand Phase — From Innovation to Implementation:FeasibilityCommercial ViabilityPilot Your ProjectScaling Your InnovationWhy is There a Chasm?How to Overcome the ChasmScaling BottlenecksConclusionStay Relevant...STRATEGIC CORE Leadership, Brand and Culture:Live Up To Your Customer (and Brand) Promise:Are You What You Say You Are?Understanding Customer ExpectationsThe Gap Model of Service QualityStay Relevant...Transformational Leadership:The Importance of Leadership in Service TransformationIf You Want Satisfied Customers, Focus On Your Internal Company CultureBreaking Down Silos — Building a Culture of CollaborationBuilding TrustThe Three Pillars of TrustFocus on Service ExcellenceA Model for Service ExcellenceThe Service Profit ChainLeading for AgilityStay Relevant...ConclusionAbout the AuthorReadership: Business owners, practitioners, leaders of organizations or service excellence teams, business schools teaching courses on customer service/marketing/management.'Based on over 20 years of experience and deep knowledge of service delivery in both the private and public sectors, Neeta has skillfully integrated a wide range of concepts, frameworks and practices. This book provides a consumer centered and common-sense perspective and approach to service design and customer experience. A thought provoking, human and insightful read for anyone mulling service transformation in their organization, why they must do it and how to get a running start.' - Professor Gerry GeorgeSenior Global Fellow, The Lauder Institute Tamsen&Michael Brown Family Chair Professor in Entrepreneurship and Innovation at McDonough School of Business, Georgetown UniversitySeni
