Built To Win
Make the Customer Experience Part of Your Company’s DNA
In today’s oversaturated business environment it can be a challenge to stand out from the crowd. With everyone playing the same digital game, how do you gain an edge on your competition and keep your customers coming back?
For CX Journey founder and CEO Annette Franz, the answer is simple: create a world-class customer experience. With her new book Built to Win: Designing a Customer-Centric Culture That Drives Value for Your Business, Annette implores leaders to transform their existing company culture and rebuild it in every way around the needs of their customers. “A customer-centric culture is one in which the customer’s needs and perspectives are woven into the fabric of the organization,” Annette explained. “They are, literally, at the center of every decision, conversation, action, process, and strategy.”
An essential book for the new business landscape, Annette’s work gives modern leaders the principles, wisdom, and confidence to take back control of their company’s fate, one customer at a time.
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Customer Understanding by Annette Franz
Annette’s first book, Customer Understanding: Three Ways to Put the “Customer” in Customer Experience (and at the Heart of Your Business), is your how-to guide to doing just that and to ensuring that you are finding products that solve customer problems rather than finding customers to buy your products, regardless of what value they deliver.
How do you do that? You’ve got to understand who your customers are and what problems they are trying to solve or what jobs they are trying to do. Then you’ve got to use that understanding to design an experience that helps customers achieve their goals. That’s the key to putting the customer in customer experience!
In this book, Annette covers the three approaches to customer understanding: feedback and data, personas, and journey mapping, with about a third of the book devoted to running your own journey mapping workshops and ensuring everything you learn from these three approaches translates into a better experience for your customers.
Buy Customer Understanding