Overview
- Provides a hands-on guide to the key levers, tools and methods for creating a positive customer experience
- Integrates concepts from the fields of design, psychology and digitization
- Offers a structured approach through the systematic combination of relevant modules and tools
Part of the book series: Business Guides on the Go (BUGO)
Access this book
Tax calculation will be finalised at checkout
Other ways to access
Table of contents (7 chapters)
-
Front Matter
-
Back Matter
Keywords
About this book
This book explains how startups and brands in general can achieve a high level of customer experience (CX) in today's dynamic and competitive times. A well-structured and easy to apply customer experience framework defines customer experience as the start and end point of all business activities. The framework steps and tools (such as NPS, Empathy Map, Customer Journey, Golden Circle, Design Thinking, A/B-Testing) are designed to have a maximum impact on successful company building and the customer experience, which is key to generate first and repeat buyers that become fans of the company. The tools originate from different disciplines, such as management, design, digitisation or psychology – as only an interdisciplinary approach enables superior insights for initiating the right customer activities in today's highly competitive times. With this book, it is possible to look at customer experience systematically and derive your own strategy towards success.
The following are the main contributions of this book:
· Provides a clear step-by-step guide to create a customer experience-centric company
· Introduces most impactful tools that managers can use to successfully complete every step of our framework· Guides managers through the process of creating a start-up, which is less about magically coming up with innovative business ideas, but rather about applying proven principles in a new context
Authors and Affiliations
About the authors
Thomas Suwelack is a professor of digital customer experience at Brand University of Applied Sciences in Hamburg (Germany) since October 2018. He is also founder and CEO of 21done – a purpose-driven, digital startup. After graduating in business administration and completing his doctorate in marketing at the University of Muenster (Germany), he worked several years as a management consultant for multinational corporations operating in various industries.
Manuel Stegemann is a tenured professor at the Bielefeld University of Applied Sciences (Germany), where he primarily represents the fields of consumer psychology and marketing. Before moving to Bielefeld, he worked for three years as professor of marketing and statistics at the Kiel University of Applied Sciences (Germany). He is passionate about behavioral economics and consumer decision making. He also enjoys delving into the new opportunities that data science brings to marketing. He studied psychology andholds a PhD in business administration. He gained five years of industry experience working for two management consultancies.
Feng Xia Ang is the co-founder and Chief Product Officer of 21done. She holds a Bachelor of Business Management degree from the Singapore Management University and an M.A. in Brand Innovation from the Brand University of Applied Sciences (Germany). After her studies, she went on to fulfil her passion for entrepreneurship by embarking on the start-up founding journey, alongside Thomas Suwelack, of building a purposeful digital platform for personal growth.
Bibliographic Information
Book Title: Creating a Customer Experience-Centric Startup
Book Subtitle: A Step-by-Step Framework
Authors: Thomas Suwelack, Manuel Stegemann, Feng Xia Ang
Series Title: Business Guides on the Go
DOI: https://doi.org/10.1007/978-3-030-92458-4
Publisher: Springer Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2022
Hardcover ISBN: 978-3-030-92457-7Published: 02 February 2022
Softcover ISBN: 978-3-030-92460-7Published: 03 February 2023
eBook ISBN: 978-3-030-92458-4Published: 01 February 2022
Series ISSN: 2731-4758
Series E-ISSN: 2731-4766
Edition Number: 1
Number of Pages: XVII, 152
Number of Illustrations: 56 b/w illustrations
Topics: Customer Relationship Management, Consumer Behavior, Services