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An essential guide to getting the most out of your customers by providing them with an efficient yet authentic experience. Across all sectors, the personable, ''human'' elements of the customer experience have become neglected. Instead, businesses focus on functionality and efficiency - employing AI and other technologies to streamline the client or customers'' experience to ensure that it is as efficient and straightforward as possible.Despite these new technologies, customers are no more satisfied than they were a decade ago (according to the ICS) and, according to Edelmen, they trust big organizations even less than they did in the past. The Human Experience argues this is a result of corporations'' fixation upon efficiency at the cost of the ''human'' experience. While chat bots and automated procedures may be efficient and cost-effective, they are often robotic and cold experiences, which leave the customer unsatisfied. John draws upon research and case studies to clarify that the customer experience is not just the responsibility of front-line employees - instead it is 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 are working in a specialist business consultancy or at a retail company, on the other end of your product or service is a human - someone looking for an experience which is not only helpful, but also authentic. Packed full of practical advice and engaging case studies, The Human Experience is the ultimate guide to fulfilling this standard, and consequently developing a loyal customer base that will remain engaged and profitable.>
About the author
John Sills is Managing Partner at customer-led growth company, The Foundation. After starting his career on a market stall in Essex, he’s spent
the last twenty-five years working in and with companies around the world to make things better for customers. He’s advised organisations such as Sky, The Body Shop, BUPA, Ovo Energy, Invesco, Morrisons, eBay, and UNICEF. He also spent twelve years at HSBC, starting on the frontline and finishing as Head of Customer Innovation.
John works closely with Young Enterprise, a charity that helps young adults become the next generation of entrepreneurs, and is a mentor for The School of Marketing.
