Disclosure Statement: I received a copy of this book from the authors for review purposes. No other goods or services were received/exchanged for this review.
After reading this book I had two major impressions:
- Customer Experience is something that everyone should be focused on
- The book did not try to sell any particular CRM system
The Customer Experience Edge book is a great argument for why companies should focus on customer experience and center themselves around the customer, rather than on products and services. The book drives home the points of why creating a good customer experience in fashion that generates ROI is key to preventing loss on investment. For many of us who agree to with fair treatment or the golden rule concept, it will not be hard to agree with the concepts presented in the book.
The book does try to illustrate how that the “wow” must always be balanced by limitations of what is sustainable to stay in business. In addition something that might prove concerning for those wanting “equal treatment” is the stressing that treating customers by profitability in terms of providing above and beyond services is also a profitable strategy.
Many case studies are provided to illustrate the points in each chapter, along with a appendix of research surveys and documented research sources. The studies do not appear to promote SAP software, but rather show what has worked for companies who achieve excellence in customer experience regardless of specific vendor who supplied their technology. You will still however find examples of companies using SAP CRM which is to be expected given the authors current positions at SAP.
This is exactly the type of book at someone in a trusted advisor role to the business on their CRM technology system, would want to recommend to those that they guide along with themselves. There are also a lot of great concepts in this book that I think if applied properly to IT delivery of services could help enhance the experience within an organization.