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Customer Experience Management A Handbook to Acquire and Retain Valuable

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Customer
Experience
Management
A Handbook to Acquire and Retain Valuable Customers

Muhammad Farooq
An Ultimate Guide for Customer-Centric Organizations, Startups, Customer

Centricity Teachers and Trainers

 Preface

I love writing and helping others. I feel satisfied when I see startups growing

following my advice. I am doing consultancy work since last 8 years and working

with startups around the world as an independent consultant. I always felt my services

are limited to well established and some new startups. As a consultant, I can advise

maximum up to 100 people at the individual level. I was looking for a way to reach

the wider audience and sharing my learnings with them. This first thing which came

to my mind was writing a book. The book is about the problems which startup

founders and well-established companies face. Based on my experience of working

with well-established companies like ETISALAT, Telenor Group, China Mobile,

Maxis, Smart ends and multiple small startups as an advisor I decided to write about

the most challenging issues businesses face. I worked in data analytics, strategy,

customer value management, and customer experience domain and helped many

startups in pitching their unique value which helped them in getting funds. Yet the

decision of writing about the first book was difficult. I wanted to write about

something which is the lifeblood and heart of the business — a formula which worked

for all my clients. Does not matter, the company is well established, or a new startup

one thing works for everyone. That is the Customer Experience Management.
Some people confuse the customer experience and customer service. Therefore, I

started this book with the definition of customer experience. Customer experience is

the expectations and perception of a customer about a company in general,

particularly about its products, services, employees and processes, which customer

experiences during his interactions with the company. Customer experience is

something proactive. Customer experience is making sure while designing the

products that customers should not face any problem. In this book, I recommend

companies to do the Customer Journey Mapping (CJM) before launching any

product. I explained in the book, how Facebook and WhatsApp do not have a

helpline. Still, customers are satisfied with them. In contrast, the telecom companies

having call centers and multiple customer centricity platforms cannot get the

satisfaction of customers as the satisfaction of one small app like WhatsApp, which

has eaten $368 billion revenue of telecom companies just because of providing a great

customer experience.

This book has three parts, and the first part explains; what is customer experience

management, and how it is different compared to the customer service. The second

part of the book explains why customer experience management is important. With

my experience in multiple companies around the globe particularly in the Asian

context, I have given examples numerous example which any startup founder or

business executive can apply in his/her company. In this book, you will realize that
whenever something goes wrong, only 3% customer complain about the service.

Most of the traditional service companies only answer the complaints without

knowing that 97% customer leaves without complaining. In the book, I have given

examples of how Apple, Facebook, and Amazon care about this aspect of customer

experience.

The third part of the book explains the way how companies can improve the customer

experience. I have explained with my experience that most of the company’s focus

on symptoms and only resolve the symptoms of the problems. Companies do not

focus on the root cause of the problems. The drawback of focusing on symptoms is

that the symptoms appear again and again. This is the reason that some companies

have a complaint center. The count of continuity of the complaints is consistent

month wise. The worst part is many companies have accepted this thing. They feel

this is how it works. Their call center teams have the Key Performing Indicator (KPI)

to deal with a certain count of complaints. The reality is, because of this approach

they are fueling the issues. I have written in my book that only 7% of the complaints

go the origin of the complaint — the point where the problem is occurring. The reason

why we have fewer complaints with Facebook, Google and Amazon is that the

complaint goes directly to complain origin and gets resolved.

I expect every business student, and company employee from a small level to CEO

must read this book. This book is written for you. It addresses you and your business

problem.

I hope this book will be helpful for you in 2019 and onward. I am myself learning

things and trying to approach as many people as possible. I would love to get in touch

with you. You can write me an email at Farooq.buzdar2@gmail.com. I am a regular

user of social media channels like LinkedIn and ResearchGate. You can find me with

the user name “Muhammad Farooq” on ResearchGate and Username “Muhammad

Farooq Buzdar” On LinkedIn.

 Dedication:

This book is dedicated to my loving and caring family.

 Author Introduction

Muhammad Farooq is an independent research

consultant and Founder of Buzdar Insights. He

has more than 7 years of experience in world

leading telecom companies like Telenor, China

Mobile, ETISALAT, Maxis and Smart Ends in

Market Research, Customer Experience, and

Customer Lifecycle Management. As an

independent consultant, he has helped more

than 20 startups in Business Development and

Strategy. Besides being a founder and business Muhammad Farooq is also a Research scholar

who has produced more than 20 research papers in leading Journals. Muhammad Farooq has

co-authored the research papers with people from different countries and different areas of

expertise.

Currently, he is working on multiple projects, which revolves around understand the customer

preferences and letting the companies help in understanding customer preferences. mainly he is

focused on writing about the Future of Marketing, with the focus to update the old concepts and

theories in marketing as per the changing business landscape. With his experience of working

with the academicians and practitioners Muhammad Farooq fells that There is a huge gap

between academia and practitioners which needs to be filled.

Complete Book is available on kdp.

ASIN: B07MC8SJ4X

Customer Experience Management

A Handbook to Acquire and Retain Valuable Customers

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