Every one says that Customer is the King. All enterprises work for producing & supplying goods & services, to the
satisfaction of the customers. If the customers derive an extraordinary experience therefrom, then they will get boundless pleasure. Beyond the products other points are, the packaging, in-time delivery, responses received from the customer services or call centres & their problem solving ability, quality & contents of the manual, responses received on telephones for queries, complaints, claims or fixing an appointment etc. Experience of the Customers about the things around the products, is the new requirement for success in an enterprise. If they are impressed with this experience, they can remember it & spread to others, leading to loyalty, real growth, better business & even
leadership. In seven Chapters contained in two parts, the authors provide some tools for the company leadership, for applying them in practice. Success can be achieved in any business, when we give value adding experiences to the customers. The book provides knowledge about value & experience, & their use to make the products & services into extra ordinary or priceless. Based on research, experience, business stories & examples, they have introduced new systems, viz. Experience Engagement Process & Experience Event Matrix for the benefit of the businesses. We can get the feedback from the customers, & also help in product development,
innovation & priceless experience. Newsletters, web site, e-mails, letters etc. are helpful for interaction, dialogue, & feedback from the customers.
One of the Chapters discusses the surroundings for the products & services. The environment connected with the products, consists of cover, label, display, retail spaces, places for servicing, ease of opening a bottle or can, quality of packaging & shopping bags, hand tags & protection from damage etc. These are divided into two parts, micro- & macro-environments. Labelling is important, for providing directions for use, ingredients, precautions etc., & helping the customers for its satisfactory use. Company participation in trade shows, retail stores, web sites, catalogues etc., helps in sale of products by generating knowledge, delight & loyalty. Customers should be comfortable in visiting the stores, where the inside atmosphere should be welcoming & encouraging, from points of view of colour, light, space, smell & display signs etc. The products should be organized with adequate space in the aisles, ease of locating & getting access to the products, with clear & readable information about the products. With Internet, there is a new market place, where also above points apply in general. The look & feel of the web site should be comfortable to the customer. Pages should be with pictures, not too crowded but numbered, with ease of moving to different pages. Also we should see that people are aware of, & browse our web site to obtain information easily. It is a practical, interesting & useful book for the executives of the various enterprises (as well as for the customers), so that we can learn the extra ordinary experiences, & then arrange to provide the same.