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Introduction: Mastering the Outside In Challenge ix
PART I: THE VALUE OF CUSTOMER EXPERIENCE You Need Your Customers More Than They Need You 3
Customer Experience Means Billions to Business 18
The Customer Experience Ecosystem 36
PART II: THE SIX DISCIPLINES OF CUSTOMER EXPERIENCE From Bumper Sticker to Business Discipline 59
Strategy 74
Customer Understanding 86
Design 105
Measurement 123
Governance 137
Culture 151
PART III: HOW CUSTOMER EXPERIENCE TRANSFORMS COMPANIES The Natural Path to Customer Experience Maturity 169
The Rise of the Chief Customer Officer 183
The Customer Experience Race Is On 204
What Next? 223
Acknowledgments 225
Notes 229
Case Index 243
Index 247
About the Authors 259
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