E-customer

“What does the customer want in the 21C? Not just a simple set of objective
improvements. But stuff that speaks his language, pushes his buttons, clicks
with his karma, and fits in with his priorities.” Max Mckeown

Customers just got faster and smarter. Time to catch up.

The wired customer economy is changing the way businesses work: from data
management to supply chains; from advertising to internal communications; from
customer service to product development. Nothing remains untouched. Nothing
remains off-wire in the next generation of customer relationships.

But let's not get transfixed by the enigmatic e in business, how the networked
world is transforming business models, enabling more customised relationships
with consumers and enhanced access to customers. Focus instead on what is
happening to the actual customer. Just who is the e-customer? How are their
needs evolving and their expectations and behaviours changing?
The fast customer has set his expectations sky high. And, in a networked
economy, it's customers, not vendors who make the rules which will change the
playing field for everyone.

E-Customerwill find who the real customers are at the other end of the network.
It will show how business can connect with them so that the whole product life-
cycle becomes interactive, not just the selling and customer service stages. It
will show how the wired world is transforming customer perceptions of value,
and how business should reorganise itself to deliver on this.

The market has been Amazoned to death. Presenting statistics, research, case
studies, options and anecdotes, E-Customerwill look at new examples and better
roadmaps to demonstrate how to re-architect organisations. Both qualitative and
quantitative research will be combined to give real support to practitioners
who want to convince their companies to evolve but need real ammunition not
just big bangs.


CONTENTS

* IT'S A NEW SERVICE WORLD Arrested for speeding A market of 1 billion
consumers Its simpler (and harder) than you think Star-Trek Expectations Good
news for people who like people


* CUSTOMER Ready for a 1:1 relationship? Spin them 360o and make them dizzy
Will the real E-customer please stand up! Fan Clubs and User Communities The
Watchdog generation Service Saboteur: A new breed What is excellence in E-
service?


* PROPOSITION Brand value = Image * Service Way beyond service Ask them what
they want Viral marketing can make you sick Finding the niche to make you
riche The big idea Why the parrot has it Choosing what others should do Start
your own land rush (there's more room elsewhere)


* PROCESS Play the game: Be Mediocre The best of all worlds Proactive or pushy?
Sales is service Harmonising multiple channels Closed loop competitiveness
(CLC) Faster, Smarter, Happier, Richer Keep it electronic: Keep it simple
Contact differentiation


* PEOPLE Why good people turn rotten Locking in fantastic people The
relationship is not in the software Aligning culture to brand Empowerment
reduces costs The multi-channel customer agent


* PLATFORM Technology: Your new friend Umbilical cords At last, everything fits
together 21st Century Communications Centre Flexibility, Robustness, Realism
Integrate or start again


* THE DAY AFTER TOMORROW Enduring principles writ large All the predictions
will happen What is beyond the horizon You'll be sorry you sacked me
Internally Wired Consumers Start-up-itis Back to the beginning


* RESEARCH & CASE STUDIES Interviews with leading organisations in the fight
for the e-customer Analysis of customer surveys and focus groups Results of
mystery shopping over all key channels Case studies from the worst and the
best prepared companies for the e-century:

o Woolwich
o Dixons
o Fidelity
o Easy Jet
o B&Q
o Centrica
o Pizza Hut
o Sony
o Kwik Fit
o British Airways
o Asda
o Trygg-Hansa
o Smile
o Egg
o E-bank
o E-Toys







"My recommended reading this summer is Max Mckeown's E-Customer. E-
Customeroffers a look at the world of technology and customers from the other
side of the pond"
Alan Webber, One of the founding editors of Fast Company
Max Mckeown has been described as a "new media business architect" finding ways
of exploiting new trends to the benefit of all company stakeholders including
customers and employees. He is a business writer and strategy consultant to
organisations across industry sectors. He is founder and chairman of Maverick &
Strong, a company that specialises in rebuilding organisations around their
customers. He is also a popular conference speaker and a regular magazine
columnist.

He started his customer contact apprenticeship with First Direct (telephone
banking pioneers), developed leading edge e-solutions with AIT (innovative
software house responsible for the legendary Keybank and Woolwich multi-channel
systems), helped found the CRM group with CMG (Largest European Systems
Integrator), joined C3 (Customer Contact Company) before founding Maverick &
Strong. He is currently strategic advisor for a number of global e-business
ventures.
CONTENTS

* IT'S A NEW SERVICE WORLD Arrested for speeding A market of 1 billion
consumers Its simpler (and harder) than you think Star-Trek Expectations Good
news for people who like people


* CUSTOMER Ready for a 1:1 relationship? Spin them 360o and make them dizzy
Will the real E-customer please stand up! Fan Clubs and User Communities The
Watchdog generation Service Saboteur: A new breed What is excellence in E-
service?


* PROPOSITION Brand value = Image * Service Way beyond service Ask them what
they want Viral marketing can make you sick Finding the niche to make you
riche The big idea Why the parrot has it Choosing what others should do Start
your own land rush (there's more room elsewhere)


* PROCESS Play the game: Be Mediocre The best of all worlds Proactive or pushy?
Sales is service Harmonising multiple channels Closed loop competitiveness
(CLC) Faster, Smarter, Happier, Richer Keep it electronic: Keep it simple
Contact differentiation


* PEOPLE Why good people turn rotten Locking in fantastic people The
relationship is not in the software Aligning culture to brand Empowerment
reduces costs The multi-channel customer agent


* PLATFORM Technology: Your new friend Umbilical cords At last, everything fits
together 21st Century Communications Centre Flexibility, Robustness, Realism
Integrate or start again


* THE DAY AFTER TOMORROW Enduring principles writ large All the predictions
will happen What is beyond the horizon You'll be sorry you sacked me
Internally Wired Consumers Start-up-itis Back to the beginning


* RESEARCH & CASE STUDIES Interviews with leading organisations in the fight
for the e-customer Analysis of customer surveys and focus groups Results of
mystery shopping over all key channels Case studies from the worst and the
best prepared companies for the e-century:

o Woolwich
o Dixons
o Fidelity
o Easy Jet
o B&Q
o Centrica
o Pizza Hut
o Sony
o Kwik Fit
o British Airways
o Asda
o Trygg-Hansa
o Smile
o Egg
o E-bank
o E-Toys