Allegiance

, 144

Amazon

, 170, 200–201

Ambiguity aversion

, 146

Appraisal-tendency framework (ATF)

, 54–55

Attention–interest–desire–action (AIDA) model

, 4, 27, 29

application

, 28–29

arousing desire

, 29

attracting attention

, 28

garnering interest

, 28–29

prompting action

, 29

Bajaj Allianz General Insurance

, 213

Bluestone

, 170

Brand community

, 210–211

Branding

, 188–189

Brand level agreement

, 167, 169

Brand-owned touchpoints

, 26

Bridging

, 145–146

alliances

, 146

collaboration

, 145

data

, 145

relationships

, 145

touchpoints

, 146

Business-to business (B2B)

, 175–176

business partner/channel context

, 183–184

channel experience management

, 195

complex solutions

, 185–186

customer experience management

, 177

customer journey mapping

, 180

differential strategies and approaches

, 180

digitalisation

, 186–188

electrical switchgears

, 193

e-markets

, 186–188

Facebook

, 194

long-lasting business relationships

, 189–190

relational context

, 178–180

selling

, 179

Tata Steel

, 194

value propositions

, 180–186

Business-to-consumer (B2C)

, 178

Business transformation

, 35–37

customer journey map

, 36

organising workshops

, 36

as product

, 35

Byju’s K-12 Learning App

, 126–127

Carl Zeiss

, 188–189

CEM. See Customer experience management (CEM)

Coach Mitra

, 107

Coca-Cola

, 195

Co-creation of experiences

, 5

Cognition–affect–conation model

, 54

Cognitive biases

, 58

Complementary skills

, 185

Complex products and systems (CoPS)

, 100–101

Consumer purchase decisions

, 53–55

Corporate silos

cultural perspective

, 132–137

customer experience

, 138–143

customer experience management (CEM)

, 140–143

disruptions

, 140–143

historical perspective

, 132

organisational perspective

, 137–138

types

, 131–132

COVID-19

, 2–3, 212, 215

C-suite leaders

, 10–11

Customer centricity

, 208–209

Customer engagement

, 209–212

Customer experience (CX)

, 162

Asian countries

, 192–195

attention–interest–desire–action (AIDA) model

, 4

brand experience

, 191

business-to business (B2B)

, 175–176

business value

, 160

Byju’s K-12 Learning App

, 126–127

challenges

, 118–119

co-creation of experiences

, 5

cons of

, 123

cost

, 157

COVID-19

, 2–3, 212–213

C-suite leaders

, 10–11

customer lifetime value (CLTV)

, 156–157

decision-making

, 7

definition

, 2–3, 6, 176

design thinking approach (See Design thinking approach)

dual-processing system

, 8

exemplars

, 200–203

expectancy–value (E-V) theory

, 163–167

experience economy

, 5

feelings

, 4

first and repeat transactions

, 160

Flywheel approach

, 176–192

frameworks for

, 119–122

Gartner CX Pyramid

, 120–121

in India

, 170–171

integration

, 155–156

KPMG customer experience model

, 120

link-to-value analysis

, 161

management

, 155–156

maturity

, 203–205

measuring

, 167, 169, 190–191

memories

, 4

negative consequences

, 156

net benefits

, 157

net promoter score (NPS)

, 158–159

neuroscience

, 8

NEXA

, 11

online experience

, 2–3

outcomes of

, 157

perceptions

, 4

planning

, 11

poor

, 157–159

post-purchase experience

, 191

pros of

, 122–123

Qualtrics XM model

, 121–122

researching

, 191–192

ROI orientation

, 161

service-dominant logic (S-D logic)

, 5

service provider experience

, 191

significance of

, 156–157, 170–171

technology

, 93–94

value

, 156

voice of customer analysis

, 169–170

Customer experience management (CEM)

, 199–200

COVID-19

, 2–3

definition

, 2

online experience

, 2–3

Voice of Customer (VoC)

, 66–67

Voice of the Employees (VoE)

, 66–67

Voice of the Process (VoP)

, 66–67

Customer feedback leveraging social media

, 106

Customer-focused companies

, 138–139

Customer interviews

, 72–73

Customer journey

awareness, interest, desire and action (AIDA)

, 27–29

application

, 28–29

arousing desire

, 29

attracting attention

, 28

garnering interest

, 28–29

prompting action

, 29

brand-owned touchpoints

, 26

business transformation

, 35–37

customer journey map

, 36

organising workshops

, 36

as product

, 35

channel

, 23

customer-owned touchpoints

, 25–26

customer touchpoints

, 27

digital customer journeys

, 37–39

experience

, 23–24

goal

, 23

journey mapping

, 30–34

action planning

, 34

designing

, 31–32, 34

ecosystem workshop

, 34

emphasis on personas

, 33

post-purchase

, 31

pre-purchase

, 30–31

purchase

, 31

qualitative research

, 33

mapping

, 23

mid-funnel focus

, 39

multiple customer service options

, 39

organisational goals/key performance indicators/responsibility

, 24

partner-owned touchpoints

, 26

persona

, 23

social/external touchpoints

, 24–25

stage

, 23

timeline

, 23

touchpoint

, 23

visualisation

, 24

Customer lifetime value (CLTV)

, 156–157

firms

, 158

orientation

, 158

parameters

, 171–172

Customer-owned touchpoints

, 25–26

Customer relationship management (CRM) systems

, 99, 104–105

Customer satisfaction score (CSAT)

, 75

Customer service

, 95–99

Customer surveys

, 73

Customer touchpoints

, 27, 72

Cybersecurity

, 104

Decision-making

, 7, 48, 51, 53

Delivery method

, 186

Design

, 147–148

incentives

, 148

infrastructure design

, 147

organisation structure

, 147–148

policies and processes design

, 148

Design thinking approach

, 123–124

advantages

, 125

nonlinear iterative process of design thinking

, 125

Digital customer journeys

, 37–39

Digital Interaction to Seek Help Anytime (DISHA)

, 106–107

Digitalisation

, 186–188

Dispositional emotion

, 53

Dual-processing system

, 8

Emotions

appraisal-tendency framework (ATF)

, 54–55

cognition–affect–conation model

, 54

cognitive biases

, 58

consumer purchase decisions

, 53–55

decision-making

, 48, 51, 53

dispositional emotion

, 53

expected emotion

, 52–53

experienced emotions

, 53

immediate emotions

, 53

judgement

, 51–53

judgement and decision-making (JDM)

, 48–49

managing

, 55–58

measuring

, 55–58

memory

, 58

motivators

, 48

psychology perspective

, 49–51

Enhanced Customer Experience

, 156

E-ticketing

, 105–106

Evangelists

, 193–194

Expectancy–value (E-V) theory

, 163–164

brand level agreement

, 167, 169

customer repeatability

, 165–166

level of satisfaction

, 167–168

overall shopping experience

, 165–166

planned visit

, 165–166

qualitative survey

, 167

retailers’ system displaying

, 164–165

store visits

, 164–165

Expected emotion

, 52–53

Experienced emotions

, 53

Facebook

, 194

Flipkart

, 170, 194

Flywheel approach

, 176–192

branding

, 188–189

business-to business (B2B)

, 178–180

customer journey mapping

, 180

digitalisation

, 186–188

e-markets

, 186–188

long-lasting business relationships

, 189–190

thought leadership

, 188–189

value propositions

, 180–186

Focus groups

, 75

Fraud prevention

, 104

The future group

, 170

Gartner CX Pyramid

, 120–121

Google

, 200–201

Harley Owners Group (HOGs)

, 202

HDFC Bank

, 102–103

IKEA

, 202

Immediate emotions

, 53

Indian railway

, 105

Indian Railway Catering and Tourism Corporation (IRCTC)

, 106–107

Individualism Index (IDV)

, 177

Industry knowledge

, 185

In-group collectivism

, 135

Journey mapping

, 30–34

action planning

, 34

designing

, 31–32, 34

ecosystem workshop

, 34

emphasis on personas

, 33

post-purchase

, 31

pre-purchase

, 30–31

purchase

, 31

qualitative research

, 33

Key performance indicators (KPIs)

, 71–72

Kotak Mahindra Bank

, 214–215

KPMG customer experience model

, 120

Lagging indicators

, 72

Leader

, 150–152

Aravinda Eye Care System

, 151–152

Cleveland Clinic

, 150–151

LEGO

, 203

Lenskart

, 170

Leveraging AI for passenger safety

, 108–109

Lifestyle

, 170

LinkedIn

, 189

Link-to-value analysis

, 161

Live chat

, 73

Long-term brand building

, 78–79

Lower specification limit (LSL)

, 84

Mid-funnel focus

, 39

Multiple customer service options

, 39

Myntra

, 170–171

Natural Language Processing and Speech Recognition for Text and Sentiment Analysis

, 99–100

Netflix

, 208

Net promoter score (NPS)

, 70, 74–75

credibility

, 167–168

customer loyalty metrics

, 159

measuring

, 159

micro-level measurements

, 163

sample size

, 164

Neuroscience

, 8

NEXA

, 11

Observation method

, 76–77

Online experience

, 2–3

Organisational factors

, 186

Overall Customer Satisfaction (OSAT)

, 71

Panasonic Corporation

, 193

Partner-owned touchpoints

, 26

Passenger Reservation System (PRS)

, 105–106

Past consumption

, 71

Paytm

, 214–215

Perceptions

, 4

Pidilite India

, 189

Planning

, 11

Power distance

, 134

Project management skills

, 185

Qualtrics XM model

, 121–122

Rail Station Information app

, 107

Recorded call data

, 74

Relationship-based trust

, 137

Relationship marketing

, 189–190

Reliance Retail

, 171

Reputation

, 158

Retention

, 78–79

Revenue

, 158

Risk aversion

, 146–147

Ritz-Carlton

, 209

Robust back-end technologies

, 104–105

Satisfaction

, 81

Self-service

, 103–104

Service-dominant logic (S-D logic)

, 5

Shame aversion

, 147

Shoppers Stop (SS)

, 171

Sigma

, 86

Silo

branches

, 140–141

corporate silos

, 130–138

definition

, 130–131

filter

, 142

innovation

, 142–143

mindset in complaint handling

, 140

wastage

, 141

Silo culture, breaking

allegiance

, 144

bridging

, 145–146

challenges

, 143, 148, 150

changing

, 146–147

designing

, 147–148

leader

, 150–152

Singapore Airlines

, 200–201

Social/external touchpoints

, 24–25

Social media listening

, 74

Starbucks

, 209

Station navigation systems

, 107

System stability

, 83

Taj Hotels

, 200–201

Task-based trust

, 137

Tata Steel

, 194

Technologies for self-service

, 105–110

Technology

, 101–110

before and after customer service

, 99–100

challenges

, 110–111

Coach Mitra

, 107

complex products and systems (CoPS)

, 100–101

customer experience

, 93–94

customer feedback leveraging social media

, 106

customer relationship management (CRM) systems

, 99, 104–105

customer service

, 95–99

cybersecurity

, 104

definition

, 91–92

e-ticketing

, 105–106

fraud prevention

, 104

HDFC Bank

, 102–103

Indian railway

, 105

Natural Language Processing and Speech Recognition for Text and Sentiment Analysis

, 99–100

Rail Station Information app

, 107

redesigning

, 95–100

robust back-end technologies

, 104–105

self-service

, 103–104

station navigation systems

, 107

technologies for self-service

, 105–110

technology-enabled customer experience landscape

, 101–110

TESCO

, 139

Thought leadership

, 188–189

Timeline

, 23

Touchpoint

, 23

Transparency

, 214–215

Trust

, 137

Uber

, 209

Uncertainty avoidance

, 135

Upper specification limit (USL)

, 84

Value

, 156, 180, 186

Visualisation

, 24

Voice of Customer (VoC)

analysis

, 169–170

benefits

, 69

business

, 68–70

customer interviews

, 72–73

customer satisfaction score (CSAT)

, 75

customer surveys

, 73

customer touchpoints

, 72

focus group discussions (FGDs)

, 72

focus groups

, 75

key performance indicators (KPIs)

, 71–72

lagging indicators

, 72

live chat

, 73

net promoter score (NPS)

, 70, 74–75

observation method

, 76–77

Overall Customer Satisfaction (OSAT)

, 71

past consumption

, 71

projective techniques

, 76

recorded call data

, 74

social media listening

, 74

techniques for

, 72–77

website behaviour

, 74

Zaltman Metaphor Elicitation Technique (ZMET)

, 76

Voice of the Employees (VoE)

collect tools

, 79–81

definition

, 78–79

engagement

, 82

FMCG

, 81

long-term brand building

, 78–79

retention

, 78–79

satisfaction

, 81–82

tools of

, 80

Voice of the Process (VoP)

lower specification limit (LSL)

, 84

measures of

, 83–84, 86

organisations

, 81

process performance

, 83

Sigma

, 86

system stability

, 83

upper specification limit (USL)

, 84

Walt Disney

, 200–201

Website behaviour

, 74

Zaltman Metaphor Elicitation Technique (ZMET)

, 76

Zappos

, 200–201