The Human Experience: How to make life better for your customers and create a more successful organization

Description

The essential guide to creating a successful organization by making things easier, better and more straightforward for your customers. Across all sectors, organizations' fixation with functionality have meant that the 'human' elements of the customer's experience have become neglected. Strict processes and automated procedures have created organizations full of people who aren't allowed to act in a 'human' way. As a result, and despite these new technologies, customers are no more satisfied than they were a decade ago (according to the Institute of Customer Service) and, according to Edelman, they now trust big organizations even less than they did in the past. In The Human Experience, John Sills draws upon extensive research and illustrative case studies to explain that the emotional experience is just as important as the functional one, and, if done right, will create a more efficient business. He also demonstrates that the customer experience is not just the responsibility of front-line employees, but shared across the company, from the CEO operating as the spokesperson of the business to the programmers developing a seamless and welcoming user interface. Whether you're a well-established incumbent or an early-stage start-up, on either end of your product or service is a human. Packed full of practical advice and engaging case studies, The Human Experience is the ultimate guide to creating a culture and an experience with humanity at its heart, helping to develop a customer base that will stay with an organization, and a company that will grow in an increasingly efficient way.

John Sills is Managing Partner at customer-led growth company, The Foundation. After starting his career on a market stall in Essex, he's spent the last twenty-five years working in and with companies around the world to make things better for customers. He's advised organisations such as Sky, The Body Shop, BUPA, Ovo Energy, Invesco, Morrisons, eBay, and UNICEF. He also spent twelve years at HSBC, starting on the frontline and finishing as Head of Customer Innovation. John works closely with Young Enterprise, a charity that helps young adults become the next generation of entrepreneurs, and is a mentor for The School of Marketing.

Even though Britain proudly claims to be a service economy, most transactions with business and government seem designed entirely around the convenience of the service provider, not the value to the consumer. We really do need a Copernican revolution in both government and commerce to overcome this wasteful misalignment of effort, and this revelatory book will tell you exactly where to start. -- Rory Sutherland * Vice Chairman at Ogilvy UK, TED Global speaker and Author of Alchemy * Well written, witty, keenly observed and with passion. One for humans, aren't we all? -- Tim Mason * CEO at Eagle Eye, former Deputy CEO and CMO at Tesco * John Sills' entertaining and convincing book contains a vital message; the best way to build and sustain a great consumer company is not to deny but to celebrate mutual trust and common humanity. Never mind making business more successful, this book could make the world a better place. -- Matthew Taylor * CEO, NHS Confederation and former CEO of the RSA * In a world of shocks, uncertainty and measurement skewed towards the functional, this is a powerful case for thinking just as hard about how organisations make customers and colleagues feel. Here is the perfect guide to 'doing the right thing' and making businesses more trusted and sustainable. -- Vernon Everitt * Managing Director, Customers, Communication & Technology, Transport for London * Calling all business leaders - please read this book and restore humanity to your company's customer experience! -- Ash Schofield * Chief Executive Officer at giffgaff and Marketing Academy Fellow * John Sills is a master story teller, his arguments powerful from a career spent relentlessly in the pursuit of making things better for customers. An extremely funny, heart-warming, and practical guide to how we go about restoring humanity to the customer experience. Regardless of industry sector, this is one of the most relevant reads of our times, for any leader looking to do better by and for the people they serve. -- Sharon Davies * CEO of Young Enterprise * There is no business "growth hack" greater than loving and caring for your customers. John shows you how and reminds you why. -- Lauren Currie OBE * Founder of UPFRONT * Focusing on "what matters" to the individual and wrapping themselves around them in tackling their questions and problems has and always will be what First Direct is all about. John's book brings this philosophy to life fantastically. It's simple really - solve for what matters and good business outcomes happen. -- Chris Pitt * Chief Executive Officer at first direct * John brings a very human touch to understanding brilliant customer experience, with fantastically vivid examples. -- Mark Evans * Managing Director, Marketing and Digital at Direct Line, Board Member of The Marketing Society and Chair of School of Marketing * This is a great book. It should be read by anyone who cares about creating and receiving fantastic customer experiences (which is pretty much everyone). -- Owain Service * CEO at CogCo, Managing Director and Co-Founder of the UK Government's Behavioural Insights Team * John Sills builds the case for restoring humanity to customer experience with pertinent and accessible examples. The Human Experience is insightful, persuasive and motivating. A must read for business leaders. -- Sean Meehan * Martin Hilti Professor of Marketing and Change Management, IMD Business School * The most relatable, relevant and riveting book on customer experience I have come across. A must read! -- Ritchie Mehta * CEO at School of Marketing * John has created an extraordinary collection of insights that would inspire any leader in business to look again at their customer experience with fresh eyes and see the power of the human role. It is an entertaining read with a mixture of his personal anecdotes as a consumer, against his wise insights as a world class expert. John dispels many established myths and sets out a refreshing landscape of ideas to bring the humanity back to the centre. I thoroughly recommend the book, whether for a student, or a seasoned leader. -- Joe Macleod * Author, Ends * Very impressive, and really useful for those who genuinely want to ensure their customers are well served! -- Richard Sells * Former Chief Innovation Officer, Electrolux * Challenges the negative power inherent in current marketing group think. -- Raoul Pinnell * Chairman, MediServices Healthcare * A critical customer experience masterpiece - challenging, important, funny and practical. If you have customers, read this book. -- Charlie Dawson * Author of The Customer Copernicus *