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I established the importance of the mission and vision statements last chapter Nothing proceeds without a clear mission and vision statement that provides the customer-facing cues the company needs to define how it will approach its interactions with the customers and what the future holds for that This is a prerequisite for any sort of customer experience mapping you are preparing to do The full evolution and development of a strategy isn t The reason it isn t is pretty straightforward If successful, the mapping will help you define the strategy, helping you execute on your mission As time goes on and you redo the mapping yes, redo, this isn t a one-time-whew-we re done it will provide you with the insight to tweak the elements of the strategy going forward That means that your vision can be realized Before you get to that, you have to make sure that the perception of the mission and vision is consistent across the company What do I mean by that Let me get literary In Shakespeare s Julius Caesar, Titinius returns home to find Cassius, of the lean and hungry look, dead He says, Alas, thou hast misconstrued everything That is a state you have to make sure you avoid The only way to avoid it is to make sure the mission and vision that are the fundamental statements for the Social CRM strategy are not only clearly defined but clearly understood across the entire value chain By having that mission and vision clear, the direction that the strategy has to be pointed will be obvious to all concerned, and that doesn t require the entire strategy to be complete The entire value chain includes the accounting department, your logistics organization, the warehouse managers, the human resources

WRE54G Range Extender (Photo courtesy of Cisco Systems, Inc)

Script Runner The Script Runner program acts as an aggregator of scripts, giving you a launching pad for your AppleScripts (see figure 7.2). To run Script Runner, open /Application/AppleScript and double-click on the Script Runner icon. Clicking on the program s main window displays the application menu (also shown in figure 7.2). This menu lists the folders on your system that contain AppleScripts, as well as their contents. AppleScripts are stored in /Library/Scripts and your home directory, within ~/Library/Scripts. Keeping scripts in folders is a good way to organize and access related scripts from the Script Runner menu. In addition, I prefer to order the menu starting with my scripts (whose folder is prefixed with an underscore) followed by system-level scripts. To add a new script to Script Runner, exit the program, open a script folder (/Library/Scripts or ~/Library/Scripts), drag the compiled script to the target folder, and launch Script Runner. In general, Script Runner is a nice way to organize completed scripts that you access often. (Try adding it to the Dock for better access.)

department, and all the others in the back of the company The reason this encompasses the entire value chain is that with the increased customer demands and the heightened emotional sensitivity due to extreme economic fluctuations, among other things, how every part of the company performs will have an impact on the customer experience For example, several years ago, a client of mine called up with an odd dilemma Their accounting department, a few years before the call, had developed a technique they used in accounting entries that saved their rather large department around $40,000 per year However, they had added e-commerce to their portfolio of sales channels As a result, this accounting technique created an online glitch that made the customer purchasing online enter some of the same data twice Never mind how it got there it s not germane to this They wanted to know what to do My recommendation, since it wasn t technically fixable, was to jettison the technique despite its improved efficiency, because it was degrading the customer experience and thus irritating customers, who expected their online shopping to be seamless and easy They did just that Which is great, but the true moral of this story is to note how even the back office can affect a customer experience that is expected to be something it turns out not to be in other words, there is a failure to meet expectations So what can you do to prevent that and, hopefully, even exceed expectations

Lower Cost Because a repeater needs less functionality than an AP and acts as a bridge, you don t need features such as VPN pass-through and firewalls And the fewer the capabilities, the lower the price point, usually

There is nothing wrong with traditional approaches though they work less and less When I say traditional approaches, that includes focus groups, standard surveys, customer interviews that have directed questions, and attempts at customer segmentation Each of them has a strength or two, but they tend to have an underlying flaw: the results tend to reflect the prejudices of the company, rather than the raw honesty of the individual customer Even with analytics-driven customer segmentation, for example, your result is the assessment of people who are similar to you, not of you as an individual While someone like me might be your customer s most trusted source, companies should remember that it isn t a good demographic in the eyes of that same individual customer They may trust someone like them, but they want you to know them personally To do that, you need to start by mapping the customer experience