- Taschenbuch: 256 Seiten
- Verlag: Portfolio Penguin (3. November 2011)
- Sprache: Englisch
- ISBN-10: 0670920975
- ISBN-13: 978-0670920976
- Größe und/oder Gewicht: 23,2 x 15,2 x 2,2 cm
- Amazon Bestseller-Rang: Nr. 95.286 in Englische Bücher (Siehe Top 100 in Englische Bücher)
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Users Not Customers
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Produktbeschreibungen
Pressestimmen
Aaron Shapiro wants to take over the world (Gavin O'Malley )
A must-read for anyone seeking to integrate digital experiences with their products and services (Ramon Casadesus-Masanell, Harvard Business School )
A must-read for anyone seeking to integrate digital experiences with their products and services (Ramon Casadesus-Masanell, Harvard Business School )
Kurzbeschreibung
Boardroom conversations are adapting to a new and brutal reality; there is no such thing as an offline business. And if you don't embrace digital, you'll be out of business altogether. Blockbuster, AOL, Yahoo and Borders were all unstoppable, but they didn't see the new economic order coming. Google, Facebook, Groupon and Twitter barely existed at the turn of the millennium, but are now rocketing ahead. Aaron Shapiro is CEO of HUGE, the leading digital agency which builds and operates websites that handle 150 million users a month and bring in $1.2 billion annually for their clients. That's the GDP of a small country. He thinks constantly about the most pressing issue in business today: how can businesses can use digital to thrive? Shapiro has studied what the businesses succeeding today have in common, and in Users, Not Customers, he teaches us to recognise that it's not just customers who interact with the digital version of our organisations. The businesses who are now roaring ahead put the interests and the digital experience of all of their users - employees, business partners, media and anyone else who interacts with you through digital channels - ahead of everything else, including their paying customers. In a world were we are all users you have a choice: you can be sure that people are using your digital ecosystem, or you can be irrelevant.
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11 Rezensionen
9 von 10 Kunden fanden die folgende Rezension hilfreich
A must read...
30. Oktober 2011
Format:Gebundene Ausgabe
An insightful, practical new take on marketing that should be applied to all businesses. Easy to read and gives great advice for all areas of a company (marketing, sales, hiring, customer service) as it relates to being successful online. This book will give you a new perspective on why big businesses, start ups and small businesses should put users first.
3 von 3 Kunden fanden die folgende Rezension hilfreich
Users and Stakeholders
1. November 2011
Format:Gebundene Ausgabe|Von Amazon bestätigter Kauf
I bought the Kindle edition and enjoyed reading it. Along with the new B Corporation [...] movement the author promotes serving users (stakeholders?) as well as customers primarily by advocating quality digital design in addition to the the businesses other forms like stores. The examples including JetBlue, Apple, American Express are mostly large businesses but Crutchfields in Charlottesville (one of my favorites)was mentioned as well. I would have also enjoyed some examples of universities, govt and some professional services focusing on users. This book is a good start on the subject of business design that will be a big part of business education in the future especially as the "Post Digitals" come on board.
2 von 2 Kunden fanden die folgende Rezension hilfreich
A must-read for anyone interesting in digital media
18. November 2011
Format:Gebundene Ausgabe|Von Amazon bestätigter Kauf
Users Not Customers is a fascinating exploration of what it takes for a business to succeed in the digital era. Shapiro provides numerous examples of companies who had the right digital strategy as well as cautionary tales of those that did not-- forming a comprehensive portrayal of what works and what doesn't. The book contains not only enlightening anecdotes but also actionable steps readers can take to ensure their businesses thrive online. On top of that, it's a great read. I highly recommend Users Not Customers to anyone looking to understand the digital space.
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