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What Customers Crave: How to Create Relevant and Memorable Experiences at Every Touchpoint Gebundene Ausgabe – Illustriert, 13. Oktober 2016
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The best companies in the world discover what their customers desire - and then deliver it in memorable and deeply human experiences. How well do you know your customers?
What Customers Crave examines how the hyper-connected economy is radically changing consumer expectations and reveals what companies need to do to stay on top. The solution rests on two simple questions: What do your customers love? What do they hate? Find the answers, and you're well on your way to success.
Jam-packed with tools and examples, What Customers Crave helps you reinvent how you engage with customers (both digitally and non-digitally) and gain invaluable insights into who they are and what they care about. Upon reading, you will discover how to:
- Use listening posts and Contact Point Innovation to refine customer types
- Engineer experiences for each micromarket that are not only exceptional, but relevant
- Connect across the five most important touchpoints
- Co-create with your customers
When you learn to provide your customers with exactly what they want, they not only buy - they come back again and again...and bring their friends. Learn what it takes to deliver what your customers crave and catapult yourself to a new level of sales and retention!
Produktbeschreibung des Verlags
|Was Kunden begehren||Was Kunden hassen|
|-||What Customers Crave hilft Ihnen dabei, die Art und Weise, wie Sie mit Kunden interagieren (sowohl digital als auch nicht digital), neu zu erfinden und wertvolle Einblicke darüber zu gewinnen, wer sie sind und was ihnen wichtig ist.||What Customers Hate zeigt Ihnen, wie Sie die üblichen Fallstricke vermeiden und die philosophische Sichtweise der Kundenerfahrung ändern können, damit Sie lernen, dass die Kundenerfahrung tatsächlich eine Innovationsaktivität ist.|
"Will change the way you think about customer service." --Mashable
"Exceptionally well written, organized and presented, What Customers Crave is unreservedly recommended" --Midwest Book Review
"Filled with lots of examples of businesses who are relying on this marketing strategy, the book is very readable and the information... down-to-earth and possible to implement." --Retailing Insight
"This is a must-read for anyone who is serious about customer service and retention...and who isn't?" --PCB007
"If you are looking for a lasting competitive advantage, I recommend that you follow the steps outlined here to create experiences that your customers crave." --Marty Zwilling, The Huffington Post
..".provides a really interesting look at the subject, mixing effortlessly theory and practical advice together to great effect, offering relevant and actionable advice for all." --Autamme
"Insightful and pragmatic, this book provides the tools that organizations need to truly satisfy customers and orchestrate memorable experiences for them." --Publishers Weekly
What do you really know about your customers? How old they are, where they live, their ethnicity, what they buy?
Demographics like these have shaped marketing efforts, product development, and customer interactions for decades. But demographics are incomplete at best. At worst, they distort your view of the customer, mask flaws in your business, and cause missed opportunities—disastrous in a hypercompetitive economy.
What Customers Crave upends the standard segmentation model. In its place, two simple questions reveal what motivates consumers and how to engage them: What do they love? What do they hate?
Consider how the answers can impact your business. One type of customer is price sensitive, and loves personalized offers for products and services. Another hates dealing with offers, but values speed above all else; having to wait is a deal breaker. Create experiences that consistently exceed the expectations of both, and you’ll gain committed customers who share the love with others.
Whether your business is a digital store, a global chain, or a mom-and-pop shop, What Customers Crave helps you rethink who your customers are, and shows you how to connect with each type across all touchpoints—from your online presence to face-to-face interactions to follow-up communications.
Packed with examples of exceptional experiences engineered by Apple, Southwest Airlines, Zappos, In-N-Out Burgers, and dozens more, the book explains:
* What online ratings and limitless choice did to business-as-usual approaches
* Why CRM systems designed to find profitable and nonprofitable customers are obsolete
* How disruptive innovators locate gaps in the customer experience and lure buyers away with more appealing ones
* How strategic listening and contact point innovation help you identify customer types
* Why bad policies and bad cultures can’t be solved with just more training of customer-focused employees
* How great companies design experiences that build loyalty with each customer type—and how you can, too
In a connected world where customers can promote you or destroy you, average experiences are not nearly enough. What Customers Crave delivers a fresh perspective and practical tools for discovering what drives people to buy or not, fixing hidden problems, and creating exceptional experiences that bring customers back for more.
Nicholas J. Webb is a popular speaker and corporate strategist in the areas of customer experience design and innovation. His firm, Cravve, provides consulting and training to many of the world’s top brands.
Connect with him at:
- Herausgeber : AMACOM; Special ed Edition (13. Oktober 2016)
- Sprache : Englisch
- Gebundene Ausgabe : 256 Seiten
- ISBN-10 : 0814437818
- ISBN-13 : 978-0814437810
- Abmessungen : 16.51 x 2.54 x 24.51 cm
- Amazon Bestseller-Rang: Nr. 1,272,808 in Bücher (Siehe Top 100 in Bücher)
- Nr. 999 in Marktforschung (Bücher)
- Nr. 1,104 in Kundenmanagement (Bücher)
- Nr. 2,000 in Wirtschaftliches Wachstum (Bücher)
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The book opens by spending a long time stating the case for targeting customers based on psychographic drivers rather than demographic data like age group. This is just common knowledge now. And the author gives no practical advice on how to easily define and target segments based on psychographic drivers.
Much of the book is spent arguing that it's better to invest in amazing experience (Apple is obviously referenced, yawn). There are no real case studies to prove this to be true in terms of how much extra you should invest in amazing customer experience.
The author presses the case for companies to have a mission statement...
The book just all just feels a bit 2008.
Customer want to feel good about the very act of working with you. They want to feel that you are on their side; and that you have their best interests at heart.
They want to “Crave” working with you and if you don’t quite understand what customers crave…then you’d better read this book.
This book goes beyond traditional thoughts about service.
In the first part of the book the author talks about something we have all become aware of and that is creating customer value. He points out that it is much more effective to keep a customer happy than it is to get a new customer. From the book, “…probability of selling to a new prospect is 5 to 20 percent, while the probability of selling to an existing customer is 60 to 70 percent.”
Mr. Webb goes on to explain just how we can provide value to our customers. He describes in detail how to create a customer confidence in you, your company and your products and services.
This is one of those books that incites great thoughts and ideas by giving you ‘triggers” that get you thinking about customers in a way you have not done before. He shows you how to put yourself in their place and grow your understanding of how they view you and your company and most importantly what they expect from you.
I especially like a section in the book on how to “Make an upset customer a lifelong
customer in five easy steps” And there they are from the book:
1. Affirm: Create a complete understanding of the problem and what it means to the customer
2. Listen: Yes, shut up a listen and “hear” exactly what the customer is saying to you.
3. Confirm: Repeat back to the customer what the problem is so that he understands that you understand…that you get it.
4. Fix: You know what the problem is now fix it.
5. Follow up: Yes, follow up to make sure that the problem is solved and the customer is completely satisfied.
I would add one of my own and that is to do all of this as quickly as possible to that the situation is alleviated in the blink of an eye. Doing this will in fact make the customer respect you for life.
There is much too much in this book to cover it all. There is great information on learning everything you can about your customers to getting referrals and recommendations.
This is a must have for anyone who is serious about customer service and retention…and who isn’t?