The Ten Demandments: Rules to Live by in the Age of the Demanding Customer

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9780071387392: The Ten Demandments: Rules to Live by in the Age of the Demanding Customer

From the mouths of customers: what they want, how they want it, and what they'll do if they don't get it

There's no way around it. Executives, managers, and strategic thinkers around the globe are grappling with how to transform their organizations from product or service orientation to being customer driven. The 10 Demandments presents an informed and interactive road map that takes readers directly to the hearts, minds, desires, and demands of the new customer, whether it is the end consumer or a business-to-business relationship. In this customer-centric manifesto, customer experience guru Kelly Mooney scrutinizes the total customer experience. "Earn My Trust" . . . "Put Me in Charge" . . . "Inspire Me" . . . Each resulting demandment is a call to action from customers­­a call that is answered by the book's strategic insights, anecdotes, and action plans.

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From the Back Cover:

A Straight-Talking Rulebook That Every Business Person Must Read

Today's empowered customers are more knowledgeable--and more dissatisfied--than at any time in the past. The Ten Demandments comes at you from their perspective, to tell you exactly what they want, how they want it, and what they'll do if they don't get it. No-nonsense, opinionated, and ruthless--like the marketplace itself--it is a call to action that will, finally and forever, show you how to satisfy each customer first, last, and always.

Praise for The Ten Demandments...

"Building a business model, securing capital, hiring talent, and developing a compelling offer is all for naught unless you have customers. To carry out a customer-centric strategy, every company needs a customer bible like The Ten Demandments to believe in and to execute against."--Guy Kawasaki, CEO, Garage Technology Ventures

"It's hard to think of anyone who can match Kelly Mooney's insights and creativity in making sense of the exploding world of customers and the Web. She combines hands-on experience with breakthrough thinking--which is exactly what most business people need as they try to navigate the new world of competition, a world where the customer comes first (and second, and third)."--Alan Webber, Founding Editor, Fast Company

"What a great idea! Here's an eleventh demandment: If you want your company to succeed, you better understand all ten of Mooney's concepts."--Seth Godin, Author, Survival Is Not Enough

"Beyond all the hype about meeting customer expectations, exceeding customer expectations, and delighting customers is the simple reality that most businesses just don't come even close to knowing what customers care about and certainly don't communicate well about customers to their employees. Here is a straightforward, simple, and actionable framework that--once read--is both hard to ignore and hard to forget--do either one at your own peril."--Dan Finkelman, Senior Vice President The Limited, Inc.

"Kelly Mooney has influenced my understanding of consumer behavior and what it takes to delight customers and when you read this book, I am sure she will influence yours. Distribute this book to all your associates, only if you want to create a truly customer-centric culture in your organization!"--Roger Blackwekk, Author, Customers Rule!, Professor of Marketing, The Ohio State University

Customers today are angry--and for good reason. In a world of information overload, junk email, and brand proliferation, they now expect more and tolerate less from companies. They're fed up with untrained customer service associates, uncaring salespeople, confusing Web sites, and lackluster products. Yet, they'll fall head over heels in love with any company that listens to their concerns and meets their needs.

Are you ready--truly ready--to hear what makes them tick, and what ticks them off?

The Ten Demandments is a long-overdue shout from the mountaintops on behalf of the people who can make or break your company--your current and prospective customers. Learn what matters to them most through these ten straightforward directives for delivering a total customer experience that goes beyond the sum of its parts. A real-world roadmap for winning customers' hearts and earning and keeping their loyalty, it's the ultimate guide to satisfying today's newly demanding consumer.

Written by visionary marketing maverick Kelly Mooney, herself a frustrated and often-fuming consumer, this manifesto explains how you can:

  • Put customers in charge and exceed their expectations at every turn
  • Transform each touch point into a meaningful experience that builds loyal, profitable, and lasting relationships
  • Use the Web to immerse customers in your brand
  • Align your marketing and sales channels to present a unified face to customers wherever they are ­ in-store, online, on the phone
  • Eliminate roadblocks by making it easier for customers to get what they want and need from you
  • Reward customers with meaningful acknowledgments of how much you value their business
  • Infuse your organization with consumer-centric thinking, from the boardroom to the mailroom

Much more than a standard marketing book, The Ten Demandments provides a lens through which you can view your organization and your brand, and honestly see what your customers see. Furthermore, it outlines actionable ways to give them the experience they want. With scores of examples from today's best-known brands--from Starbucks to Hershey's and The Limited, Inc. to Kinko's--the book reveals how successful companies are already listening to and satisfying their customers and establishing relationships that are designed to last.

So are you ready to start meeting your customers' demands? Then it's time to read The Ten Demandments.

About the Author:

Kelly Mooney is a principal in Ten Worldwide, and president and chief experience officer of its award-winning interactive marketing firm, Ten/Resource. Throughout her career, Mooney has helped craft relevant customer experiences for brands such as Victoria's Secret, Apple, Ford Motor Co., Lee, Hush Puppies, Chris Craft, and Reebok. A frequent conference speaker and panelist, Mooney has been profiled in print media including Fortune, Time, Inc., and Fast Company, and on NPR, CBS, and CNN.

Laura Bergheim is director of content strategy for Ten/Resource. As a communicator in multiple media, she has authored five nonfiction books, hosted a national daily radio show, written a nationally syndicated column for King Features, and appeared on national talk shows and on CNN and CNBC.

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