What Customers Crave: How to Create Relevant and Memorable Experiences at Every Touchpoint - Hardcover

Webb, Nicholas

Hardcover

ISBN 10: 0814437818 ISBN 13: 9780814437810

Publisher: AMACOM, 2016

Synopsis

Think you know your customers? You better be more assured than just thinking you do, because your success depends on it! The best companies in the world first research exhaustively what their customers desire, and then they deliver it in memorable and deeply human experiences--resulting in success previously believed to be unachievable. So once again, how well do you know your customers?In a hyperconnected economy that is radically changing consumer expectations, this vital expectation for any successful business is not always easy. But in What Customers Crave, author and business strategist Nicholas Webb simplifies this critical task into being able to confidently answer two questions: What do your customers love? What do they hate?Jam-packed with tools and examples, this must-have resource helps businesses reinvent how they engage with customers (both physical and virtual). Learn how to:· Gain invaluable insights into who your customers are and what they care about· Use listening posts and Contact Point Innovation to refine customer types· Engineer experiences for each micromarket that are not only exceptional, but insanely relevant· Connect across the five most important touchpoints· Co-create with your customers· And more!It’s time to reinvent the ways you engage with your customers. Because when you learn to provide for them exactly what they want, they not only bring along their wallets but those belong to their friends as well!

About this title

Book Description

True Influence Top 25 B2B Must-Read Books of 2017

Selected by Oracle Marketing Cloud as a Top 15 Marketing Book for 2016

LinkedIn Marketing Solutions 25 Must-Read Marketing Books in 2017

Mashable Best New Marketing Books to Read in 2017

Think you know your customers? Think again.

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 · Use listening posts and Contact Point Innovation to refine customer types · Engineer experiences for each micromarket that are not only exceptional, but insanely relevant · Connect across the five most important touchpoints · Co-create with your customers · And much more

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.

From the Inside Flap

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:

www.whatcustomerscrave.com

Twitter @nickwebbcom

Edition details

• Publisher: AMACOM
• Publication date: 2016
• ISBN 10: 0814437818
• ISBN 13: 9780814437810
• Binding: Hardcover
• Language: English
• Number of pages: 256