Items related to Users, Not Customers: Who Really Determines the Success...

Users, Not Customers: Who Really Determines the Success of Your Business - Softcover

  • 3.79 out of 5 stars
    145 ratings by Goodreads
 
9781591846314: Users, Not Customers: Who Really Determines the Success of Your Business

Synopsis

If you still think "the customer is king," you're falling behind. Today's most powerful growth engine is users--people who interact with a company through digital media and technology even if they have never spent a dime. Become indispensable to users and the profits will follow. As CEO of the digital marketing agency Huge, Aaron Shapiro goes inside blue-chip companies to advise them on how to thrive in this new business reality. He led an extensive study of the Fortune 1000 and found that the most successful companies focus on users first. Look at Facebook and Google. They built their businesses before they even figured out what they were selling, let alone who their customers were. Shapiro argues that every business needs to stop obsessing about customers and start creating powerful user experiences. For instance: Mint.com made the easiest and most effective interface for controlling your personal finances, and once there, you can follow ads that let you improve your financial performance even more. And Netflix took down Blockbuster by treating its subscribers as users, not customers. It continually changed and improved its technology to create the best possible experience instead of maximizing rental fees and late fees.

"synopsis" may belong to another edition of this title.

From the Inside Flap

If you still think "the customer is king," you're probably falling behind. Today's most powerful growth engine is users--people who interact with a company through digital media and technology even if they have never spent a dime. Become indispensable to users and the profits will follow.     By next year, the Internet will drive the majority of all consumer purchases in the United States--a figure that will only grow as young people who have never lived without the Internet increase their spending power. The result: there's no longer such a thing as an offline business; every company must have an effective digital strategy to survive.     As CEO of the digital marketing agency HUGE, Aaron Shapiro goes inside blue-chip companies to advise them on how to thrive in this new business reality. To explore the subject further, he led an extensive study of the Fortune 1000. He has found that the most successful companies focus on users first, and look at customers as just one subset of this immense and influential group. Look at Facebook and Google. They built their businesses before they even figured out what they were selling, let alone who their customers were.     Shapiro argues that every business needs to stop obsessing about customers and start creating powerful user experiences. Rather than just trying to get people to buy stuff, the companies that truly excel home in on the user experience at every level:

  • They focus on their users' true needs: Mint.com made the easiest and most effective interface for controlling your personal finances, and once there, you can follow ads that let you improve your financial performance even more.
  • They make their technology disposable: Netflix took down Blockbuster by treating its subscribers as users, not customers. It continually changed and improved its technology to create the best possible experience instead of maximizing rental fees and late fees.
  • They market themselves in a way that truly inspires their users. Pepsi redirected its Super Bowl advertising budget to the "Pepsi Refresh Project," a nonprofit, grant-giving program that generated massive free publicity and goodwill.

From the Back Cover

Advance Praise For USERS, NOT CUSTOMERS     Aaron Shapiro and his team at HUGE have cracked the code on achieving real business results in today's digitally driven environment. In this book, Shapiro convincingly shows how critical it is for organizations to connect with their users in meaningful ways and demonstrates how to push your company and brand to the next level. -Michael I. Roth, Chairman and CEO of Interpublic     Users, Not Customers provides an insightful and pragmatic road map for transforming the focus of marketing at your company. It goes well beyond cataloging the expanding set of ways that digital can be applied to drive more innovative marketing, addressing the capabilities and cultural shifts that are required for success. -Matthew Egol, Partner, Booz & Company (Consumer Media & Digital)     Users, Not Customers is a must read for anyone seeking to integrate digital experiences with their products and services. Aaron Shapiro presents a wonderful novel perspective on the evolving role of digital in business as a tool for interacting with customers as well as suppliers, partners, and employees. -Ramon Casadesus-Masanell, Professor of Business Administration, Harvard Business School     A clear blueprint for success in our growing digital economy. Shapiro's research outlined in Users, Not Customers will become the seminal work on digital transformation--a sink or swim exercise for most companies over the coming decade. -John C. Williamson, SVP, GM, Comcast.com     User experience is critical to business success, yet it is frequently misunderstood in most corporations. Shapiro offers extremely valuable insights into build-ing a usercentric company, addressing organization, governance, culture, and technology. -Bernardo Rodriguez, Chief Digital Officer, Kaplan

"About this title" may belong to another edition of this title.

  • PublisherPortfolio
  • Publication date2013
  • ISBN 10 1591846315
  • ISBN 13 9781591846314
  • BindingPaperback
  • Number of pages256
  • Rating
    • 3.79 out of 5 stars
      145 ratings by Goodreads

Buy Used

Condition: Good
Used book in good and clean conditions... Learn more about this copy

Shipping: FREE
Within U.S.A.

Destination, rates & speeds

Add to basket

Other Popular Editions of the Same Title

Top Search Results from the AbeBooks Marketplace

Stock Image

Shapiro, Aaron
Published by Portfolio, 2013
ISBN 10: 1591846315 ISBN 13: 9781591846314
Used Softcover

Seller: ZBK Books, Carlstadt, NJ, U.S.A.

Seller rating 5 out of 5 stars 5-star rating, Learn more about seller ratings

Condition: good. Used book in good and clean conditions. Pages and cover are intact. Limited notes marks and highlighting may be present. May show signs of normal shelf wear and bends on edges. Item may be missing CDs or access codes. May include library marks. Fast Shipping. Seller Inventory # ZWM.39K7

Contact seller

Buy Used

US$ 6.96
Convert currency
Shipping: FREE
Within U.S.A.
Destination, rates & speeds

Quantity: 1 available

Add to basket

Stock Image

Shapiro, Aaron
Published by Portfolio, 2013
ISBN 10: 1591846315 ISBN 13: 9781591846314
Used Softcover

Seller: Bulk Book Warehouse, Rotterdam, NY, U.S.A.

Seller rating 5 out of 5 stars 5-star rating, Learn more about seller ratings

Condition: Good. Shows minimal wear such as frayed or folded edges, minor rips and tears, and/or slightly worn binding. May have stickers and/or contain inscription on title page. No observed missing pages. Seller Inventory # 581QRT000JC4_ns

Contact seller

Buy Used

US$ 6.99
Convert currency
Shipping: FREE
Within U.S.A.
Destination, rates & speeds

Quantity: 1 available

Add to basket

Stock Image

Shapiro, Aaron
Published by Penguin Adult Hc/Tr, 2013
ISBN 10: 1591846315 ISBN 13: 9781591846314
Used Paperback

Seller: ThriftBooks-Atlanta, AUSTELL, GA, U.S.A.

Seller rating 5 out of 5 stars 5-star rating, Learn more about seller ratings

Paperback. Condition: Very Good. No Jacket. May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less 0.5. Seller Inventory # G1591846315I4N00

Contact seller

Buy Used

US$ 7.71
Convert currency
Shipping: FREE
Within U.S.A.
Destination, rates & speeds

Quantity: 1 available

Add to basket

Stock Image

Shapiro, Aaron
Published by Penguin Adult Hc/Tr, 2013
ISBN 10: 1591846315 ISBN 13: 9781591846314
Used Paperback

Seller: ThriftBooks-Atlanta, AUSTELL, GA, U.S.A.

Seller rating 5 out of 5 stars 5-star rating, Learn more about seller ratings

Paperback. Condition: Fair. No Jacket. Readable copy. Pages may have considerable notes/highlighting. ~ ThriftBooks: Read More, Spend Less 0.5. Seller Inventory # G1591846315I5N00

Contact seller

Buy Used

US$ 7.71
Convert currency
Shipping: FREE
Within U.S.A.
Destination, rates & speeds

Quantity: 1 available

Add to basket

Stock Image

Shapiro, Aaron
Published by Penguin Publishing Group, 2013
ISBN 10: 1591846315 ISBN 13: 9781591846314
Used Softcover

Seller: Better World Books, Mishawaka, IN, U.S.A.

Seller rating 5 out of 5 stars 5-star rating, Learn more about seller ratings

Condition: Very Good. Updated. Used book that is in excellent condition. May show signs of wear or have minor defects. Seller Inventory # 5218932-6

Contact seller

Buy Used

US$ 9.70
Convert currency
Shipping: FREE
Within U.S.A.
Destination, rates & speeds

Quantity: 1 available

Add to basket

Stock Image

Shapiro, Aaron
Published by Portfolio, 2013
ISBN 10: 1591846315 ISBN 13: 9781591846314
Used Softcover

Seller: Book Deals, Tucson, AZ, U.S.A.

Seller rating 5 out of 5 stars 5-star rating, Learn more about seller ratings

Condition: Good. Good condition. This is the average used book, that has all pages or leaves present, but may include writing. Book may be ex-library with stamps and stickers. 0.5. Seller Inventory # 353-1591846315-gdd

Contact seller

Buy Used

US$ 14.24
Convert currency
Shipping: FREE
Within U.S.A.
Destination, rates & speeds

Quantity: 1 available

Add to basket

Stock Image

Shapiro, Aaron
Published by Portfolio, 2013
ISBN 10: 1591846315 ISBN 13: 9781591846314
Used Softcover

Seller: Book Deals, Tucson, AZ, U.S.A.

Seller rating 5 out of 5 stars 5-star rating, Learn more about seller ratings

Condition: Very Good. Very Good condition. Shows only minor signs of wear, and very minimal markings inside (if any). 0.5. Seller Inventory # 353-1591846315-vrg

Contact seller

Buy Used

US$ 14.24
Convert currency
Shipping: FREE
Within U.S.A.
Destination, rates & speeds

Quantity: 1 available

Add to basket

Stock Image

Shapiro, Aaron
Published by Portfolio, 2013
ISBN 10: 1591846315 ISBN 13: 9781591846314
New paperback

Seller: Best Sell One, Astoria, NY, U.S.A.

Seller rating 5 out of 5 stars 5-star rating, Learn more about seller ratings

paperback. Condition: New. Spend Less, Read More. Seller Inventory # 59DX9P000LET_ns

Contact seller

Buy New

US$ 10.70
Convert currency
Shipping: US$ 3.99
Within U.S.A.
Destination, rates & speeds

Quantity: 1 available

Add to basket

Stock Image

Shapiro, Aaron
Published by Portfolio, 2013
ISBN 10: 1591846315 ISBN 13: 9781591846314
New Softcover

Seller: Books Unplugged, Amherst, NY, U.S.A.

Seller rating 5 out of 5 stars 5-star rating, Learn more about seller ratings

Condition: New. Buy with confidence! Book is in new, never-used condition 0.5. Seller Inventory # bk1591846315xvz189zvxnew

Contact seller

Buy New

US$ 25.43
Convert currency
Shipping: FREE
Within U.S.A.
Destination, rates & speeds

Quantity: 1 available

Add to basket

Stock Image

Shapiro, Aaron
Published by Portfolio, 2013
ISBN 10: 1591846315 ISBN 13: 9781591846314
New Softcover

Seller: Book Deals, Tucson, AZ, U.S.A.

Seller rating 5 out of 5 stars 5-star rating, Learn more about seller ratings

Condition: New. New! This book is in the same immaculate condition as when it was published 0.5. Seller Inventory # 353-1591846315-new

Contact seller

Buy New

US$ 25.43
Convert currency
Shipping: FREE
Within U.S.A.
Destination, rates & speeds

Quantity: 1 available

Add to basket

There are 17 more copies of this book

View all search results for this book