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Follow the Author
What Customers Crave: How to Create Relevant and Memorable Experiences at Every Touchpoint Kindle Edition
From the Back Cover
While angry customers can quickly wreck a business, indifferent ones kill it more slowly. To survive, the most successful companies toss out the status quo, tap into customers’ desires—and deliver experiences that resonate with every type of customer.
They do it by asking two simple questions: What do customers love? What do they hate? What Customers Crave helps you find the answers, and reinvent how you engage with people both digitally and nondigitally. The tools, examples, and insights from an innovation thought leader show you how to: Discover who your customers really are and what they care about
* Engineer exceptional, relevant experiences for each customer type
* Connect across all five touchpoints
* Co-create with 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!--This text refers to an alternate kindle_edition edition.
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.--This text refers to an alternate kindle_edition edition.
- ASIN : B01GW9XH7K
- Publisher : AMACOM (October 12, 2016)
- Publication date : October 12, 2016
- Language : English
- File size : 1938 KB
- Simultaneous device usage : Up to 5 simultaneous devices, per publisher limits
- Text-to-Speech : Enabled
- Screen Reader : Supported
- Enhanced typesetting : Enabled
- X-Ray : Enabled
- Word Wise : Enabled
- Print length : 272 pages
- Lending : Not Enabled
- Best Sellers Rank: #589,921 in Kindle Store (See Top 100 in Kindle Store)
- Customer Reviews:
About the author
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Top reviews from the United States
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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?
The examples brought the story from a conceptional level to a personal experience I could associate with.
I wish there were more B2B examples, as the concept applies both to the consumption personal services&products and us as individuals consuming business services.
Nicholas Webb knows his stuff! Unlike a lot of theorists and those in the ivory towers of education, he actually has been out in the field year after year. He gives many many examples of the clients he's had, and how they so often miss "the forest for the trees." Yes, a lot of the wisdom put forth in this book is obvious to even a casual observer...then why do so many companies get it wrong. He cries out like a voice in the wilderness, "Why are you doing it the wrong way!"
The fact is, Nicholas makes it clear with point after point, that a company needs to know its audience to an extremely granular degree. What Customers Crave is an example of practicing what you preach...as it zeros in with laser beam focus to its intended audience. Business owners, big and small. While many companies "get it", so many simply don't. And that's the thrust of the entire book. Pay attention to exactly who your customers are and treat them like royalty. Give them what they love, and avoid at all costs giving them what they hate.
Sounds like Business 101 doesn't it? Then why in Heavens name don't more companies operate this way?
Purchasing this book will provide an invaluable ROI on your customer service delivery.
Top reviews from other countries
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.