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

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

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

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

Synopsis

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.

Excerpt

Let’s face it: Today, most customer experience programs are a disaster.

Don’t blame yourself, because it’s not your fault that these programs are failing you. Most organizations were sold the promise that if they used the right software, analytic tools, and processes, they would be able to manage their customer relationships and deliver what their customers wanted—every time.

This approach sort of worked for a while. We understood our customers through segmentation and who the customer was— white, black, male, female, affluent, not so affluent, in their thirties, in their fifties—thinking demography was the key. We believed the Voice of the Customer (VoC) was the answer and that Customer Relationship Management (CRM) alone would be enough to engineer exceptional experiences across the customer's journey.

* VoC is a tool companies use to try to capture what customers expect, like, and
dislike. crm tools are tools companies use to try to control and assess how they re
late to their customers over time in order to attract and retain them.

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