Stop Listening To The Customer
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Stop Listening to the Customer
Don't let the customer get between you and building a strong valued brand If you want to stand out from the crowd, develop a clear and consistent brand voice, and ultimately build a fruitful business – listen to your brand. Stop Listening to the Customer offers insights into how consumers are driving homogeneity in brands and shares the proven strategies you can implement to amplify your own position in the world. The customer is not always right. In fact, our obsession with the customer risks devaluing brands by making them generic and forgettable. Brands have become too consumer-led, where they are driven by journey-mapping, customer-centric design, and an excessive focus on consumer-driven data. Instead try redressing the balance, and be brand-led, where brands and businesses can truly become unique, interesting and highly profitable. Multi-award-winning brand strategist and consumer psychologist Adam Ferrier shares his contrary approach to building a strong brand in Stop Listening to the Customer. Backed by science, real-world examples and extensive industry experience, Ferrier explores the dangers of listening to the consumer too much, shares lessons from successful businesses who prioritise their brand, and reveals the brand-building secrets of their success. With insights from Jules Lund, Lisa Ronson, John Newcomb, Rory Sutherland, and many more, this invaluable book will enable you to: Avoid the pitfalls of drowning in customer data Establish a strong, brand-led business Develop a unique brand by embracing and leveraging your weaknesses Define your brand Get your customers to invest into you Stop Listening to the Customer is ideal for those looking to grow their brands and businesses by defeating consumer-driven mediocrity, standing out from the crowd, and listening their own brand.
Dancing with the Customer
Author: Paul Dorrian
language: en
Publisher: Penguin Random House South Africa
Release Date: 2011-06-27
We are at a defining moment in thinking about competitiveness. Customer service is no longer an extension of business. It is the core of it. Nor is rendering good service sufficient. The global economy is heaving sea and if you don't attain supremacy in customer service you may find yourself drowning. However, if you follow the 101 practical lessons in this book your business will take a quantum leap.
Competing for Customers
Business-to-business customer expectations have changed. To survive—and thrive—in today’s economy, where customers are constantly reevaluating their purchases and looking at options never available before, you need to deliver business outcomes, not features and functionality. Suddenly, your “sale” is no longer a one-time event: it’s a relationship that demands continuous care and nurturing. You need to constantly deliver, measure, and demonstrate the value you create for your customers. Like it or not, it’s your job to make sure your customers succeed—and keep on succeeding—with what you’ve sold them. That job has a name: “Customer Success.” Delivering customer success means radically changing the way you engage with customers—from sales, to marketing, to engineering and support. This book gives you a complete framework for doing just that. Step by step, you’ll learn how to make sure your customers are achieving business outcomes from your offerings...now, next year, and for years to come. Embed customer success in your organizational DNA, in 3 steps: Listen: Truly understand what it means for your customers to succeed with your offerings Engage: Start a productive dialogue, collaborate to solve problems, and promote awareness of the value you create Ensure: Innovate to deliver on your promises, prove it to the customer, and build retention