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Crafting the Customer Experience For People Not Like You: How to Delight and Engage the Customers Your Competitors Don't Understand

Book Description

Deliver a better business experience, for every kind of customer

A "one-size fits all" approach to customer service is no longer viable. Businesses competing on service need to understand and cater to customers' racial, ethnic, religious, generational, and geographic differences in order to meet or exceed customers' service expectations. Crafting the Customer Experience to People Not Like You shows how companies, brands, and products struggling to differentiate themselves in a sea of sameness can foster long-term loyalty and brand preference with exceptional and customized customer service.

  • A detailed guide to core customer groups including women, the five generations (matures, Boomers, Gen X, Gen Y and Gen Z), racial and ethnic segments, such as Hispanics and African-Americans, as well as those who are defined by key lifestyle and life-stage attributes

  • Includes onsumer insights that will help business leaders deliver a better business experience with every customer

You cannot control the economy, the stock market or the costs of goods and labor. But you can control your organization's customer service. It's an empowering thought. Customer service is 100% in your control at all times and it's more important than ever.

Table of Contents

  1. Cover
  2. Contents
  3. Title
  4. Copyright
  5. Dedication
  6. Acknowledgments
  7. Chapter 1: How Tweaking the Customer Experience Grows Your Business
    1. Different Customers Care About Different Things
    2. Why I Dislike the “D” Word
    3. The Definition of “People Not Like You”
    4. Not Customer Service, But Customer Experience
  8. Chapter 2: Technology Armed Consumers with Mighty Big Bullets
  9. Chapter 3: The Purchase Funnel: Understanding the Customer Experience from Top to Bottom
    1. The Purchase Funnel
  10. Chapter 4: We’re Not “One Size Fits All” Anymore
    1. Choice Changes Everything
    2. Omni Hotels Gets Guys Who Travel For Biz
    3. Macy’s and Mormons
  11. Chapter 5: How to Think Like People Not Like You
    1. Step 1: Ask and Listen
    2. Step 2: Pay Attention to Trends
    3. Step 3: Overcome Barriers
    4. Step 4: Communicate
  12. Chapter 6: How to Build Social Media into the Customer Experience
    1. First Things First: The Nuts and Bolts of Social Media and the Customer Experience
    2. Foiled Cupcakes: Start-Up to Small Business
    3. Halls Department Store—Midsized Business
    4. Toyota Sienna—Global
  13. Chapter 7: Your Employees May Kill Your Business, Unless They Know How to Serve Customers Who Aren’t Like Them
    1. First Things First: Hire the Right Person
    2. Next: Instill A Culture That Values Diversity
    3. Next: Employee Training
    4. Important: Be Attuned to Subtleties
    5. Be Gracious—No Matter What
  14. Chapter 8: Seven Principles for Creating a Customer Experience for People Not Like You
    1. 1. Website/Digital Communication
    2. 2. Product Or Service Tweaks
    3. 3. Hiring and Staffing Diverse Talent
    4. 4. Advertising and Marketing
    5. 5. Staff Interactions
    6. 6. Customer Service and Support
    7. 7. After the Sale
  15. Chapter 9: Matures, Boomers, Gen X, Gen Y, and Gen Z
    1. Matures
    2. Baby Boomers
    3. Gen X
    4. Gen Y
  16. Chapter 10: Women and Families
    1. Women Trust Other Women
    2. Provide Advice, Not Just Information
    3. Harley-Davidson Creates A New Experience—and New Riders
    4. The Truth Can Never Hurt You: Practice Full Disclosure
    5. Show Me All Options—Yes, All 178 of Them, Please
    6. Families
    7. Those With Disabilities
  17. Chapter 11: Hispanics/Latinos
    1. “Press 1 For English” Isn’t A Fad
    2. Latino-Ready
    3. Latino-Friendly
    4. La Familia (The Family) is Key
    5. Good Service Can Save A Bad Experience
  18. Chapter 12: Serving Different Racial and Ethnic Communities
    1. Blacks and African Americans
    2. Asians and Asian Americans
    3. Immigrants and Recent Arrivals
    4. Acculturation, Not Assimilation
  19. Chapter 13: Gay, Lesbian, Bisexual, and Transgendered Customers
  20. Conclusion
  21. Index