Contents
Introduction: A BIRD IN THE HAND IS WORTH MORE THAN YOU THINK
ANATOMY OF A “CUSTOMERS ROCK!” COMPANY
BUILD ON THE “ROCK”: THE FOUR KEYS TO GROWTH
Chapter 1: LISTEN TO YOUR CUSTOMER BEFORE DOING ANYTHING
Chapter 2: KEEP CUSTOMER NEEDS IN MIND
UNDERSTAND THE CUSTOMER'S STATE OF MIND
MEET THE NEEDS OF YOUR CUSTOMERS
Chapter 3: COMMUNICATE WITH AND BECOME A FAN OF YOUR CUSTOMERS
MARKETING THE WAY YOUR CUSTOMERS PREFER IT
SOCIAL MEDIA FOR ENGAGEMENT AND CONVERSATION
Chapter 4: CAPTURE, THEN REWARD, THEIR BUSINESS
WHY DO ONLY NEW CUSTOMERS GET THE BEST DEALS?
THANK YOU FOR BEING A CUSTOMER—I MEAN IT!
KEY TWO: O–ORCHESTRATE THE CUSTOMER EXPERIENCE
Chapter 5: PLAN THE EXPERIENCE
CUSTOMER EXPECTATIONS DRIVE THE OUTCOME
YOUR CUSTOMER EXPERIENCE COMPETITION
Chapter 6: GET THE LAY OF THE LAND
MANAGING THE CUSTOMER EXPERIENCE—OR NOT