Book description
Selected by Oracle Marketing Cloud as a Top 15 Marketing Book for 2016
Mashable Best New Marketing Books to Read in 2017
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.
Table of contents
- Cover
- Half title
- Title
- Dedication
- Contents
- Acknowledgments
-
Part One What You Need to Know About the Customer Experience
- Chapter 1: The Advent of “Exceptional” Customer Service
- Chapter 2: Bring Home the Bacon: The Value of Customer Types
- Chapter 3: The Journey to Exceptional Customer Service Experiences
- Chapter 4: Getting Down to the Nitty-Gritty: Why, Who, and What
- Chapter 5: Innovating Excellence
- Chapter 6: Innovation: A Collaborative Process
-
Part Two Mapping Your Customer’s Journey
- Chapter 7: The Pre-Touchpoint Moment
- Chapter 8: The First Touchpoint Moment
- Chapter 9: The Core Touchpoint Moment
- Chapter 10: The Perfect Last Touchpoint Moment
- Chapter 11: The In-Touchpoint Moment
- Chapter 12: Technology and the Future of Customer Experience
- Chapter 13: Your Roadmap to What Customers Crave
- End Notes
- Index
- Connect with the Author
- About the Author
- Free Sample Chapter From Get Scrappy
- Other Popular Amacom Titles
- About Amacom
- Copyright
Product information
- Title: What Customers Crave
- Author(s):
- Release date: October 2016
- Publisher(s): AMACOM
- ISBN: 9780814437827
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