Outside in: The Power of Putting Customers at the Center of Your Business
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For readers of "Delivering Happiness "and "The New Gold Standard"--a revolutionary approach to understanding and mastering the customer experience from Forrester Research.
From the Publisher:
Companies pay lip service to "delighting customers" while simultaneously disappointing them at every opportunity. Turning customers into passionate fans is a cheap and incredibly powerful way to boost profits--but to do it, you have to see your business the way your customers do. You have to walk in your customers' shoes from the very moment they decide to try your product. Today, companies compete not just on what they offer but on every aspect of the customer experience. This shift requires a new way to manage: from the outside in. Forrester Research analysts Harley Manning and Kerry Bodine explain how to get your organization in tune with the real needs of your customers. Key lessons include:
- Customer experience is worth billions. Forrester's research shows it to be a strong predictor of three of the most common loyalty metrics used by businesses today: likelihood to make another purchase, likelihood to switch business to a competitor, and likelihood to recommend to a friend.
- A whole new paradigm. Customer experience is not just customer service. It spans the entire company, encompassing finance, legal, marketing, human resources, information technology, and product development.
- Decide on what your strategy "isn't." Your company can deliver the white-glove treatment of a Ritz-Carlton, the no-frills experience of Sam's Club, or something else entirely. But it can't do everything. Companies struggle when they fail to narrow down their approach to customer experience.
- Surprising case studies. Companies as diverse as Comcast, Dunkin' Brands, Oracle, and USAA have brought a new sheriff to town: a single executive leading customer experience across a business unit or an entire company. These executives effect long-term, powerful transformations.
Customer experience spells the difference between an angry support e-mail and a passionate new evangelist. Forrester's unmatched sources of insight and analytical tools put Manning and Bodine in a unique position to deliver definitive insight into a subject whose time has come.
"Why read "Outside In?" Because a focus on customer experience and an outside-in perspective are the cornerstones of business success. The strongest client relationships are built on trust, mutual respect, and really listening to each other. Those are the kinds of relationships that can last a lifetime."
-- Vanguard Chairman and CEO Bill McNabb"This eye-opener gives you a comprehensive, need-to-know look at how smart companies achieve sustainable success in dealing with customers. Hint: It involves the entire organization, not just those on the 'front lines.' The GPS-like guidance provided here is invaluable."
-- Steve Forbes, Chairman and Editor-in-Chief, "Forbes
"Enjoyable, Easy, Meets Needs. This is Manning and Bodine's Customer experience pyramid, listed in order of importance for the customer. Yes, it's hard to make the changes needed to deliver on these promises. But there is a simple first step: read this book.
-- Don Norman, Nielsen Norman Group, author of "Living with Complexity""Manning and Bodine understand that a good customer experience is actually less expensive to provide than a poor one and customers will pay more for a good one than for a bad one. Nothing drives profitability like an excellent customer experience does."
-- Dan Hesse, CEO, Sprint"I define customer centricity as simply 'the one who pays you money placed at the center of everything you do.' If you buy that definition, then buy this book, for Manning and Bodine provide a blueprint for doing just that. Following its prescriptions will yield enjoyable experiences for your customers by understanding them -- from the outside in."
-- B. Joseph Pine II, co-author, "The Experience Economy and Infinite Possibility: Creating Customer Value on the Digital Frontier
"Looking forward, healthcare organizations need to make patient experience part of their strategic plans. It's as important as quality and safety. Manning and Bodine show why creating a great
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