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Nicholas J.Webb

What Customers Crave

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True Influence Top 25 B2B Must-Read Books of 2017 Selected by Oracle Marketing Cloud as a Top 15 Marketing Book for 2016 LinkedIn Marketing Solutions 25 Must-Read Marketing Books in 2017 Mashable Best New Marketing Books to Read in 2017 Think you know your customers? Think again. 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.
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289 trycksidor
Ursprunglig publicering
2016
Utgivningsår
2016
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Citat

  • lorettakatletahar citeratför 3 år sedan
    Instead, success is derived from these three principles:
    1.Understand your customers not through their market demographics but from the perspective of what they truly love and hate.
    2.Invent exceptional human experiences across all five touchpoints (defined later in this chapter): the pre-touch, first-touch, core-touch, last-touch, and in-touch.
    3.Express these exceptional experiences via digital and nondigital means.
    That’s it. The secret sauce. It’s not rocket science after all

    segmentare

  • lorettakatletahar citeratför 3 år sedan
    Once we truly understand the customer types within our specific business, we can begin to innovate exceptional customer experiences to each of those types, throughout their entire journey, using both digital and non-digital channels.

    segmentare

  • lorettakatletahar citeratför 3 år sedan
    Given the world we live in, we can no longer understand our customers simply by grouping them based on their age, ethnicity, economic status, gender, and geography. This gets you nowhere on a good day and can bankrupt you on a bad one.

    despre segmentare

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