Your Customer Rules! : Delivering the Me2B Experiences That Today's Customers Demand.

ISBN:

9781118954812

Title:

Author:

Price, Bill.

Personal Author:

Price, Bill.

Edition:

1st ed.

Physical Description:

1 online resource (269 pages)

Contents:

Cover -- Title Page -- Copyright -- Contents -- Preface -- Chapter 1 From B2C to Me2B -- What Used to Work, Doesn't Work Anymore -- Welcome to the Me2B World: Now Your Customer Rules! -- Back to Fundamentals in the Me2B Era -- What Drives Me2B Leaders -- The Foundations of Me2B Success -- Chapter 2 You Know Me, You Remember Me -- You Know Me Everywhere and All the Time -- Bad Stories: Fractured Communication -- Good Stories: The 360-Degree View -- You Never Ask What You Already Know -- Bad Stories: Putting the Customer to Work -- Good Stories: Personalized Experiences -- You Know My Preferences -- Bad Stories: Forced Conversations -- Good Stories: Fast Transactions -- You Predict My Needs Intelligently -- Bad Stories: Slow Learners -- Good Stories: Winning Entertainment -- You Know Me and Mine -- Bad Stories: Limited Recognition -- Good Stories: VIP Treatment -- You Know When I Don't Want to Be Known -- Bad Stories: Privacy Breach -- Good Stories: Opting Out -- Why "You Know Me, You Remember Me" Is So Important -- Meet the Challenge: You Know Me, You Remember Me -- Integrate Technology -- Integrate Processes -- Integrate Across the Organization -- Make Sure Knowledge Travels Across Channels and Tools -- Develop a Design Philosophy -- Chapter 3 You Give Me Choices -- You Let Me Choose "What" and "How Much" -- Bad Stories: Limited Information and the Danger of Spam -- Good Stories: Guided Selection -- You Let Me Decide How and Where I Do Things -- Bad Stories: Unintended Consequences -- Good Stories: Service on the Customers' Terms -- I Can Do It on My Time -- Bad Stories: Phony Support -- Good Stories: 24/7 Convenience -- You Give Me the Advice That I Need, When I Need It -- Bad Stories: Hidden Availability, Limited Info -- Good Stories: Virtual Guides -- I Get to Control with Whom I Work -- Bad Stories: Failure to Delegate.

Good Stories: Caring by Sharing -- You Let Me Design It -- Bad Stories: Cutting the Customer Out -- Good Stories: DIY Everything -- Why "You Give Me Choices" Is So Important -- Meet the Challenge: You Give Me Choices -- Pay Attention to Changes in Customer Behaviors and Needs -- Leave Customer Feedback Open-Ended -- Add Options -- Make Choice Work -- Chapter 4 You Make It Easy for Me -- You Make It Easy for Me to Buy from You -- Bad Stories: Keep Me Grounded on Every Ticket -- Good Stories: Simpler Is Better -- You Allow Me to Use Your Product or Service Without Contacting You -- Bad Stories: Software Bumps and Backlog Bumps -- Good Stories: Solving Problems Before They Happen -- You Let Me Make the Process Easy for Me -- Bad Stories: Tuned to the Wrong Channel -- Good Stories: Intelligent Design -- You Don't Make Me Have to Learn How to Navigate Your Organization -- Bad Stories: Customer-Facing Complexity -- Good Stories: Putting the Customer First -- You Get It Right for Me the First Time-or If Not, You Fix It Once and for All -- Bad Stories: Twenty-Seven Contacts -- Good Stories: Melting Snowballs and Handling Complexity -- You Don't Ask Me About My Effort -- Bad Stories: Surveys of Doom -- Good Stories: Letting Data Speak -- Why "You Make It Easy for Me" Is So Important -- Meet the Challenge: You Make It Easy for Me -- Put Customer Goals Before Marketing Goals in the Sales Process -- Keep the Legalese Light -- Rethink the Basics -- Walk in the Customer's Shoes -- Chapter 5 You Value Me -- You Value My Potential -- Bad Stories: Narrow View of the Wallet -- Good Stories: Predicting Potential -- You Value the Length and Depth of My Relationship with You -- Bad Stories: Relationships with Expiration Dates -- Good Stories: Swapping Status -- You Listen to Me and Act on What I Say -- Bad Stories: Hearing Problems -- Good Stories: Leaders on the Move.

You Value My Time and Effort -- Bad Stories: Brain-Stumping Surveys -- Good Stories: Clever Customer Empowerment -- You Make Sure Your Partners Value Me as You Do -- Bad Stories: False Alliances -- Good Stories: Consistent Customer Experience Across Franchises -- Why "You Value Me" Is So Important -- Meet the Challenge: You Value Me -- Invest in Long-Term Thinking -- Invest in Big Data -- Seek Multidimensional Feedback -- Align Measures to Long Term-Customer Value -- Chapter 6 You Trust Me -- You Don't Tar Me with the Same Brush -- Bad Stories: One-Size-Fits-All Policies -- Good Stories: Wear the Risk -- You Don't Impose an Arbitrary Policy on Me -- You Allow Exceptions -- Bad Stories: Stranded -- Good Stories: Trust the Front Line -- You Trust My Version of Events -- Bad Stories: Better Off Dead -- Good Stories: Benefit of the Doubt -- You Enable Me to Trust You -- Bad Stories: Backlogs -- Good Stories: Enduring Reliability -- You Trust Me to Advise Others -- Bad Stories: Skeletons in the Closet -- Good Stories: C2C Support -- Why "You Trust Me" Is So Important -- Meet the Challenge: You Trust Me -- Reduce Controls -- Don't Fear Precedent -- Break Down Calcification -- Chapter 7 You Surprise Me with Stuff I Can't Imagine -- You Do More Than I Expect at Key Moments -- Bad Stories: Missed Opportunity -- Good Stories: Going the Distance -- You Make the Complex World Simple for Me -- Bad Stories: Universally Frustrating -- Good Stories: Smooth Moving -- You Treat Me Like a New Customer All the Time -- Bad Stories: Encouraging Churn -- Good Stories: Treat Customer Loyalty Like Customer Acquisition -- You Only Surprise Me When It Is Appropriate -- Bad Stories: Unpleasant Upgrades -- Good Stories: Welcomed Assistance -- You Do Things I Didn't Think or Know Were Possible -- Bad Stories: Making the Possible Impossible -- Good Stories: A Better Test Drive.

When You Fail Me, You Do More Than Just Fix It -- Bad Stories: No Sheets, No Clothes -- Good Stories: Make It Right -- Why "You Surprise Me with Stuff That I Can't Imagine" Is So Important -- Meet the Challenge: You Surprise Me -- Empower Staff -- Develop Creative, Forward-Thinking Teams -- Think Long Term -- Chapter 8 You Help Me Be Better and Do More -- You Support Me Beyond the Product Sale -- Bad Stories: Difficult Times -- Good Stories: Whole Event Support -- You Coach Me to Use Things Better -- Bad Stories: Out of "Touch" -- Good Stories: Quality Education -- You Help Me Use Less of Your Stuff -- Bad Stories: No Motive for Less -- Good Stories: The Highest-Value Service -- You Help Me Look Forward -- Bad Stories: Start the Relationship Again -- Good Stories: Forward-Looking Engineering -- You Help Me Get Things That I Didn't Think I Could -- Bad Stories: Make the Customer Pay -- Good Stories: Places to Go -- Why "You Help Me Be Better and Do More" Is So Important -- Meet the Challenge: You Help Me Be Better and Do More -- Understand Fundamental Customer Needs -- Remember That Timing Is Everything -- Rethink from the Outside In -- Seek More Perfect Knowledge -- Chapter 9 What Drives Me2B Leaders -- The Naturals -- Led by Visionaries -- Culture Communicated in Value Statements -- The Challengers -- Agile Early Adopters -- Making a Clear Business Case for Change -- The Rebounders -- New Leadership, Failed Mission -- A Testimony to Transformative Leadership -- The Defending Dominators -- Beyond Defense -- Can Other Companies Change? -- Chapter 10 The Foundations of Me2B Success -- Foundation One: A Customer-Oriented Culture -- Walking the Talk -- Praising Positive Customer Outcomes -- Prioritize Investments for the Customer -- Foundation Two: Streamlined Processes -- Design in the Customers' Shoes -- Exception Handling and One-Legged Parrots.

The Three-Year-Old Child Tactic -- Foundation Three: Integrated Channels -- Across, Not Down, Channel Design -- Technology Bridges Not Barriers -- Strategic Channel Design -- Foundation Four: Energized People -- Recruit for Attitude -- Give People Opportunity -- Don't Invest in Basket Cases -- Do Invest in Potential -- Use More Carrots -- Be Visible as Leaders -- Integrating the Foundations of Me2B Excellence -- Epilogue: Don't Wait to Act -- Notes -- Glossary -- Recommended Reading -- Acknowledgments -- About the Authors -- Index -- More from Wiley -- EULA.

Local Note:

Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2019. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.

Subject Term:

Customer relations.;Customer services.;Consumer satisfaction.

Added Author:

Jaffe, David.

Format:

Electronic Resources

Electronic Access:

Click here to view book

Publication Date:

2014

Publication Information:

New York, NY :

John Wiley & Sons, Incorporated,

2014.

Available:*

Shelf Number	Material Type	Copy	Shelf Location	Status
658.812	1:E-BOOK	1	1:ON-DEMAND	Searching... Unknown

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Summary

What you need to know about your customers

Now more than ever, every interaction you have with customers is critical. Customers today have unlimited information at their fingertips--and can influence the purchase decisions and behaviors of millions of others. With this comes a shift in the balance of power, and every company must come to terms with the fact that the customer is in control. Interacting with customers in the way they want is an essential business strategy and in many industries, the key to business success.

Executives still refer to B2B and B2C business models, as though companies control demand by going to customers with products and services. But as Bill Price and David Jaffe (authors of The Best Service is No Service ) show, a new business model is emerging in which the customer directs the relationship. It is becoming a world of "Me2B"--one in which the customer, not the business, dictates the terms of engagement. In order for your business to thrive, you must create positive experiences to fulfill a range of customer needs.

Though the mediums for customer engagement continuously evolve, Price and Jaffe show that customer needs remain unchanging. In Your Customer Rules!, they define a critical hierarchy of seven needs that your company can meet and apply as a methodology.

Throughout this practical guidebook, Price and Jaffe share examples of companies who succeed by meeting these seven needs, including Amazon, Apple, IKEA, Nordstrom, USAA, Shoes of Prey, Vente-Privee, and Yamato Transport, as well as those that didn't. Your Customer Rules! offers tailored advice for companies at every stage, from nimble startups to legacy firms with established customer service practices--and everyone in between.

With a simple, elegant solution for driving lasting value for customers, Your Customer Rules! is a clear guide for strengthening customer relationships and competing on more than price. It is essential reading for executives at all levels--business owners, marketing managers, and anyone who works directly with customers.

Author Notes

BILL PRICE was Amazon's first global VP of customer service. He is founder of the Global Operations Coun-cil, chair of the Chief Cus-tomer Officer Forum in the Americas, founder of Driva Solutions LLC, co-founder of the Limebridge Global Alliance and a partner with Antuit. Price is a frequent keynote speaker, graduate school instructor in marketing and global business management, and advisory board member. He lives in Washington State, USA.

For more information, please visit www. drivasolutions.com and www.antuit.com

DAVID JAFFE is the consulting director and founder of LimeBridge Australia. He created the Chief Customer Officer Forum in Australia and has spoken at events and conferences in Australia, Asia, and North America. He has consulted in Britain, Ireland, Australia, India, New Zealand, Hong Kong, the Philippines, Singapore, and the United States. He lives in Melbourne, Australia. For more information, please visit www.limebridge.com.au

Together, Bill Price and David Jaffe are the authors of The Best Service Is No Service (Jossey- Bass, 2008)