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What Customers Crave: How to Create Relevant and Memorable Experiences at Every Touchpoint
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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: ...more
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: ...more
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I received a free arc in exchange for my honest review.
When I first opened this book on my Kindle, I thought it was pretty short. It registered as being I believe 5% in and I was only on the table of contents. Turns out it isn't short; it's just densely packed.
This book breaks down customer service for the new generation; the digital one. It goes through the importance of treating customers not as demographics but rather as types. What a customer loves and what a customer hates are more importan ...more
When I first opened this book on my Kindle, I thought it was pretty short. It registered as being I believe 5% in and I was only on the table of contents. Turns out it isn't short; it's just densely packed.
This book breaks down customer service for the new generation; the digital one. It goes through the importance of treating customers not as demographics but rather as types. What a customer loves and what a customer hates are more importan ...more
Knowing what your customers desire and then seeking to deliver it, often with a personal or memorable twist, is a sure way of cementing customer loyalty and possibly gaining staunch advocates too. Yet how to achieve this exalted position, since it is not as easy as you may think. Creating memorable experiences at every step is the key and the author aims to show you the way.
Customer expectations are being changed by our hyper-connected society and we all are being bombarded by sales messages and ...more
Customer expectations are being changed by our hyper-connected society and we all are being bombarded by sales messages and ...more
I recently finished listening to this audiobook for the third time as there was so much excellent, actionable content.
The approach taken by the author was very refreshing and the information contained should be mandatory reading for any businesses that have customers (which is essentially everyone!) regardless of what they do.
"The more you try to make money by focusing on money the less money you make. The more you focus on delivering exceptional value and building a mission centred culture, the ...more
The approach taken by the author was very refreshing and the information contained should be mandatory reading for any businesses that have customers (which is essentially everyone!) regardless of what they do.
"The more you try to make money by focusing on money the less money you make. The more you focus on delivering exceptional value and building a mission centred culture, the ...more
I couldn't get through this book. There were probably some good concepts but he was so repetitive and the content was poorly written. Really not riveting in any way.
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Being in the field of customer support, it made sense that I read this book. The core ideas like finding customer types and designing customer experiences at all touchpoints were very well developed.
Webb did a great job delivering content that was relevant to the field. I only feel that there was too much repetition along the book. I would find the same concepts being explained over and over across different chapters. This might be a strategy to force those concepts to stay with you, but at the ...more
Webb did a great job delivering content that was relevant to the field. I only feel that there was too much repetition along the book. I would find the same concepts being explained over and over across different chapters. This might be a strategy to force those concepts to stay with you, but at the ...more
So many books on customer experience - and so many examples/cases of survivorship bias. This is a another "victim".
The book is OK, but I can't say it's more than that. There are some takeaways, but when it comes to customer experience, it's so much about figuring out a culture for the specific organisation and product, and then leading by example. It's hard to transfer learning in one organisation to another without it feeling a bit "taped on".
It's an OK book, but you are better served reading B ...more
The book is OK, but I can't say it's more than that. There are some takeaways, but when it comes to customer experience, it's so much about figuring out a culture for the specific organisation and product, and then leading by example. It's hard to transfer learning in one organisation to another without it feeling a bit "taped on".
It's an OK book, but you are better served reading B ...more
While serving interesting examples and clear information, I found this book more on the repetitive side than anything else. Webb shares considerable amount of theory but hardly any step-by-step advice or methodology that could drive execution and results. I can see how this might be a great sales magnet for his consulting business (which he mentions quite a lot). Still, for somebody with no knowledge of digital marketing or basic customer service training, I believe this to be a good start. Of c
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This is not a book I would ever pick up and read voluntarily. My boss gave me this book to read and report back to him with what I learned. That being said I found it interesting. I work in healthcare and I can see how the principles are applicable at an administrative level to engage patients. I can’t say that all principles apply to my department directly because I work in non-ancillary/support services - but I do agree that it’s important to know what customers (other departments) like and ho
...more
The book has a lot of really good tips, and just the point related to the customer "touch points" alone would have been well worth it! Even though more and more businesses today are finally finally understanding that customer service is the one single factor that will make them successful in the long run, very few truly understand what excellent customer service means! This book really drives the point home that customer service is a life and death (of the business) issue!
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Vague and unoriginal. For example, he has a formula to understand your customers. Here it is: find out what they love, find out what they hate. Seriously, that's word for word the formula. And he doesn't explain how to find this out. He skips that to examples of different customer personas ("stingy Joe" vs. "speedy Jim"). There are more formulas and they're all that bad.
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I love how this book teach us that by making your business meaningful to others, you can actually make your business fun and successful. I am in restaurant business and will definitely make use of the ideas from this books. Thank you for your amazing work.
This book offers some great visuals and processes on building loyalty. The advice on hitting every touch point was great. The innovation section was ok but it took away from the book to me but thats my personal likes and dislikes.
It’s easy to tell who bankrolled this book. At least I hope. It all comes off as remedial and geared towards a lower level, beginning marketing audience. It’s all buzzwords about Google and Trader Joe’s. I found it a waste of time with no real takeaways.
This Allied book club selection is one of the more practical and actionable books on the customer service experience. Has a textbook like feel and very good for entry level marketing or customer experience managers.
The best business book I've read in the last 3 years. Excellent writing, specific examples, action steps relevant to what's happening right now. Disclaimer - I also got to attend a private workshop with Nick - he's an excellent speaker and caring teacher.
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An insightful read. Loved the way that the author described the touchpoints and their importance in retaining customers and gaining new ones as well.
Nothing groundbreaking in here, but some nice tidbits and, overall, a sound read.
Somewhat jargony take about customer service. Doesn't feel groundbreaking.
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Important message but extremely repetitive. Could have easily been a TED Talk.
The overall concept is good, but the content is very redundant
Hi I’m Douglas Burdett, host of The Marketing Book Podcast and I’d like to tell you about the book “What Customers Crave: How to Create Relevant and Memorable Experiences at Every Touchpoint” by Nicholas Webb
These days, the really smart marketing money is being invested in engineering a great customer experience. There is an enormous unmet demand for good customer experiences.
In a Bain & Company study of 362 companies, 80 percent of those companies thought that they were delivering a “superior e ...more
These days, the really smart marketing money is being invested in engineering a great customer experience. There is an enormous unmet demand for good customer experiences.
In a Bain & Company study of 362 companies, 80 percent of those companies thought that they were delivering a “superior e ...more
Working for a service industry company, that continually is met with challenges in terms of what I customers expect from us, what we deliver and what we develop, I picked up this book with great enthusiasm.
Throughout the book, Nick Webb challenged what I thought I knew to be true, how our conventional lines of thinking have gone in terms of product development,and customer service development.
I found the book to be incredibly enlightening, and have given me a number of ideas in terms of what we ...more
Throughout the book, Nick Webb challenged what I thought I knew to be true, how our conventional lines of thinking have gone in terms of product development,and customer service development.
I found the book to be incredibly enlightening, and have given me a number of ideas in terms of what we ...more
This is an excellent source for study. I have longed to be able to pull my customers in when I want to and keep them happy. This book will undeniably help. It is packed with information, scarily right on track, too. I
I received this book in exchange for an honest review. Thank you.
I received this book in exchange for an honest review. Thank you.
Useful but not that informative, not that practical as well
Personally I didn't liked that way the author have redifined the touch points ...
in general it is a good to read book for CX professionals but not a must to read one ...more
Personally I didn't liked that way the author have redifined the touch points ...
in general it is a good to read book for CX professionals but not a must to read one ...more
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“Remember, whether you’re selling a product or a service, you are in the customer experience business. Customer experience is not just a function of training your staff; it’s a design function. If you want to design something that’s going to succeed, it needs to deliver value to customers across each and every touchpoint. Innovation is as much a philosophy as it is a business discipline. The philosophy begins with a customer-centered view of the universe. A fractional approach will result in failure, and even worse, you will lose credibility. Don’t deploy on innovation until you really mean to carry it through, and when you do, make sure you do it right. When you launch innovation initiatives, build in dashboards”
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