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Customer Genius (09 Edition)

by

Customer Genius (09 Edition) Cover

 

Staff Pick

Customer Genius is an accessible, timely book for businesses looking for an edge on the competition. Fisk has filled this handy little book with tons of facts and ideas. A must read.
Recommended by Beth, Powells.com

Synopses & Reviews

Please note that used books may not include additional media (study guides, CDs, DVDs, solutions manuals, etc.) as described in the publisher comments.

Publisher Comments:

The old ways of attracting, serving and retaining customers no longer work. Google has become the starting point for most customer interactions today. Technology enables customers to have the upper hand in a negotiation. They are far more aware and informed, far more wary of generic, glib marketing message, and their service expectations are conditioned by their experiences across sectors. Companies need to learn to create and capture value in new ways.

An "outside in" business is the opposite of our more typical inside out model. It starts with the customer, their needs and wants, expectations and aspirations, then works backwards to deliver what matters to them in a profitable way. It recognizes that customer power is a force to work with, not against - in order to do business where, how, and when customers want.

Customer Genius offers you a more intelligent and imaginative approach to customers. It is about starting from how customers see the world, what they seek to achieve and the context in which they see your business as part of that activity or ambition. It reaches deeper into the customer psyche, reaching beyond superficial research averages, beyond articulating needs and wants based on convention, to what motivates and inspires them. And as a result, learns to work on their terms — inverting the way we do business, pull rather than push, understanding where, when and how they want to do work with us. It recognizes that customers expect companies to do more for people — to go beyond the product, the transaction, to add more value to their lives, helping them to achieve what they couldn?t otherwise. They will return this commitment — through trust and loyalty — not through incentives and rewards, but through becoming an essential and enabling part of their lives.

Customer Genius gives you the knowledge, capabilities and inspiration to address your relevant customer challenges in practical and profitable ways.

Synopsis:

"Hello, I am your customer. Do you see the world like I do? It's simple really. Start with me and everything else follows. Together we can do extraordinary things. Are you ready?"

10 building blocks, 30 practical tools, 50 inspirational stories. From Amazon to Banyan Tree, Quintessentially to Zipcars, explore 50 of the world's leading customer businesses. The rise of Air Asia, and the collaboration of Boeing; the segmented focus of Club Med, and the customer vision of Disney; the imagination of Camper, and the desire for the Nintendo Wii; the realism of Dove, and the tribal loyalty of Harley Davidson. The 'genius' of a customer-centric business is that it works from the outside in. It attracts, serves and retains the best customers as its route to profitability and growth. Isn't it about time you started doing business from the outside in?

Synopsis:

Hello, I am your customer. Do you see the world like I do? It's simple really. Start with me, and everything else follows. Together we can do extraordinary things. Are you ready?

Building a customer-centric business

Customers are now in control of our markets, demanding that we do business on their terms. Their expectations are high, and loyalty is rare. They are individual and emotional, well informed and highly organized. They know what they want, and only accept the best.

Customers are the lifeblood of organizations, increasingly the most valuable assets. Products are commoditized and capabilities can be sourced. Insights and relationships are your competitive advantage. This requires you to think more holistically, and act differently.

Peter Fisk, a leading customer and business strategist, proposes a new blue print for building a customer-centric business; proving that the right customer strategies, based on deeper customer insight, driving more compelling propositions and distinctive experiences, can engage those 'wonderful people' we call customers.

10 building blocks, 30 practical tools, 50 inspirational stories

From Amazon to Banyan T4ree, Quintessentially to Zipcars, explore 50 of the world's leading customer businesses. The rise of Air Asia, and the collaboration of Boeing; the segmented focus of Club Med, and the customer vision of Disney; the imagination of caper, and the desire for the Nintendo Wii; the realism of Dove and the tribal loyalty of Harley Davidson. The 'genius' of a customer-centric business is hat it words from the outside in. It attracts, serves and retains the best customers as its route to profitability and growth.

Isn't it about time you started doing business from the outside in?

Genius = intelligence + imagination = extraordinary results

Table of Contents

PART 1 THE CUSTOMER WORLD.

Track 1: Hello!

Track 2: My world … people and their passions.

2.1 Wonderful people.

Insight 1: Facebook.

2.2 Global village.

Insight 2: Air Asia.

2.3 Customer tribes.

Insight 3: Banyan Tree.

Track 3: My agenda … what matters most to me.

3.1 Emotional world.

Insight 4: Baidu.

3.2 Customer kaleidoscopes.

Insight 5: Stenders Soap Factory.

3.3 The customer agenda.

Insight 6: Camper Shoes.

Track 4: My terms … power to the people.

4.1 Customer power.

Insight 7: Livestrong.

4.2 Pull not push.

Insight 8: Progressive Insurance.

4.3 Outside in, inside out.

Insight 9: Zipcars.

Track 5: My business … the customer business.

5.1 The customer-centric business.

Insight 10: Amazon.

5.2 Customer value, business value.

Insight 11: Best Buy.

5.3 Ten dimensions of the customer business.

PART 2 THE CUSTOMER BUSINESS.

Dimension 1: Customer vision.

1.1 Customer purpose.

Insight 12: Lego.

1.2 Customer brand.

Insight 13: Aveda.

1.3 Customer alignment.

Insight 14: Cemex.

Dimension 2: Customer strategy.

2.1 Customer profitability.

Insight 15: Nike Women.

2.2 Customer segmentation.

Insight 16: Club Med.

2.3 Customer management.

Insight 17: Tata.

Dimension 3: Customer insights.

3.1 Customer intelligence.

Insight 18: Dove.

3.2 Customer immersion.

Insight 19: H&M.

3.3 Customer insights.

Insight 20: Harrah’s Casinos.

Dimension 4: Customer propositions.

4.1 Customer context.

Insight 21: Whole Foods Markets.

4.2 Customer propositions.

Insight 22: Oxfam Unwrapped.

4.3 Customer conversations.

Insight 23: Jimmy Choo.

Dimension 5: Customer solutions.

5.1 Customer collaboration.

Insight 24: Heinz Tomato Ketchup.

5.2 Customer innovation.

Insight 25: Smart USA.

5.3 Customer solutions.

Insight 26: Boeing 787 Dreamliner.

Dimension 6: Customer connections.

6.1 Customer communication.

Insight 27: Wumart China.

6.2 Customer networks.

Insight 28: Zopa.

6.3 Customer gateways.

Insight 29: Quintessentially.

Dimension 7: Customer experiences.

7.1 Customer journey.

Insight 30: Nintendo Wii.

7.2 Customer theatre.

Insight 31: Vom Fass.

7.3 Extraordinary experiences.

Insight 32: Build a Bear Workshop.

Dimension 8: Customer service.

8.1 Customer delivery.

Insight 33: Disneyland.

8.2 Individualized service.

Insight 34: Singapore Airlines.

8.3 Service recovery.

Insight 35: Ritz-Carlton.

Dimension 9: Customer relationships.

9.1 Customer partnerships.

Insight 36: Harley-Davidson.

9.2 Customer communities.

Insight 37: The Co-operative Group.

9.3 Customer advocates.

Insight 38: New Balance.

Dimension 10: Customer performance.

10.1 Value drivers.

Insight 39: Enterprise Car Rental.

10.2 Customer metrics.

Insight 40: First Direct.

10.3 Business impact.

Insight 41: GE.

PART 3 THE CUSTOMER CHAMPIONS.

Track 6: Leadership … leading a customer revolution.

6.1 Inspiring people.

Insight 42: Eczacibasi.

6.2 New business leaders.

Insight 43: P&G.

6.3 Customer champions.

Insight 44: MAC Cosmetics.

Track 7: Culture … creating a passion in people.

7.1 Engaging your people.

Insight 45: Pret A Manger.

7.2 Aligning people and customers.

Insight 46: Innocent.

7.3 Structures, symbols and stories.

Insight 47: Toyota.

Track 8: Transformation … the journey to customer-centricity.

8.1 Creating a customer revolution.

Insight 48: Avon.

8.2 Making change happen.

Insight 49: Skoda.

8.3 Virgin inspiration.

APPENDIX THE GENIUS LAB.

The customer business roadmap.

More genius.

Credits.

About the author.

Index.

Product Details

ISBN:
9781841127880
Author:
Fisk, Peter
Publisher:
Capstone
Subject:
Marketing - General
Subject:
Management
Subject:
Customer relations
Subject:
Strategic Marketing
Subject:
Business;Marketing
Copyright:
Edition Description:
WOL online Book (not BRO)
Publication Date:
20090512
Binding:
HARDCOVER
Grade Level:
General/trade
Language:
English
Illustrations:
Y
Pages:
406
Dimensions:
170 x 170 x 15 mm 20 oz

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Related Subjects

Business » Consumer Guides
Business » Customer Service
Business » Marketing
Humanities » Philosophy » General
Reference » Science Reference » General
Religion » Comparative Religion » General
Travel » General

Customer Genius (09 Edition) Used Hardcover
0 stars - 0 reviews
$14.00 In Stock
Product details 406 pages Capstone Press - English 9781841127880 Reviews:
"Staff Pick" by ,

Customer Genius is an accessible, timely book for businesses looking for an edge on the competition. Fisk has filled this handy little book with tons of facts and ideas. A must read.

"Synopsis" by , "Hello, I am your customer. Do you see the world like I do? It's simple really. Start with me and everything else follows. Together we can do extraordinary things. Are you ready?"

10 building blocks, 30 practical tools, 50 inspirational stories. From Amazon to Banyan Tree, Quintessentially to Zipcars, explore 50 of the world's leading customer businesses. The rise of Air Asia, and the collaboration of Boeing; the segmented focus of Club Med, and the customer vision of Disney; the imagination of Camper, and the desire for the Nintendo Wii; the realism of Dove, and the tribal loyalty of Harley Davidson. The 'genius' of a customer-centric business is that it works from the outside in. It attracts, serves and retains the best customers as its route to profitability and growth. Isn't it about time you started doing business from the outside in?

"Synopsis" by , Hello, I am your customer. Do you see the world like I do? It's simple really. Start with me, and everything else follows. Together we can do extraordinary things. Are you ready?

Building a customer-centric business

Customers are now in control of our markets, demanding that we do business on their terms. Their expectations are high, and loyalty is rare. They are individual and emotional, well informed and highly organized. They know what they want, and only accept the best.

Customers are the lifeblood of organizations, increasingly the most valuable assets. Products are commoditized and capabilities can be sourced. Insights and relationships are your competitive advantage. This requires you to think more holistically, and act differently.

Peter Fisk, a leading customer and business strategist, proposes a new blue print for building a customer-centric business; proving that the right customer strategies, based on deeper customer insight, driving more compelling propositions and distinctive experiences, can engage those 'wonderful people' we call customers.

10 building blocks, 30 practical tools, 50 inspirational stories

From Amazon to Banyan T4ree, Quintessentially to Zipcars, explore 50 of the world's leading customer businesses. The rise of Air Asia, and the collaboration of Boeing; the segmented focus of Club Med, and the customer vision of Disney; the imagination of caper, and the desire for the Nintendo Wii; the realism of Dove and the tribal loyalty of Harley Davidson. The 'genius' of a customer-centric business is hat it words from the outside in. It attracts, serves and retains the best customers as its route to profitability and growth.

Isn't it about time you started doing business from the outside in?

Genius = intelligence + imagination = extraordinary results

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