What Customers Crave

How to Create Relevant and Memorable Experiences at Every Touchpoint

 What Customers Crave

Author: Nicholas J. Webb
Pub Date: October 2016
Print Edition: $25.00
Print ISBN: 9780814437810
Page Count: 256
Format: Hardback
e-Book ISBN: 9780814437827

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What do you really know about your customers? How old they are, where they live, their ethnicity, what they buy?

Demographics like these have shaped marketing efforts, product development, and customer interactions for decades. But demographics are incomplete at best. At worst, they distort your view of the customer, mask flaws in your business, and cause missed opportunities—disastrous in a hypercompetitive economy.

What Customers Crave upends the standard segmentation model. In its place, two simple questions reveal what motivates consumers and how to engage them: What do they love? What do they hate?

Consider how the answers can impact your business. One type of customer is price sensitive, and loves personalized offers for products and services. Another hates dealing with offers, but values speed above all else; having to wait is a deal breaker. Create experiences that consistently exceed the expectations of both, and you’ll gain committed customers who share the love with others.

Whether your business is a digital store, a global chain, or a mom-and-pop shop, What Customers Crave helps you rethink who your customers are, and shows you how to connect with each type across all touchpoints—from your online presence to face-to-face interactions to follow-up communications.

Packed with examples of exceptional experiences engineered by Apple, Southwest Airlines, Zappos, In-N-Out Burgers, and dozens more, the book explains:

* What online ratings and limitless choice did to business-as-usual approaches

* Why CRM systems designed to find profitable and nonprofitable customers are obsolete

* How disruptive innovators locate gaps in the customer experience and lure buyers away with more appealing ones

* How strategic listening and contact point innovation help you identify customer types

* Why bad policies and bad cultures can’t be solved with just more training of customer-focused employees

* How great companies design experiences that build loyalty with each customer type—and how you can, too

In a connected world where customers can promote you or destroy you, average experiences are not nearly enough. What Customers Crave delivers a fresh perspective and practical tools for discovering what drives people to buy or not, fixing hidden problems, and creating exceptional experiences that bring customers back for more.

Nicholas J. Webb is a popular speaker and corporate strategist in the areas of customer experience design and innovation. His firm, Cravve, provides consulting and training to many of the world’s top brands.

Connect with him at:


Twitter @nickwebbcom

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