Únase a getAbstract para acceder al resumen.

From Impressed to Obsessed

Únase a getAbstract para acceder al resumen.

From Impressed to Obsessed

12 Principles for Turning Customers and Employees into Lifelong Fans

McGraw-Hill,

15 mins. de lectura
8 ideas fundamentales
Audio y Texto

¿De qué se trata?

Don’t merely aim to satisfy customers; impress them with unforgettable experiences.

  • 0.5×
  • 0.75×
  • 1×
  • 1.25×
  • 1.5×
  • 1.75×
1×

Editorial Rating

8

Qualities

  • Comprehensive
  • Well Structured
  • Concrete Examples

Recommendation

You may think you create an excellent customer experience, says Jon Picoult, but if you’re like most leaders, you’re likely incorrect. Consumers today have high expectations, he explains, and most brands fail to meet them. Learn to differentiate your company from your competitors and inspire brand loyalty by adopting universal principles rooted in cognitive science.  Picoult shares proven psychological tactics, empowering leaders to increase their brand’s magnetism. Follow his principles, and he promises that employees will enjoy working for you and people will enjoy doing business with you.

Summary

Your customer experience hinges on subjective factors, such as emotions.

Don’t simply satisfy customers. Impress them with a memorable customer experience. Creating a great consumer experience requires intentional, deliberate management of multiple touchpoints on your customers’ journeys. You can’t use internal metrics, such as sales, to measure the quality of your customer experience. Only consumers can assess the quality of their experiences, based upon emotional factors that determine how interactions with your brand made them feel, as well as rational factors, such as your serving them in a timely manner.

As a leader, model an ideal customer experience for employees by showing respect for their needs and concerns, much as you would with your customers. Doing so better enables your people to succeed. Employees aren’t that different from customers in that they’ll leave your company or fail to take your desired actions if you don’t create value for them. By embedding the value of creating an excellent customer experience throughout your company, you ensure a customer-centric culture. 

Many brands fail...

About the Author

Jon Picoult founded the customer experience consulting firm, Watermark Consulting.

Comment on this summary

More on this topic

Learners who read this summary also read

9
Book
Quantum Marketing
9
Book
The Digital Marketing Handbook
8
Book
Value-Based Fees
8
Book
The New Rules of Marketing & PR
8
Book
The Domino’s Story
7
Podcast
Business Advertising

    Related Channels

    Marketing