Marketing teams are accustomed to dividing customers according to demographics, as if you can basically know someone once you’ve got his or her income, race, gender, and a few more cold facts on file. That isn’t the best way to provide a truly personalized and rewarding customer experience. For that, as Nicholas J. Webb explains in WHAT CUSTOMERS CRAVE: How to Create Relevant and Memorable Experiences at Every Touchpoint (AMACOM October 2016), you have to figure out what your customers love and what they hate. Journalists, booksellers, book reviewers, librarians, and media professionals interested in marketing and customer service are invited to request What Customers Crave for review.
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: What do your customers love? What do they hate? Find the answers, and you’re well on your way to success.
Jam-packed with tools and examples, What Customers Crave helps you reinvent how you engage with customers (both digitally and non-digitally) and:
Gain invaluable insights into who they are and what they care about • Use listening posts and Contact Point Innovation to refine customer types • Engineer experiences for each micromarket that are not only exceptional, but insanely relevant • Connect across the five most important touchpoints • Co-create with your customers • And much more
When you learn to provide your customers with exactly what they want, they not only buy—they come back again and again…and bring their friends.
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