Passionate and Profitable
Why Customer Strategies Fail and Ten Steps to Do Them Right!
1. Edition March 2005
2005. 204 Pages, Hardcover
- Handbook/Reference Book -
ISBN 978-0-471-71392-0 - John Wiley & Sons
E-Books are also available on all known E-Book shops.
Following a decade of customer-centric books, more than 50 percent of customer-focused projects still fail! Passionate and Profitable is an innovative book that takes a critical look at the state of a company's commitment to its customers. It boldly addresses the constant failure companies suffer in attempting temporary, "quick-fix" adaptations to capture customer "mindshare," instead of building real relationships that draw customers back.
Highly regarded international speaker and CRM expert, Lior Arrusy, presents the ten steps all companies must take to keep their customers! Passionate and Profitable:
* Presents a progressive case for why most companies' customer strategies fail
* Introduces the concepts of customer-company aptitude test, customer job description, wow-to-now process, visualizing value beyond consistency, and the customer experience index
* Written by one of CRM magazine's "2003 Influential Leaders"
Packed with helpful case studies from such companies as American Express, Virgin Atlantic Airways, GE, and Disney, Passionate and Profitable argues that the success of customer strategies depends on making seriously tough choices and not just cosmetics. It is those tough trade-offs that will help companies unleash their passion for customers and in return, increase their profitability and sales.
From the contents
Introduction: The Top Ten Crucial Mistakes in Customer Strategies.
The Graveyard of Good Intentions.
Chapter 1: Understanding the Fatal Mistakes.
Fatal Mistake 1: Culture of the New.
Fatal Mistake 2: Lipstick on the Pig.
Fatal Mistake 3: Passion Loss.
Fatal Mistake 4: Real Cost of Cost Reduction.
Fatal Mistake 5: Failure to Operationalize.
Fatal Mistake 6: You Get What You Pay For.
Fatal Mistake 7: Management of Change.
Fatal Mistake 8: Lack of Leadership.
Fatal Mistake 9: Unstructured Relationship.
Fatal Mistake 10: Technology Shortcut.
Chapter 2: Critical Choice 1: Who Are We, Customer Pleasers or Efficiency Crunchers?
Lack of Definition and Criteria.
Intention to Execution Gap.
Price of Efficiency.
Corporation-Customer Experience Aptitude Survey.
Chapter 3: Critical Choice 2: What Is the Role of the Customer in Our Existence?
The Efficient Relationship Paradox.
Corporations at a Juncture.
What Customers? The Second Tough Choice.
Congratulations, You Are at Par: The New Four Ps.
Chapter 4: Critical Choice 3: What Defines Our Total Experience?
Customer Strategies and the Art of Customer Experience Management.
Demystifying the Experience.
The Emotional Customer.
Developing the Experience.
Customer Experience Analysis.
Customer Experience Mapping.
Reengineering the Experience Guidelines.
Power to the People: The Difficult Shift.
What Is Your Core Experience?
Chapter 5: Critical Choice 4: What Customers Do We Neglect?
Customer Selection Guidelines.
Characteristics of Desirable and Undesirable Customers.
Customer Job Description.
Company's Job Description.
Chapter 6: Critical Choice 5: What Kind of Relationships Do We Seek?
Symbiosis versus Competitive Relationships.
What Is the Essence of a Customer-Desired Relationship?
Different Relationships with Different People.
Tailoring the Customer's Experience.
Chapter 7: Critical Choice 6: How Do We Change Our Organization to Avoid the Silo-Based Customer Trap? How Do We Assume Complete Customer Responsibility?
Managing Across All Touch Points.
Touch Points Analysis Mapping.
Obsession with Tools.
Assembler Keeps the Money.
Chapter 8: Critical Choice 7: Do We Employ Functional Robots or Passionate Evangelists?
Attitude, Not Skill.
Employee Loyalty Leads to Customer Loyalty.
Guidelines for Employee Experience Reengineering.
Training Is for Dogs--Education Is for People.
Delight Them: They Are Human Too.
Compensation: Follow the Money Trail.
Chapter 9: Critical Choice 8: Post-Sales Dialogue and Service--Do We Really Care?
Culture of the New.
Taking Customers for Granted.
Four Checkpoints for Delivering True Experiences and Relationships.
Complete Relationship Account.
Culture of Excellence.
Chapter 10: Critical Choice 9: What Do Our Measurements Say About Us?
Actions, Not Perception.
Measuring Success: The Customer Style.
Identifying Business Drivers.
Nurturing Rather Than Managing.
Chapter 11: Critical Choice 10: How Long Do We Milk Our Products?
Consistency Is Boring.
Success Breeds Complacency.
Innovation Compass: "Wow Me Now".
Chapter 12: The Ultimate Choice: Customer Strategies--A Mutual Lifetime Commitment.
Complete View of a Successful Customer Strategy.
Change the Rules through Amazing Experiences.
Experiences Build Defendable Market Leadership.
Employees Experiences: The Customer Experience Enablers.
The Never-Ending Date.
Appendix: An Open Letter to the Smart Customer.