The Customer Rules: The 14 Indispensible, Irrefutable, and Indisputable Qualities of the Greatest Service Companies in the World [NOOK Book]

Overview

Whether you run your own company or work for a large corporation, establishing customer loyalty is a prerequisite for business growth. In The Customer Rules, C. Britt Beemer, a leading consumer research and marketing consultant, and bestselling business author Robert Shook offer practical advice on how to build a robust company culture based on the concept of unsurpassed customer-service designed to increase ...

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The Customer Rules: The 14 Indispensible, Irrefutable, and Indisputable Qualities of the Greatest Service Companies in the World

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Overview

Whether you run your own company or work for a large corporation, establishing customer loyalty is a prerequisite for business growth. In The Customer Rules, C. Britt Beemer, a leading consumer research and marketing consultant, and bestselling business author Robert Shook offer practical advice on how to build a robust company culture based on the concept of unsurpassed customer-service designed to increase your market share.



A combination of extensive market research unprecedented in scope, as well as close studies of fourteen companies that excel in the area of customer service, The Customer Rules distills profitable lessons on how to achieve strong customer loyalty. Referencing specific research findings, Beemer and Shook examine the obstacles that too often distract a company's focus from its most important task--providing preeminent service and creating a unique customer experience. The authors then supply fourteen workable solutions to ensure the return of customers time and time again, including:



  • Instill the importance of customer service in every employee

  • Use a “small-town” approach to meeting customers' needs no matter how big your company is

  • Develop a unique identity your customers will seek out

  • Maintain a focus on the customer before, during, and after the sale



Success in retail, service, manufacturing, or any other business always boils down to the customer experience. Beemer and Shook use in-depth interviews with high-level managers from such companies as Chubb, NetJets, Edward Jones, Lexus, Johnson & Johnson, and Four Seasons Hotels to illustrate the best ways for creating exceptional customer service. The Customer Rules gives you the tools you'll need to become the undisputed leader in your industry.

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Product Details

  • ISBN-13: 9780071603669
  • Publisher: McGraw-Hill Education
  • Publication date: 8/27/2008
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 352
  • Sales rank: 1,264,217
  • File size: 3 MB

Meet the Author

C. Britt Beemer is founder and CEO of America's Research Group (ARG), a national consumer research firm that has interviewed more than eight-million consumers. He is the author of It Takes a Prophet to Make a Profit and Predatory Marketing.



Robert L. Shook is a bestselling author of many business books, including Longaberger, a number-one New York Times bestseller, and The Pep Talk.

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Table of Contents

1 Everyone's Job 1

2 Sell Your Employees First 19

3 The Company Culture 43

4 Being Big, Thinking Small 73

5 The Total Customer Experience - Before, During, and After the Sale 95

6 The Personal Touch 119

7 It's about Time 145

8 Why Selling a Service Differs from Selling a Product 169

9 When Price Rules 185

10 Multiple Tiers of Customers 203

11 Satisfy Main Street First, Then Wall Street 221

12 The Power of a Strong Brand 233

13 The Value of a Customer 263

14 Change Is Constant 279

Afterword 301

Endnotes 303

Index 323

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Customer Reviews

Average Rating 4.5
( 5 )
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Sort by: Showing all of 5 Customer Reviews
  • Posted October 12, 2009

    more from this reviewer

    A 14-step guide to building customer loyalty

    C. Britt Beemer and Robert L. Shook explain in this book that companies which deliver great service to their consumers exhibit common qualities. For example, firms that tackle customer service as a collective imperative tend to outperform their competitors who consider it just a departmental activity. Emphasizing client support in training programs, not just in written policies, is another way to develop a solid base of returning customers. Each chapter of this guide is devoted to one of the 14 traits of great service providers. The authors drew from $300,000 of consumer research conducted exclusively for this project and enriched their findings by including many case studies of U.S. enterprises. getAbstract recommends this manual to readers who want to adopt the mutual practices of top client-service firms in order to build their own clienteles.

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  • Posted October 21, 2008

    The Customer Rules is an outstanding book.

    I always thought that my customers received outstanding customer service, but Beemer and Shook described in detail levels of customer service that go beyond ¿outstanding.¿ The Customer Rules was a fun, fast read, that gave actual experiences from corporations that I already admired. Now I understand what makes them special. I hope that Beemer and Shook do a sequel.

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  • Posted October 21, 2008

    Valuable Business Reading

    The Customer Rules is an informative, entertaining and critical look at the methods by which the best companies attract, keep and please their customers. The strategies come alive through anecdotal accounts which can be easily related to the everyday challenges in developing a successful business. There's a lot here to be learned - especially in today's increasingly competitive markets.

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  • Posted October 19, 2008

    The Customer Rules is a very Comprehensive and Usefull Read

    I have been a great fan of the author, Robert Shook, for many years now and am never disappointed at his creative and insightful approach to any subject. This book is one of his best. I would encourage anyone to read it for its useful information. I give it a five star!

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  • Anonymous

    Posted October 4, 2008

    best marketing book ever!

    What an incredible book. I have never read a book with so many useful ideas to run my company. The book is filled with case histories of the world's best service companies and what they do to win market share. Companies such as Four Seasons, Lexus, Chubb, Edward Jones, Johnson & Johnson, Cabela's, Mary Kay and others. When you read 'The Customer Rules,' you'll realize why these companies are leaders in their respective industries. The authors, Britt Beemer, CEO and founder of America's Research Group and Robert L. Shook, a best selling author, have written a book that I believe will receive praise for being one of the all-time best business books. More than $300,000 in marketing research was done by Beemer's company, ARG, that provides timely information to the reader that would cost thousands of dollars--so this data alone makes the book a real bargain. The case histories are filled with tips that every business can use and apply immediately. If you read only one business book this year, make sure it's THE CUSTOMER RULES.

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