Customers Included: How to Transform Products, Companies, and the World - With a Single Stepby Mark Hurst, Phil Terry
Why do companies so often fail to give customers what they want? "Customers Included" provides a roadmap for any executive or entrepreneur who wants to create better products and services. Using real-world case studies - from Apple, Netflix, and Walmart to an African hand pump, a New York City park, and the B-17 bomber - the book clearly explains why including the… See more details below
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Why do companies so often fail to give customers what they want? "Customers Included" provides a roadmap for any executive or entrepreneur who wants to create better products and services. Using real-world case studies - from Apple, Netflix, and Walmart to an African hand pump, a New York City park, and the B-17 bomber - the book clearly explains why including the customer is an essential ingredient of success for any team, company, or organization. Coauthors Mark Hurst and Phil Terry, pioneers in the field of customer experience, provide practical tips for a strategic, customer-inclusive approach that generates results.
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- Barnes & Noble
- NOOK Book
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Too many business books ends up repetitious and monotonous. Or what seems like good advice quickly fade with time as the fad runs its course. Customers Included is neither of those. It's remarkably brief and too the point, and it's core tenants are (or should be) core tenants of any business. It makes the case that business (and non-profits and government) need to actively include their customers when designing products and solutions. You'd think this isn't a case that needs making (outside government). Few readers are going to shake their heads in disagreement with the basic principle that products and services need to be designed with customers in mind. Nevertheless, Customers Included is rich in anecdotes illustrating what happens when the customers aren't included. From the story of the Playpump (one NGO's good idea on paper that seemed great until it was infliceted on actual "benificiaries" in the developing world) to Ford's new touchscreen (if texting and driving is a bad idea, try using a touch screen), the authors have no trouble finding examples where no one seemed to ask the customer of even think about the design from their perspective. While it was too late to make the book, author Mark hurst blogged about how the governement forgot to ask the customer when designing the health exchanges -- quoting one engineer's regret they never got around to use testing. Oppps. So even if you think you are customer focused, you will still likely find this book a good use of time and a great reminder to avoid others mistakes.