Users, Not Customers: Who Really Determines the Success of Your Business

Users, Not Customers: Who Really Determines the Success of Your Business

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by Aaron Shapiro
     
 

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If you're still chasing customers online, you're looking at the challenge backward.

Aaron Shapiro helps companies build thriving digitally driven businesses. In his firm's extensive study of the Fortune 1000, a clear pattern emerged: the most successful companies drive sales by focusing on users instead of just customers. This is a fundamental

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Overview

If you're still chasing customers online, you're looking at the challenge backward.

Aaron Shapiro helps companies build thriving digitally driven businesses. In his firm's extensive study of the Fortune 1000, a clear pattern emerged: the most successful companies drive sales by focusing on users instead of just customers. This is a fundamental strategic shift.

Rather than trying to get people to buy stuff online, these companies home in on the user experience. They've realized that building relationships between people and their brand has huge value, even if those users aren't spending a dime on their products (yet).

It's no secret that Internet-based companies like Google and Facebook thrive by building their user base before turning to monetization. Shapiro's big insight is that offline companies can successfully do the same, integrating offline products with an online presence and building platforms that create a lasting relationship between their brand and their users. Shapiro provides a strategic approach to refocusing your business in every way, from technology infrastructure and management to product design and marketing.

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Editorial Reviews

Publishers Weekly
CEO of the digital marketing agency Huge, Shapiro argues that companies need to stop focusing on scrounging for the customer dollar in favor of improving a “user experience” that will keep prospective consumers engaged. In one generation, we’ve seen a dramatic shift in how we buy things; we are, in short (the eponymous), users not customers. Our engagement with brands goes far beyond merely purchasing a product or service; we’re more motivated by the ease and experience of our engagement with the brand, and the quality of a company’s digital presence. Shapiro discusses companies that have gotten it right (Hulu, Zipcar, Groupon) and those who have failed (JetBlue, Borders), walking readers through becoming a truly user-first company: structuring the business, balancing goals with technical feasibility and consumer needs, creating social value, and attracting users by giving, not taking. Shapiro’s ideas are smart and perceptive, and his approach to strategy pleasingly concrete; he urges business owners to create a digital experience that’s in service of customers, not trying to trick them. A much-needed, incisive guide to creating a genuinely appealing digital presence. (Oct.)
From the Publisher
“A much-needed, incisive guide to creating a genuinely appealing digital presence.”

Publishers Weekly

 

Users, Not Customers is so interesting and important... Mr. Shapiro has produced something of real value for marketers.”

AdAge

 

Users Not Customers is a must read for anyone seeking to integrate digital experiences with their products and services. Shapiro presents a wonderful novel perspective on the evolving role of digital in business as a tool for interacting with the world.”

—Ramon Casadesus-Masanell, Professor of Business Administration, Harvard Business School

Product Details

ISBN-13:
9781591843863
Publisher:
Portfolio Hardcover
Publication date:
10/27/2011
Pages:
256
Product dimensions:
6.10(w) x 9.10(h) x 1.10(d)
Age Range:
18 Years

What People are saying about this

From the Publisher
“A much-needed, incisive guide to creating a genuinely appealing digital presence.”
Publishers Weekly

Users, Not Customers is so interesting and important... Mr. Shapiro has produced something of real value for marketers.”
AdAge

Users Not Customers is a must read for anyone seeking to integrate digital experiences with their products and services. Shapiro presents a wonderful novel perspective on the evolving role of digital in business as a tool for interacting with the world.”
—Ramon Casadesus-Masanell, Professor of Business Administration, Harvard Business School

Meet the Author

Aaron Shapiro is the CEO of HUGE, a digital marketing agency that helps companies including PespiCo, JetBlue Airways, NBC Universal, Target, and Unilever reimagine how they interact with their customers and manage their business in the online economy. Prior to HUGE, Shapiro was a technology entrepreneur, venture capitalist, and management consultant. He lives in New York City. Visit aaronshapiro.com.

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Users Not Customers: Who Really Determines the Success of Your Business 4 out of 5 based on 0 ratings. 2 reviews.
TheAgencyReview 7 months ago
Once upon a time, when you wrote up concepts, you could refer to the people you were talking to as “viewers” – people viewed TV, they viewed print, they viewed out-of-home. Of course, they didn’t view radio, so sometimes you had to call them listeners. And then someone pointed out that the point of advertising wasn’t just to get people to view or listen to anything really. The point was to get them to buy something. So we started referring to them as customers. But then someone realized that “customer” was too limiting a term. Because “customer” only referred to the transaction: they’re the customer, you’re the seller. And people don’t buy just because they want to buy (unless their name ends in “ardashian” I suppose). They buy because they have some sort of hunger that will only be met by your product. That’s why words matter. Because they betray deeper meaning. And that’s why Aaron Shapiro’s book, “Users not Customers” is so interesting and important. Shapiro’s shift (to read the rest of this review, please visit http://the-agency-review.com/users-not-customers)
Anonymous More than 1 year ago