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 still think “the customer is king,” you’re falling behind. Today’s most powerful growth engine is users—people who interact with a company through digital media and technology even if they have never spent a dime. Become indispensable to users and the profits will follow.

As CEO of the digital marketing agency HUGE, Aaron

Overview

If you still think “the customer is king,” you’re falling behind. Today’s most powerful growth engine is users—people who interact with a company through digital media and technology even if they have never spent a dime. Become indispensable to users and the profits will follow.

As CEO of the digital marketing agency HUGE, Aaron Shapiro goes inside blue-chip companies to advise them on how to thrive in this new business reality. He led an extensive study of the Fortune 1000 and found that the most successful companies focus on users first. Look at Facebook and Google. They built their businesses before they even figured out what they were selling, let alone who their customers were.

Shapiro argues that every business needs to stop obsessing about customers and start creating powerful user experiences. For instance: Mint.com made the easiest and most effective interface for controlling your personal finances, and once there, you can follow ads that let you improve your financial performance even more. And Net_ ix took down Blockbuster by treating its subscribers as users, not customers. It continually changed and improved its technology to create the best possible experience instead of maximizing rental fees and late fees.

Editorial Reviews

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:
9781591846314
Publisher:
Penguin Publishing Group
Publication date:
07/30/2013
Pages:
256
Product dimensions:
5.40(w) x 8.30(h) x 0.70(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 global companies 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 www.hugeinc.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 More than 1 year 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