When Customers Talk: Turn What They Tell You into Sales

Overview

Survey of more than 100,000 consumers reveals how they want to be treated, and the way they want to buy.

What do customers really want? Not all retailers are in the habit of listening when customers talk. They can do better, according to master customer service speaker, author, and consultant T. Scott Gross. In fact, research shows that unhappy customers talk about negative experiences for an average of 18 months. Once they have a bad experience, it will take 12 positive ...

See more details below
Available through our Marketplace sellers.
Other sellers (Paperback)
  • All (22) from $1.99   
  • New (4) from $4.59   
  • Used (18) from $1.99   
Close
Sort by
Page 1 of 1
Showing All
Note: Marketplace items are not eligible for any BN.com coupons and promotions
$4.59
Seller since 2015

Feedback rating:

(45)

Condition:

New — never opened or used in original packaging.

Like New — packaging may have been opened. A "Like New" item is suitable to give as a gift.

Very Good — may have minor signs of wear on packaging but item works perfectly and has no damage.

Good — item is in good condition but packaging may have signs of shelf wear/aging or torn packaging. All specific defects should be noted in the Comments section associated with each item.

Acceptable — item is in working order but may show signs of wear such as scratches or torn packaging. All specific defects should be noted in the Comments section associated with each item.

Used — An item that has been opened and may show signs of wear. All specific defects should be noted in the Comments section associated with each item.

Refurbished — A used item that has been renewed or updated and verified to be in proper working condition. Not necessarily completed by the original manufacturer.

New
0793195195 Excellent Buy!!!

Ships from: Pleasant View, TN

Usually ships in 1-2 business days

  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
$32.50
Seller since 2015

Feedback rating:

(366)

Condition: New
Brand New Item.

Ships from: Chatham, NJ

Usually ships in 1-2 business days

  • Canadian
  • International
  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
$45.00
Seller since 2015

Feedback rating:

(241)

Condition: New
Brand new.

Ships from: acton, MA

Usually ships in 1-2 business days

  • Standard, 48 States
  • Standard (AK, HI)
$58.77
Seller since 2008

Feedback rating:

(218)

Condition: New

Ships from: Chicago, IL

Usually ships in 1-2 business days

  • Standard, 48 States
  • Standard (AK, HI)
Page 1 of 1
Showing All
Close
Sort by
Sending request ...

Overview

Survey of more than 100,000 consumers reveals how they want to be treated, and the way they want to buy.

What do customers really want? Not all retailers are in the habit of listening when customers talk. They can do better, according to master customer service speaker, author, and consultant T. Scott Gross. In fact, research shows that unhappy customers talk about negative experiences for an average of 18 months. Once they have a bad experience, it will take 12 positive experiences to make up for it. However, if a complaint is resolved, count on an intensely loyal customer.

In When Customers Talk, the third volume in his customer service series, Gross partners with consumer researcher Joe Pilotta from BIGresearch to draw conclusions for frontline retailers and managers based on the insights of 100,000 retail customers. This approachable, must-have guide offers detailed insights to help retailers learn how to anticipate customer needs and take advantage of emerging trends.

Written in an engaging style, and backed by statistical research, When Customers Talk helps retailers:
* Bridge the disconnect between retailers' and customers' attitudes.
* Ask the right questions to get answers that will make a difference.
* Turn the knowledge of customers' habits into sales.
* Leverage customers' loyalty for a lifetime relationship: heart, mind, and wallet.
* Understand pricing and discounting to maximize profits.
* Tap into technology to avoid being blindsided by changes.

With customer insight "straight from the horse's mouth," retail managers disregard this information at their peril!

Read More Show Less

Editorial Reviews

Soundview Executive Book Summaries
Listen And Learn To Improve Customer Service
In When Customers Talk, customer service expert T. Scott Gross explains that if you want to predict what your customers will want to buy tomorrow or next year, all you need to do is listen and learn. In an effort to hear what consumers have to say, Gross and the marketing research firm BIGresearch asked consumers to share their opinions; reveal their shopping habits; and describe their buying, saving and investing intentions. According to their findings, consumers are not impressed with the quality of products, and they think service is awful and trending worse.

To help companies anticipate customer needs and use emerging trends to their advantage, Gross describes how they can attract and retain profitable customers, effectively beat the competition and learn what they should do in the near future.

When Gross discusses customer service, he explains that it is not a logo on a sign outside a chain store. Service happens on the inside, and everyone is a player. Customers influence their own service by the way they behave and the stores they choose to shop. And bosses have a major impact on service quality by the way they hire and the way they lead. Although advertising might bring customers through the door, Gross adds, it is service that brings them back.

Online Panels and Surveys
In his own humorous yet extremely informative way, Gross begins When Customers Talk by describing the benefits of online panels, which have recently become better, faster and cheaper than ever before. The information they bring is also more abundant and much more flexible. Responses can be "cut" by geography, income, purchase size and any other options, and come in a matter of days rather than months. Online paneling also allows companies to integrate the voice of the customer into decisions in near real time. In addition, it can be used by small businesses to gain competitive advantage over larger rivals by providing intimate knowledge about how customers perceive a brand's price and quality.

Next, Gross explains how an online survey and research tool called Consumer Intentions and Actions (CIA) can be used to reveal trends in consumer thinking. By asking people about their opinions and feelings about current events as well as what they intend to do in the future, Gross writes that the CIA is amazingly accurate because of the enormous size of the audience, which adds up to about 8,000 usable monthly responses.

One key tool for predicting future sales, Gross explains, is the migration index. To find out whether a consumer has made a conscious decision to change a primary retailer for another, BIGresearch asks consumers:

  1. Where do you shop for X most often?
  2. How long have you shopped there?
  3. Where did you previously shop?


Gross explains that any owner or manager can ask these questions across the counter. The first question reveals the customer's current favorite store for the category (X), the second question reveals whether the customer is a new or long-term customer, and the final question reveals who is losing.

How to Listen to Customers
When Gross describes how businesses should listen to their customers, he explains that the following five things have to happen:

  1. Listen to the right voice (by asking the right customer).
  2. Be a trusted listener.
  3. Ask the right questions.
  4. Make the correct interpretation.


After each of these things is accomplished, follow-up questions are essential: "Fail to ask the follow-up question, and you risk missing key data. Follow up until you have the data narrow enough to act on it."

Engineer the Experience
Along with focusing on product, price, packaging and promotion, Gross writes that companies must not forget about the service experience. Customer service is the expression of your brand. Since a brand is an expectation, when consumers read or hear a product name, they conjure up an entire set of expectations that, if the brand is good, saves marketers time and money. Gross explains that failing to map out and plan the brand experience is the biggest service mistake brand owners make. To create a killer service experience, consider every point of contact so that each one works together to present a unified, congruent experience of the brand.

Why We Like This Book
While providing a road map to improved customer service, When Customers Talk embodies the service principles it describes by communicating a clear interpretation of facts and stories directly to the reader with a personable touch. By adding the research methods and tools used by BIGresearch to his tips, Gross holds up his customer service lessons with a solid foundation of strong metrics. Copyright © 2005 Soundview Executive Book Summaries

Read More Show Less

Product Details

  • ISBN-13: 9780793195190
  • Publisher: Kaplan Publishing
  • Publication date: 12/1/2004
  • Pages: 224
  • Product dimensions: 6.00 (w) x 9.00 (h) x 0.50 (d)

Meet the Author

For information about the author, T. Scott Gross, please visit http://www.tscottgross.com/

Read More Show Less

Table of Contents

1 We see tomorrow 1
2 Foreknowledge 9
3 The BIG idea 31
4 The physical and metaphysical components 41
5 How to listen to your customers 61
6 How customers want to be served 91
7 Engineer the experience 113
8 Retailers and service providers who get it right 141
9 On the horizon 161
10 Cliche or reality? 185
Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)