Customer Is King

Customer Is King


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Product Details

ISBN-13: 9780753506882
Publisher: Virgin Books
Publication date: 08/01/2002
Series: Business Guides Series
Pages: 180
Product dimensions: 5.80(w) x 8.50(h) x 0.50(d)

Table of Contents

Foreword to the seriesix
Part 1
1Why Marketing Sometimes Fails (especially for your business)6
2The Customer Experience: What People Really Buy14
3The Difference Between 'Wants' and 'Needs'20
4Madame Praline and her Customer Experience26
5Is the Customer Really in Charge?29
6The New Context: 'When the World is Spinning Round'35
7Is There a Secret of Customer Service?44
8Take On the Mindset of a Market Leader46
9What You Need to Know About Marketing (that your marketing team may not know)57
10Working the Law of the Vital Few62
11Creating 'Customer Pull'--Buzz, Buzz, Buzz!65
12Infecting Your Customers to Help You69
13If Customer Experience is Everything, Then What is it?77
14Presenting Your Product, Presenting Your Business81
15Creating a Customer Culture--a Thirteen-Point Plan88
16A Game of Twenty Questions96
Part 2
17The Seven-Point Customer is King Plan100
18The Seven-Point Customer is King Plan--
1Redefine Your Business as a Problem Solver103
19The Seven-Point Customer is King Plan--
2Understand the Real Scope of Your Business108
20The Seven-Point Customer is King Plan--
3Get Under Each Customer's Skin!113
21The Seven-Point Customer is King Plan--
4Stand Out in Order to be Outstanding121
22The Seven-Point Customer is King Plan--
5Develop a Strategy to Define Your Position126
23The Seven-Point Customer is King Plan--
6Calculate Just How Much a Customer is Worth to You134
24The Seven-Point Customer is King Plan--
7Select Your Weapons138
Part 3
25The Immutable Laws of Customer-Focused Marketing (for new and growing businesses)142
26Crunch Questions on Customer-Focused Marketing150
27Delivering the Promise158
28The Frequently Asked Questions163
About the Author178

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