Customer Is King: How to Exceed Their Expectations

by Robert Craven

Overview

Updated eBook edition

What happens to your customers when you do business with them? Customer is King helps you to approach the problem from the point of view of the clients and work towards the level of customer satisfaction that makes them come back to you again and again.
Practical and packed full of easy-to-understand advice, you'll find:
* checklists and worksheets
* case studies of real businesses
* frequently asked questions

Product Details

ISBN-13:	9781448132096
Publisher:	Ebury Publishing
Publication date:	02/29/2012
Sold by:	Barnes & Noble
Format:	eBook
Pages:	240
File size:	944 KB

About the Author

Mentor and consultant Robert Craven has worked on the Marketing Council's Grow with Marketing' programme to develop materials for business advisers and their clients. His booki Kick-Start Your Business is aslo published by Virgin.

Table of Contents

Foreword

xi

Preface

xiii

Introduction

1

Part 1

1

Why Marketing Sometimes Fails (especially for your business)

7

2

The Customer Experience: What People Really Buy

17

3

The Difference Between 'Wants' and 'Needs'

23

4

Madame Praline and her Customer Experience

31

5

Is the Customer Really in Charge?

35

6

The New Context: 'When the World is Spinning Round'

41

7

Is There a Secret of Customer Service?

51

8

Take On the Mindset of a Market Leader

55

9

What You Need to Know About Marketing (that your marketing team may not know)

69

10

Working the Law of the Vital Few

75

11

Creating 'Customer Pull' - Buzz, Buzz, Buzz!

79

12

Infecting Your Customers to Help You

85

13

If Customer Experience is Everything, Then What is it?

95

14

Presenting Your Product, Presenting Your Business

99

15

Creating a Customer Culture - a Thirteen-Point Plan

107

16

A Game of Twenty Questions

117

Part 2

17

The Seven-Point Customer is King Plan

121

18

The Seven-Point Customer is King Plan - 1: Redefine Your Business as a Problem Solver

125

19

The Seven-Point Customer is King Plan - 2: Understand the Real Scope of Your Business

131

20

The Seven-Point Customer is King Plan - 3: Get Under Each Customer's Skin!

137

21

The Seven-Point Customer is King Plan - 4: Stand Out in Order to be Outstanding

147

22

The Seven-Point Customer is King Plan - 5: Develop a Strategy to Define Your Position

153

23

The Seven-Point Customer is King Plan - 6: Calculate Just How Much a Customer is Worth to You

161

24

The Seven-Point Customer is King Plan - 7: Select Your Weapons

167

Part 3

25

The Immutable Laws of Customer-Focused Marketing (for new and growing businesses)

171

26

Crunch Questions on Customer-Focused Marketing

181

27

Delivering the Promise

191

28

The Frequently Asked Questions

197

Postscript

201

Bibliography

203

Glossary

205

Index

211

About the Author

215