What Customers Crave: How to Create Relevant and Memorable Experiences at Every Touchpoint

by Nicholas Webb

Overview

The best companies in the world discover what their customers desire - and then deliver it in memorable and deeply human experiences. How well do you know your customers?

What Customers Crave examines how the hyper-connected economy is radically changing consumer expectations and reveals what companies need to do to stay on top. The solution rests on two simple questions: What do your customers love? What do they hate? Find the answers, and you're well on your way to success.

Jam-packed with tools and examples, What Customers Crave helps you reinvent how you engage with customers (both digitally and non-digitally) and gain invaluable insights into who they are and what they care about. Upon reading, you will discover how to:

• Use listening posts and Contact Point Innovation to refine customer types
• Engineer experiences for each micromarket that are not only exceptional, but relevant
• Connect across the five most important touchpoints
• Co-create with your customers

When you learn to provide your customers with exactly what they want, they not only buy - they come back again and again...and bring their friends. Learn what it takes to deliver what your customers crave and catapult yourself to a new level of sales and retention!

Product Details

ISBN-13:	9781400235827
Publisher:	AMACOM
Publication date:	03/01/2022
Pages:	256
Product dimensions:	5.45(w) x 8.40(h) x 0.85(d)

About the Author

Nick Webb is one of the top Customer Experience and Customer Service experts in the world. He has been awarded the "Global Gurus Top 30" designation for Customer Service, for seven years in a row. Nick is the CEO of myLearnLogic.com, a Customer Experience Training and Advisory Firm that works with some of the top brands to help them build world-class customer experiences. As a technologist, he has been awarded over 40 US patents for consumer and technology products. He has served as an Adjunct Professor for a Health Science University where he also led the Center for Innovation. Nick is the author of multiple number one best-selling books, in the area of Business Innovation, Customer Experience and Leadership. Nick is also one of the top Keynote Speakers in the area Business Growth, Innovation, Future Trends and Customer Experience.

Contact the Author

Nick is always excited to learn about how his readers have applied his methods to drive world-class customer experience in their own organization. Nick can be contacted through his consulting and training firm at www.mylearnlogic.com or for speaking engagements contact him at www.nickwebb.com

Table of Contents

Acknowledments ix

Part 1 What You Need to Know About the Customer Experience 1

Chapter 1 The Advent of "Exceptional" Customer Service 3

Chapter 2 Bring Home the Bacon: The Value of Customer Types 25

Chapter 3 The Journey to Exceptional Customer Experiences 53

Chapter 4 Getting Down to the Nitty-Gritty: Why, Who, and What 79

Chapter 5 Innovating Excellence 105

Chapter 6 Innovation: A Collaborative Process 119

Part 2 Mapping Your Customer's Journey 133

Chapter 7 The Pre-Touchpoint Moment 135

Chapter 8 The First Touchpoint Moment 149

Chapter 9 The Core Touchpoint Moment 165

Chapter 10 The Perfect Last Touchpoint Moment 189

Chapter 11 The In-Touchpoint Moment 203

Chapter 12 Technology and the Future of Customer Experience 217

Chapter 13 Your Roadmap to What Customers Crave 227

End Notes 249

Index 251

Contact the Author 259

About the Author 261

Editorial Reviews

08/29/2016
Webb, a consultant and partner at Lassen Innovation, explores the concept of superior customer service that not only satisfies clients but converts them into advocates for one’s business. Webb states that the emphasis of customer service should be on two extremely simple concepts: “what customers love” and “what customers hate.” He groups his ideas into sections on customer experience and the customer-business relationship. He identifies three principles for creating singular service, namely “understand, invent, and express,” and examines how expectations for service have changed—and risen—in recent years. The book’s second half focuses on five touchpoints between a business and its customers, explaining to businesspeople how to first connect with consumers then stay connected with them. Webb concludes with thoughts on how technology will shape customer experience in the future and offers a practical roadmap for answering the titular question. Chapters end with helpful takeaways that recap important ideas, and the book’s clever design, which includes ample visuals, also helps to stress key points. Insightful and pragmatic, this book provides the tools that organizations need to truly satisfy customers and orchestrate memorable experiences for them. (Oct.)

Publishers Weekly

"Insightful and pragmatic, this book provides the tools that organizations need to truly satisfy customers and orchestrate memorable experiences for them." —Publishers Weekly

"...provides a really interesting look at the subject, mixing effortlessly theory and practical advice together to great effect, offering relevant and actionable advice for all." —Autamme

"If you are looking for a lasting competitive advantage, I recommend that you follow the steps outlined here to create experiences that your customers crave." —Marty Zwilling, The Huffington Post

"This is a must-read for anyone who is serious about customer service and retention…and who isn’t?" —PCB007

“Filled with lots of examples of businesses who are relying on this marketing strategy, the book is very readable and the information… down-to-earth and possible to implement.” —Retailing Insight

"Exceptionally well written, organized and presented, What Customers Crave is unreservedly recommended" —Midwest Book Review

“Will change the way you think about customer service.” —Mashable

“Webb upends old models of selling…If you’re a business owner seeking new insights for selling product in an experience-centric market…this could be an extremely helpful read.” –Manhattan Book review

From the Publisher