Lior Arussy

Passionate and Profitable (eBook, PDF)

Why Customer Strategies Fail and Ten Steps to Do Them Right!

• Format: PDF

Produktbeschreibung

"I've always said that education without execution is just entertainment - and Lior illustrates this beautifully in his book. It is important to learn HOW to implement a successful Customer focus strategy and you need knowledge and process to do it well. Read this book and learn."--Tim Sanders, Author of "Love is The Killer App" "Lior brings original thought to the world of business, ideas drawn from reality, based on solid observations with the clear objective of helping people make money. Read this and profit."--Jerry Vass, Author of "Soft Selling in A Hard World" and President Vass Consulting "You might not like this book. It's not filled with easy shortcuts and feel-good platitudes. BUT, when you're ready to walk the walk and not just talk the talk) about treating your customers right and growing your business, Lior's book is a fine place to start down that rarely-followed, very profitable path."--Seth Godin Author, Purple Cow & Free Prize Inside "Lior Arussy is a true customer advocate. This book is a must-read for anyone who knows that the only sustainable competitive advantage is to create a unique and meaningful customer experience."--Ginger Conlon, Editor-in-Chief, CRM magazine According to Strativity's 2003 CEM global study, 45% of executives surveyed do not believe they deserve the customer's loyalty. Following a decade of customer-centric books, the market is in a state of crises with over 50% customer focused projects fail. Passionate and Profitable is a new book that takes a critical look at the state of the companies' commitment to customers and exposes the fatal mistakes companies make and the lip service they pay to their customers. Full of examples and statistics, Passionate and Profitable argues that customer strategies success depends on making serious tough choices and not cosmetic works. It is those tough trade offs that will help companies unleash their passion for customers and in return, increase their profitability and sales.

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Produktdetails

• Verlag: John Wiley & Sons
• Seitenzahl: 224
• Erscheinungstermin: 18. März 2005
• Englisch
• ISBN-13: 9780471721345
• Artikelnr.: 37342908

Autorenporträt

Lior Arussy is the founder and President of Strativity Group, Inc. (StativityGroup.com), which works with both Global 2000 companies as well as emerging businesses around the world. Prior to establishing Strativity Group, Arussy held executive positions at NICE Systems and Hewlett-Packard as well as various start-up companies. He is the author of several publications, including The Experience!: How to Wow Your Customers and Create a Passionate Workplace, as well as more than fifty articles in such international publications as Harvard Business Review. Arussy's syndicated column "Focus: Customer" reaches more than 350,000 readers worldwide every month. He also has a bimonthly column for CRM magazine, is the winner of the CRM Influential Leader 2003 award, and is the author of the course "Developing and Executing Customer-centric Strategy" (American Management Association).

Inhaltsangabe

Introduction: The Top Ten Crucial Mistakes in Customer Strategies. The
Graveyard of Good Intentions. Failure Factors. Chapter 1: Understanding the
Fatal Mistakes. Fatal Mistake 1: Culture of the New. Fatal Mistake 2:
Lipstick on the Pig. Fatal Mistake 3: Passion Loss. Fatal Mistake 4: Real
Cost of Cost Reduction. Fatal Mistake 5: Failure to Operationalize. Fatal
Mistake 6: You Get What You Pay For. Fatal Mistake 7: Management of Change.
Fatal Mistake 8: Lack of Leadership. Fatal Mistake 9: Unstructured
Relationship. Fatal Mistake 10: Technology Shortcut. Critical Choices.
Chapter 2: Critical Choice 1: Who Are We, Customer Pleasers or Efficiency
Crunchers? Lack of Definition and Criteria. Intention to Execution Gap.
Price of Efficiency. Corporation-Customer Experience Aptitude Survey.
Chapter 3: Critical Choice 2: What Is the Role of the Customer in Our
Existence? Inherent Conflict. The Efficient Relationship Paradox.
Corporations at a Juncture. What Customers? The Second Tough Choice.
Congratulations, You Are at Par: The New Four Ps. Chapter 4: Critical
Choice 3: What Defines Our Total Experience? Customer Strategies and the
Art of Customer Experience Management. Demystifying the Experience. The
Emotional Customer. Developing the Experience. Customer Experience
Analysis. Customer Experience Mapping. Reengineering the Experience
Guidelines. Power to the People: The Difficult Shift. What Is Your Core
Experience? Chapter 5: Critical Choice 4: What Customers Do We Neglect?
Customer Selection Guidelines. Characteristics of Desirable and Undesirable
Customers. Customer Role. Customer Job Description. Company's Job
Description. Chapter 6: Critical Choice 5: What Kind of Relationships Do We
Seek? Symbiosis versus Competitive Relationships. What Is the Essence of a
Customer-Desired Relationship? Different Relationships with Different
People. Segmentation Criteria. Tailoring the Customer's Experience. Chapter
7: Critical Choice 6: How Do We Change Our Organization to Avoid the
Silo-Based Customer Trap? How Do We Assume Complete Customer
Responsibility? Managing Across All Touch Points. Touch Points Analysis
Mapping. Obsession with Tools. Organization-Focused Customer.
Customer-Focused Organization. Assembler Keeps the Money. Chapter 8:
Critical Choice 7: Do We Employ Functional Robots or Passionate
Evangelists? Attitude, Not Skill. Employee Experiences. Employee Loyalty
Leads to Customer Loyalty. Employment Hierarchy. Guidelines for Employee
Experience Reengineering. Training Is for Dogs--Education Is for People.
Delight Them: They Are Human Too. Compensation: Follow the Money Trail.
Chapter 9: Critical Choice 8: Post-Sales Dialogue and Service--Do We Really
Care? Culture of the New. Taking Customers for Granted. Four Checkpoints
for Delivering True Experiences and Relationships. Required Tools. Complete
Relationship Account. Visualizing Value. Culture of Excellence. Chapter 10:
Critical Choice 9: What Do Our Measurements Say About Us? Actions, Not
Perception. Measuring Success: The Customer Style. Measurement Guidelines.
Identifying Business Drivers. True Assets. Nurturing Rather Than Managing.
Chapter 11: Critical Choice 10: How Long Do We Milk Our Products?
Consistency Is Boring. Success Breeds Complacency. Innovation Compass: "Wow
Me Now". Chapter 12: The Ultimate Choice: Customer Strategies--A Mutual
Lifetime Commitment. Stop Staring. Complete View of a Successful Customer
Strategy. Organizational Commitment. Change the Rules through Amazing
Experiences. Experiences Build Defendable Market Leadership. Employees
Experiences: The Customer Experience Enablers. The Never-Ending Date.
Appendix: An Open Letter to the Smart Customer. Index.

Rezensionen

"This is a provocative, thoughtful guidebook for executives who are struggling with the complicated questions that surround today s sophisticated buyers." ( Monitor , 3/8/06)
"...clearly laid-out...frequent excellent diagrams to illustrate a point..." (Media Week, 16 th August 2005)