1. Managing the Customer Experience: Turning customers into advocates

Shaun Smith

How much more profit could you make if you had customers who couldn¿t imagine doing business with anyone but you? In your dreams! Tell that to Virgin Atlantic or Harley Davidson.

How great would life be if 40% of your new business simply knocked on your door without you having spent a cent advertising for it? Impossible! Tell that to First Direct.

The companies in this book have managed to turn customers into advocates. Advocates who constantly refer their friends and colleagues to those businesses. Why? Because those companies have created a Branded Customer Experience®. They have managed the relationship to the point where customers can’t imagine wanting to do business with anyone else.

How can you gain this unbeatable competitive advantage? Managing the Customer Experience shows you how. It takes you through the step-by-step process of creating Loyalty by Design. It shows you how to re-think your business from the customer¿s point of view and then design and deliver a customer experience that drives loyalty and profitability.

    Managing the Customer Experience: Turning customers into advocates

    Shaun Smith

    How much more profit could you make if you had customers who couldn¿t imagine doing business with anyone but you? In your dreams! Tell that to Virgin Atlantic or Harley Davidson.

    How great would life be if 40% of your new business simply knocked on your door without you having spent a cent advertising for it? Impossible! Tell that to First Direct.

    The companies in this book have managed to turn customers into advocates. Advocates who constantly refer their friends and colleagues to those businesses. Why? Because those companies have created a Branded Customer Experience®. They have managed the relationship to the point where customers can’t imagine wanting to do business with anyone else.

    How can you gain this unbeatable competitive advantage? Managing the Customer Experience shows you how. It takes you through the step-by-step process of creating Loyalty by Design. It shows you how to re-think your business from the customer¿s point of view and then design and deliver a customer experience that drives loyalty and profitability.

  2. Kellogg on Branding: The Marketing Faculty of The Kellogg School of Management

 

The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes:
*   The latest thinking on key branding concepts, including brand positioning and design
    *   Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio
        *   Techniques for building a brand-centered organization
            *   Insights from senior managers who have fought branding battles and won
                This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today’s ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.

    Kellogg on Branding: The Marketing Faculty of The Kellogg School of Management

    The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes: * The latest thinking on key branding concepts, including brand positioning and design * Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio * Techniques for building a brand-centered organization * Insights from senior managers who have fought branding battles and won This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today’s ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.

  3. This is Service Design Thinking: Basics, Tools, Cases

Marc Stickdorn

How to design and market services to create outstanding customer experiences
Service design thinking is the designing and marketing of services that improve the customer experience, and the interactions between the service providers and the customers. If you have two coffee shops right next to each other, and each sell the exact same coffee at the exact same price, service design is what makes you walk into one and not the other. Maybe one plays music and the other doesn’t. Maybe one takes credit cards and the other is cash only. Maybe you like the layout of one over the other, or one has more comfortable seating. Maybe the staff at one is friendlier, or draws fun shapes on the top of their lattes. All of these nuances relate to service design.
This Is Service Design Thinking combines the knowledge of twenty-three international authors and even more online contributors from the global service design community and is divided into three sections:
*   Basics: outlines service design thinking along five basic principles
*   Tools: describing a variety of tools and methods used in Service Design Thinking
*   Cases: vivid examples for the introduced fundamentals with real-life case studies from 5 companies that did inspiring projects within the field of Service Design

At the end, a one-page “Customer Journey Canvas” is included, which can be used to quickly sketch any service on a single sheet of paper—capturing different stakeholder concerns: e.g. customers, front-line staff and management.

    This is Service Design Thinking: Basics, Tools, Cases

    Marc Stickdorn

    How to design and market services to create outstanding customer experiences Service design thinking is the designing and marketing of services that improve the customer experience, and the interactions between the service providers and the customers. If you have two coffee shops right next to each other, and each sell the exact same coffee at the exact same price, service design is what makes you walk into one and not the other. Maybe one plays music and the other doesn’t. Maybe one takes credit cards and the other is cash only. Maybe you like the layout of one over the other, or one has more comfortable seating. Maybe the staff at one is friendlier, or draws fun shapes on the top of their lattes. All of these nuances relate to service design. This Is Service Design Thinking combines the knowledge of twenty-three international authors and even more online contributors from the global service design community and is divided into three sections: * Basics: outlines service design thinking along five basic principles * Tools: describing a variety of tools and methods used in Service Design Thinking * Cases: vivid examples for the introduced fundamentals with real-life case studies from 5 companies that did inspiring projects within the field of Service Design

    At the end, a one-page “Customer Journey Canvas” is included, which can be used to quickly sketch any service on a single sheet of paper—capturing different stakeholder concerns: e.g. customers, front-line staff and management.

  4. Defensive Design for the Web: How to improve error messages, help, forms, and other crisis points

Matthew Linderman

Let’s admit it: Things will go wrong online. No matter how carefully you design a site, no matter how much testing you do, customers still encounter problems. So how do you handle these inevitable breakdowns? With defensive design. In this book, the experts at 37signals (whose clients include Microsoft, Qwest, Monster.com, and Clear Channel) will show you how.

Defensive design is like defensive driving brought to the Web. The same way drivers must always be on the lookout for slick roads, reckless drivers, and other dangerous scenarios, site builders must constantly search for trouble spots that cause visitors confusion and frustration. Good site defense can make or break the customer experience.

In these pages, you’ll see hundreds of real-world examples from companies like Amazon, Google, and Yahoo that show the right (and wrong) ways to get defensive. You’ll learn 40 guidelines to prevent errors and rescue customers if a breakdown occurs. You’ll also explore how to evaluate your own site’s defensive design and improve it over the long term.

This book is a must read for designers, programmers, copywriters, and any other site decision-makers who want to increase usability and customer satisfaction.

    Defensive Design for the Web: How to improve error messages, help, forms, and other crisis points

    Matthew Linderman

    Let’s admit it: Things will go wrong online. No matter how carefully you design a site, no matter how much testing you do, customers still encounter problems. So how do you handle these inevitable breakdowns? With defensive design. In this book, the experts at 37signals (whose clients include Microsoft, Qwest, Monster.com, and Clear Channel) will show you how.

    Defensive design is like defensive driving brought to the Web. The same way drivers must always be on the lookout for slick roads, reckless drivers, and other dangerous scenarios, site builders must constantly search for trouble spots that cause visitors confusion and frustration. Good site defense can make or break the customer experience.

    In these pages, you’ll see hundreds of real-world examples from companies like Amazon, Google, and Yahoo that show the right (and wrong) ways to get defensive. You’ll learn 40 guidelines to prevent errors and rescue customers if a breakdown occurs. You’ll also explore how to evaluate your own site’s defensive design and improve it over the long term.

    This book is a must read for designers, programmers, copywriters, and any other site decision-makers who want to increase usability and customer satisfaction.

  5. Information Graphics

Sandra Rendgen




    How complex ideas can be communicated via graphics“If you can’t explain it simply, you don’t understand it well enough.”—Albert Einstein Our everyday lives are filled with a massive flow of information that we must interpret in order to understand the world we live in. Considering this complex variety of data floating around us, sometimes the best — or even only — way to communicate is visually. This unique book presents a fascinating historical perspective on the subject, highlighting the work of the masters of the profession who have created a number of breakthroughs that have changed the way we communicate. Information Graphics has been conceived and designed not just for designers or graphics professionals, but for anyone interested in the history and practice of communicating visually. The in-depth introductory section, illustrated with over 60 images (each accompanied by an explanatory caption), features essays by Sandra Rendgen, Paolo Ciuccarelli, Richard Saul Wurman, and Simon Rogers; looking back all the way to primitive cave paintings as a means of communication, this introductory section gives readers an excellent overview of the subject. The second part of the book is entirely dedicated to contemporary works by the current most renowned professionals, presenting 200 graphics projects, with over 400 examples — each with a fact sheet and an explanation of methods and objectives — divided into chapters by the subjects Location, Time, Category, and Hierarchy.Features:
        200 projects and over 400 examples of contemporary information graphics from all over the world—ranging from journalism to art, government, education, business and much more
      
      
        Historical essays about the development of information graphics since its beginnings
      
      
        Exclusive poster (673 x 475 mm / 26.5 x 18.7 in) by Nigel Homes, who during his 20 years as graphics director for TIME revolutionized the way the magazine used information graphics

    Information Graphics

    Sandra Rendgen

    How complex ideas can be communicated via graphics

    “If you can’t explain it simply, you don’t understand it well enough.”
    —Albert Einstein

    Our everyday lives are filled with a massive flow of information that we must interpret in order to understand the world we live in. Considering this complex variety of data floating around us, sometimes the best — or even only — way to communicate is visually. This unique book presents a fascinating historical perspective on the subject, highlighting the work of the masters of the profession who have created a number of breakthroughs that have changed the way we communicate. Information Graphics has been conceived and designed not just for designers or graphics professionals, but for anyone interested in the history and practice of communicating visually.

    The in-depth introductory section, illustrated with over 60 images (each accompanied by an explanatory caption), features essays by Sandra Rendgen, Paolo Ciuccarelli, Richard Saul Wurman, and Simon Rogers; looking back all the way to primitive cave paintings as a means of communication, this introductory section gives readers an excellent overview of the subject. The second part of the book is entirely dedicated to contemporary works by the current most renowned professionals, presenting 200 graphics projects, with over 400 examples — each with a fact sheet and an explanation of methods and objectives — divided into chapters by the subjects Location, Time, Category, and Hierarchy.

    Features:

    • 200 projects and over 400 examples of contemporary information graphics from all over the world—ranging from journalism to art, government, education, business and much more
    • Historical essays about the development of information graphics since its beginnings
    • Exclusive poster (673 x 475 mm / 26.5 x 18.7 in) by Nigel Homes, who during his 20 years as graphics director for TIME revolutionized the way the magazine used information graphics

  6. Happy Customers Everywhere: How Your Business Can Profit from the Insights of Positive Psychology
Bernd Schmitt

Every business knows that the best customer is a happy customer. They return again and again, bring their friends and family, and deliver tons of free advertising via word of mouth and social media. But in order to grow that loyal base, you must be keenly aware of your customers’ needs and preferences. Drawing on the latest research in the exploding field of positive psychology, Columbia Business School professor Bernd Schmitt offers three unique approaches any business can use to turning a casual customer into a committed fan.

    Happy Customers Everywhere: How Your Business Can Profit from the Insights of Positive Psychology

    Bernd Schmitt

    Every business knows that the best customer is a happy customer. They return again and again, bring their friends and family, and deliver tons of free advertising via word of mouth and social media. But in order to grow that loyal base, you must be keenly aware of your customers’ needs and preferences. Drawing on the latest research in the exploding field of positive psychology, Columbia Business School professor Bernd Schmitt offers three unique approaches any business can use to turning a casual customer into a committed fan.

  7. "I Love You More Than My Dog": Five Decisions That Drive Extreme Customer Loyalty in Good Times and Bad

Jeanne Bliss

"believe in this book!"-from the Foreword by Colleen Barrett, president emeritus, Southwest Airlines

What makes the difference between having customers who like you and customers who love you?

Lots of businesses are respected, but only an elite few have passionate, loyal, vocal fans. The kind of customers who not only come back time and time again, but rave to friends, family, and even strangers. The kind who can drive explosive growth via e-mail, blogs, Facebook and Twitter.

Jeanne Bliss is an expert on what it takes to earn that kind of customer. The bad news, she says, is that there’s no shortcut; the world’s biggest marketing budget can’t make people love you. But the good news is that a company can become beloved-if you commit to five essential decisions about how to run your business.

Bliss has studied and worked with dozens of beloved companies, ranging in size from large to small, from longtime successes like Wegman’s and Harley-Davidson, to relatively new companies like Zappos, The Container Store, and Zane’s Cycles. Despite their diversity, they all make the same five fundamental choices. For example:

Griffin Hospital, a regional hospital in Connecticut decided to believe in their patients and give them full access to their medical records; ending secrecy led to a sharp decrease in lawsuits.
Apple decided with clarity of purpose to make their stores easy to hang out in, despite the extra cost.
Amy’s Ice Cream of Austin, Texas decided to be real by expecting potential employees to be fearless and creative, starting with a white paper bag application.
Zane’s Cycles, a Connecticut bike shop that sells 13 million dollars’ worth of bikes and supplies a year, decided to be there for riders by giving away parts that cost less than a dollar.
Netflix decided to say “sorry” before most customers even realized there was a delay in shipping dvds.
The common denominator, explains Bliss, is that beloved companies consistently find ways to weave their humanity into their business decisions. They never lose sight of the people affected by everything they do. Their reward: an army of cheerleaders and volunteer publicists who tell everyone they know over the internet and urge friends and colleagues to try these companies, with statements such as, “I’d marry them if I could,” and “I love you more than my dog!”

If you’re ready to join this elite group, Bliss’s advice and case studies can help you drive growth and profit in any economy.

    "I Love You More Than My Dog": Five Decisions That Drive Extreme Customer Loyalty in Good Times and Bad

    Jeanne Bliss

    "believe in this book!"-from the Foreword by Colleen Barrett, president emeritus, Southwest Airlines

    What makes the difference between having customers who like you and customers who love you?

    Lots of businesses are respected, but only an elite few have passionate, loyal, vocal fans. The kind of customers who not only come back time and time again, but rave to friends, family, and even strangers. The kind who can drive explosive growth via e-mail, blogs, Facebook and Twitter.

    Jeanne Bliss is an expert on what it takes to earn that kind of customer. The bad news, she says, is that there’s no shortcut; the world’s biggest marketing budget can’t make people love you. But the good news is that a company can become beloved-if you commit to five essential decisions about how to run your business.

    Bliss has studied and worked with dozens of beloved companies, ranging in size from large to small, from longtime successes like Wegman’s and Harley-Davidson, to relatively new companies like Zappos, The Container Store, and Zane’s Cycles. Despite their diversity, they all make the same five fundamental choices. For example:

    • Griffin Hospital, a regional hospital in Connecticut decided to believe in their patients and give them full access to their medical records; ending secrecy led to a sharp decrease in lawsuits.

    • Apple decided with clarity of purpose to make their stores easy to hang out in, despite the extra cost.

    • Amy’s Ice Cream of Austin, Texas decided to be real by expecting potential employees to be fearless and creative, starting with a white paper bag application.

    • Zane’s Cycles, a Connecticut bike shop that sells 13 million dollars’ worth of bikes and supplies a year, decided to be there for riders by giving away parts that cost less than a dollar.

    • Netflix decided to say “sorry” before most customers even realized there was a delay in shipping dvds.

    The common denominator, explains Bliss, is that beloved companies consistently find ways to weave their humanity into their business decisions. They never lose sight of the people affected by everything they do. Their reward: an army of cheerleaders and volunteer publicists who tell everyone they know over the internet and urge friends and colleagues to try these companies, with statements such as, “I’d marry them if I could,” and “I love you more than my dog!”

    If you’re ready to join this elite group, Bliss’s advice and case studies can help you drive growth and profit in any economy.

  8. How We Decide

Jonah Lehrer


  The first book to use the unexpected discoveries of neuroscience to help us make the best decisions Since Plato, philosophers have described the decision-making process as either rational or emotional: we carefully deliberate, or we “blink” and go with our gut. But as scientists break open the mind’s black box with the latest tools of neuroscience, they’re discovering that this is not how the mind works. Our best decisions are a finely tuned blend of both feeling and reason—and the precise mix depends on the situation. When buying a house, for example, it’s best to let our unconscious mull over the many variables. But when we’re picking a stock, intuition often leads us astray. The trick is to determine when to use the different parts of the brain, and to do this, we need to think harder (and smarter) about how we think. Jonah Lehrer arms us with the tools we need, drawing on cutting-edge research as well as the real-world experiences of a wide range of “deciders”—from airplane pilots and hedge fund investors to serial killers and poker players. Lehrer shows how people are taking advantage of the new science to make better television shows, win more football games, and improve military intelligence. His goal is to answer two questions that are of interest to just about anyone, from CEOs to firefighters: How does the human mind make decisions? And how can we make those decisions better?

    How We Decide

    Jonah Lehrer

    The first book to use the unexpected discoveries of neuroscience to help us make the best decisions

    Since Plato, philosophers have described the decision-making process as either rational or emotional: we carefully deliberate, or we “blink” and go with our gut. But as scientists break open the mind’s black box with the latest tools of neuroscience, they’re discovering that this is not how the mind works. Our best decisions are a finely tuned blend of both feeling and reason—and the precise mix depends on the situation. When buying a house, for example, it’s best to let our unconscious mull over the many variables. But when we’re picking a stock, intuition often leads us astray. The trick is to determine when to use the different parts of the brain, and to do this, we need to think harder (and smarter) about how we think.

    Jonah Lehrer arms us with the tools we need, drawing on cutting-edge research as well as the real-world experiences of a wide range of “deciders”—from airplane pilots and hedge fund investors to serial killers and poker players.

    Lehrer shows how people are taking advantage of the new science to make better television shows, win more football games, and improve military intelligence. His goal is to answer two questions that are of interest to just about anyone, from CEOs to firefighters: How does the human mind make decisions? And how can we make those decisions better?
  9. Wrong: Why experts* keep failing us—and how to know when not to trust them *Scientists, finance wizards, doctors, relationship gurus, celebrity CEOs, … consultants, health officials and more

David H. Freedman

Our investments are devastated, obesity is epidemic, test scores are in decline, blue-chip companies circle the drain, and popular medications turn out to be ineffective and even dangerous. What happened? Didn’t we listen to the scientists, economists and other experts who promised us that if we followed their advice all would be well?

Actually, those experts are a big reason we’re in this mess. And, according to acclaimed business and science writer David H. Freedman, such expert counsel usually turns out to be wrong—often wildly so. Wrong reveals the dangerously distorted ways experts come up with their advice, and why the most heavily flawed conclusions end up getting the most attention-all the more so in the online era. But there’s hope: Wrong spells out the means by which every individual and organization can do a better job of unearthing the crucial bits of right within a vast avalanche of misleading pronouncements.

    Wrong: Why experts* keep failing us—and how to know when not to trust them *Scientists, finance wizards, doctors, relationship gurus, celebrity CEOs, … consultants, health officials and more

    David H. Freedman

    Our investments are devastated, obesity is epidemic, test scores are in decline, blue-chip companies circle the drain, and popular medications turn out to be ineffective and even dangerous. What happened? Didn’t we listen to the scientists, economists and other experts who promised us that if we followed their advice all would be well?

    Actually, those experts are a big reason we’re in this mess. And, according to acclaimed business and science writer David H. Freedman, such expert counsel usually turns out to be wrong—often wildly so. Wrong reveals the dangerously distorted ways experts come up with their advice, and why the most heavily flawed conclusions end up getting the most attention-all the more so in the online era. But there’s hope: Wrong spells out the means by which every individual and organization can do a better job of unearthing the crucial bits of right within a vast avalanche of misleading pronouncements.

  10. Domino: How Customer Experience Can Tip Everything in Your Business toward Better Financial Performance

Linda Ireland

Is your customer experience making you money? Costing you money? Do you know? Like a line of falling dominos, daily actions across your organization form a sequence of events that, if aligned correctly, build momentum and culminate in what every business wants-outstanding financial performance. Establishing a target customer experience-your front domino-to drive daily decisions within your organization will determine the fluidity of that chain of events, and the level of profit outcome you achieve. Companies that use a target customer experience as their front domino reap the biggest rewards in profitability, growth and sustainability. For the first time, a book about customer experience belongs in the management and finance sections of every bookstore. This how-to volume, rich with practical exercises, provides a tested blueprint for defining the target customer experience and translating it into an actionable strategy that will lead to tangible financial reward.

    Domino: How Customer Experience Can Tip Everything in Your Business toward Better Financial Performance

    Linda Ireland

    Is your customer experience making you money? Costing you money? Do you know? Like a line of falling dominos, daily actions across your organization form a sequence of events that, if aligned correctly, build momentum and culminate in what every business wants-outstanding financial performance. Establishing a target customer experience-your front domino-to drive daily decisions within your organization will determine the fluidity of that chain of events, and the level of profit outcome you achieve. Companies that use a target customer experience as their front domino reap the biggest rewards in profitability, growth and sustainability. For the first time, a book about customer experience belongs in the management and finance sections of every bookstore. This how-to volume, rich with practical exercises, provides a tested blueprint for defining the target customer experience and translating it into an actionable strategy that will lead to tangible financial reward.

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