9,99 €
Mehr erfahren.
- Herausgeber: Business Book Summaries
- Kategorie: Fachliteratur
- Sprache: Englisch
The must-read summary of Lewis Carbone's book: "Clued In: How to Keep Customers Coming Back Again and Again".
This complete summary of the ideas from Lewis Carbone's book "Clued In" shows how all businesses exist for two reasons: to make money and to win customers. In his book, Lewis Carbone explains that most industries have focused more on the money-making side in recent years, but the key is not to sell customers more products and services, but to provide them with a distinctive and well-engineered service. In this summary, the author explains how to look for opportunities to enhance your value proposition by developing internal systems to design, manage, deliver and leverage the total customer experience.
Added-value of this summary:
• Save time
• Understand key concepts
• Expand your knowledge
To learn more, read "Clued In" and discover the key to making your current customers loyal forever.
Das E-Book können Sie in Legimi-Apps oder einer beliebigen App lesen, die das folgende Format unterstützen:
Seitenzahl: 34
Veröffentlichungsjahr: 2013
Ähnliche
Book PresentationClued In by Lewis Carbone
Summary of Clued In (Lewis Carbone)
Book PresentationClued In by Lewis Carbone
Book Abstract
MAIN IDEA
Every business exists for just two reasons:
To make money for the firm – by selling products and services for more than they cost to make or deliver.To make customers – by doing something so well people are prepared to pay for the added value being created.In recent years, most industries have focused more on the make-money side of the equation than they have on the other side, make-customers. That’s understandable, but somewhat short-sighted. Unless businesses balance the things they’re doing to make more money against the things they’re also doing to create greater value for their customers, their efforts are likely to be short-lived. The key to creating value for customers is not to sell them more products and services, but to provide them with a distinctive and well-engineered experience which will add value (from their perspective) to the products and services they already purchase.
Customers always have an experience whenever they deal with your firm, whether you want them to or not. Instead of letting this experience be a random by-product of circumstances, it makes sense to actively manage it. If you can systematically craft and then deliver a great experience to your customers, you differentiate your firm in the customer’s mind, even if your products and services are comparable to those offered by your competitors.
To grow your business, therefore, don’t look for more cost cutting ideas or creative ways to charge more for what your customers already buy. Instead, look for ways to enhance your value proposition by developing internal systems which will enable you to design, manage, deliver and leverage the total customer experience.
“As product and service attributes become commoditized and evened out, experiential elements and their value are rapidly coming to the fore. The quality of the customer’s total experience is being increasingly recognized as the new differentiator.”
– Lewis Carbone
About the Author
LEWIS CARBONE is CEO and founder of Experience Engineering, Inc., a consulting firm which specializes in helping firms deliver exceptional customer experiences. Mr. Carbone was formerly a senior vice-president at Campbell-Ewald Advertising and National Car Rental. He also collaborated with Steve Haeckel to coauthor the 1994 article Engineering Customer Experiences which introduced the terminology and the concept of customer experiences to the business press.
The Experience Engineering, Inc. corporate Web site is at www.expeng.com.
Important Note About This Ebook
This is a summary and not a critique or a review of the book. It does not offer judgment or opinion on the content of the book. This summary may not be organized chapter-wise but is an overview of the main ideas, viewpoints and arguments from the book as a whole. This means that the organization of this summary is not a representation of the book.
Summary of Clued In (Lewis Carbone)
1. The Business Case for Managing Customer Experiences
The rules of differentiation are changing. At one time, products and services could stand out from the crowd on the strength of their features (particularly quality) alone. Today, the customer’s experience is the focal point of the value proposition, which in turn means managing the customer experience has the potential to be very important from a strategic perspective. This is precisely what forward-looking organizations are doing to gain a sustainable competitive advantage.
The business case for managing customer experiences intelligently and deliberately is:
Understand how the value proposition has evolvedKnow the relationship between brands and experiencesLearn the dynamics of experience and value managementFocus on clues – the building blocks of experiencesEvolve your experience management expertise over time
