Kelly McDonald

Crafting the Customer Experience For People Not Like You (eBook, PDF)

How to Delight and Engage the Customers Your Competitors Don't Understand

• Format: PDF

Produktbeschreibung

Deliver a better business experience, for every kind ofcustomer A "one-size fits all" approach to customer service is no longerviable. Businesses competing on service need to understand andcater to customers' racial, ethnic, religious, generational, andgeographic differences in order to meet or exceed customers'service expectations. Crafting the Customer Experience to PeopleNot Like You shows how companies, brands, and productsstruggling to differentiate themselves in a sea of sameness canfoster long-term loyalty and brand preference with exceptional andcustomized customer service. * A detailed guide to core customer groups including women, thefive generations (matures, Boomers, Gen X, Gen Y and Gen Z), racialand ethnic segments, such as Hispanics and African-Americans, aswell as those who are defined by key lifestyle and life-stageattributes * Includes onsumer insights that will help business leadersdeliver a better business experience with every customer You cannot control the economy, the stock market or the costs ofgoods and labor. But you can control your organization's customerservice. It's an empowering thought. Customer service is 100% inyour control at all times and it's more important than ever.

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Produktdetails

• Verlag: John Wiley & Sons
• Seitenzahl: 208
• Erscheinungstermin: 9. Oktober 2012
• Englisch
• ISBN-13: 9781118461648
• Artikelnr.: 38243131

Autorenporträt

KELLY McDONALD is the president of an award-winningadvertising and marketing firm, and has been featured on CNBC, inBusinessWeek, CNN Money.com, and SiriusXM Radio. Her clientsinclude brands such as Toyota, Sherwin-Williams, State FarmInsurance, MillerCoors, and Harley-Davidson. In 2009,Advertising Age named McDonald Marketing one of the Top AdAgencies in the U.S. across all disciplines. She is the author ofHow to Market to People Not Like You: "Know It or Blow It" Rulesfor Reaching Diverse Customers, which reached number 7 on theInc. magazine list of bestselling business books for2011.