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Anticipate: Knowing What Customers Need Before They Do Hardcover – November 6, 2012

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Product Details

  • Hardcover: 218 pages
  • Publisher: Wiley; 1 edition (November 6, 2012)
  • Language: English
  • ISBN-10: 1118356918
  • ISBN-13: 978-1118356913
  • Product Dimensions: 6.3 x 0.8 x 9.3 inches
  • Shipping Weight: 14.4 ounces (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Best Sellers Rank: #1,323,040 in Books (See Top 100 in Books)

Editorial Reviews

From the Inside Flap

Much of the discussion on customer loyalty has centered on the hospitality or retail industries, analyzing customer experience management at Disney, Starbucks, Nordstrom, and the like. But how can other organizations including manufacturing, financial services, or nonprofits better design, implement, and leverage the most effective customer experience? What steps can organizations take to move from reactive to active and ultimately to a proactive customer focus?

Anticipate provides proven guidance on how to turn satisfied customers into enthusiastic customers who help generate the highest return. Using proprietary tools—such as the Customer Focus Maturity Model® and Value Chain Labs®—it explains, in detail, how to develop a customer/supplier relationship that helps both sides anticipate where they need to go. You'll learn:

  • How to apply the Ten-Point Customer Focus Framework, which outlines the key steps successful companies use to create a clear and compelling linkage between their customer focus, growth strategy, and results
  • The three levels of implementation as defined by the Customer Focus Maturity Model® and specific techniques to move your organization further along within a given stage, and from one stage to the next
  • How to differentiate among customer behavior, satisfaction, and loyalty, and why a repeat customer isn't always a loyal customer or one worth keeping
  • How to define and deliver unique value at each customer/supplier touch point
  • How to build, drive, and leverage a value-creating culture throughout the organization, with customers and with your broader value chain

Anticipate shows you the way to partner with and walk alongside a customer to build an ideal experience together—and eventually, to enjoy the profits of that partnership. For more information, visit

From the Back Cover


"Anticipate is insightful, interesting, and relevant toall companies who focus on delivering an exemplary customerexperience. This book debunks common myths and outlines a customerfocus framework to deliver customer value at every touch point. Ifyou strive for a customer-centric focus within your company, you'llgarner great insight from Anticipate."
—KAY PHELPS, Senior Manager, Product Marketing, Avaya,Inc.

"Anticipate is a blueprint for success for any business!We wouldn't exist without our customers and this book delivers athree-step process to becoming even more customer-centric."
—DAWN WELLHAUSEN, Director, Global Marketing Programs,Aspect Software, Inc.

"We are a family-run business and our focus has always been oncustomer service. Reading this book made us re-evaluate ourpolicies and procedures. Anticipate's Ten-Point CustomerFocus Framework is our new benchmark to ensure that our emphasis ison the customer experience, not just on service."
—STACEY ISON, President, Toronto Honda

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Customer Reviews

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Most Helpful Customer Reviews

2 of 2 people found the following review helpful By Curt on November 27, 2012
Format: Hardcover Verified Purchase
I wasn’t sure if this book would be applicable to a small advertising/marcom business, but after reading it, I have to say that I am thinking about the customer experience from a new perspective. I used the assessment to figure out where we are in the process. This book gave us a clear road-map on where we need to go next. Excellent read and really enlightening.
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1 of 1 people found the following review helpful By Rob Fulton on February 15, 2014
Format: Hardcover
There is nothing new about the idea that we need to value our customers. This book wouldn't have left the editors desk if that was the premise.

In this book you get the HOW to have tangible growth in your business.

The secret that's given in the book, and explained in great detail is by using their framework called the "Customer Focus Maturity Model" you discover how to apply this immediately.

I love books that you can pay 25.00 for an you can read in one sitting and have a full page game plan for something that we're probably not doing in our business.

For the business that want quick implementation this book does deliver.

For the business that wants to go even deeper you get a gift in this book. The gift is depth. You install and then if you like, you go deep on each Level by following the advanced details given.

I really appreciated the book and know how the money invested in this book will start paying for itself the minute I implement the ideas over a monday morning work session. Two other books that are a great companion to this are Delivering Happiness, and The Everything Store

Kudos to the authors!
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1 of 1 people found the following review helpful By R. S. Rayfield on December 5, 2012
Format: Hardcover
This book is a natural buy if you, like me, or my many clients, believed that customer service was the end game. The realization that your competitive advantage lies in the customer experience not customer service is clearly established. ANTICIPATE is an essential resource, to help you understand, bring to life and capitalize on the benefits of the authors unique and useful Customer Focus Maturity Model® for your company.
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