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Crafting the Customer Experience For People Not Like You: How to Delight and Engage the Customers Your Competitors Don't Understand Hardcover – November 13, 2012

4.9 out of 5 stars 28 customer reviews

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  • Crafting the Customer Experience For People Not Like You: How to Delight and Engage the Customers Your Competitors Don't Understand
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  • How to Market to People Not Like You: "Know It or Blow It" Rules for Reaching Diverse Customers
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Editorial Reviews

From the Inside Flap

A "one size fits ALL" approach to customer service is no longer a viable option. Crafting the Customer Experience for People Not Like You shows how companies, brands, and products struggling to differentiate themselves in a "sea of sameness" can foster long-term loyalty and brand preference with exceptional and customized customer service.

Crafting a customer experience that caters to people not like you will bring in new customers and create a competitive advantage over companies that fail to recognize their customers' diversity. It increases customer loyalty and gives you a greater understanding of your customer groups, opening new thinking on ways to surprise and delight them. Crafting the Customer Experience for People Not Like You offers step-by-step, enlightened advice, including:

  • A detailed guide to core customer groups including women, the five generations (matures, Boomers, Gen X, Gen Y, and Gen Z), racial and ethnic segments, such as Hispanics and African Americans, as well as those who are defined by key lifestyle and life-stage attributes
  • Consumer insights that will help business leaders deliver a better business experience to every customer
  • How to train employees to serve customers who are not like them, lest they harm your business
  • Seven principles for creating an inclusive and inviting customer experience for every consumer group

With this book's guidance, you can master the customer experience.

From the Back Cover

People are more diverse than ever before, and our differences manifest themselves in a number of ways. It may mean differing expectations about the speed of getting information—within seconds or by the end of the day. It may mean differing preferences for communication—text versus a phone call or face-to-face meeting. Even racial, ethnic, religious, generational, and geographic differences come into play when satisfying customers' service expectations.

Crafting the Customer Experience for People Not Like You shows you how to break the "one size fits all" habit and why a customized approach to customer experience works best for growing business, generating loyalty, and creating "brand ambassadors." Companies and brands are struggling to differentiate themselves in a "sea of sameness," and the easiest way to foster long-term loyalty and brand preference is through exceptional customer service. Business owners cannot control the economy, the stock market, or the cost of goods and labor. But you can control customer service. It's an empowering thought. The one thing that is 100 percent in your control at all times is also more important than ever.

Crafting the Customer Experience for People Not Like You will show you how to deliver a better business experience with every customer. Show each of your customers that you understand them—that you get them—and they'll show you the love, too.

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Product Details

  • Hardcover: 208 pages
  • Publisher: Wiley; 1 edition (November 13, 2012)
  • Language: English
  • ISBN-10: 1118360729
  • ISBN-13: 978-1118360729
  • Product Dimensions: 6.3 x 0.8 x 9.3 inches
  • Shipping Weight: 13.6 ounces (View shipping rates and policies)
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (28 customer reviews)
  • Amazon Best Sellers Rank: #883,104 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

Format: Hardcover
for 21 years we have operated our company looking at all customers as equal and for 21 years we have been mostly wrong! Until now. As we embark on 2013 I intend to make Kelly's book Crafting the Customer Experience for People Not Like You mandatory for any staff members who deal with our customers. Period.

If we intend to be here for another 20 years, we must adapt to the wave of change that is sweeping over America and meet our customers where and how they want to be served. If you think you know where the market is headed, you don't. If you feel like the way you have done things in the past will work well into the future, it won't.

People have changed, demographics are changing and we must adapt or die.

Read the book! Join the movement, make a difference for the customer and thrive!

- kevin young
vp ~ sales and marketing
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Format: Hardcover
Wow, yet another great book from Kelly McDonald filled with practical easy-to-follow advice for business owners! I loved all of Kelly's examples of how existing businesses are reaching new and different demographics. This book gets me excited to start thinking outside the box myself on how I can expand on crafting the customer experience to a more broad clientele!

I hope another book is in store from Kelly - I would love to read more about hiring the best employees and coaching them on how to serve customers unlike themselves. (Chapter 7 in this book was my favorite!)

All in all: 5 stars, a light and easy read and highly recommended for small business owners! You WILL get a lot out of this book!
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Format: Hardcover
When Kelly's first book, "How to Market to People not Like You" first came out, I got a hold of the publisher, Wiley, so that I could interview her. HTMTPNLY was a feast of examples, with analysis that was easy to absorb. Anyone could pick up the book and make a difference in their business that very day. It was the kind of book that was fresh and readable, and in which I knew my listeners would be interested.

So when "Crafting the Customer Experience for People Not Like You" came out, I could not wait to read it. (And yes, I'll be calling Wiley to book another interview with Kelly). Once again, a robust smorgasbord of real-life customer service examples that help to ignite your own creativity... and perhaps even reignite the passion you once had for your business.

People complain that the economy is killing their business. Maybe, instead, it's not understanding that the business world has changed, and we need to understand the behaviours of our customers better. This book reminds us, for example, that a 30-year-old married woman is not always a soccer mom, so we can't treat all 30-year-old married women the same.

In every speech I have given since Kelly's first book came out, I have used examples from the book and encouraged the audience to buy it. I will be doing the same with this one. I cannot recommend this book enough. Solid advice that can change your business TODAY.
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Format: Hardcover
I was privileged to hear Kelly speak as a keynote speaker and lead a break out session at The South Carolina Governor's Conference on Tourism last week. I bought a copy of the book and could not put it down. While most people simply write to motivate in business books, Kelly breaks down the fact as to the "why" approaches must be changed in a changing demographic. I cannot recommend anything Kelly enough.
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Format: Hardcover
Kelly McDonald is a marketing genius!! Kelly's ability to take the reader on a journey into consumer insights and bring the point home with real world examples makes this book a must own for anyone in business. If you are in business or wanting to start a business, Kelly's book is the complete customer experience, and a must read for you and your team.
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Format: Hardcover
Customer service seems to be a lost art -- I think because the old ways of doing things don't apply anymore. Kelly McDonald's new book "Crafting the Customer Experience for People Not Like You' should be required reading for any business owner who wants to stay in front. Kelly explains, in a funny and engaging way, how to determine the needs of your customer and how to delight them in the process. This is a great follow-up to Kelly's first book. I recommend making them both a part of your business library.
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Format: Hardcover
"We ALL have customers. If you work, you have customers."

That, to me, is the money quote from the opening of this important new book. So you don't have to be in your own business to be concerned about reaching out to co-workers, constituencies and stakeholders who are increasingly unlike you. And that doesn't just mean ethnicity. It can mean age, gender, rural/urban/suburban, sexual orientation and other "unlikes" you might not have considered. To be successful, to find the customers who will build your business, you have to look beyond your mirror.

This book will tell you how to do it. Using real-world stories of large and small enterprises, Kelly demonstrates that it's not just customer service that matters--it's the ongoing customer EXPERIENCE.

The best part, as Kelly puts it, "You don't have to break the bank to do it."

I literally wore out the copy of her first book, HOW TO MARKET TO PEOPLE NOT LIKE YOU, by stuffing it too full of Post-It (R) Notes. I'm carefully using a highlighter on this one.

I would have liked more detail on using social media in this new book. There's one chapter, but considering how important these tools are, greater emphasis would have been warranted, I think.

Sequel?
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