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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
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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 informationwithin seconds or by the end of the day. It may mean differing preferences for communicationtext 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 themthat you get themand they'll show you the love, too.
Top Customer Reviews
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
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!
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.
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.
Most Recent Customer Reviews
I own a small business and found this book extremely helpful for reaching out to different demographics. It is also very entertaining and easy to read. Highly recommended.Published 6 months ago by Jennifer Pharr Davis
I recently attended a conference in Dallas where the author, Ms. McDonald was a featured speaker. After her presentation, I enjoyed a visit with her which resulted in my wisely... Read morePublished 7 months ago by Amazon Customer
So much good useful information - I wish these books were available 10 years ago- A must for every manager to read- cutting edge for sure..Published 13 months ago by andrea debetta
My daughter heard the author speak at at convention and bought me the book for my birthday. I wondered how a book could have something new on customer service/experience, but it... Read morePublished 17 months ago by larry schneiderman
I've seen Kelly speak as a keynote speaker for a couple events and thought she was excellent. She writes like she speaks, making it a very impactful and easy read. Read morePublished 18 months ago by Emma
I really found this book to be extremely helpful and thought-provoking and I am not even a business person! I found ways that the strategies that Mrs. Read morePublished 22 months ago by Cynthia Williams
Great topic and pertinent to today's business environment. I met the author in 2013 and had the pleasure of hearing her speak. Read morePublished 22 months ago by Ron - Danville, CA
What an eye opener! I'm so glad I picked up this book. This book makes you think outside of the box. Made me realize how closed minded we all are.Published on October 24, 2013 by Pen Name
An excellent read and breakdown of the changing demographics in our society. Kelly McDonald does an outstanding job, everyone needs to buy and read the book!Published on June 9, 2013 by FJGreene