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Domino: How Customer Experience Can Tip Everything in Your Business Toward Better Financial Performance Hardcover – April 15, 2009

17 customer reviews

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Product Details

  • Hardcover: 228 pages
  • Publisher: Aveus Publishing (April 15, 2009)
  • Language: English
  • ISBN-10: 0981930212
  • ISBN-13: 978-0981930213
  • Product Dimensions: 6.1 x 0.6 x 9.2 inches
  • Shipping Weight: 1.1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (17 customer reviews)
  • Amazon Best Sellers Rank: #2,226,418 in Books (See Top 100 in Books)

More About the Author

Linda Ireland is co-owner and partner of Aveus LLC, a global strategy and operational change firm that helps leaders find money in the business performance chain while improving customer experiences.

As author of Domino: How to use Customer Experience to Tip Everything in Your Business Toward Better Financial Performance, Linda delivers real-life, actionable, how-to help for leaders of any organization. Built on years of experience as a corporate executive, work at Aveus and supported by two rounds of national leader research, Domino is the first how-to book on the topic and proves the link between customer experience and financial performance. Previously, Linda wrote THEM: The Handy Experience Manual with Aveus partner Chris LaVictoire Mahai.

Linda found her passion for emerging growth and turnaround situations early. She was 28 in her first executive role, leading manufacturing for a sole source supplier for 3M through 4X revenue growth and the transformation to Lean operations. In nine years at Deluxe Corporation she did strategy and corporate development to diversify the company away from checks in the late '80's, then led groups in product development, marketing, operations and venture start-up.

At PaperDirect, Linda expanded distribution in global markets, and then helped restructure the business to improve profitability by 200%. At Genesis Direct, Linda helped take the acquisition roll-up, multi-channel retail company public.
Linda was vice president of marketing for Digital River, a global Web commerce services provider and one of the first to achieve sustainability in the Internet space. Linda met Aveus when she was VP and general manager of Wilsons Leather Direct, a division of the $600 million apparel and accessories retailer.

Linda has served on several boards, including Menttium Corporation, Hennepin Theatre Trust and Community Health Charities America. She is an active angel investor, and is a member of the Women Business Leaders in the Health Care Industry Foundation.

In 2009, Linda created Customer Experience for Profit (www.ceforprofit.com) with Aveus. The site aims to dispel the myth that customer experience is a tradeoff to profitability, and to connect a community of leaders putting this lesson to work.

Linda enjoys speaking to audiences about using customer experience to drive financial performance, making it both doable and exciting. She has been featured in the San Francisco Examiner and on business radio shows across the country. She holds two Bachelor of Arts degrees from the University of Minnesota and an MBA from the University of St. Thomas in St. Paul, where she teaches in the graduate school.

Away from it all? Linda is a wanderer. 30 countries and six continents, she is energized by the deeper perspective that comes with a change of people and place.

Customer Reviews

Most Helpful Customer Reviews

Format: Hardcover
I like the notion of thinking through the customer's product/service lifecycle in terms of customer experience: Customers realize a certain need, and then evaluate and aquire a product/service to satisfy the need; finally, they arrive at an evaluation of whether/how well the product/service satisfied the original need and then the need evolves into another need. I agree with other reviewers that it's a no-nonsense book with a solid approach to thinking through a business (problem) from the buyer's point of view.

However, my assumption would be that most people reading this book are already familiar with textbooks like Kotler's Marketing Management (13th Edition) (e.g. 11th ed., chapter 7) or Solomon's Consumer Behavior: Buying, Having, and Being, 6th Edition and are thus also already familiar with purchase decision models (or buyer behavior models in general) - and for them, the ideas in this book could be condensed to a set of probably 40 questions that need to be asked from a customer experience perspective.

Although these questions are very smart, I wouldn't dare writing (and charging for) a whole book to spread them. In my view, this is more blog material than book material - and the book certainly looks more like an apprentice's first try at bookmaking than a professional publisher's work; it would have helped if Aveus LLC did not publish it itself, I presume.

By the way: Ireland's definition of customer experience ("... what happens and how customers feel...
Read more ›
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Format: Hardcover
This book takes the discussion around the buzz word "customer experience" to a more strategic level. Much of what has already been written about customer experience frames it around the role it plays in brand perception and product/service performance. Ireland has done what hasn't been done before. She gives a practical how-to guide for leaders wanting to understand the strategic and financial impact of customers' perceptions of their experience with their companies. With this strategic understanding of "what problem you're solving" for customers, she lays out a framework that identifies, prioritizes, and focuses operational steps that will achieve better results. The ideal customer experience becomes the target to drive real performance. I've only had the book three weeks and its pages are already dog-earred, flagged, and marked up like a well- worn classic.
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By B. Wolansky on September 24, 2009
Format: Hardcover Verified Purchase
I can hear the author's positive and encouraging "voice" coming right through the text.

The concepts were useful. Great organization: For example the outline of the purpose (realize a need, learn, try, buy, solve, evolve) is clear, understandable and usable throughout (I like the arrow diagram).

I could take-it-or-leave-it on the exercises: For me, I was lazy: I.e., I did the reading but not the exercises.
I was just anxious to get through all the topics and hear the commentary. But I can see how the excercises are useful to "work in" the concepts. So for many: the excercises will be great and of added value.

What did I like the best? The practical nature of the discussion and theory. I intend to read through it again a second time.
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Format: Hardcover
Ireland lays everything out in a common sense, practical approach that skillfully illustrates the "cause and effect" of actions taken that can add or detract from the profitability a company needs to expand their market share. She makes the point convincingly that a superior customer experience and increased profitability are not mutually exclusive. She provides the reader with key learning experiences that will show you how to use those positive experiences as the backbone of a strategy to increase profits and sustain growth. She asks the right questions that challenge the reader to reexamine their current strategy and perhaps think afresh about the true role of customer experience and the vital but often undervalued linkage to bottom-line profitability.
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Format: Hardcover
The book provides some practical information on marketing and exercises for how to understand your customers and their purchase decisions. It is not, however, a book on customer experience or detailed in terms of translating this strategy into better financial performance.
The author provides a road map for understanding your customers with a needs-based approach which is understandable to any employee. However, the book is not really about customer experience, in theory or application. There are exercises to help the reader better understand customer needs, their purchase decision making process and, to some extent, understanding the kinds of emotions customers are or should be feeling when they purchase your goods
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Format: Hardcover
I found DOMINO to be very insightful with a keen understanding of the relationship between customer motivations and successful business strategies. The author's writing is both clear and concise with a plethora of personal experiences as real-life examples. The book also contains additional supplemental studies which further illustrate the importance of integrating customer experience into a functional strategy for growing your business. Highly recommended for businesses large and small that are seeking a sustainable financial strategy in an increasingly fast-changing world.
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