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It's the Customer, Stupid!: 34 Wake-up Calls to Help You Stay Client-Focused Hardcover – February 8, 2011


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It's the Customer, Stupid!: 34 Wake-up Calls to Help You Stay Client-Focused + Customer Satisfaction Is Worthless, Customer Loyalty Is Priceless: How to Make Customers Love You, Keep Them Coming Back and Tell Everyone They Know
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Product Details

  • Hardcover: 235 pages
  • Publisher: Wiley; 1 edition (February 8, 2011)
  • Language: English
  • ISBN-10: 0470907398
  • ISBN-13: 978-0470907399
  • Product Dimensions: 1 x 6.1 x 9.1 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Best Sellers Rank: #1,327,693 in Books (See Top 100 in Books)

Editorial Reviews

From the Inside Flap

Unhappy customers won’t just dump you. No, first they’ll tell at least ten or more people about their bad experience with your company, and then they’ll broadcast it online. But wait, you say you have a good customer service department? Really? What hoops do your customers have to jump through before you help them? What rules have you wrapped around your customer service department, so that your reps can’t really help? How long do you keep your customers on hold?

In It’s the Customer, Stupid!, top salesperson and motivational speaker Michael Aun shares his secrets to keeping your customers happy, your sales growing, and yourself sane. You’ll discover the myths and truths about customer satisfaction—and why many businesses and organizations, despite their claims of being customer-centric, really haven’t got a clue.

This energizing book is packed with sales-boosting tips you can apply right away to your company or your own job, including:

  • If you need to fix something, don’t make the customer work for it.
  • Somebody has to take out the trash. Translation: If your company makes a mistake, you may have to fire the person who caused the problem later, but for now, step in and make the customer happy again. Fix the problem, not the blame!
  • Whether you’re talking to a customer or trying to make a sale, shut up and listen.
  • So what if you might screw up? Make a decision!

The good news is that you can woo disgruntled customers back, keep them content, and even grow Sales. But first, wake up and smell the coffee: It’s the Customer, Stupid!

From the Back Cover

Praise for It’s The Customer, Stupid!

“Way too many talk about customer service and way too few deliver it. Maybe that’s because they don’t know the tangible actions to take. That just changed. Buy this book and do what it says.” –Larry Winget, television personality and author of five bestsellers, including Your Kids Are Your Own Fault

“in his simple, direct, and irreverent style, Michael Aun uses humor to tell it like it is: you had better care for your customers, stupid, or they’ll find someone else who will!” –Barbara Glanz, speaker and author of CARE Packages for Your Customers

“Michael Aun is a highly successful businessperson and excellent communicator. Not only does he know what it takes to get and keep customers, he’s able to communicate his wisdom in an engaging and entertaining way.” –Mark Sanborn, author of The Fred Factor

“This book will teach you how to turn customer relationships into perpetual assets. Michael Aun is so far in the lead on this, he’s doing something else—he’s unbeatable with customers.” –Alan Weiss, PhD, author of Million Dollar Consulting, Million Dollar Speaking, and Million Dollar Coaching

“Michael offers profound insights around a single, powerful theme: that profitable organizations understand their business is customer service no mater the product.” –Howard Putnam, former CEO, Southwest Airlines, and author of The Winds of Turbulence 


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Customer Reviews

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Most Helpful Customer Reviews

2 of 2 people found the following review helpful By Axel Hansen on February 9, 2011
Format: Hardcover
Who can benefit from this book? A better question: Who COULDN'T benefit from this book? Whether you have an MD after your name, or you wear a closed white collar, or you sell multi-million dollar products or merely bubble gum door-to-door, you are still a member of the grandest profession on earth: You are a salesman. So get with it! This book shows you how to be the greatest salesman you can be. Fun, easy to read, inspirational---what more could you want from a book? Five star!
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1 of 1 people found the following review helpful By Jazz Guy on February 5, 2011
Format: Hardcover Verified Purchase
It's the Golden Rule, stupid. Treat your customer the way you'd want to be treated. Michael Aun has derived his axioms from personal experience as both consumer and sales team leader. He finds it nearly impossible to understand how any service provider can ignore the customer, patient or client's need to get what they've paid for and to be satisfied. Aun's specialty is his ability to expose irrational behavior on the part of companies that depend on returning patrons. If you're in business, there is absolutely no doubt that this easy-read book will change your perspective immediately. It's worth your time.
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Format: Hardcover Verified Purchase
Good Product. As expected. No compains. If you compare prices and is the best, there is no hold back to it.
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Format: Hardcover Verified Purchase
What's not to like about a book with 34 short chapters on customer service? Leverage 10, 20 or all 34 topics and you have a ready-made talk and discussion for your next 10, 20 or 34 weekly staff meetings with your department or your entire team.

Here's a pop quiz for your managers. Just two questions:
1) How many of our team members and volunteers need improved customer service skills?
2) How much money will we invest this year in improving our customer service--and what's the downside if we don't invest any funds?

This quick-reading book might be your launching pad for improving the way you serve your customers, clients, donors and volunteers. The author won the World Championship of Public Speaking for Toastmasters International (out-talking 150,000 Toastmasters from 65 countries). So if his book is only one-tenth as good as his platform skills, it's still a winner.

Once I scanned a few chapters, I was hooked--then I went back and read the first chapter and...oh-my-goodness...you have to read Michael Aun's horror story at the grocery store that rhymes with "ogre." (He's repeated the story on hundreds of platforms since. And that could happen to your brand--if you don't buy the book and implement his customer service ideas.)

Take a look:
--Chapter 1: Unhappy Customers Will Not Only Fire You But They Will Tell Others
--Chapter 3: Fix the Problem; Don't Fix the Blame
--Chapter 4: Always Give Them a Baker's Dozen
--Chapter 17: Find Out What the Customers Need and Give It to Them
--Chapter 19: Become a Mentor to Your Client; Coach and Counsel!
--Chapter 22: If You Pay Peanuts, You Get Monkeys!
Read more ›
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