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Smart Customers, Stupid Companies: Why Only Intelligent Companies Will Thrive, and How To Be One of Them Paperback – April 17, 2012

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Product Details

  • Paperback: 200 pages
  • Publisher: Business Strategy Press (April 17, 2012)
  • Language: English
  • ISBN-10: 0985133910
  • ISBN-13: 978-0985133917
  • Product Dimensions: 8.9 x 6 x 1.6 inches
  • Shipping Weight: 2.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (29 customer reviews)
  • Amazon Best Sellers Rank: #778,243 in Books (See Top 100 in Books)

Editorial Reviews

From the Back Cover

"It's a fact: Technology-enabled customers are getting smarter every day, while companies mired in the same old ways of doing business just come off as stupider and stupider. Do not let that happen to you. Instead, follow Hinshaw's and Kasanoff's prescription to ride the waves of today's perfect storm of disruptive innovations to create digitally infused experiences that anticipate the needs of your individual customers."
-- B. Joseph Pine II, co-author, THE EXPERIENCE ECONOMY and INFINITE POSSIBILITY: Creating Customer Value on the Digital Frontier

"We as business leaders, are often so worried about our competitors we often forget about our customers. Kasanoff and Hinshaw remind us that not only are our customers important, they are smarter and know more than we know. The book is an easy read and stuffed with ideas that can be implemented on Monday morning."
-- Michael Le Goff, CEO, Plessy Semiconductors 

"Entrepreneurs looking for the next big thing need to grab a copy of our book, and this one, and fast."
-- Bob Dorf, co-author with Steve Blank of THE START UP OWNER'S MANUAL: The Step-by-Step Guide for Building a Great Company

About the Author

Michael Hinshaw is Managing Director of the customer experience innovation firm, MCorp Consulting.

Bruce Kasanoff is President of the marketing and innovation consultancy, Now Possible.

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Customer Reviews

4.7 out of 5 stars
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See all 29 customer reviews
A very quick and easy read.
Mindy Meisel
This book was recommended to me by Verne Harnish from Gazelles.
One company obviously knows what customers want.
Rebecca of Amazon

Most Helpful Customer Reviews

15 of 15 people found the following review helpful By Reg Nordman on May 3, 2012
Format: Paperback
I loved this book. It contains enough examples and arguments to indicate exactly how your company needs to meet the smart plugged in customer. This aligns with recent machine to machine research RocketBuilders carried out. well written and beautifully argued. The authors look at four disrupters:

Social Influence (WofM)
Pervasive memory ( Amazon and Zappos)
Digital Sensors (machine to machine everywhere)
The Physical Web

I loved these quotes:

1. We are confronting a fundamental shift in the ways that companies interact with - and serve - their customers.At many firms, their "social media strategy" involves creating a Facebook page, monitoring social sites for mentions of thecompany or its products, and generally extending its existingbusiness model into the social media world.But this approach stops short of confronting the real issues.If you could physically see the thousands of social influencers

crowding the space between your sales team and your customers - if they were physically present in your store or office - you would no longer accept the misguided notion that a few extra posts online would solve your problems.The reason so many companies are vulnerable is because the state of relationships between companies and customers is so poor. Products and services tend to be impersonal. Responsiveness tends to be uneven at best, or miserable at worst. It is reasonable to assert that frustration, annoyance, and anger have been building among customers for decades. They are tired of being treated as numbers, of being misled or even lied to, and of being considered targets instead of living, breathing human beings.

2. CRM doesn't actually track relationships or experiences, it tracks transactions.
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17 of 18 people found the following review helpful By Don Peppers on June 14, 2012
Format: Paperback Verified Purchase
I dare you to try reading this book without getting at least ten brilliant new ideas for your business. You won't be able to do it. I've never encountered a book that has such a masterful blend of future-think and business common sense - and I read a LOT of books. Kasanoff and Hinshaw have done an absolutely marvelous job here, showing with relentless logic and specific examples how new technologies are raising customer expectations, and what a business ought to do about it.

The authors catalog four "disruptive forces" that both threaten every current business model and offer diverse opportunities for innovation - social, big data, digital sensors, and the internet of things. Then, for each one, they take you through a kaleidoscope of implications and examples.

I don't want to spoil the pleasure you're going to have from reading this concise and highly entertaining business masterpiece of creative thinking yourself, but let me just give one example of the kind of "ideation" tools Kasanoff and Hinshaw have packed into it.
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Format: Paperback
In this book, Michael Hinshaw and Bruce Kasanoff explain why and how companies must always be "smarter" than their customers are. Smarter about what? Specifically, smarter about establishing and then nourishing relationships with customers who, each day, increase their control of those relationships. Actually, companies are not smart or stupid but many of those who work for them are and sometimes the problem is ignorance or indifference, not stupidity. That is, those who interact with customers are not as well-informed as the customers are...or they really don't care.

Smart customers see disruptive change in terms of the opportunities it creates. For example, smartphones will become smarter (i.e. do more, do it better, and do it faster). Although Apple's iPhone 5 may not be able to support mobile payments via near-field communication (NFC), it is only a matter of time. Actually, there are hundreds (thousands?) of examples of disruptive change. Smart customers will understand them and take full advantage of them. Those who offer products and services must also view such disruptive change -- in social influence, pervasive memory, digital sensors, and the physical web -- in terms of opportunities created by it. I agreed with Hinshaw and Kasanoff: "Smart customers expect smart customer experiences"...and they will not settle for anything less.
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