Uncommon Practice: People who deliver a great brand experience [Paperback]

Shaun Smith (Author), Andy Milligan (Author)

Book Description

ISBN-10: 0273659367 | ISBN-13: 978-0273659365 | Publication Date: July 10, 2002

In an increasingly crowded market place, there are certain companies that really stand out from their competitors - companies like Tesco, PizzaExpress, Amazon.com, Virgin, easyGroup, First Direct, Harley Davidson, Krispy Kreme and Pret A Manger. Uncommon Practice -- People who deliver a great brand experience, a new book by Interbrand and Forum, demonstrates, through interviews with key executives from these and other leading companies, how they provide remarkable experiences for their customers and staff alike. The premise behind Uncommon Practice is that that this success stems from their distinctive cultures uniquely developed to meet the needs of customers. The companies featured have defied conventional wisdom and broken the traditional rules of management to engender exceptional levels of commitment from their people, who, united behind a clear brand vision, translate their belief in the company into exceptional customer service. Editors Andy Milligan and Shaun Smith have taken care to let the voice of the organisation speak for itself. Uncommon Practice is not a 'how to!' book, and does not provide a 'quick-fix' list of invariable rules for success. The editors do however provide insight into the core principles and practices that the leading companies featured share but which are uncommon in many organisations today.

Editorial Reviews

Review

"This is a terrific book. It paints a picture of what the 21st Century company has to look like. In today's hypercompetitive markets the business has to be profoundly customer centric if it is to prosper. This is not about clever advertising but creating a genuine commitment among employees to provide customers with a unique, quality experience. "What makes the book different is that the authors have chosen 19 fascinating businesses, most of them now household names, like Amazon, Tesco and Manchester United. Instead of a dull academic treatise they let the top executives do the talking about what makes their companies different. It provides a host of up-to-date insights for managers and MBAs." Professor Peter Doyle, Warwick Business School "How often do you get the chance to have an unmediated head-to-head with business leaders who are delivering on the new frontier of business - the customer experience? There are so many books out there trying to interpret the essence of business success that it is refreshing to find one where the interviewees at the heart of the book tell their story in their own words, instead of being paraphrased, interpreted or misinterpreted. "So if you want to hear direct from Richard Branson and his lieutenants, Carphone Warehouse's Charles Dunstone and other uncommon business leaders - many of whom are notoriously reluctant to be interviewed - the 'Uncommon Practice' is the book that lets you hear their story straight from the horse's mouth." Phil Dourado, Editorial Director, eCustomerServiceWorld.com 'This book takes an original approach to its subject and comes up with some uncommonly useful lessons.' Rufus Olins, editor-in-chief and publisher, Management Today "It is a fascinating book...it provides insights into some of the most challenging brands of the late-20th century and gives an instant guide to some of their most innovative ideas." Marketing

From the Back Cover

In an increasingly crowded market place, there are certain companies that really stand out from their competitors—companies like Tesco, PizzaExpress, Amazon.com, Virgin, easyGroup, First Direct, Krispy Kreme, and Pret A Manger.

Uncommon Practice: People Who Deliver A Great Brand Experience, a new book by Interbrand and Forum, demonstrates, through interviews with key executives from these and other leading companies, how these companies provide remarkable experiences for their customers and staff alike. The premise behind Uncommon Practice is that that this success stems from their distinctive cultures uniquely developed to meet the needs of customers. The companies featured have defied conventional wisdom and broken the traditional rules of management to engender exceptional levels of commitment from their people, who, united behind a clear brand vision, translate their belief in the company into exceptional customer service.

Editors Andy Milligan and Shaun Smith have taken care to let the voice of the organisation speak for itself. Uncommon Practice is not a "how to..." book and does not provide a "quick-fix" list of invariable rules for success. The editors do however provide insight into the core principles and practices that the leading companies featured share but which are uncommon in many organizations today.

See all Editorial Reviews

Product Details

• Paperback: 192 pages
• Publisher: Financial Times Prentice Hall (July 10, 2002)
• Language: English
• ISBN-10: 0273659367
• ISBN-13: 978-0273659365
• Product Dimensions: 10.3 x 9.1 x 0.6 inches
• Shipping Weight: 2.1 pounds
• Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #1,508,985 in Books (See Top 100 in Books)

More About the Author

Shaun has been a catalyst in expanding management focus from the tactical issues of customer service to the wider strategic issue of customer experience. He has developed some of the latest thinking around this subject, helping organisations world-wide create a compelling customer experience that achieves brand differentiation and customer loyalty.

He is co-author of four acclaimed business books. Shaun's latest book "Bold - how to be brave in business and win" examines those brands that are transforming their markets.

Rated as one of the top business speakers Shaun doesn't talk about complex methodologies or magic bullets; instead his approach is refreshingly straightforward, always pragmatic and at times, controversial.

Customer Reviews

Most Helpful Customer Reviews

8 of 13 people found the following review helpful:

5.0 out of 5 stars learn from the best, July 11, 2002

By A Customer

This review is from: Uncommon Practice: People who deliver a great brand experience (Paperback)

"Uncommon Practice is the book that lets you hear about the essence of business success straight from the horse's mouth. "
Phil Dourado, Editorial Director, eCustomerServiceWorld.com

In an increasingly crowded market place, there are certain companies that really stand out from their competitors - companies like Tesco, PizzaExpress, Virgin, easyGroup, First Direct, Harley Davidson, Krispy Kreme and Pret A Manger.

This new book by Interbrand and Forum, demonstrates, through interviews with key executives from these and other leading companies, how they provide remarkable experiences for their customers and staff alike. The premise behind Uncommon Practice is that that this success stems from their distinctive cultures uniquely developed to meet the needs of customers. The companies featured have defied conventional wisdom and broken the traditional rules of management to engender exceptional levels of commitment from their people, who, united behind a clear brand vision, translate their belief in the company into exceptional customer service.

Editors Andy Milligan and Shaun Smith have taken care to let the voice of the organisation speak for itself. Uncommon Practice is not a `how to...' book, and does not provide a `quick-fix' list of invariable rules for success. The editors do however provide insight into the core principles and practices that the leading companies featured share but which are uncommon in many organisations today.

Uncommon Practice explores the creation of outstanding brand experiences delivered through people, illuminated with interviews with senior executives and front-line managers.

Critical to the success of these brands is the way they treat their own people. Open management, share ownership, training and appraisals are common benefits, but can you guess which company has an empty seat policy on the company jet, keeps a fleet of yachts, has a monthly beer bus, gives an employee the Bentley for the weekend or awards Tiffany stars? Through a series of interviews with key executives, Uncommon Practice gives an insight into how certain companies have become so successful by providing remarkable experiences for their customers and staff alike.

0 of 2 people found the following review helpful:

5.0 out of 5 stars Nothing more to say...other than this book is great!, September 18, 2002

By 

John "Graphic Designer" (Chicago) - See all my reviews

This review is from: Uncommon Practice: People who deliver a great brand experience (Paperback)

The other reviews here sum up this book nicely. It is very insightful and great to read. Highly recommended.