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Users, Not Customers: Who Really Determines the Success of Your Business Kindle Edition

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Length: 256 pages Word Wise: Enabled

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Editorial Reviews

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Aaron Shapiro wants to take over the world

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Aaron Shapiro wants to take over the world Gavin O'Malley A must-read for anyone seeking to integrate digital experiences with their products and services -- Ramon Casadesus-Masanell, Harvard Business School

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More About the Author

Aaron Shapiro is the CEO of Huge, a digital marketing agency that helps global companies reimagine how they interact with their customers and manage their business in the online economy. Prior to Huge, Shapiro was a technology entrepreneur, venture capitalist, and management consultant. He lives in New York City.

Customer Reviews

Most Helpful Customer Reviews

4 of 4 people found the following review helpful By Steve Graham on June 22, 2012
Format: Hardcover Verified Purchase
As a broad based Technologist by trade, it always surprises me when other professionals in my industries miss a huge paradigm shift. We are, after all, technologists. But sometimes we fail when we make subjective assessments about technology usefulness while ignoring the change it could make in the lives of its users.

I remember when Windows first came out and so many said it would never be allowed in their enterprise. It was wasteful with resources and the features weren't needed. The same people were saying that Local Area Networks were not needed as long as a floppy was available and a printer was close by. Then the internet came onto the scene and others like them could not see the value of email, or see what could justify the cost of getting good bandwidth (ISDN at the time) into their offices. Smartphone's were similarly dismissed as a young adult toy. I actually had a highly respected peer tell me after I purchased one of the very first Androids that the Google Android was a fluke and would die out soon. Now Android has taken over smartphone sales.

The sad thing about all of this is that many good people saw their careers fade into obscurity when they missed a technology curve. The pundits against windows were technologically obsolete when windows 3.1 came out and everyone adopted windows. A vast sea of top notch PC vendors who specialized in local support were relegated to commodity level vendors when Local Area Network houses started moving in and taking the high spot for local office technology support. Most of the executives that dismissed email and the Internet were no longer leading anything just a few years later. And smartphones, well that story tells itself.
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3 of 3 people found the following review helpful By Cornelia Levy-Bencheton on February 4, 2012
Format: Hardcover
Aaron Shapiro in "Users, Not Customers" offers an update on how to view our customers. Since the world - and it seems everything and everybody in it too - has gone digital, we need a refresh and new lens through which to view our customers. And here it is! This is a transformational view of the customer constituency, one that is non-partisan, meaning neither B2B nor B2C. It is universal, i.e., B2U. Shapiro's message is that, unless we incorporate all the various new 360º elements into our marketing perspective, we are missing out and will be on the way to obsolescence. It boils down to being a cultural issue. Customers, prospects and leads are still important but we can't be limited to these alone. We need to visit the total user experience and that now includes likes, fans, followers, contacts, influencers, favorites, page views, visitors, et al. Who is going on line? Where are they going and why? We need to think of everybody as "users" and make them happy so they will eventually become customers. And everybody does matter.Users, Not Customers: Who Really Determines the Success of Your Business
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3 of 3 people found the following review helpful By John Heppell on November 1, 2011
Format: Hardcover Verified Purchase
I bought the Kindle edition and enjoyed reading it. Along with the new B Corporation [...] movement the author promotes serving users (stakeholders?) as well as customers primarily by advocating quality digital design in addition to the the businesses other forms like stores. The examples including JetBlue, Apple, American Express are mostly large businesses but Crutchfields in Charlottesville (one of my favorites)was mentioned as well. I would have also enjoyed some examples of universities, govt and some professional services focusing on users. This book is a good start on the subject of business design that will be a big part of business education in the future especially as the "Post Digitals" come on board.
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3 of 3 people found the following review helpful By Jeffrey C on November 17, 2011
Format: Hardcover Verified Purchase
Users Not Customers is a fascinating exploration of what it takes for a business to succeed in the digital era. Shapiro provides numerous examples of companies who had the right digital strategy as well as cautionary tales of those that did not-- forming a comprehensive portrayal of what works and what doesn't. The book contains not only enlightening anecdotes but also actionable steps readers can take to ensure their businesses thrive online. On top of that, it's a great read. I highly recommend Users Not Customers to anyone looking to understand the digital space.
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1 of 1 people found the following review helpful By Stephen Dill on February 26, 2013
Format: Kindle Edition
For those who are looking for new vision and guidance in the role of digital in their organization, the first chapters of this book are for you. The "how to" portion is a little less impactful, owing to the custom nature of everyone's solution, no doubt. Still, I would have appreciated more time spent in how to determine and develop one's strategy, as the examples that make up half the book are a little predictable and not easily translated to the challenges the reader is likely to face.

A worthwhile read, and a catalyst for rethinking every organization's view and valuation of customers versus users.
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1 of 1 people found the following review helpful By Jamie Gianna on September 28, 2012
Format: Hardcover
A unique point-of-view that I found to be quite refreshing. Turning the perspective toward the user experience really hit home. It highlights how the users are the true influencers in making your product/service the best. We all strive to meet the demands of our customers; yet listening to those key users who ultimately create perceptions and share insights with your customer base is invaluable to keeping a leg up on the competition. It's a must read and a keeper for the bookshelf.
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