Customer Review

1 of 1 people found the following review helpful
5.0 out of 5 stars Solid read for beginners & professionals, November 9, 2012
This review is from: Outside In: The Power of Putting Customers at the Center of Your Business (Hardcover)
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While Customer/consumer experience design isn't a new topic it's definitely one that I find most people don't seem to fully understand and they definitely don't grasp it's importance.
There are a few other books out there on the subject "Do you matter" is another that I've read recently but unlike most of those books, "Outside In" lays down a solid foundation and gives examples as well as results from more than just a few organizations.

One thing I didn't like about some of the other books is the clear pandering to the Apple business model while simultaneously discussing a subject that must be unique to each business and marketing model. Outside in not only gives multiple examples with figures and demonstrations to back the examples but it also stated clearly that mimicking the strategy of another business (specifically Apple) was not going to work for 99% of the businesses out there. Got a smile out of that.

A lot of times I find it hard to explain my strategies to clients, books like this help give you the words and the figures to demonstrate the strategies and thought processes as well as the research behind them.
It has definitely expanded my understanding of CED and given me a lot of ideas about how to help implement these tactics in my own administration.

If you're new to business ownership and marketing this is a must have book.
If your in the field of marketing, advertising and/or design, this is a must have book.

I think it's important to note that CED isn't just about how to structure a business, it is about the entire experience, from the minute they are introduced to your product through the sale and after purchase. It has nothing to do with the "customer is always right" mentality and more to do with delivering an experience that connects emotionally with your consumers so that you establish a loyalty base.

One more thing I'd like to mention is the way the book reads. The authors don't try to hard to convince you of their expertise by cluttering the page with inflated lingo and unnecessary validations, it reads a lot like talking to a colleague on the subject and I appreciate that. There are already a lot of facts and statistics to follow, a lot of complicated routines and thought processes that go into this subject, the last thing it needs is extraneous clutter. Short simple, concise and to the point with everything you need in order to back those claims with solid evidence.
It really was a breath of fresh air and to be honest I was pretty wound up when I got off the plane I had been reading it on. That's a rush I usually only get after a really good meeting or a really productive day on a new project.

I'm really impressed with the book and definitely recommend it.
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