Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
To get the free app, enter your mobile phone number.
Other Sellers on Amazon
+ $3.99 shipping
+ $3.99 shipping
Crafting the Customer Experience For People Not Like You: How to Delight and Engage the Customers Your Competitors Don't Understand Hardcover – November 13, 2012
See the Best Books of 2017
Looking for something great to read? Browse our editors' picks for the best books of the year in fiction, nonfiction, mysteries, children's books, and much more.
Frequently bought together
Customers who bought this item also bought
From the Inside Flap
A "one size fits ALL" approach to customer service is no longer a viable option. Crafting the Customer Experience for People Not Like You shows how companies, brands, and products struggling to differentiate themselves in a "sea of sameness" can foster long-term loyalty and brand preference with exceptional and customized customer service.
Crafting a customer experience that caters to people not like you will bring in new customers and create a competitive advantage over companies that fail to recognize their customers' diversity. It increases customer loyalty and gives you a greater understanding of your customer groups, opening new thinking on ways to surprise and delight them. Crafting the Customer Experience for People Not Like You offers step-by-step, enlightened advice, including:
- A detailed guide to core customer groups including women, the five generations (matures, Boomers, Gen X, Gen Y, and Gen Z), racial and ethnic segments, such as Hispanics and African Americans, as well as those who are defined by key lifestyle and life-stage attributes
- Consumer insights that will help business leaders deliver a better business experience to every customer
- How to train employees to serve customers who are not like them, lest they harm your business
- Seven principles for creating an inclusive and inviting customer experience for every consumer group
With this book's guidance, you can master the customer experience.
From the Back Cover
People are more diverse than ever before, and our differences manifest themselves in a number of ways. It may mean differing expectations about the speed of getting informationwithin seconds or by the end of the day. It may mean differing preferences for communicationtext versus a phone call or face-to-face meeting. Even racial, ethnic, religious, generational, and geographic differences come into play when satisfying customers' service expectations.
Crafting the Customer Experience for People Not Like You shows you how to break the "one size fits all" habit and why a customized approach to customer experience works best for growing business, generating loyalty, and creating "brand ambassadors." Companies and brands are struggling to differentiate themselves in a "sea of sameness," and the easiest way to foster long-term loyalty and brand preference is through exceptional customer service. Business owners cannot control the economy, the stock market, or the cost of goods and labor. But you can control customer service. It's an empowering thought. The one thing that is 100 percent in your control at all times is also more important than ever.
Crafting the Customer Experience for People Not Like You will show you how to deliver a better business experience with every customer. Show each of your customers that you understand themthat you get themand they'll show you the love, too.
Author interviews, book reviews, editors picks, and more. Read it now
Top customer reviews
There was a problem filtering reviews right now. Please try again later.
First, I appreciate Kelly McDonald’s writing style. It is conversational so I felt talked with, not lectured or talked at. Her style is easy to understand and the real world examples she uses drive home her points in an understandable and meaningful way.
Second, I learned a great deal from this book. There is a wide variety of people “not like me”, not just race or ethnicity, but age, geography, sexual preference, and more, and that understanding their differences is key to successful marketing. As a marketing executive myself, I appreciated the discussion and examples given that drove home that the most important thing your business can do is understand what THEY want. It doesn’t matter what I or my company thinks is right or cool or going to work or best for the customer. What matters is what THEY think about all these things. And to really, really listen to them.
I also learned that the entire experience with the prospect or customer matters. Every single touchpoint – even after they become a customer. I will drive this message home to employees in every area of the company – even groups that don’t think they are “responsible” for the customer.
I would recommend this book to anyone in business. I hope Kelly writes more books about this subject matter.
If we intend to be here for another 20 years, we must adapt to the wave of change that is sweeping over America and meet our customers where and how they want to be served. If you think you know where the market is headed, you don't. If you feel like the way you have done things in the past will work well into the future, it won't.
People have changed, demographics are changing and we must adapt or die.
Read the book! Join the movement, make a difference for the customer and thrive!
- kevin young
vp ~ sales and marketing