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The Customer of the Future: 10 Guiding Principles for Winning Tomorrow's Business Hardcover – October 29, 2019
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Customers today have little patience for companies that do not provide frictionless experiences. Why should customers settle for less when they can get a seamless experience from Amazon, Apple products, Netflix or Spotify? The truth is while the concepts of being customer-centric appear to be basic, when it comes to actually executing a customer-centric vision across the organization, it is quite hard. The ability to provide a superior customer experience comes from an incredible amount of behind the scenes work. In The Customer of the Future, author Blake Morgan provides you with 10 easy to follow customer experience guidelines that leverage the latest thinking and strategies to serve the customer of the future and win tomorrow’s business.
Blake Morgan is a customer experience futurist who has contributed to Forbes, the Harvard Business Review, and Hemispheres Magazine and is host of the award-winning Modern Customer podcast and a weekly customer experience video series on YouTube. She regularly keynotes at conferences and events with 500+ attendees on the topic of customer experience innovation.
Discover why creating an excellent employee experience is the first step in creating a customer-focused culture.
Customer-focused leaders do not work to get themselves promoted, or even to make their own team look good. They are thinking about the entire ship on which they stand. Learn the five qualities of a customer experience leader.
Understand the difference between cognitive computing and artificial intelligence and how both can contribute to a zero-friction customer experience.
Learn best practices in digital transformation from companies like Best Buy, Target, and Sephora.
Tom Wilson—Chairman, CEO and President, The Allstate Corporation
"To win, businesses must create the future, not just react to trends. Blake Morgan shows you how you can innovate your customer experience to leave competitors in the rear-view mirror."
Beth Comstock—author of Imagine It Forward and former Vice Chair, GE
"We have to get used to change in our businesses to prepare for the customer of the future. Blake's ten principles outlined in her new book will set you up in this new era of constant change."
Moira Forbes—Executive Vice President, Forbes Media
"The Customer of The Future is an insightful and practical guide future-proofing your business through relentless focus on customer experience."
Jonah Berger—Wharton Professor and author of New York Times Contagious
"Some ideas catch on while others are forgotten overnight. Increasingly it is customer experience that can make your business contagious. Read Blake's book!"
"We have to get used to change in our businesses to prepare for the customer of the future. Blake's ten principles outlined in her new book will set you up in this new era of constant change."-Beth Comstock, author of Imagine It Forward and former Vice Chair, GE
"The Customer Of The Future is an insightful and practical guide future-proofing your business through relentless focus on customer experience." -Moira Forbes, Executive Vice President, Forbes Media
"A game changing book that will galvanize your drive towards amazing customer experiences - with full commitment and intention. The Customer Of The Future is a must-read!" -Alan Trefler, Founder and CEO, Pegasystems
"Customer Experience is the only way to win in business today. If you want to win, read this book!" -Erik Anderson, Singularity University Executive Chairman, Founder and CEO WestRiver Group, Topgolf Entertainment Group Executive Chairman
"Being attached to our old ideas of customer strategy won't cut it today. This book is a blueprint for any business that wants to serve the future customer." -Doug Merritt, President and CEO, Splunk Inc.
"There is no substitute to exceeding customer's expectations and in the future they will insist on experiences that make their lives significantly easier and better. This is your guide to get there!"
-Cristiano Amon, President, Qualcomm
"Some ideas catch on while others are forgotten overnight. Increasingly it is customer experience that can make your business contagious. Read Blake's book!" -Jonah Berger, Wharton Professor, Author of NYTimes bestseller Contagious
"We are facing a generation that is seeking experiences where before they bought commodities. Blake's ten principles outlined in her new book will set you up in this new era of constant change." -Patrick Goddard, President, Virgin Trains
"Few people can talk about the customer of the future with genuine insight and expertise - and Blake Morgan is on that short list. Executives and thought leaders should pay careful attention to her ideas and suggestions - I know I will!" -Peter Fader, Frances and Pei-Yuan Chia Professor of Marketing The Wharton School of the University of Pennsylvania
"For a lot of companies, 'customer experience' is nothing more than a buzzword. For Blake, it's a way of life. In The Customer of The Future, she provides a practical, clear and actionable guide that challenges you to completely change the way you approach every customer interaction. Customer experience requires clear intention, and I can't think of a better way to demonstrate that intention than by reading this book." -Nicholas Collins, President, Telstra U.S.
"Today's customers are demanding frictionless, personalized, on-demand experiences from their products and services. The companies that meet these expectations will thrive. Prepare today by reading The Customer Of The Future." -Gino Wickman, Author of Traction and, Creator of EOS
About the Author
Blake Morgan is a leader in customer experience. As a keynote speaker and customer experience futurist, she has worked with Accor Hotels, Accenture, Adobe, Parker Hannifin, Ericsson, Omron, Verizon, and many other organizations. She is also an adjunct faculty member of the executive MBA program at Rutgers Business School and a guest lecturer at Columbia University. Her first book is More is More: How the Best Companies Work Harder and Go Farther to Create Knock-Your-Socks-Off Customer Experiences. Blake contributes to Forbes, Harvard Business Review, and Hemispheres magazine. Additionally, she hosts The Modern Customer Podcast and a weekly customer experience video series on YouTube.
- Publisher : HarperCollins Leadership (October 29, 2019)
- Language : English
- Hardcover : 224 pages
- ISBN-10 : 1400213630
- ISBN-13 : 978-1400213634
- Item Weight : 12.9 ounces
- Dimensions : 6.2 x 0.85 x 9.3 inches
- Best Sellers Rank: #587,616 in Books (See Top 100 in Books)
- Customer Reviews:
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I get that. My husband is Founder/CEO of our start-up small business, and customer service has very much been the key to our success, the way we’ve slowly, but surely, taken a significant number of clients from larger competitors who have been indulging in their own hubris for far too long.
What I take issue with in this book is all the lovely-dovey praise over millennials and their wonderfully enlightened worldview. Millennials as workers are the worst. Working with a millennial is like working with my 3-year old: you give them an inch, they demand a mile. They pout. They sulk. They can’t clean up after themselves without getting distracted by a toy, a crayon, a cardboard box.
I wish someone would write a book for millennials that tells them to put on their big boy/girl/it pants and grow up. Get a job, keep it, show some respect, pay your taxes. Businesses are constantly told now to cater to these whiny brats. But I think catering to them is why they can’t adult very well. Give them a couple of years, us Gen Xers were cynical and whiny too. Now we’re pretty happy, except that we have to hire Millennials sometimes.
The book DID help me to see Millennials as customers (separate from their lackluster work ethic, in my opinion) and pointed my attention to their soft spots, which I intend to exploit as a marketer. It also validated my husband’s belief that if we offer amazing service, we will reap the rewards eventually. He’ll love being right for once.
And while I don’t think this book adds much more to the current “future of leadership/business/customer” discussion (we get it, folks, Amazon is amazing!) it raises other interesting points that are argument-worthy and that’s very much to be appreciated (Steve Jobs was a bully – that’s a no-no according to this book – but he also created technology that changed our culture – and that’s awe-inspiring to employees and consumers, also according to this book.) Good debate is healthy, fun, and how we’ll find a good common ground. It’s how we’ll get close to solving this next generation’s riddle: the demand for personalization mixed with technology mixed with the “human” touch.
This book is a great tutorial for the Employer, Employee, CEO of a large corporation or Mom & Pop little convenience store on the corner, or Grandma who sells her crochet to supplement her income. No matter how big or small, it's practical information for the modern society.
The author shares the simple fact that the customer wants the "experience" today, and not a thing. Make the experience a good one for the customer and the sale will happen.
Remember the days of old and the stigma that the "Used Car Salesmen" had, when selling you a car. They lied, cheated, told you half truths, in order to see you drive away in one of their vehicles, whether or not it was a safe vehicle, didn't really matter. It was out the door and money was in their pocket and they were happy. The problem was, the customer wasn't happy and more than likely they returned for complaint and refunds, rather than a return purchase.
It seems as if this generation has become wise to the fact that they want to enjoy the fruits of their labor, so they are saving not for that "rainy day", but rather for that trip they've always wanted to go on, so they can share their "experience" with their friends via Instagram or other Social media. That being said, there needs to be a balance. Saving for the rainy day is a good rule to follow.
I think this is a wonderful book. 2 reasons:
1.) I was reading a portion of this book this evening and it sounded so much like what my daughter has been agonizing over in her work situation. New job, New department, Minimal training, every manager, CEO, leader is running amuk, but nobody is readily available to help the employee. You get the picture. So, I took a screen shot of an excerpt and sent it to her. I basically told her she needed to type the paragraph out and make it into a sign and hang it in her cubicle. Maybe the CEO would walk past, see it, and get a hint. One would hope. The excerpt read; "If you feel a lack of purpose, you don't have the tools you need to do your job, and you are uncomfortable with working conditions, your work will suffer. Employee experience is the first step in creating a customer-focused culture." BRILLIANT!!! I don't know would my suggestion be too obvious? Probably, but hey, when you don't feel you can communicate, even when you are told to feel free, but you weren't born yesterday, you don't want to sacrifice something that might one day fall into the right place and order.
2.) I am a Grandma and I do have my own little shop online and have since 2016. I feel my things are beautiful, but haven't made that many sales. I have been trying to figure out what I'm doing wrong. I realize it takes time to be noticed especially at my age, but I keep trying to figure this process out and this book seems to be helping me see a few things more clearly. Hindsight: The other day at a Craft Fair, I was a Vendor. I noticed when I told the patrons what I had as they walked past, most just kept on walking. (BIG DOWNER) Then, a woman came up to me and she started to talk to me, and we found we had some things in common, and we laughed and had a great little visit. She went on, and about 30 min. later, she came back by my table and I noticed she was looking again, and she actually waited while I served another person. She then had something in her hand that she said she would like to buy, and I made a sale, but we were more interested in what the other one had to say, then the sale itself. I thought about that, as I read this book. The woman seemed to need the "experience" more than the thing she purchased. I could appreciate that. You see she was a new widow and I have been a widow for 6 years. She was looking for someone who could understand her struggles. And for me, it made my day much more satisfying. And I believe making myself available to her, made her go away a bit happier, even though she was filled with sorrow. So it was a win-win.
I realize this is a long review, but wanted to share my own personal stories, that coincide with the thought and intent of this book, maybe in a very small way, but aren't we all just wanting a more pleasant, peaceful way of life and honestly anyone could buy a washcloth or blanket, hat or scarf anywhere, but wouldn't it be nice if they chose my product because they could relate to me as a human being and not just a thing. Not sure if that makes sense to you, but it makes perfect sense to me.
The author talked about how Legacy thinking and processes can be a huge hindrance. I absolutely feel that can be true. But I also think it's important to keep processes that are working, and unless you see a falling away, then leave it alone and move on to the things that show future promise with some help of change.
Great book!! Do pick it up.
Great for a business meeting, college student, business owner, or anyone looking to work together towards progress.
Definitely, giving this my stamp of approval. 100%