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On Purpose: Delivering a Branded Customer Experience People Love Paperback – December 28, 2015
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"Shaun Smith and Andy Milligan have added another strong chapter to their purpose. This is a must read for any leader who is looking at differentiating their business by asking the important 'why' and 'why us' question. It will provide excellent guidance in how to create your own journey and most importantly how to stick to it once your purpose has been found."
(Frans-Willem de Kloet Managing Director & CEO UPC Czech Republic)
(Neil Davey Editor, MyCustomer, Group Editor SIFT MEDIA)
"The goal of “On Purpose” is to inspire managers and entrepreneurs to create and maintain purpose in every part of their businesses. Milligan and Smith have succeeded in creating a book with valuable insight into how a company’s sense of purpose allows it to stand out to customers in a marketplace of almost limitless choices."
(Charles Franklin Small Business Trends)
(Tony Hsieh, NY Times bestselling author of Delivering Happiness and CEO of Zappos.com, Inc.)
"Every now and then a truly cutting edge book comes along that changes everything we know about the secrets of organizational greatness. On Purpose is a profound yet practical book no leader should miss reading. Laced with powerful examples, pragmatic practices, and written with a poignant style, Smith and Milligan reveal the mysteries of long-term enterprise success."
(Chip R. Bell author of The 9½ Principles of Innovative Service)
(Patrick Dempsey OBE Managing Director MD Whitbread Hotels & Restaurants)
(Vernon W. Hill II Founder/Chairman Metro Bank)
About the Author
Together, they are also the authors of Bold (Kogan Page).
Top customer reviews
If you are a CX professional or executive, this book will be perceived differently than the other CX books in the market. It is not about wowing customers. It's about differentiating your brand from rivals. It does not only offer a different point of view that delivering a branded experience is the ultimate path to drive business result (and customer satisfaction) and supported with updated business cases and the interviews with senior executives of reputable brands, it renders you a practical and step-by-step approach to plan and implement your CX initiative. Be frank, it is not rocket science or anything that would surprise you, but it would help you to create an effective and branded customer experience with minimal resource.
The book helped me to understand how important it is for companies and other organizations to remember their roots. The inspired business cases make this book even more fun to read. The cases also prove nicely how important it is for employees and customers to ‘feel’ the real identity of the organization. The book also points out how to keep focus and follow the purpose even the there is a lot of turbulence around.
I‘m more convinced, that it will be vital to show and explain the real purpose of our organization to those young talents who we want to attract and keep within the company. Shaun Smith and Andy Milligan have succeeded to explain how to keep the business, organization and employees on the right track in this turbulent world. I recommend this book to every business manager.
The authors of this book promise to help you ensure that your brand is present in each space, whilst staying true to its brand purpose – remaining “On Purpose” in other words.
The book takes you through the whole process, examining the brand and its purpose and promise as well as helping define and deliver multiple channel customer experiences and cultures that should or would deliver sustainable results. It backs up this advice with a range of practical guidance and case study examples. It was interesting reading the interviews with specific industry leaders and learning the advice they offer up. Nothing they suggest is that unreachable; it just requires a bit of determination, drive and a will to succeed. People often fall over and mess up the simple stuff though…
Overall the book was an interesting read but it felt quite difficult to establish a deep connection to it. Some books are like that and others you just fall in love with. It would not be fair to describe this as a love-hate relationship, but a slightly straitened reading experience that is worth the effort (if you find the same feeling as this reviewer).
All in all, not a bad book, even with the aforementioned niggles.