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The Ten Demandments: Rules to Live By in the Age of the Demanding Customer Paperback – August 14, 2003
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"The 10 Demandments applies to every business that needs good customer relationships - and what business doesn't? Building a business model, securing capital, hiring talent, and developing a compelling offer is all for naught unless you have customers. To carry out a customer-centric strategy, every company needs a customer bible like The 10 Demandments to believe in and to execute against." - Guy Kawasaki, author of Rules for Revolutionaries --This text refers to an out of print or unavailable edition of this title.
From the Back Cover
A Straight-Talking Rulebook Every Business Person Must Read
Today's empowered customers are more informed, and therefore, more powerful and demanding, than at any time in the past. The Ten Demandments tells you exactly what these customers want, and what they'll do if they don't get it. It is a call to action that will, finally and forever, show you how to satisfy each customer first, last, and always.
Marketing maverick Kelly Mooney, shows how you can:
- Earn trust with every customer interaction
- Put customers in charge and exceed their expectations
- Align marketing and sales channels to present a unified face to customers
- Infuse your organization with consumer-centric thinking
- And much more!
"To carry out a customer-centric strategy, every company needs a customer bible like The Ten Demandments to believe in and to execute against."--Guy Kawasaki, CEO, Garage Technology Ventures
"[Mooney] combines hands-on experience with breakthrough thinking--which is exactly what most business people need as they try to navigate the new world of competition."--Alan Webber, Founding Editor, Fast Company
"What a great idea! Here's an eleventh demandment: If you want your company to succeed, you better understand all ten of Mooney's concepts."--Seth Godin, Author, Survival Is Not Enough
Kelly Mooney is president and chief experience officer of Ten/Resource, a leading interactive marketing company, with clients ranging from Victoria's Secret to Ford Motor Company to Hewlett-Packard. Mooney lectures widely on customer experience and has been profiled in print media including Time, Fortune, Inc., and Fast Company, and on NPR, CBS, and CNN.
Top customer reviews
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Lots of marketing books are from the reference point of a business or brand forward: how to get more sales and increase brand awareness of your product. But, Kelly Mooney shows the view only from the stressed-out, untrusting and impatient consumer's vantage point. And we all are consumers who can relate to good and bad experiences. And guess what? Today's demanding consumers don't like, appreciate or trust all you have to say or offer them if they are not asking to hear it. They are suspicious of your uninvited emails or requests for personal information (a big point of discussion in this book). They want straight talk ... they hate all that fine print ("Lose it" is the recommendation) ... they want it all fast (or forget it) .... they want to consistently experience your brand the same way regardless of channel ... they want to be rewarded for their loyalty ... and they want complete control of their information and want to remain as anonymous as possible (so forget information requests that do not offer them something in return).
Each chapter is dedicated to one of the ten "demandments" - complete with a self-evaluation at the end of each chapter. As Mooney colorfully illustrates in her many examples, today's consumer wants - umm, demands that your business:
- Earn their TRUST
- INSPIRE them by your company or product
- Make things EASY
- Put them IN CHARGE of the process
- GUIDE them as they ask
- BE AVAILABLE 24/7
- REWARD their loyalty
- EXCEED their expectations
- RESPECT them as in any relationship
This is an engaging, easy-to-read book that is not a textbook monologue nor an analytical Harvard Business Review article, but really a 'street-smart' approach to serving your customers according to the "new demands on the street." It is chocked with many simple but insightful examples (termed "the voice of the consumer") that keep the flow lively and drive home the basic (but often difficult-to-master) principles. Sometimes Mooney is a bit repetitive, but some probably need that to get the points. Many companies don't realize they probably give a certain amount of "lip service" to the idea that "the customer comes first" or "without the customer, our purpose for existing ceases to exist" (haven't we all felt this way as consumers ourselves after a frustrating interaction?). But, after reading this humble, but enlightening little book, they probably will see how much room there is to improve and truly serve today's demanding consumer. So, overall, this book is a fresh, pretty different and important view point worth the time to read. Certainly the price should not deter anyone from getting it.
At the end of each Demandment chapter, she includes a self-evaluation "quiz" that reflect the substance of the demandment to enable the reader to identify if they are making or breaking the demandment. This is a great resource for marketing/business consultants or for people working in-house and need help seeing the forest through the trees.
Most importantly, this book represents the CUSTOMER'S point of view - the one that matters most these days. Business owners - big and small - would do well to embrace the wisdom and practical advice Mooney offers.
But why aren't companies doing a better job of providing the exceptional experiences the author talks about in her book? It was certainly an eye opener for me! Glad I found it when I did.
This is exactly what businesses need!
This is a book that really gets to the heart of the matter - what customers want! It's smart, simple and very compelling. It reminds you that everything else is fruitless if you are not paying attention to what your customers are saying.
Great examples of companies who are leading the pack in customer experience. The books provides very actionable advice that I will start using immediately!
I have recommended this to all of my business associates.