Kindle Price: $12.99

Save $3.01 (19%)

These promotions will be applied to this item:

Some promotions may be combined; others are not eligible to be combined with other offers. For details, please see the Terms & Conditions associated with these promotions.

Deliver to your Kindle or other device

Deliver to your Kindle or other device

Users, Not Customers: Who Really Determines the Success of Your Business by [Shapiro, Aaron]
Kindle App Ad

Users, Not Customers: Who Really Determines the Success of Your Business Kindle Edition

4.5 out of 5 stars 15 customer reviews

See all 7 formats and editions Hide other formats and editions
Price
New from Used from
Kindle
"Please retry"
$12.99

Length: 256 pages Word Wise: Enabled

Kindle Daily Deals
Kindle Delivers: Daily Deals
Subscribe to find out about each day's Kindle Daily Deals for adults and young readers. Learn more (U.S. customers only)
click to open popover

Enter your mobile number 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.
Getting the download link through email is temporarily not available. Please check back later.

  • Apple
  • Android
  • Windows Phone
  • Android

To get the free app, enter your mobile phone number.


Editorial Reviews

Review

Aaron Shapiro wants to take over the world Gavin O'Malley A must-read for anyone seeking to integrate digital experiences with their products and services -- Ramon Casadesus-Masanell, Harvard Business School

Review

Aaron Shapiro wants to take over the world Gavin O'Malley A must-read for anyone seeking to integrate digital experiences with their products and services -- Ramon Casadesus-Masanell, Harvard Business School

Product Details

  • File Size: 955 KB
  • Print Length: 256 pages
  • Publisher: Portfolio; Updated edition (October 27, 2011)
  • Publication Date: October 27, 2011
  • Sold by: Penguin Group (USA) LLC
  • Language: English
  • ASIN: B004XFYND8
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Lending: Not Enabled
  • Enhanced Typesetting: Not Enabled
  • Amazon Best Sellers Rank: #402,978 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
  •  Would you like to give feedback on images or tell us about a lower price?

Customer Reviews

Top Customer Reviews

Format: Hardcover Verified Purchase
I bought the Kindle edition and enjoyed reading it. Along with the new B Corporation [...] movement the author promotes serving users (stakeholders?) as well as customers primarily by advocating quality digital design in addition to the the businesses other forms like stores. The examples including JetBlue, Apple, American Express are mostly large businesses but Crutchfields in Charlottesville (one of my favorites)was mentioned as well. I would have also enjoyed some examples of universities, govt and some professional services focusing on users. This book is a good start on the subject of business design that will be a big part of business education in the future especially as the "Post Digitals" come on board.
Comment 3 people found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
Format: Hardcover Verified Purchase
As a broad based Technologist by trade, it always surprises me when other professionals in my industries miss a huge paradigm shift. We are, after all, technologists. But sometimes we fail when we make subjective assessments about technology usefulness while ignoring the change it could make in the lives of its users.

I remember when Windows first came out and so many said it would never be allowed in their enterprise. It was wasteful with resources and the features weren't needed. The same people were saying that Local Area Networks were not needed as long as a floppy was available and a printer was close by. Then the internet came onto the scene and others like them could not see the value of email, or see what could justify the cost of getting good bandwidth (ISDN at the time) into their offices. Smartphone's were similarly dismissed as a young adult toy. I actually had a highly respected peer tell me after I purchased one of the very first Androids that the Google Android was a fluke and would die out soon. Now Android has taken over smartphone sales.

The sad thing about all of this is that many good people saw their careers fade into obscurity when they missed a technology curve. The pundits against windows were technologically obsolete when windows 3.1 came out and everyone adopted windows. A vast sea of top notch PC vendors who specialized in local support were relegated to commodity level vendors when Local Area Network houses started moving in and taking the high spot for local office technology support. Most of the executives that dismissed email and the Internet were no longer leading anything just a few years later. And smartphones, well that story tells itself.
Read more ›
Comment 4 people found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
Format: Hardcover
Aaron Shapiro in "Users, Not Customers" offers an update on how to view our customers. Since the world - and it seems everything and everybody in it too - has gone digital, we need a refresh and new lens through which to view our customers. And here it is! This is a transformational view of the customer constituency, one that is non-partisan, meaning neither B2B nor B2C. It is universal, i.e., B2U. Shapiro's message is that, unless we incorporate all the various new 360º elements into our marketing perspective, we are missing out and will be on the way to obsolescence. It boils down to being a cultural issue. Customers, prospects and leads are still important but we can't be limited to these alone. We need to visit the total user experience and that now includes likes, fans, followers, contacts, influencers, favorites, page views, visitors, et al. Who is going on line? Where are they going and why? We need to think of everybody as "users" and make them happy so they will eventually become customers. And everybody does matter.Users, Not Customers: Who Really Determines the Success of Your Business
Comment 3 people found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
Format: Hardcover Verified Purchase
Users Not Customers is a fascinating exploration of what it takes for a business to succeed in the digital era. Shapiro provides numerous examples of companies who had the right digital strategy as well as cautionary tales of those that did not-- forming a comprehensive portrayal of what works and what doesn't. The book contains not only enlightening anecdotes but also actionable steps readers can take to ensure their businesses thrive online. On top of that, it's a great read. I highly recommend Users Not Customers to anyone looking to understand the digital space.
Comment 3 people found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
Format: Hardcover
Once upon a time, when you wrote up concepts, you could refer to the people you were talking to as “viewers” – people viewed TV, they viewed print, they viewed out-of-home. Of course, they didn’t view radio, so sometimes you had to call them listeners.

And then someone pointed out that the point of advertising wasn’t just to get people to view or listen to anything really. The point was to get them to buy something. So we started referring to them as customers.

But then someone realized that “customer” was too limiting a term. Because “customer” only referred to the transaction: they’re the customer, you’re the seller. And people don’t buy just because they want to buy (unless their name ends in “ardashian” I suppose). They buy because they have some sort of hunger that will only be met by your product.

That’s why words matter. Because they betray deeper meaning. And that’s why Aaron Shapiro’s book, “Users not Customers” is so interesting and important.

Shapiro’s shift (to read the rest of this review, please visit [...]
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse

Most Recent Customer Reviews

Set up an Amazon Giveaway

Users, Not Customers: Who Really Determines the Success of Your Business
Amazon Giveaway allows you to run promotional giveaways in order to create buzz, reward your audience, and attract new followers and customers. Learn more about Amazon Giveaway
This item: Users, Not Customers: Who Really Determines the Success of Your Business