Overview
What you need to know about your customers
Now more than ever, every interaction you have with customers iscritical. Customers today have unlimited information at theirfingertips—and can influence the purchase decisions andbehaviors of millions of others. With this comes a shift in thebalance of power, and every company must come to terms with thefact that the customer is in control. Interacting with customers inthe way they want is an essential business strategy and in manyindustries, the key to business success.
Executives still refer to B2B and B2C business models, as thoughcompanies control demand by going to customers with products andservices. But as Bill Price and David Jaffe (authors of The BestService is No Service) show, a new business model is emergingin which the customer directs the relationship. It is becoming aworld of "Me2B"—one in which the customer, not the business,dictates the terms of engagement. In order for your business tothrive, you must create positive experiences to fulfill a range ofcustomer needs.
Though the mediums for customer engagement continuously evolve,Price and Jaffe show that customer needs remain unchanging. InYour Customer Rules!, they define a critical hierarchy ofseven needs that your company can meet and apply as amethodology.
Throughout this practical guidebook, Price and Jaffe shareexamples of companies who succeed by meeting these seven needs,including Amazon, Apple, IKEA, Nordstrom, USAA, Shoes of Prey,Vente-Privee, and Yamato Transport, as well as those that didn't.Your Customer Rules! offers tailored advice for companies atevery stage, from nimble startups to legacy firms with establishedcustomer service practices—and everyone in between.
With a simple, elegant solution for driving lasting value forcustomers, Your Customer Rules! is a clear guide forstrengthening customer relationships and competing on more thanprice. It is essential reading for executives at alllevels—business owners, marketing managers, and anyone whoworks directly with customers.
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