Customer Experience 3.0

High-Profit Strategies in the Age of Techno Service
Author: John Goodman
Publisher: AMACOM
ISBN: 0814433898
Category: Business & Economics
Page: 256
View: 8945

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With developments like smart phones, social media, mobile connectivity, big data, and speech analytics, businesses have more opportunities to enhance the customer experience than ever before. Not only that...customers expect more. Unfortunately, many companies fail to take advantage of and properly manage the tools that now exist, delivering a series of frustrating, disjointed transactions that drive people away. Customer Experience 3.0 provides firsthand guidance on what works, what doesn't--and the revenue and word-of-mouth payoff of getting it right. The book contains an innovative customer-experience framework and step-by-step roadmap, showing readers how to: Design and deliver flawless services and products while setting honest customer expectations Create and implement an effective customer access strategy Capture and leverage the voice of the customer to set priorities and improve products, services and marketing Use CRM systems, cutting-edge metrics, and other tools to deliver customer satisfaction. Great companies provide seamless experiences, seeming to know what customers want before they know it themselves...while others set up fancy Facebook pages and then drop the ball. This groundbreaking guide reveals how to delight customers using the best tools available.

Strategic Customer Service

Managing the Customer Experience to Increase Positive Word of Mouth, Build Loyalty, and Maximize Profits
Author: John A. GOODMAN
Publisher: AMACOM Div American Mgmt Assn
ISBN: 081441334X
Category: Business & Economics
Page: 272
View: 4037

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The success of any organization depends on high-quality customer service. But for companies that strategically align customer service with their overall corporate strategy, it can transcend typical good business to become a profitable word-of-mouth machine that will transform the bottom line. Drawing on over thirty years of research for companies such as 3M, American Express, Chik-Fil-A, USAA, Coca-Cola, FedEx, GE, Cisco Systems, Neiman Marcus, and Toyota, author Goodman uses formal research, case studies, and patented practices to show readers how they can: • calculate the financial impact of good and bad customer service • make the financial case for customer service improvements • systematically identify the causes of problems • align customer service with their brand • harness customer service strategy into their organization's culture and behavior Filled with proven strategies and eye-opening case studies, this book challenges many aspects of conventional wisdom—using hard data—and reveals how any organization can earn more loyalty, win more customers...and improve their financial bottom line.

The Ten Principles Behind Great Customer Experiences

Author: Matt Watkinson
Publisher: Pearson UK
ISBN: 0273775987
Category: Business & Economics
Page: 240
View: 7376

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Overall WINNER - CMI Management Book of the Year 2014 WINNER - Innovation & Entrpreneurship Category at the CMI Awards 2014 Create a great customer experience whoever you are. Customers are powerful. They have a loud voice, a wealth of choice and their expectations are higher than ever. This book covers ten principles you can use to make real world improvements to your customers’ experiences, whatever your business does and whoever you are. For managers, leaders and those starting a new business, the book shows that making improvements customers will appreciate doesn’t need to be complicated or cost a fortune.

The Customer Experience Book

How to design, measure and improve customer experience in your business
Author: Alan Pennington
Publisher: Pearson UK
ISBN: 1292148489
Category: Business & Economics
Page: 232
View: 1806

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Customer Experience (CE) is becoming seen as a key component of business strategy, yet knowing the practical steps of what to do can be tricky. The Customer Experience Book helps you understand where you are now, what to do, and how to improve for your business. From Customer Journey Mapping to using Big Data, this is the ultimate Customer Experience manual for businesses, whatever the size of your company. Split into two parts, you’ll discover: • Why customer experience is so important in business – and how it applies to you • How to use customer experience tools in your business – step by step guides on how to use CX metrics and how to learn from them Alongside the theory and practical how-to guidance, there will be a range of examples of ‘thinking differently’ about everyday situations to engage the reader. Plus, with case studies from International Companies, readers will discover not only what works well but also the hard lessons they have learned. The Customer Experience Book shows you how to understand, measure and improve customer experience in your business, whatever your level.

Measuring Customer Experience

How to Develop and Execute the Most Profitable Customer Experience Strategies
Author: P. Klaus
Publisher: Springer
ISBN: 1137375469
Category: Business & Economics
Page: 166
View: 1492

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Now, more than ever, customer experience plays a pivotal role in the success and longevity of a company. Based on rigorous scientific tools and global data, this book offers a simple but thorough guide on how to master the challenges of the market, and how to deliver superior performance through effective customer experience management.

Outside in

The Power of Putting Customers at the Center of Your Business
Author: Harley Manning,Kerry Bodine,Josh Bernoff
Publisher: Houghton Mifflin Harcourt
ISBN: 0547913982
Category: Business & Economics
Page: 260
View: 6867

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Two research analysts describe how companies can truly understand the real needs of their customers by seeing a business through their eyes and enforcing the concept of “customer service” through every facet of the company, from finance to legal to marketing.

Customer Experience Analytics

The Key to Real-Time, Adaptive Customer Relationships
Author: Arvind Sathi
Publisher: Mc PressLlc
ISBN: 9781583473443
Category: Computers
Page: 160
View: 421

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Through a series of case studies from a variety of industries to show how customer experience analytics (CEA) is reshaping business, this book explores the technologies available to help businesses create a competitive advantage and real-time relationship with customers. This book provides a program based in business values that appeal to senior management and a solution architecture that utilizes the fast, intelligent, and productive capabilities of CEA. Exploring the internet's impact on consumer power, this book reflects on the sophistication of business markets in multisupplier management, electronic gateways, and customer and product data across the supply hierarchy.

The Effortless Experience

Conquering the New Battleground for Customer Loyalty
Author: Matthew Dixon,Nick Toman,Rick DeLisi
Publisher: Penguin
ISBN: 1591845815
Category: Business & Economics
Page: 237
View: 9422

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Describes how many companies erroneously believe that customer loyalty is won by dazzling them, but that research and surveys show that loyalty is based on delivering on basic promises and offers insights for companies to use to improve brand loyalty.

Customer Experience Strategy

The Complete Guide from Innovation to Execution
Author: Lior Arussy
Publisher: N.A
ISBN: 9780578047577
Category: Consumer satisfaction
Page: 350
View: 9708

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In writing Customer Experience Strategy, I worked to combine a complete strategic and executional blueprint with an easily accessed reference book. My goal is to allow you to find practical guidance and new ideas to enhance your customer experience journey, no matter your entry point into the strategy. Are you struggling with leadership?s sponsorship? There?s is a chapter for that. Missing the business case? There?s a chapter for that. Looking for guidance how to innovate? There?s a chapter for that. Just getting started in exploring this customer-centric endeavor? There?s an entire blueprint, from start to launch and beyond, for that very purpose. No matter your current stage in the customer experience journey, this book is designed to help you achieve the next level. It?s time to stop focusing on others? customer experience stories and create your own success story. It?s time to stop staring at such legends as Starbucks, Nordstrom, Virgin, Southwest Airlines, Whole Foods and Four Seasons and start creating your own legendary customer experience. It?s time to execute. It will be my privilege, through the journey that is this book, to be part of your travels, and watch you create your own legend. ?Lior Arussy

Customer Retention

An Integrated Process for Keeping Your Best Customers
Author: Michael W. Lowenstein
Publisher: Irwin Professional Pub
Category: Business & Economics
Page: 179
View: 4560

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The Customer Experience Edge: Technology and Techniques for Delivering an Enduring, Profitable and Positive Experience to Your Customers

Author: Reza Soudagar,Vinay Iyer,Volker Hildebrand
Publisher: McGraw Hill Professional
ISBN: 0071786961
Category: Business & Economics
Page: 320
View: 5970

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“This excellent book makes it quite clear that your business has to focus on customer experience for 21st-century business success. It’s more than refreshing to read the multiple case studies and well thought out approach and to hear the experienced voices of these authors. You’ve spent way too much time reading this endorsement. Read the book instead. It’s so worth it.” —Paul Greenberg, author of CRM at the Speed of Light “To differentiate yourself and delight your customers, you must manage your customers’ experience with your goods or services, and your company. This invaluable book will show you why you must do this, and how to do it well.” —Henry Chesbrough, author of Open Innovation and Professor at the Haas School of Business, University of California Berkeley “Technology advances are raising the human expectation of what an experience with a company can and should be. Finally, a book has been written that combines behavioral psychological, micro-economic, and technological considerations defining the customer experience edge.” —Paul D’Alessandro, Partner, PricewaterhouseCoopers “As we move from Customer Experience 1.0 to Customer Experience 2.0, organizations and practitioners need a solid blueprint for success. Reza, Vinay, and Volker have created a clear and concise guide based on global best practices and proven principles. If you are ready to transform your organization, start by reading this book.” —Lior Arussy, President, Strativity Group, and author of Customer Experience Strategy “The Customer Experience Edge is an excellent book to gain insights on how to leverage customer experience as a competitive advantage. The case studies serve as recipes that can be added to, modified, or simply baked into business plans to improve or deliver an exceptional customer experience.” —Deb Dexter, Customer Service Director, Cardinal Health About the Book: Globalization and advanced technologies have given ever greater power to the person who decides if your business will succeed or fail—the customer. Whether your company serves consumers or other businesses, you can no longer compete on price and quality alone. To gain profits and market share, you have to deliver an experience that makes customers want to come back—and that sets you apart from the competition. You need to seize The Customer Experience Edge. Drawing on over sixty years of experience in shaping customer centric strategies and technologies for leading companies, three innovators bring you practical and proven ways to create your customer experience programs and overall business strategies. The key is to strike a balance between programs that are effective but prohibitively expensive and programs that fail to dedicate enough resources to be effective. In the middle ground lie the tools that everyone overlooks—foundational and disruptive technologies. These are the authors’ main fields of expertise, and these are what make the customer experience profitable. The Customer Experience Edge explains how to combine strategy, leadership, organizational change, and technology to: Develop products and services that are highly valued by customers Form bonds that keep clients from turning to competitors Transform customers into your best advocates It’s a new world of business, and customers are keenly aware that their loyalty is valuable currency. The Customer Experience Edge gives you a cost-effective, sustainable way to provide an unforgettable experience that builds loyalty and turns it into real, measurable profits.

Exceptional Service, Exceptional Profit

The Secrets of Building a Five-Star Customer Service Organization
Author: Leonardo Inghilleri,Micah Solomon
Publisher: AMACOM
ISBN: 0814415393
Category: Business & Economics
Page: 192
View: 3161

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"Filled with treasure and big ideas, this book will help you become exceptional." - SETH GODIN In a tight market, your most powerful growth engine-and your best protection from competitive inroads-is this: put everything you can into cultivating true customer loyalty. Loyal customers are less sensitive to price competition, more forgiving of small glitches, and, ultimately, become "walking billboards" who will happily promote your brand. In Exceptional Service, Exceptional Profit, insiders Leonardo Inghilleri and Micah Solomon reveal the secrets of providing online and offline customer service so superior it nearly guarantees loyalty. Their anticipatory customer service approach was first developed at The Ritz-Carlton as well as at Solomon's company Oasis, and has since proven itself in countless companies around the globe-from luxury giant BVLGARI to value-sensitive auto parts leader Carquest, and everywhere in between. Now, readers can take the techniques that minted money for these brands and apply them directly to their own businesses. As Ken Blanchard writes, "Leonardo and Micah's philosophies, rules, and winning examples of service excellence will make you want to implement their suggestions immediately in your own organization." Filled with detailed, behind-the-scenes examples, the book unlocks a new level of customer relationship that leaves your competitors in the dust, your customers coming back day after day, and your bottom line looking better than it ever has before.

Would You Do That to Your Mother?

The "Make Mom Proud" Standard for How to Treat Your Customers
Author: Jeanne Bliss
Publisher: Penguin
ISBN: 0735217823
Category: Business & Economics
Page: 272
View: 3304

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Customer experience pioneer Jeanne Bliss shows why “Make Mom Proud” companies outperform their competition. Her 5-step guide to customer experience and culture transformation makes this achievement possible. Bliss urges companies to make business personal to earn ardent fans and admirers, by focusing on one deceptively simple question: "Would you do that to your mother?" “Make Mom Proud” companies give customers the treatment they desire, and employees the ability to deliver it. They turn “gotcha” moments into “we’ve got your back” moments by rethinking business practices, and they enable employees to be part of the solution to fix customer frustrations. Bliss scoured the marketplace seeking companies who excel at living their core values, grounded in what we all learned as kids. She offers a five-step plan for evaluating your current behaviors and implementing actions at every level of the organization. Step 1. “Be the Person I Raised You to Be” Understand how you are hiring, developing and trusting employees to bring the best version of themselves to work. Vail resorts, for example, the world's largest ski resort operator, banned the three words "Our policy is..." from their vocabulary, freeing employees to take spirited actions to deliver "the experience of a lifetime." Step 2. “Don’t Make Me Feed You Soap” Learn the eight key frustrations that bind us as customers (waiting, fear, anxiety, the black hole of no communication, etc.) and how to apply actions from companies who are delivering a seamless, frictionless and easy experience. Step 3. “Put Others Before Yourself” Determine if your focus is on helping customers achieve their goals – and evaluate how that is fueling your growth. Canada's Mayfair Diagnostics, for example, spent over a year studying the emotions of patients entering an imaging clinic, so they could redesign their welcome to deliver warmth and caring over procedure and process. The newly designed clinic achieved profitability in record time. Step 4. “Take the High Road” Learn how companies who do the right thing rise above the competition. Virgin Hotels, for example, named #1 U.S. hotel by Conde Nast Reader's Choice Awards, walked away from price gouging at the mini bar, so you'll never pay more for that Snickers bar than what you'd pay at the corner market. Step 5. “Stop the Shenanigans!” Evaluate your current company behaviors and identify the key actions that you can begin immediately. With 32 case studies and examples from more than 85 companies, this is a practical and easy to follow guide for your experience and culture transformation. Filled with comics to snapshot our experiences as customers, a “mom lens” to reflect continuously on your performance, and a “make-mom-proud-ometer” quiz – the book makes Bliss’s approach accessible and approachable. Join the movement to #MakeMomProud by applying this book across your organization. Whether you're contemplating your company's returns policy, its social media presence, or its big-picture strategy, this approach will help your company anticipate both employee and customer needs, extend patience, and show respect at all times.

The Nordstrom Way to Customer Experience Excellence

Creating a Values-Driven Service Culture
Author: Robert Spector,breAnne O. Reeves
Publisher: John Wiley & Sons
ISBN: 111937538X
Category: Business & Economics
Page: 224
View: 2918

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"Top Ten Business Books For 2017" - Forbes The fully revised and updated edition of the classic book about Nordstrom's extraordinary customer service In this new edition of the management classic, the authors explore in-depth the core values of the culture that have made Nordstrom synonymous with legendary customer service. These essential values have enabled Nordstrom to survive and adapt to dramatic market shifts regularly since 1901, and the new edition explains how the Nordstrom approach can be emulated by any organization—in any industry—in every corner of the world. This is not a book about selling shoes or clothes or cosmetics or jewelry. It is a book about how underlying values such as respect, trust, compensation and, even fun, are the building blocks of a culture where employees are empowered to consistently deliver a world-class experience to customers. Nordstrom believes that the employee experience determines the customer experience, and that when you attract and reward people who are comfortable in a service-oriented culture, then everyone succeeds—both individually and collectively. No wonder Nordstrom is one of only five companies to make Fortune's "Best Companies to Work For" and "Most Admired" lists every year since those surveys have been taken. With new interviews from senior Nordstrom executives and family members, the book explains how to successfully respond to today's tech-savvy, time-crunched customers who demand a convenient, seamless, painless, personal experience across all channels. Nordstrom gives its frontline people all the digital tools necessary to satisfy the customer—and your organization must do the same, if it wants to adapt. The authors show what it takes to earn brand loyalty, lead through change and uncertainty, and combine extraordinary brick-and-mortar with online experiences. 'The single most important reason we try to provide great service is this: It enables us to sell more,' says co-president Blake Nordstrom, great-grandson of the founder. 'The best way for our company to achieve results is to do what's best for the customer.' In this book, readers will find: Suggestions for becoming the Nordstrom of your industry The ten values that define a customer-driven culture Lessons for providing superior service and experience across all channels

Chief Customer Officer 2.0

How to Build Your Customer-Driven Growth Engine
Author: Jeanne Bliss
Publisher: John Wiley & Sons
ISBN: 1119047609
Category: Business & Economics
Page: 288
View: 756

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5 Leadership Competencies To Build Your Customer-Driven Growth Engine Chief Customer Officer 2.0 is a hands-on resource packed with tools for Chief Customer Officers and leadership to work together to earn customer-driven growth. A sequel to the 2006 classic Chief Customer Officer, this new update, with over 90 percent new material, is based on Jeanne Bliss's twenty-five years of extensive experience as a Chief Customer Officer, and her work coaching Chief Customer Officers and executive teams for the past ten years. Chief Customer Officer 2.0 is based on a five-competency framework that successfully launched multitudes of Fortune 100 and Fortune 500 companies through their customer experience transformations. The framework addresses the issues that remain prominent, including siloed organizations and the need for clear goals and metrics, as well as new factors, like social media, that have altered the customer relations dynamic forever. You'll learn the five key competencies embraced by world-class leaders and the role of the Chief Customer Officer in uniting the organization to build and embrace these new competencies. This book provides practical guidance on how to make those competencies part of the way your company develops products, goes to market, enables and rewards people, and conducts annual planning. The discussion includes an exploration of what goes wrong in companies that stumble, so you can sidestep their mistakes and avoid their fate. By embracing employees and customers, and delivering an experience they want to have again, you'll pave the way for lasting success and drive better business decisions. Over the past decade, consumers have gained unprecedented power to speak out directly, forever changing the way companies relate to their customers. The customer experience has become a major driving force behind business growth, and this book provides a framework for making it a part of every aspect of doing business. Treat your customers like the assets they are Craft a more comprehensive customer care strategy Avoid the common pitfalls that cause major damage Unify the company around the customer experience With concrete, practical advice updated for the changing consumer landscape, Chief Customer Officer 2.0 is an essential resource for every leader accountable for the customer experience.

Key Account Management

The Definitive Guide
Author: Diana Woodburn,Malcolm McDonald
Publisher: John Wiley & Sons
ISBN: 0470974737
Category: Business & Economics
Page: 496
View: 7621

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"This book is crammed with distilled, practical wisdom for key account managers and their directors. Organizations claiming to practise key account management should equip everyone involved with a copy, so they really understand what they are supposed to be doing. Anything less is just old-fashioned selling." Developing successful business-to-business relationships with more customers in highly competitive markets requires processes and skills that go beyond traditional selling activity. The very best state-of-the-art strategies are set out clearly in this book by intentionally known authors who have worked at the highest levels with more key and strategic account managers worldwide than probably any other leading advisors. Based on the hugely influential KEY CUSTOMERS it looks at: Why has account management become so critical to commercial success? What are the key challenges and how do successful companies respond? What part does key account management play in strategic planning? How do companies build profitable relationships with their customers? How does key account management actually work? What does a successful key account manager look like and what skills does he/she need? How should key account managers be evaluated and rewarded? How do companies achieve key account management? By addressing these key questions Woodburn and McDonald provide tools and processes for success honed by tough consultancy projects with the boards of some of the world's leading companies. The book stresses the elements that really matter - from developing a customer categorization system that really works and analyzing the needs of key accounts; to understanding the new skills required by key account managers and ensuring that key account plans are implemented. The 'real world' approach is backed by tested principles and the latest research from the renowned Cranfield School of Management. Key Account Management comes from authors who have taught leading companies how to approach their most powerful and demanding customers and still make money. It is essential reading for all senior management with strategic responsibility, for key or strategic account directors, and for marketing and sales executives. The clear and authoritative approach also makes it an outstanding text for the serious MBA and executive student as well as business-to-business company directors and key account managers.

What Customers Crave

How to Create Relevant and Memorable Experiences at Every Touchpoint
Author: Nicholas J. Webb
Publisher: AMACOM Div American Mgmt Assn
ISBN: 0814437826
Category: Business & Economics
Page: 256
View: 4932

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Selected by Oracle Marketing Cloud as a Top 15 Marketing Book for 2016 Mashable Best New Marketing Books to Read in 2017 The best companies in the world discover what their customers desire—and then deliver it in memorable and deeply human experiences. How well do you know your customers? What Customers Crave examines how the hyper-connected economy is radically changing consumer expectations, and reveals what companies need to do to stay on top. The solution rests on two simple questions: What do your customers love? What do they hate? Find the answers, and you’re well on your way to success. Jam-packed with tools and examples, What Customers Crave helps you reinvent how you engage with customers (both digitally and non-digitally) and: Gain invaluable insights into who they are and what they care about Use listening posts and Contact Point Innovation to refine customer types Engineer experiences for each micromarket that are not only exceptional, but insanely relevant Connect across the five most important touchpoints Co-create with your customers And much more When you learn to provide your customers with exactly what they want, they not only buy—they come back again and again...and bring their friends.

Aligning Strategy and Sales

The Choices, Systems, and Behaviors that Drive Effective Selling
Author: Frank Cespedes
Publisher: Harvard Business Review Press
ISBN: 1422196089
Category: Business & Economics
Page: 256
View: 1705

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"The best sales book of the year" — strategy+business magazine That gap between your company’s sales efforts and strategy? It’s real—and a huge vulnerability. Addressing that gap, actionably and with attention to relevant research, is the focus of this book. In Aligning Strategy and Sales, Harvard Business School professor Frank Cespedes equips you to link your go-to-market initiatives with strategic goals. Cespedes offers a road map to articulate strategy in ways that people in the field can understand and that will fuel the behaviors required for profitable growth. Without that alignment, leaders will press for better execution when they need a better strategy, or change strategic direction with great cost and turmoil when they should focus on the basics of sales execution. With thoughtful, clear, and engaging examples, Aligning Strategy and Sales provides a framework for diagnosing and managing the core levers available for effective selling in any organization. It will give you the know-how and tools to move from ideas to action and build a sales effort linked to your firm’s unique goals, not a generic selling formula. Cespedes shows how sales efforts affect all elements of value creation in a business, whether you’re a start-up seeking to scale or an established firm looking to jump-start new growth. The book provides key insights to optimize your firm’s customer management activities and so improve selling and strategy.

Igniting Customer Connections

Fire Up Your Company's Growth By Multiplying Customer Experience and Engagement
Author: Andrew Frawley
Publisher: John Wiley & Sons
ISBN: 1118916727
Category: Business & Economics
Page: 256
View: 1601

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A new data-driven approach to building customer relationships that fuel sustainable business growth Igniting Customer Connections explores how organizations of all sizes can build powerful and profitable customer relationships in a today's increasingly complex, fast-paced, and fragmented marketplace. Written by the president of one of the world's largest marketing firms, the book provides expert insights about connecting with customers effectively across all channels and over time. The central premise is a refreshingly different, evidence-based approach called Return On Experience and Engagement, or ROE2, which delivers a new way to inspire and measure customer connections—and improve business results. The traditional marketing campaign—a battle for attention with a clear launch date and endpoint—no longer works. Marketing is faster and more complex than ever, and consumers now have the power to turn off the message. Igniting Customer Connections explores the benefits of a new approach that enables companies to connect with customers, rather than just talk at them. Topics include: Why classic ROI is losing relevance as a way to measure results—and to budget marketing spend How to make powerful connections by taking full advantage of "atomic moments of truth" Amplifying the impact of customer experience and engagement Creating a continuous, measurable, repeatable process for growth The key to winning customers and building long-term business is creating positive customer experiences that inspire ongoing engagement—from Facebook "likes" to purchase decisions. Based on data and stories drawn from dozens of top brands and thousands of consumers, Igniting Customer Connections helps marketers create long-term brand equity and sustainable business growth.

The Customer Manifesto

How Business Has Failed Customers and What It Takes to Earn Lasting Loyalty
Author: Pamela Herrmann
Publisher: CreateSpace
ISBN: 9781503035010
Category: Customer loyalty
Page: 120
View: 7939

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A breakthrough in how businesses connect with their customers to create an exceptional experience, every time. The most interesting thing about the way the Internet is shaping business growth today is being driven by consumer behavior online, and the vast majority of the conversation is how the business made the customer feel. The great divide: 80% of businesses believe they are providing 'superior' customer service, yet only 8% of their customers agree. Breaking through in a sea of sameness begins by returning to old school connectedness with your customers. As a successful entrepreneur, inventor, educator, and consult-ant, I've helped thousands of small business owners grow their profits by identifying the broken links in their work flow, creating an exceptional customer experience, and increasing their traffic. The old adage, "Nothing personal, it's just business," couldn't be farther from the truth in today's economy. Business is personal. Leveraging social proof, both through word of mouth marketing and online, begins when a business has developed lasting loyalty with their customers. Lasting loyalty happens when we feel a strong feeling of support or allegiance to someone. This book summarizes for a general audience results from a query put to customers, "What would a business have to do in order to earn your loyalty?" The Customer Manifesto is the result of that query. By understanding what customers want to feel when they transact with a business, we can quickly adapt the way in which we interact with them with the goal of growing the rela-tionship to the level of evangelist -- someone who will willingly and happily provide the critical social proof through business rat-ings and review websites, and through social networking. This book provides best practices from the highest rated busi-nesses in hospitality and the insights from enterprise level busi-nesses that have invested billions of dollars on customer insights in order to improve the way they do business. We've taken these principles and applied them to The Customer Manifesto so that lo-cal businesses can learn how to create an exceptional customer experience with every transaction. The stories and lessons are presented in the framework of the retail business, but these principles very much apply to the serv-ice based business where customers may be calling you, or an on-line business where you are measuring & monitoring the customer experience through the lens of your website analytics. Technology is an amazing tool for growing sales, but it is a waste of the two most valuable resources a small business has -- that of time and money -- if the customer experience is fair to middling. An exceptional experience is created when we prove to customers that they are valued and appreciated with every action, interaction, reaction & transaction.