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Full Description
Deliver a better business experience, for every kind of customer A "one-size fits all" approach to customer service is no longer viable. Businesses competing on service need to understand and cater to customers' racial, ethnic, religious, generational, and geographic differences in order to meet or exceed customers' service expectations. Crafting the Customer Experience to People Not Like You shows how companies, brands, and products struggling to differentiate themselves in a sea of sameness can foster long-term loyalty and brand preference with exceptional and customized customer service. * A detailed guide to core customer groups including women, the five generations (matures, Boomers, Gen X, Gen Y and Gen Z), racial and ethnic segments, such as Hispanics and African-Americans, as well as those who are defined by key lifestyle and life-stage attributes * Includes onsumer insights that will help business leaders deliver a better business experience with every customer You cannot control the economy, the stock market or the costs of goods and labor. But you can control your organization's customer service. It's an empowering thought.Customer service is 100% in your control at all times and it's more important than ever.
Contents
Acknowledgments vii Chapter 1 How Tweaking the Customer Experience Grows Your Business 1 Chapter 2 Technology Armed Consumers with Mighty Big Bullets 15 Chapter 3 The Purchase Funnel: Understanding the Customer Experience from Top to Bottom 23 Chapter 4 We re Not One Size Fits All Anymore 33 Chapter 5 How to Think Like People Not Like You 41 Chapter 6 How to Build Social Media into the Customer Experience 57 Chapter 7 Your Employees May Kill Your Business, Unless They Know How to Serve Customers Who Aren t Like Them 79 Chapter 8 Seven Principles for Creating a Customer Experience for People Not Like You 91 Chapter 9 Matures, Boomers, Gen X, Gen Y, and Gen Z 103 Chapter 10 Women and Families 119 Chapter 11 Hispanics/Latinos 137 Chapter 12 Serving Different Racial and Ethnic Communities 155 Chapter 13 Gay, Lesbian, Bisexual, and Transgendered Customers 179 Conclusion 187 Index 191
