Book Description
In Brand from the Inside, Libby Sartain and Mark Schumann, branding experts who helped to build employer brands at Southwest Airlines and Yahoo!, describe this secret weapon for a business. The book gives leaders across an organization step-by-step instruction on how to motivate employees to consistently deliver the experience the customer brand promises. By building the employer brand from inside the business—ensuring consistent authenticity, substance, and voice throughout the business—any organization can unleash a powerful tool to emotionally engage employees and recruit and retain the best people.
Download Description
In Brand from the Inside, Libby Sartain and Mark Schumann, branding experts who helped to build employer brands at Southwest Airlines and Yahoo!, describe this secret weapon for a business. The book gives leaders across an organization step-by-step instruction on how to motivate employees to consistently deliver the experience the customer brand promises. By building the employer brand from inside the business ensuring consistent authenticity, substance, and voice throughout the business any organization can unleash a powerful tool to emotionally engage employees and recruit and retain the best people.
Customer Reviews:
Internal marketing with an HR twist.......2006-08-08
This predictable book on branding has a slight twist: aim your branding efforts at your employees as well as at your customers. Simple enough. Authors Libby Sartain and Mark Schumann have boiled employer branding down to eight essentials. Generally, they focus on their core concept with a positive orientation toward employees, although their lists, checklists and lists within lists do get repetitive. Maybe all those lists are intended to help the staff in human resources, where they place much of the responsibility for internal branding. We recommend this book to branding and internal marketing newcomers who want a rundown of the basics, and to human resource professionals who may need to learn about marketing to harness the impact of internal branding.
Book Description
In
Customer Experience Management, renowned consultant and marketing thinker Bernd Schmitt follows up on his groundbreaking book Experiential Marketing by introducing a new and visionary approach to marketing called customer experience management (CEM). In this book, Schmitt demonstrates how to put his CEM framework to work in any organization to spur growth, increase revenues, and transform the image of your company and its brands. From retail buying to telephone orders, from marketing communications to online shopping, every customer touch-point offers companies an opportunity to maximize the customer experience and establish a bond that will never be broken.
Customer Experience Management introduces the five-step CEM process, a comprehensive tool for connecting with customers at every touch-point. This revolutionary marketing guide provides cases of successful CEM implementations in a wide variety of consumer and B2B industries, including pharmaceuticals, electronics, beauty and cosmetics, telecommunications, beverages, financial services, and even the nonprofit sector.
A must-read for senior executives, marketing managers, and anyone who wants to drive growth, increase income, and spur organizational change,
Customer Experience Management demonstrates the power of collecting truly relevant customer information, developing and implementing winning strategies, and measuring their results.
Customer Reviews:
Not what I expected.......2007-02-07
I was hoping for a useful framework. What I got was more about the author's consulting experiences and an academic approach to the framework vs. something practical.
Was great but not extraordinary!!!.......2006-05-19
I think it`s an eye-opener for many people like me that are starting in the marketing area. But I think in some parts there were too many concepts that I lost so many of the ideas of the book.
I recommend it but I'm looking for another approach of CEM so I can apply it more proffesionally.
What a disappointing jumble of jargon!.......2005-12-17
For those individuals who have not been previously exposed to the concept of Customer Experience Management as an alternative to Customer Relations Management, this book might be an amazing eye opener. But that would be strictly because of the exposure to a new idea, as it's certainly not the convulted style of writing which can result in even the most intelligent people scratching their heads.
I purchased this book in order to get very down to earth methods to begin applying the concept to the company I work for. What I found, instead, was a list a mile long of jargon that all began to run together and sound the same. "Experiential platform", "brand experience", "experiental value promise", experiential positioning"... soon enough my mind was preoccupied with trying to remember which was which, rather than being able to absorb the essence of what the author was trying to say. And the crazy thing is that each of those phrases I just mentioned are supposedly the very concrete, measureable phases behind his take on the CEM approach! Getting tangled in the minutia of catch phrases did nothing to help me move forward into CEM.
I've come away from the book disappointed I didn't learn anything of real value, but even more disappointed that I spent the money on the book. Don't bother!
Obvious concepts with no added depth.......2005-08-05
I had a hard time putting the book down. I kept reading hoping the book would reveal some item beyond the obvious. Schmitt spends 200 pages explaining that customer experience should be at the forefront when launching a new product or designing a marketing campaign. I dare say Schmitt would be hard pressed to find a CEO that doesn't taut the value of good customer experience or the importance of retaining customers.
Where Schmitt falls drastically short is tying customer experience activities to financial decisions companies make every day. This is perhaps the largest challenge those of us in customer retention or customer marketing face every day. It is great to ascertain that companies should improve customer support to provide a better customer experience to retain more customers. However, how does a manager position a $200,000 call center upgrade vs. a $200,000 product enhancement? According to Schmitt both are valuable in the Customer Experience framework. With limited lip service to "regression modeling" and "customer surveys" there is no valuable guidance to help a customer experience focused manager position their projects against other expenditures within a company.
Schmitt could take a few pages out of Jim Collins' work to better tie customer experience initiatives to corporate financial success.
Packed With Knowledge!.......2004-06-07
The revolutionary approach that Bernd H. Schmitt is advocating here wouldn't sound so radical to anyone who has ever been in therapy: be aware, see things from other people's point of view, address their concerns. If you've been in $150 an hour territory, this isn't radical, but in the suites of marketing, the author contends, it is brand new. The book is an interesting follow up to the author's earlier seminal work on the broader theory of customer experience. Entitled Experiential Marketing, that work made the case for a customer-experience focus. This book is more of a practical how-to, professorially organized into a neat near-outline format. Here, Schmitt makes the case for dissecting, designing and then improving, the customer's experience with your product. We recommend this book of marketing therapy to anyone selling a product or service - and it is lots less expensive than putting your consumers on the couch.
Book Description
With real case studies and step-by-step guidance, The Relationship Edge in Business shows you how to:
- Develop the right mindset–understand that personal relationships are vital to business success
- Ask the right questions—discover the common ground you share with others
- Do the right thing—be truthful and straightforward or you’ll undermine the goodwill you’ve worked so hard to build
Download Description
A straightforward, step-by-step guide to building positive work relationships
Everyone knows that one of the most important aspects of business is the relationship between businesspeople and their clients and colleagues. Yet there are woefully few resources that help businesspeople build those positive relationships. The Relationship Edge in Business describes a three-step process that any businessperson can learn to apply. Author Jerry Acuff explains the principles, lays out the 20 questions that reveal what people care about, and suggests dozens of simple, unexpected, and practical ways to apply that information in building stronger relationships. This valuable resource can help anyone forge closer, and better, ties with customers and associates.
Jerry Acuff (Scottsdale, AZ) is the President of Delta Leadership Group, which works with market-leading companies to implement innovative ways to sell and market products in today's crowded marketplace.
Customer Reviews:
Relationship selling works.......2007-05-07
Great "back-to-basics" book. No big revelations, but wonderful reinforcement that will help all salespeople who are selling in an environment where relationships really count.
A must-have for all true (and aspiring) sales professionals.......2005-03-28
This book is a MUST READ for true professionals! I am VP of Business Development at Myles Mortgage Services. I have over 5 years in the mortgage industry and 10 years in sales. I was always attentive to my clients' needs, but employing the simple (but crucial) methods offered in this book increased customer loyalty and my rate of referred clients exponentially. This book gives away the secret to personalized, effective means to reach out to my clients and show them I care in a memorable way!
Accentuate the Positive.......2004-06-21
Most business books hit you over the head with "must do" lists. In The Relationship Edge in Business, the book shows you how to establish and maintain positive relationships, how to be interested and open to many levels of relationships. Relationships enrich personal and professional lives and this book offers so many ideas with a friendly, "can do" tone. No matter who you are, these ideas can work.
My favorite chapter is Chapter 5, "It's a Small World After All." In this chapter, the author reminds us that connections can be made, even when the odds seem unfavorable. Positive connections lead to other positive connections.
Is anyone listening? it's about the long term relationship!.......2004-05-07
Jerry Acuff outlines methods not taught by many companies. Although said companies devote time and capital to train sales forces about their products or services, most do not spend any time teaching the skill of building long term relationships with clients. This is a must read for the enlightened, forward-looking executive.
A better professional and personal life.......2004-04-12
As a professional sales person, I have long been aware that it is easier to sell to customers that like you. Just like anyone else, I hit it off with some people and not others. "The Relationship Edge in Business" provided me with an integrity-based path to improve relationships with all customers.
I read the book for one reason, I thought better relationships might translate into more sales, and I am sure it will. However, the book also touched me on a personal level. I've gained an outlook and process that I believe will improve my life outside of work.
Book Description
Companies today must learn how to forge a more valuable connection with their customers and deliver unprecedented results. In this concise, engaging volume, managers will find the ideas and tools for understanding customers’ needs, communicating with customers, and enhancing their loyalty.
Customer Reviews:
A book for understanding customer processes!.......2007-05-07
This is a very good book for re-evaluating your customers, and how do they really act. If you understand customer process, you can reach new customers and also keep them.
This is the book for thinking and learning the basics again!
Average customer rating:
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Connecting to Customers
MICHAEL S. T HARRY BRELSFORD
Manufacturer: Microsoft Press
ProductGroup: Book
Binding: Hardcover
 Customer Service
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Management
| Management & Leadership
| Business & Investing
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Web Marketing
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General
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ASIN: 0735615004 |
Book Description
Enterprises are increasingly becoming virtual corporations. They need to empower their employees, integrate with business partners, and interact electronically with their customers. This book describes the Microsoft solution for Internet business, which enables enterprises to connect with customers, increase operational efficiencies, and compete more effectively in the global Internet economy. The book covers what "Internet business" means, its business rationale, the Microsoft solution, and technical information a decision-maker needs to know to consider implementing the Microsoft solution.
Amazon.com
Free, Perfect and Now tells how one CEO nearly quadrupled his company's market value through the power of the Internet and some daring management. Written by Bob Rodin, president of electrical distributor Marshall Industries, Inc., the book is about the struggle to give customers what they want: reduced prices, higher quality, and speedy service. "Who in the world is figuring out how to serve customers at a lower cost? Closer to perfect for your customers' changing values? Faster?" Rodin writes. "We ask ourselves those questions every day at Marshall." Rodin is renowned in the trade for overseeing the creation of an award-winning business-to-business Web site--launched in 1994, far ahead of the competition. A disciple of management guru W. Edwards Deming, Rodin describes his company's astonishing rise over six years. He changed the culture by ridding the company of contests and bonuses and freeing managers from meeting quarterly objectives. One of his most revolutionary moves: abolishing commissions for his 600-strong sales staff. As far as Rodin can determine, Marshall boasts the only major sales team in the U.S. that gets paid strictly by salary and profit-sharing. That means sales pros can move customers to the Internet without worrying about losing commissions. But Rodin cautions that the Internet also means relentless competition. Even as this book was released, Marshall lost a major customer and its stock price was cut in half--Rodin may need to work some magic again. This book is for senior executives, middle managers, and businesspeople open to some radical methods for expansion. --Dan Ring
Book Description
In a world where knowledge is king, the Web never sleeps, and competitive challenge increases exponentially, Robert Rodin shows you how to prepare for the three insatiable demands of today's customers: they want their product or service FREE, they want it PERFECT, and they want it NOW. No matter what business you're in, you have to find a way to respond -- or risk losing your customers to competitors who are discovering new ways to sell your product or service cheaper, better, and faster than you've ever imagined.
As the dynamic CEO of electronics distributor Marshall Industries, Rob Rodin engineered the astounding reinvention of his company, turning a conventionally successful $500 million business into a Web-enabled $2 billion competitive powerhouse. Free, Perfect, and Now tells the dramatic story of that transformation from the inside. Detailing the hard lessons learned in competitive battle, it offers a compelling new perspective on the most pressing issue facing businesspeople today: how to prepare a customer-focused corporation for a future you can't predict.
Download Description
No matter what business you're in, odds are that your customers will demand the same three things of your product or service: they want it free, they want it perfect, and they want it now. In the meantime, your competitors are figuring out ways to sell your product or service cheaper, better, or faster than you've ever imagined. As the CEO of electronics distributor Marshall Industries, and the protege of the world famous W. Edwards Deming, Robert Rodin led the company's radical reinvention into a wired, highly profitable, "high-speed junction box". Free, Perfect, & Now is at once the story of that transformation, a practical guidebook, and a blueprint for taming and coordinating every function of any organization. In each chapter, Rodin explains how to design a different element of the company, from strategic planning and mission design to technology investments and electronic commerce connections. Also provided is a mini-workbook showing, for example, the five steps to a more effective compensation system. For those eager to learn how to prepare a customer-focused organization for an unpredictable future, Robert Rodin has innovative and provoking answers
Customer Reviews:
Its the little things.......2006-09-08
"Everyone is trying to accomplish something big, not realizing life is made up of little things."
by Frank Clark
This quote is particularly true in the computer distribution business. Our sales volumes are high and our margins are razor thin. There is little margin for waste or error. Distribution is all about the little things. Do them fast, do them right and do them cost effectively many many times.
I spend a lot of my time working on my systems. Good systems or process makes for high efficiency. Hence the continual quest for improvement.
A good book on distribution is "Free, Perfect and Now" by my aquantance Rob Rodin who used to run an electronics distributor. He speaks of changing culture within a distribution company and the challenges of it. The title says it all. The customers want it "free, perfect and now" every time. It is our job to deliver that.
He knows it is culture that allows a distributor to thrive long term and also knows how easy it is for the culture to change in small ways over time so profitability and even survival are at stake. Good book worth reading if you are in distribution.
Now I go focus on the little things and ponder the culture we need for long term success.
Capitalizing on opportunity in the New Economy.......2005-04-05
Throughout Byvation I've talked about how the customer is king. With the advent of the internet, this is even more true today. Throughout the book, Rodin shows why it's important to adapt to the New Economy. With the dot-com bust behind us, the business world is back in swing with using the internet as a strategic tool to serve the customer.
Whether you're actively engaged in e-commerce, e-business, or even building a full-fledged e-community; Free, Perfect, and Now holds invaluable lessons for adapting to and capitalizing on opportunity in the New Economy.
1. The Customer Connection
2. You Don't Know What You Don't Know
3. Frustration by Design
4. Management on Trial
5. The $15,000 Pallet Rack
6. Money Matters Most
7. No One asks for a Salesman
8. The Uses of Tools
9. Captain Internet and the Tower of Babel
10. The Upside of Perfect
11. Millennium Rules
By now it's clear that the internet is here to stay and it is, and will continue, changing the world. In order to be successful in business today and tomorrow, you must integrate digital systems into your business to give the customer what he or she wants.
Robert Rodin shows you how to prepare for the three insatiable demands of today's customers: they want their product (or service) FREE, they want it PERFECT, and they want it NOW. No matter what business you're in, you have to find a way to respond, or risk losing your customers to competitors who are discovering new ways to sell your product cheaper, better, and faster than you've ever imagined.
Michael Davis, Editor - Byvation
Highly Recommended!.......2001-08-17
Marshall Industries was in trouble, facing the pressures of modernization and internal discord. Today, it is an effective Internet-adapted company. CEO Rob Rodin (with writer Curtis Hartman) explains how he transformed his firm. He tells his personal story, including how he recognized the need for dramatic change, and planned and implemented a strategy. This excellent book tracks his saga and discusses general principles and how-to tips leaders can apply to create effective change. This isn't just another leadership book. Rodin involves you in his personal story. He candidly outlines the difficulties he faced in his company when he tried to get everyone involved in his transformation mission. The book captures a spirit of suspense (rare in business writing). You want to know what will happen next because it is well crafted and dramatic. We [...] recommend this engaging read to those involved in leadership, change, and strategy issues, or anyone who enjoys a page-turner.
A Visionary Leader.......2000-09-19
Robert Rodin stands as a perfect example of what it takes to make it in the New Economy. Facing adversity and change, he never lost sight of his ultimate goal. What a great story of changing business strategies to compete in the market today. I think everyone would benefit from reading this true story instead of a story of future promises or predictions.
An Epiphany Read.......2000-09-13
A been there and done that accounting of how an old economy company became a leader in the new economy by turning the old rules on their heads. It is not filled with tech speak or jargon, just real life recounting of how one committed comfortable group changed their entire business to the benefit or all stakeholders. If you have any dreams or desires to become an internet entrepreneur or want to turn your existing enterprise into a world class customer focused organization this should be on your desk. I recommend it to all members of my team and they have had the same reaction.
Book Description
Designed for the Principles of Marketing course, this book communicates precisely what todayÕs outstanding marketers do—CONNECT. It examines five supporting themes that will shape the field of marketing well into the 21st century: Connecting through technology, Connecting through relationships, Connecting with diversity, Connecting
Customer Reviews:
Marketing: Connecting with Customers by Gilbert D. Harrell (2nd Edition).......2006-08-30
Book in great condition with minimal highlighting.
DON'T WASTE YOUR TIME.......2001-04-10
By far, this is one of the worst "academic" books I have read in my four years as a college student. Harrell and Frazier's use of misappropriate and ethnocentric examples detract from their attempt to teach.
Principles of Marketing, Dr. John Schafer........2000-12-02
The name of the course I used this text book for was Principles of Marketing. I thought the book was very up to date with the advancing technology of computers and the internet. Some features that I liked about this book was the vocabulary terms located on the side of each page and a summary of vocabulary terms at the end of each chapter. I thought the layout of the material in each chapter was terrific and I thought the examples used in critical areas were helpful. I liked this book very much and would recommend it to any student wanting to acquire more knowledge in marketing.
Marketing Connecting With Customers.......2000-12-02
I found this book to be very informative and easy to understand. The information really gets the reader involved by discussing topics that relate to what is going on in the real world. The advertisments that are used also add to the book. The ads are easily recognizable from what is out there right now, such as the "Got Milk?" ads. One of the chapters that I particularly liked was Connecting With Customers: Understanding Customer Behavior. This chapter discusses why consumers behave differently in different situations.
Book review-Tonya Penrod.......2000-11-30
This book, Marketing: Connecting With Customers, is the required text for my Marketing class. I have found it to be very helpful and easy to understand. The reading is not very confusing and they explain things very well. I also like the way the publisher uses present day examples that helps one apply what he/she is learning. The figures and illustrations are easy to understand and give an excellent summary of the information that is being taught. One of the best features in this book, in my opinion, is the "Connected: Surfing the Net" sections. This is a very good idea since more and more of our lives are spent on the internet. Overall, I would have to say that this book is easy to understand and makes learning more enjoyable by relating to today's world.
Average customer rating:
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What Managers Say, What Employees Hear: Connecting with Your Front Line (So They'll Connect with Customers)
Manufacturer: Praeger Publishers
ProductGroup: Book
Binding: Hardcover
Communications
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Management
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| Qualifying Textbooks - Fall 2007
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Business & Investing
| Qualifying Textbooks - Fall 2007
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ASIN: 0275987035 |
Book Description
This book is a wakeup call for any executive who thinks front-line employees give a damn. In retail stores, on shop floors, and in offices around the country (and around the world), a refrain of disillusionment and distrust is being sung, and its negative effects on corporate performance-- e.g., employee retention, productivity, customer relationships--are profound. A huge gulf exists between the corner office and the cubicle, in terms of how people define their company's brand, vision, strategy, and goals, and the means to achieve them. Even "enlightened" business leaders, who support cultures of inclusion and open communication, find that their messages aren't getting through--the quantity of information available to front-line employees has increased, but the quality, in terms of both transmission and reception, has not. What Managers Say, What Employees Hear reveals the roots and effects of these problems, and presents a wealth of practical insights for addressing them. Former Harvard Business Review Senior Editor, Regina Maruca, has assembled an all-star cast of management writers, consultants, educators, and practitioners to provide fresh insights for bridging the gaps between management and employees--and improving everyone's performance in the process. Showcasing innovative practices in corporate strategy, communications, operations, customer service, and employee training at such world-class organizations as eBay, Radio Shack, Southwest Airlines, Bank of America, and Enterprise Rent-A-Car, the book demonstrates the positive effects of aligning goals and actions, building trust, and investing in the front line.
Average customer rating:
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Exploiting CRM: Connecting with Customers (The Management Consultancies Association Series)
Patrick Molineux
Manufacturer: Hodder & Stoughton
ProductGroup: Book
Binding: Paperback
Strategy & Competition
| Management & Leadership
| Business & Investing
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General
| Business & Investing
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Customer Service
| Industries & Professions
| Business & Investing
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Management
| Sales & Selling
| Marketing & Sales
| Business & Investing
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General
| Reference
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ASIN: 0340858036 |
Book Description
It's time to rethink Customer Relationship Management - not as a discrete technology strategy, or as a stand alone marketing tool. Increasingly demanding customers and intense competition require that customer strategy becomes an integral and high profile component of corporate strategy. This book is for people who understand their business but who want to know how customer-related ideas, tools and technologies can be used in the real world, to help create shareholder value.
Book Description
Entertaining and lively, this up-to-date book applies sales, service and marketing principles to all travel industry sectors. It explores the best ways to satisfy the travel needs of today's consumers and the marketing strategies that underlie selling and buying travel today. Chapter topics include Welcoming Customers and Determining Their Needs, Recommending Solutions and Addressing Concerns, Enhancing the Sale and Achieving an Agreement, and Serving the Travel Customer. For travel professionals.
Customer Reviews:
Entertaining and well written!.......2006-04-24
For a subject that can be pretty dull, this book keeps your attention from start to finish. I expecially love the way this book explains the travel business by using examples from other industries.
Books:
- Brand From the Inside: Eight Essentials to Emotionally Connect Your Employees to Your Business
- Branded Nation: The Marketing of Megachurch, College Inc., and Museumworld
- Childrens Writers & Illustrators Market 2007 (Children's Writer's and Illustrator's Market)
- Cisco Networking Academy Program Fundamentals of Wireless LANs Companion Guide
- Clued In: How to Keep Customers Coming Back Again and Again
- Cold Calling Techniques: (That Really Work!) (Cold Calling Techniques)
- Command Performance: The Art of Delivering Quality Service (The Harvard Business Review Book)
- Consumed: How Markets Corrupt Children, Infantilize Adults, and Swallow Citizens Whole
- Credit After Bankruptcy: A Step-By-Step Action Plan to Quick and Lasting Recovery after Personal Bankruptcy
- Dale Carnegie's Lifetime Plan for Success: The Great Bestselling Works Complete In One Volume
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