RETAILOBSERVER.COM JANUARY 2017
14
O
ne of the first lessons in any business or marketing class
will revolve around demographics. If you know your typical
(or desired) customer's gender, age, approximate income,
race, and ethnicity—the wisdom goes—you know enough about
them to figure out what they want. That can be true, up to a point.
"Knowing your customers is no longer about segmenting them
according to their ethnicity and bank account," says Nicholas J.
Webb, author of the forthcoming WHAT CUSTOMERS CRAVE:
How to Create Relevant and Memorable Experiences at Every
Touchpoint. "It's about getting to know them deeply and
understanding what they love and what they hate." This simple but
sturdy standard—know what they love and what they hate—is the
backbone of WHAT CUSTOMERS CRAVE, and it should be the
backbone of all marketing and customer service efforts.
Webb's practical, clever advice allows businesses big and small
to identify their unique customer types, and to produce exceptional
and relevant experiences for each of those types at every moment of
contact: before any direct engagement begins; at the very first
touchpoint; at the height of the customer's experience with your
business; at the final and crucial moment of direct service; and
afterward, during the "in-touch" point. Webb shows readers how to
map the customer journey—and find new solutions to please and
impress each of their business's customer types at each point. For
retail business owners and other professionals who thrive on
creating the ideal customer experience, WHAT CUSTOMERS
CRAVE provides a crucial, instantly-applicable roadmap.
B O O K R E V I E W
WHAT CUSTOMERS CRAVE:
How to Create Relevant and Memorable Experiences at Every Touchpoint
Nicholas J. Webb is an accomplished speaker and corporate strategist, and
has consulted with countless top global brands on customer experience
design and innovation. His clients include Cigna, Gatorade, Microsoft,
Freightliner, Daimler, and Kaiser Permanente, among many others, and
WHAT CUSTOMERS CRAVE includes engaging and eye-opening stories
from his extensive research and experience.
Publisher: Amacom
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