Deliver a better business experience, for every kind ofcustomer
A ‚one-size fits all‘ approach to customer service is no longerviable. Businesses competing on service need to understand andcater to customers‘ racial, ethnic, religious, generational, andgeographic differences in order to meet or exceed customers’service expectations. Crafting the Customer Experience to People Not Like You shows how companies, brands, and productsstruggling to differentiate themselves in a sea of sameness canfoster long-term loyalty and brand preference with exceptional andcustomized customer service.
* A detailed guide to core customer groups including women, thefive generations (matures, Boomers, Gen X, Gen Y and Gen Z), racialand ethnic segments, such as Hispanics and African-Americans, aswell as those who are defined by key lifestyle and life-stageattributes
* Includes onsumer insights that will help business leadersdeliver a better business experience with every customer
You cannot control the economy, the stock market or the costs ofgoods and labor. But you can control your organization’s customerservice. It’s an empowering thought. Customer service is 100% inyour control at all times and it’s more important than ever.
Inhaltsverzeichnis
Acknowledgments vii
Chapter 1 How Tweaking the Customer Experience Grows Your Business 1
Chapter 2 Technology Armed Consumers with Mighty Big Bullets15
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 Experience57
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 Experiencefor 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 Communities155
Chapter 13 Gay, Lesbian, Bisexual, and Transgendered Customers179
Conclusion 187
Index 191
Über den Autor
KELLY Mc DONALD is the president of an award-winningadvertising and marketing firm, and has been featured on CNBC, in Business Week, CNN Money.com, and Sirius XM Radio. Her clientsinclude brands such as Toyota, Sherwin-Williams, State Farm Insurance, Miller Coors, and Harley-Davidson. In 2009, Advertising Age named Mc Donald Marketing one of the Top Ad Agencies in the U.S. across all disciplines. She is the author of How to Market to People Not Like You: ‚Know It or Blow It‘ Rulesfor Reaching Diverse Customers, which reached number 7 on the Inc. magazine list of bestselling business books for2011.
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