A five-step strategy for turning a commodity into a necessity
When products and services become interchangeable, price becomes
the ultimate determinant for consumers. Indispensable shows
businesses how to break out of that cycle by using The Five
Drivers-a strategy that takes companies to the next level of
performance. Renowned business consultant Joe Calloway looks at how
real companies have made their product or service ‘mission
critical, ‘ and satisfied customers in the process.
Indispensable goes straight to the heart of the issue and reveals
how successful companies-of any size, in virtually any
manufacturing, selling, or service endeavor-achieve market
leadership through The Five Drivers of fierce customer loyalty.
Indispensable shows readers how to:
* Create and sustain momentum: overcome organizational inertia and
keep moving forward
* Develop habitual dependability: make consistency of performance a
defining characteristic
* Connect continuously
* See the Big Picture Outcome: create compelling customer
experiences
* Engage, Enchant, Enthrall: make magic in the marketplace
With interviews, detailed case studies, and dozens of real-world,
effective customer service ideas and initiatives, Indispensable is
just what today’s forward-thinking businesses need.
Tabela de Conteúdo
Preface ix
1 The Default Choice 1
2 The Five Drivers 11
3 Case Study: Deluxe 27
4 Back to the Six New Basics 51
5 Case Study: W Hotels 67
6 Create Community 77
7 Case Study: Gitomer 87
8 Obvious but Often Overlooked 97
9 Right Place–Right Time 113
10 Case Study: The Pancake Pantry 125
11 Big Picture Outcome 133
12 Twenty-Eight Indispensable Lessons 145
13 Case Study: Pinnacle Financial Partners 169
14 Repeatable Process 179
15 Stop Apologizing–Start Doing Your Job 189
16 Case Study: Law Talk 197
17 The Customer Decides 203
Index 221
Sobre o autor
JOE CALLOWAY is a consultant on branding and competitive positioning whose client list reads like a Who’s Who in business–from newspapers in Sweden, hotels in Great Britain, and computer companies in South Africa to world brands like BMW and American Express. He speaks frequently on business trends, and has been inducted into the International Speaker’s Hall of Fame. He owns an award-winning restaurant in Nashville, Tennessee, where he lives with his wife, Annette, and daughter, Jess. He is also the author of Becoming a Category of One, from Wiley.
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