Jonathan M. Tisch

The book has two main sections - a problem/solution statement and a (much longer) section on "Reimagining the Customer Experience". Each chapter has a "Big Ahas" section at the end to summarize the critical points Jonathan is trying to make and the book is generally well-written and an easy read. It is a little hotel- or hospitality-industry centric but not more than you would expect given his background.

The first section lays out why the authors think that customers are more fickle and harder to please than in the past. Arguing that there is no way to turn back the clock, they talk about "getting back to basics" and creating stronger, longer-lasting ties to customers. He quotes the CEO of Proctor and Gamble "People remember experiences. They don't remember [product] attributes." The book talks about engineering the total customer experience as the solution, starting by focusing on the totality of the customers experience across every touchpoint. Among his solution ideas are looking for ways to give your customers both simplicity and flexibility, thinking about all the touchpoints your customers have, linking with customers directly even if you are not selling directly and that customers are a moving target.

The second part has a series of chapters, most of which had some great points. These range from discussion of the power of personalization and customization in making customers feel in control and happy to buy, to the challenges of providing security. He is a big proponent of transparency, arguing that what one customers knows all will soon know and that you can get real benefits out of being more transparent. He argues that even big organizations can think small in terms of welcoming customers that you should build your future with existing customers.

All in all a good and worthwhile read. You might want to consider The Long Tail: Why the Future of Business Is Selling Less of More also.… (mais)