Customer service has been a crucial focus for at least 15 years now. Does this mean that we can put our feet up, say 'we've done the customer' and move onto the next big thing? Not a chance. The continued focus on customers is an imperative given the realities of the marketplace:
Good customer service is still the exception, even after all this time. Okay, the staff may have 'how can I help you' on their name badges, and may have learned how to smile, but the service still stops a long way short of excellence.
Capturing Customers' Hearts analyzes companies where the product or the company itself generate a special reaction in the customer, something much more than brand loyalty - true affection. Building 12 components of charisma on the foundation of service delivery, it uses examples of best and worst practice to pinpoint the forces that will win new customers, keep them and capture their hearts.
In an increasingly competitive business market, building customer relationships can differentiate your business from the pack. Capturing Customers' Hearts explains how companies can build relationships through customers' emotions. For example, Clegg discusses ways to make customers feel ownership toward a business—they don't just like the hardware store, they feel it is their hardware store. With the increased use of technology-based customer service practices, companies must remember that in the end, the best customer service comes down to people dealing with people. The implementation of a good CRM system is positive step toward improving service, but becomes much less of an asset if customers don't feel good about the person using the CRM system. Clegg's use of best and worst case scenarios—"Good News" stories and "Horror Story" anecdotes—enlivens the book. Make a point to take the "Where are You Now?" assessment to gauge your company's charisma, and get pointers on avoiding "junk service." Harvard Business School - Working Knowledge for Business Leaders
A CRC Gem! Insightful, poignant and to the point.. for a sales or customer relationship manager the book is a must. Too often we hear ourselves talk not listening to the customer....this will change some of the ways I treat my customers in the financial services industry. Books Under Review.com
Essential reading - every page presents fresh insights and facts that are now crucial to differentiation and success. Adrian E. Lucas, CEO, Imerge Limited
Yet again Brian goes to the heart of the issue giving and inspired insight into the realities of managing customer relationships. A must for companies who want to stand out like a beacon by going the extra light year for their customers... Tony Solomon, Marketing Communications Director, Zurich IFA Group
Brian Clegg's new book is a 'tour de force'. It ranges wide over the vast terrain of customer service as well as digging deep into some of the fundamental issues that still need to be addressed. Not only did I learn a lot from this excellent book but I found it incredibly enjoyable to read. David Freemantle, author The Stimulus Factor
Provides brilliant insights into attracting and retaining customers. Tim Robison, Director, Lucent
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Yet so often it is done badly. Unlike great products and low prices, great customer service is hard to copy. In a fiercely competitive world, differentiation is the name of the game.”
