"believe in this book!"-from the Foreword by Colleen Barrett,
president emeritus, Southwest Airlines
What makes the difference between having customers who like you
and customers who love you?
Lots of businesses are respected, but only an elite few have
passionate, loyal, vocal fans. The kind of customers who not only
come back time and time again, but rave to friends, family, and
even strangers. The kind who can drive explosive growth via e-mail,
blogs, Facebook and Twitter.
Jeanne Bliss is an expert on what it takes to earn that kind of
customer. The bad news, she says, is that there''s no shortcut; the
world''s biggest marketing budget can''t make people love you. But
the good news is that a company can become beloved-if you commit to
five essential decisions about how to run your business.
Bliss has studied and worked with dozens of beloved companies,
ranging in size from large to small, from longtime successes like
Wegman''s and Harley-Davidson, to relatively new companies like
Zappos, The Container Store, and Zane''s Cycles. Despite their
diversity, they all make the same five fundamental choices. For
example:
* Griffin Hospital, a regional hospital in Connecticut decided to
believe in their patients and give them full access to their
medical records; ending secrecy led to a sharp decrease in
lawsuits.
* Apple decided with clarity of purpose to make their stores easy
to hang out in, despite the extra cost.
* Amy''s Ice Cream of Austin, Texas decided to be real by
expecting potential employees to be fearless and creative, starting
with a white paper bag application.
* Zane''s Cycles, a Connecticut bike shop that sells 13 million
dollars'' worth of bikes and supplies a year, decided to be there
for riders by giving away parts that cost less than a dollar.
* Netflix decided to say "sorry" before most customers even
realized there was a delay in shipping dvds.
The common denominator, explains Bliss, is that beloved companies
consistently find ways to weave their humanity into their business
decisions. They never lose sight of the people affected by
everything they do. Their reward: an army of cheerleaders and
volunteer publicists who tell everyone they know over the internet
and urge friends and colleagues to try these companies, with
statements such as, "I''d marry them if I could," and "I love you
more than my dog!"
If you''re ready to join this elite group, Bliss''s advice and case
studies can help you drive growth and profit in any economy.
關於作者：
Jeanne Bliss began her career at Lands'' End
as a customer service pioneer and went on to serve as the chief
customer executive at Coldwell Banker, Allstate, Microsoft, and
Mazda. She is now the president of the consulting firm
CustomerBliss, with clients such as AAA, Johnson Johnson,
Costco, and Symantec. She lectures around the world and is
frequently quoted by major media. Her first book was Chief Customer
Officer.
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