Customer Is King

How to Exceed Their Expectations

By: Robert Craven

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Paperback | 1 October 2007 | Edition Number 1

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240 Pages

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21.0 x 12.5 x 2.0

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What happens to your customers when you do business with them? Customer is King helps you to approach the problem from the point of view of the clients and work towards the level of customer satisfaction that makes them come back to you again and again.
Practical and packed full of easy-to-understand advice, you'll find-
* checklists and worksheets
* case studies of real businesses
* frequently asked questions

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You Can Find This Book In

Non-Fiction Business & Management Sales & Marketing Customer Services Fiction Modern & Contemporary Fiction Business Communication & Presentation Reference, Information & Interdisciplinary Subjects Encyclopaedias & Reference Works

Foreword	p. xi
Preface	p. xiii
Introduction	p. 1

Why Marketing Sometimes Fails (especially for your business)	p. 7
The Customer Experience: What People Really Buy	p. 17
The Difference Between 'Wants' and 'Needs'	p. 23
Madame Praline and her Customer Experience	p. 31
Is the Customer Really in Charge?	p. 35
The New Context: 'When the World is Spinning Round'	p. 41
Is There a Secret of Customer Service?	p. 51
Take On the Mindset of a Market Leader	p. 55
What You Need to Know About Marketing (that your marketing team may not know)	p. 69
Working the Law of the Vital Few	p. 75
Creating 'Customer Pull' - Buzz, Buzz, Buzz!	p. 79
Infecting Your Customers to Help You	p. 85
If Customer Experience is Everything, Then What is it?	p. 95
Presenting Your Product, Presenting Your Business	p. 99
Creating a Customer Culture - a Thirteen-Point Plan	p. 107
A Game of Twenty Questions	p. 117

The Seven-Point Customer is King Plan	p. 121
The Seven-Point Customer is King Plan - 1: Redefine Your Business as a Problem Solver	p. 125
The Seven-Point Customer is King Plan - 2: Understand the Real Scope of Your Business	p. 131
The Seven-Point Customer is King Plan - 3: Get Under Each Customer's Skin!	p. 137
The Seven-Point Customer is King Plan - 4: Stand Out in Order to be Outstanding	p. 147
The Seven-Point Customer is King Plan - 5: Develop a Strategy to Define Your Position	p. 153
The Seven-Point Customer is King Plan - 6: Calculate Just How Much a Customer is Worth to You	p. 161
The Seven-Point Customer is King Plan - 7: Select Your Weapons	p. 167

The Immutable Laws of Customer-Focused Marketing (for new and growing businesses)	p. 171
Crunch Questions on Customer-Focused Marketing	p. 181
Delivering the Promise	p. 191
The Frequently Asked Questions	p. 197
Postscript	p. 201
Bibliography	p. 203
Glossary	p. 205
Index	p. 211
About the Author	p. 215
Table of Contents provided by Ingram. All Rights Reserved.

Customer Is King

How to Exceed Their Expectations

At a Glance

Paperback

Shipping

How to return your order

Defective items

You Can Find This Book In

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