Customer Marketing

Persuasion is not a sales skill - it’s a blunt instrument of last resort that sellers use when they don’t know how to influence the choices their buyers make. It’s the weapon of choice for mindless, uninspired sellers: the sales zombies who have stopped learning and stopped improving. Wouldn’t you rather learn how to master the art of selling in, by listening to what your buyers really want?

Cleveland Clinic has long been recognized for driving some of the best clinical outcomes in the nation, but it was not always a leader in patient experience. How did Cleveland Clinic turn itself around so effectively and so quickly? More important, how can you do the same with your organization? Service Fanatics reveals the strategies and tactics the Clinic applied to become one of today's leading patient-experience healthcare organizations - methods that seamlessly translate to any business seeking to improve its customer experience.

The Product Mindset approaches product development from a bold, new direction, based on a shared internal outlook that drives focus, speed, experimentation, and innovation from a wide variety of stakeholders. David DeWolf and Jessica Hall provide you with all the tools you’ll need to revitalize your company’s methodologies, reframe its culture, and help your company thrive in the digital marketplace.

Press Ganey's chief nursing officer Christina Dempsey has worked everywhere in healthcare, from the ward floor to the hospital boardroom. She has also experienced the system as a patient and as a family member of a critically ill patient. In The Antidote to Suffering, this 30-year healthcare veteran and patient-experience thought leader argues that the key to improving healthcare is to reduce the suffering - physical, psychological, and emotional - of patients and caregivers alike through Compassionate Connected CareTM.

What you experience is what you remember. The more emotional the experience, the deeper it is branded into your memory. Experience has a massive impact on buying decisions. Every touch point, every time you or someone in your company engages a customer, it creates an experience - something they remember. When they have a negative experience, they tend to vote with their feet (and their wallets) and head straight to your competitors.

For hardworking and dedicated professional service providers, Make Them Smile offers a way out of the grind of living hour to billable hour, providing a road map for how to build a scalable, standardized brand that provides a consistent, repeatable, and high-quality customer experience.

Category Creation is the first and only audiobook on the topic written by executives and marketers actively building new categories. It explains how category creation has become the Holy Grail of marketing and, more importantly, how it can be planned and orchestrated. It's not about luck. You can use the same tactics that other category-defining companies have used to delight customers, employees, and investors. There's no better strategy that results in faster growth and higher valuations for the company on top.

The digital landscape has changed buyers’ habits. Sales professionals now need to develop relationships with decision-makers through social networks to reach them early in the decision making process. Social Selling provides a practical, step-by-step outline for harnessing the skills and techniques necessary to achieve this, including developing a high quality community, building trust, developing authority and influence, and connecting with changemakers. It also discusses enterprise implementation of a social selling strategy and much more.

Every businessman and entrepreneur worth his salt knows that the most important element for every business is the people. It's not your products or the revenue but the people. An ideal situation would be that all of your customers are 100% happy all the time, but this is impossible. At some point, some of them would be unsatisfied. It is important to understand what to expect from your customers and what your customers expect of you so you can provide great customer service that would leave both parties happy and satisfied.

In today's highly competitive global marketplace, businesses have to do more than just advertise their products. By taking advantage of the accountable advertising model that direct response has to offer, you can improve your bottom line, build brands, and develop lasting relationships with legions of satisfied customers. In Buy Now, Rick Cesari reveals 25 years' worth of insights and methods, enabling you to make the most of direct response marketing in your business toolkit.

While instant communication is now easier than ever, people's attention is spread thin, time has never been more valuable, and disengagement in both customers and employees is at an all-time high. This means most brands never reach their full potential. But what would it look like if your customers were no longer disenchanted from being chased across the internet and hounded for likes, shares, opt-ins, and purchases?

Build Around Them: Unlocking Loyalty, Growth and Trust Through Customer Centricity is your go-to manual for transforming the way you do business and building lasting loyalty. Written for any business owner or leader hungry for growth, this hands-on guide dives deep into the essential principles of customer centricity, drawing on years of coaching entrepreneurs and leaders and valuable insights from leading brands. Packed with practical tips, real-world examples, and actionable checklists at the end of every chapter, Build Around Them helps you put customer centricity into action.

Innovation expert Marion Debruyne explains how to become an outside-in organization by constantly connecting with the market to anticipate changes, converting customer insights into actionable change and collaborating with others where their own capabilities fall short. Packed with real world examples from leading global companies, Customer Innovation provides the framework needed to shift from a product-oriented to a solutions-oriented focus and from a transaction-based to a co-creation-based customer relationship.

In a rapidly changing world filled with uncertainties, one thing remains crystal clear: customers are increasingly fickle and no longer care about loyalty to any particular company. In addition, many well-intentioned companies are falling short of customer expectations, despite every organization’s potential for excellence.

A comprehensive guide to product marketing - from messaging to influencing the product roadmap. Learn how to launch products, deliver value to the right customer, and grow your business. Whether you're looking to become a product marketer, a product manager, or an entrepreneur, this is the handbook you need to learn how to deliver value and take a product to market the right way.

Every day, most working professionals entrust their most important messages to a form of communication that doesn't build trust, provide differentiation, or communicate clearly enough. It's easy to point to the sheer volume of emails, text messages, voicemails, and even social messaging as the problem that reduces our reply rates and diminishes our effectiveness. But the faceless nature of that communication is also to blame.

Have you heard about this new buzz word: ChatGPT? If you have not, it is one of the most interesting topics in technology and artificial intelligence (AI) in the last decade. Even Microsoft invested about $10 billion dollars in it.

Workplaces are filled with all types of people, and some of them can be very difficult to get along with. By understanding difficult people and their behaviors, a savvy individual can resolve the awkward and problematic situations they create. Dealing with Difficult People looks at difficult behavior - what drives it and how to cope with it by managing aggression, avoiding awkward situations, and keeping calm. This third edition provides tools and techniques for dealing with difficult customers, difficult people in the digital sphere, and difficult bosses.

Most customer service operations have it wrong. They gauge their effectiveness and productivity based on the number of customer calls or contacts they handle. But do your customers really want a "relationship" with your company's customer service department, or do they simply want to purchase your products or services so they can put them to use?

Shift your strategy downstream. Why do your customers buy from you rather than from your competitors? If you think the answer is your superior products, think again. Products are important, of course. For decades, businesses sought competitive advantage almost exclusively in activities related to new product creation. They won by building bigger factories, by finding cheaper raw materials or labor, or by coming up with more efficient ways to move and store inventory - and by inventing exciting new products that competitors could not replicate.