Here’s what it says on the jacket cover.
How do you get customers hooked on your company?
The answer begins with the psychological principles
that underlie compelling customer experiences.
In an era of abundance and overwhelming choice, customer
relationships, not products, are the most important source of
competitive differentiation. The good news is that customers
really do want these types of bonds because they reduce stress
and help them adapt to a rapidly changing world.
Customers buy with two distinct personalities. The indifferent
personality seeks convenience and the best price. The emotionally
engaged personality gets intrinsic satisfaction from the full
customer experience, which further stimulates desire. Engaged
customers seek relationships that enable these experiences.
Addicted Customers adds a new dimension to the rapidly growing
field of customer experience management (CEM). CEM practitioners
typically place a heavy emphasis on making the selling environment
more appealing-an essential first step. Addicted Customers lays out
a psycho-economic framework to enhance these CEM pursuits, and
spells out the business strategies to put these principles into action.
Most importantly, it provides a strategic platform to apply CEM to
product/service consumption-the aspect of experiences that is
critically important to customers. Loyalty accrues because customers
value not just the company has done for them but what the relationship can do for them in the future.
The implications of emotional and consumptive value are clear in the
business-to-consumer sector, but the strategies are equally powerful
in a business-to-business context.
The books is currently available as a printable eBook at www.AddictedCustomers.com/ebook. The printed version will hit Amazon.com and other book purveyors in late October.
