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This was a required book for my client relationships course and I found it well-written and very applicable to anyone dealing with customers on a daily basis.
Building a technology-based service business is certainly no walk in the park but Mooney and Bergheim help make that walk a little less treacherous. Follow the ten demandments of the demanding customer and you will be rewarded by those customers.
Those who do not will fall by the wayside.Lots of marketing books are from the reference point of a business or brand forward: how to get more sales and increase brand awareness of your product. They want straight talk. This is just one factor that has led to the consumer calling the shots more and more and who now just does not have needs, but true DEMANDS. Today's exceptional, differentiated products and services are tomorrow's expectation and demands in the age of the well-informed, technology-empowered consumer.
and they want complete control of their information and want to remain as anonymous as possible (so forget information requests that do not offer them something in return). As Mooney colorfully illustrates in her many examples, today's consumer wants - umm, demands that your business:- Earn their TRUST- INSPIRE them by your company or product- Make things EASY- Put them IN CHARGE of the process- GUIDE them as they ask- BE AVAILABLE 24/7- REWARD their loyalty- EXCEED their expectations- RESPECT them as in any relationshipThis is an engaging, easy-to-read book that is not a textbook monologue nor an analytical Harvard Business Review article, but really a 'street-smart' approach to serving your customers according to the "new demands on the street." It is chocked with many simple but insightful examples (termed "the voice of the consumer") that keep the flow lively and drive home the basic (but often difficult-to-master) principles. While its a cliche, it is true: the rules of engagement have changed. But, Kelly Mooney shows the view only from the stressed-out, untrusting and impatient consumer's vantage point. they hate all that fine print ("Lose it" is the recommendation).
they want to be rewarded for their loyalty. And the businesses that understand this and empower their customers with the information, privacy and control they now demand will emerge the most successful. And we all are consumers who can relate to good and bad experiences. Many companies don't realize they probably give a certain amount of "lip service" to the idea that "the customer comes first" or "without the customer, our purpose for existing ceases to exist" (haven't we all felt this way as consumers ourselves after a frustrating interaction).
Don't be so sure your company - or ever yourself - is all that consumer friendly because after taking Kelly Mooney's self-assessments at the end of each chapter, you might be depressed. they want it all fast (or forget it). they want to consistently experience your brand the same way regardless of channel. Each chapter is dedicated to one of the ten "demandments" - complete with a self-evaluation at the end of each chapter. Today's demanding consumers don't like, appreciate or trust all you have to say or offer them if they are not asking to hear it. But, after reading this humble, but enlightening little book, they probably will see how much room there is to improve and truly serve today's demanding consumer. While not a book about the internet, Kelly Mooney's book here illustrates how the internet has armed today's consumer with more information, options and price comparisons - all at the speed of light.
So, overall, this book is a fresh, pretty different and important view point worth the time to read. And guess what. They are suspicious of your uninvited emails or requests for personal information (a big point of discussion in this book). Sometimes Mooney is a bit repetitive, but some probably need that to get the points. Certainly the price should not deter anyone from getting it.
It's written from the customer's perspective- a very interesting and refreshing twist on an important topic.But why aren't companies doing a better job of providing the exceptional experiences the author talks about in her book. This is the first book I've read on the topic of customer experience and loyalty that truly inspired ME. This is a lively and engaging book with a great point of view. It was certainly an eye opener for me. Glad I found it when I did.
As my company begins 2003, #1 on the radar is our customer experience. So I was delighted with The Ten Demandments and have already begun thinking about how to incorporate several of the "demandments" into our own strategy. Easy to read, fast paced and insightful. Highly recommend.
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