Customer Genius

by Peter Fisk

Hello, I am your customer. Do you see the world like I do? It's simple really. Start with me and everything else follows. Together we can do extraordinary things. Are you ready?10 building blocks, 30 practical tools, 50 inspirational stories. From Amazon to Banyan Tree, Quintessentially to Zipcars, explore 50 of the world's leading customer businesses. The rise of Air Asia, and the collaboration of Boeing; the segmented focus of Club Med, and the customer vision of Disney; the imagination of Camper, and the desire for the Nintendo Wii; the realism of Dove, and the tribal loyalty of Harley Davidson. The 'genius' of a customer-centric business is that it works from the outside in. It attracts, serves and retains the best customers as its route to profitability and growth. Isn't it about time you started doing business from the outside in?

406 pages, Kindle Edition

First published July 28, 2008

About the author

Peter Fisk is a brand, innovation and marketing expert - making sense of fast-changing markets, learning from a new generation of business, digital and physical, large and small, west and east … inspiring and enabling you to innovate and win in the exciting new world of business.
 
He is a bestselling author and inspirational speaker, combining the most inspiring ideas and practical action, and an in-demand expert advisor to business leaders around the world.
 
Peter leads GeniusWorks, a strategic innovation business based in London, Istanbul and Dubai, that works with senior management to “see things differently” – to develop and implement more inspired strategies for brands, innovation and marketing.

His next book is Gamechangers …about the next generation of businesses - from Alibaba to Zipcars, Aberchrombie to Zynga - who are transforming markets with bolder brands, smarter innovation and clever marketing.
 
His previous books included Creative Genius brings together entrepreneurs and artists, rockstars and rockets scientists, in "the essential guide to innovation for leaders, visionaries, and border crossers". Marketing Genius explores the left and right-brain approaches to competitive success (translated into 35 languages), Customer Genius describes how to build a customer-centric business, Business Genius is about inspired leadership and strategy, whilst People Planet Profit explains how to grow, and be good.

He was also the transforming CEO of the Chartered Institute of Marketing, the world’s largest marketing organisation. He was recently described by Business Strategy Review as “one of the best new business thinkers” and is in demand around the world as an expert advisor and energising speaker.

Find out more, read his blog, download videos, extracts and new articles at his website www.theGeniusWorks.com

See work in progress of his next book "Gamechangers" at the co-creation website www.NextGenerationBrands.com

Reviews

[Peter Fisk · Rating 5 out of 5]

This book brings together all the different approaches to customer - strategic, research, marketing, service, relationships, people - and follows a 10 step process with lots of tools developed from real experiences in creating "customer-centric companies" ... But more than that the 50 different case studies seek to inspire to you to think a little bit different, and more passionately about customers ...

[Neil]

Interesting case studies, in a way that takes part of their business, to positively support the author's view. The examples are context sensitive.

I was left feeling generally unfulfilled by the book, wondering if it was really just for inspiration - a coffee table book.
This perhaps sounds a little harsh, but strangely I did not feel much about the book after having read it.

[Kitty · Rating 5 out of 5]

Customer comes first. Every chapter, every concept and every tool is built on this foundation. Pleothara of real world examples. Very effective practices.