From Impressed to Obsessed: 12 Principles for Turning Customers and Employees Into Lifelong Fans

by Jon Picoult

If you’re aspiring to satisfy your customers, then you’re aspiring to mediocrity.

That’s the fascinating premise of From Impressed to Obsessed, a book that will fundamentally change how you think about creating a successful, beloved business.

Acclaimed customer experience expert Jon Picoult explains why building customer loyalty requires leaving indelible positive impressions on everyone you work with―not just shaping their experiences, but also shaping their memories.

Picoult explores the cognitive science behind great customer experiences, pinpointing the breakthrough, psychology-based strategies that both industry leaders (like Apple, Disney, and Southwest Airlines) as well as fast-growing startups (like BILT and Framebridge) use to shape people’s perceptions and sculpt unforgettable impressions―thereby turning more sales prospects into customers, and more customers into obsessed brand ambassadors.

Packed with intriguing case studies, engaging stories, and eye-opening research, the book details these proven principles and illustrates how they can be applied to almost any type of business or customer.

No matter what kind of constituency you serve―customers or colleagues, individuals or institutions, employees or employment candidates―this book will help you do it with distinction. Picoult’s message is particularly relevant for managers, as he shows the parallels between how great companies cultivate engagement with customers, and how great leaders accomplish the same with their workforce.

From Impressed to Obsessed reveals the what, the why, and― most importantly―the how behind great customer experiences. Filled with actionable insights, the book provides an invaluable roadmap for becoming the company that everyone wants to do business with, the employer everyone wants to work for, and the leader everyone wants to follow.

Genres: Business

272 pages, Hardcover

Published November 2, 2021

About the author

Jon Picoult is the founder of Watermark Consulting and author of “From Impressed to Obsessed: 12 Principles for Turning Customers and Employees into Lifelong Fans” (McGraw-Hill, Nov. 2, 2021). He helps organizations impress customers and inspire employees, building powerful loyalty in both the marketplace and the workplace.

A noted authority on customer and employee experience, Jon is an acclaimed public speaker, as well as an advisor to top executives at some of the world’s foremost brands. His insights have been featured by dozens of media outlets, including The Wall Street Journal, The New York Times, Harvard Business Review, and Forbes.

Prior to establishing Watermark, Jon held senior executive roles at Fortune 100 companies. Early in his career, at the age of 29, he earned the distinction of becoming the youngest executive officer in the over 150-year history of a leading, global financial services firm.

Jon received his bachelor’s degree in cognitive science from Princeton University and his M.B.A. in general management from Duke University.

Reviews

[Brooke · Rating 3 out of 5]

I was tasked with reading this book by my manager. Although I did enjoy some of the interesting examples of customer experiences and recovery gone awry or well, I found many of the actionable items lacking. However, it is a book I may reference in the future and I found parts thought provoking, allowing me to reflect on how I can improve.

[David Lim · Rating 5 out of 5]

This is an excellent book on what you can do with your product to turn customers into fans that will keep coming back. The examples cited cover a range of industries and the variety allowed the reader to understand how the principles could be applied.

I was impressed with the book and decided to take my team through a ten-week book study through it to reflect on our product. The discussions were rich and I would encourage anyone who is serious about improving your product to read this book.

[Racer_rajesh · Rating 5 out of 5]

Excellent book, the 12 principles mentioned in the book is common sense, but the way author has compiled with stories makes it really great read ! This must read for people who plan to start business or in business or in leadership positions. Once again, great read !

[Sabrina Havron · Rating 4 out of 5]

This is one of the most interesting business books I have read. I found the examples included in the book to be fascinating and well laid out. Even more so given the recent issues Southwest Airlines has encountered. Would recommend this book to anyone looking to increase their knowledge of the overall customer journey and how to view from beginning to end. Revealing examples of how companies can't just look at their product/s and/or industry as their measuring stick. Recognizing customers judge any interaction against all others, regardless of the situation or environment. If Amazon can get my package to me in two days, why can't you? Great book.

[Andrew · Rating 2 out of 5]

Randomly bought this on Audible due to the alrithm's suggestion... Felt like I learned absolutely nothing which I did not already see simply by being mindful about my own experiences on both sides of interactions with companies.

There were a few interesting examples, but giving this a low rating because this could be accomplished in far far fewer words (word counts are unfortunately outside the author's control though, and I will always resent publishers for wasting the world's time with writing contracts).

[Denise · Rating 5 out of 5]

In a logical way, Jon explains the twelve principles that will help readers build experiences that will make customers rave about them. In conversational language and without fluff, the book is packed with case examples from famous brands to punctuate and drive home each concept -- and each topic also includes a list of different practical application ideas. There are learnings in this book for everyone from business newcomers to seasoned leaders: I absolutely love this solid, neatly wrapped, universal framework for any CX practice. I highly recommend this book!

[Richard Jr. · Rating 3 out of 5]

The book had a good list of common-sense ways to engage customers. The success stories included some less-than-ideal examples: ING Direct, Southwest Airlines, Hyundai. Also, some successful companies were included who have remained successful in spite of abandoning some customers’ needs, like Amazon and Starbucks.

[Jay · Rating 4 out of 5]

The 12 principles are really well explained and each is given a real world example. Very well written book with great lessons.