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Customer Genius
The old ways of attracting, serving and retaining customers no longer work. Google has become the starting point for most customer interactions today. Technology enables customers to have the upper hand in a negotiation. They are far more aware and informed, far more wary of generic, glib marketing message, and their service expectations are conditioned by their experiences across sectors. Companies need to learn to create and capture value in new ways.
An "outside in" business is the opposite of our more typical inside out model. It starts with the customer, their needs and wants, expectations and aspirations, then works backwards to deliver what matters to them in a profitable way. It recognizes that customer power is a force to work with, not against - in order to do business where, how, and when customers want.
Customer Genius offers you a more intelligent and imaginative approach to customers. It is about starting from how customers see the world, what they seek to achieve and the context in which they see your business as part of that activity or ambition. It reaches deeper into the customer psyche, reaching beyond superficial research averages, beyond articulating needs and wants based on convention, to what motivates and inspires them. And as a result, learns to work on their terms -- inverting the way we do business, pull rather than push, understanding where, when and how they want to do work with us. It recognizes that customers expect companies to do more for people -- to go beyond the product, the transaction, to add more value to their lives, helping them to achieve what they couldn?t otherwise. They will return this commitment -- through trust and loyalty - not through incentives and rewards, but through becoming an essential and enabling part of their lives. Customer Genius gives you the knowledge, capabilities and inspiration to address your relevant customer challenges in practical and profitable ways.
An "outside in" business is the opposite of our more typical inside out model. It starts with the customer, their needs and wants, expectations and aspirations, then works backwards to deliver what matters to them in a profitable way. It recognizes that customer power is a force to work with, not against - in order to do business where, how, and when customers want.
Customer Genius offers you a more intelligent and imaginative approach to customers. It is about starting from how customers see the world, what they seek to achieve and the context in which they see your business as part of that activity or ambition. It reaches deeper into the customer psyche, reaching beyond superficial research averages, beyond articulating needs and wants based on convention, to what motivates and inspires them. And as a result, learns to work on their terms -- inverting the way we do business, pull rather than push, understanding where, when and how they want to do work with us. It recognizes that customers expect companies to do more for people -- to go beyond the product, the transaction, to add more value to their lives, helping them to achieve what they couldn?t otherwise. They will return this commitment -- through trust and loyalty - not through incentives and rewards, but through becoming an essential and enabling part of their lives. Customer Genius gives you the knowledge, capabilities and inspiration to address your relevant customer challenges in practical and profitable ways.
Paperback
First published July 28, 2008
About the author
Peter Fisk
17 books18 followersPeter 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
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
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Displaying 1 - 3 of 3 reviews
April 2, 2013
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 ...
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August 12, 2013Interesting 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.
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.
June 9, 2012
Customer comes first. Every chapter, every concept and every tool is built on this foundation. Pleothara of real world examples. Very effective practices.
Displaying 1 - 3 of 3 reviews