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Crafting the Customer Experience For People Not Like You: How to Delight and Engage the Customers Your Competitors Don't Understand

ISBN: 978-1-118-36072-9
208 pages
November 2012
Crafting the Customer Experience For People Not Like You: How to Delight and Engage the Customers Your Competitors Don
Deliver a better business experience, for every kind of customer

A "one-size fits all" approach to customer service is no longer viable. Businesses competing on service need to understand and cater to customers' racial, ethnic, religious, generational, and geographic differences in order to meet or exceed customers' service expectations. Crafting the Customer Experience to People Not Like You shows how companies, brands, and products struggling to differentiate themselves in a sea of sameness can foster long-term loyalty and brand preference with exceptional and customized customer service.

  • A detailed guide to core customer groups including women, the five generations (matures, Boomers, Gen X, Gen Y and Gen Z), racial and ethnic segments, such as Hispanics and African-Americans, as well as those who are defined by key lifestyle and life-stage attributes
  • Includes onsumer insights that will help business leaders deliver a better business experience with every customer

You cannot control the economy, the stock market or the costs of goods and labor. But you can control your organization's customer service. It's an empowering thought. Customer service is 100% in your control at all times and it's more important than ever.

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Acknowledgments vii

Chapter 1 How Tweaking the Customer Experience Grows Your Business 1

Chapter 2 Technology Armed Consumers with Mighty Big Bullets 15

Chapter 3 The Purchase Funnel: Understanding the Customer Experience from Top to Bottom 23

Chapter 4 We’re Not “One Size Fits All” Anymore 33

Chapter 5 How to Think Like People Not Like You 41

Chapter 6 How to Build Social Media into the Customer Experience 57

Chapter 7 Your Employees May Kill Your Business, Unless They Know How to Serve Customers Who Aren’t Like Them 79

Chapter 8 Seven Principles for Creating a Customer Experience for People Not Like You 91

Chapter 9 Matures, Boomers, Gen X, Gen Y, and Gen Z 103

Chapter 10 Women and Families 119

Chapter 11 Hispanics/Latinos 137

Chapter 12 Serving Different Racial and Ethnic Communities 155

Chapter 13 Gay, Lesbian, Bisexual, and Transgendered Customers 179

Conclusion 187

Index 191

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KELLY McDONALD is the president of an award-winning advertising and marketing firm, and has been featured on CNBC, in BusinessWeek, CNN Money.com, and SiriusXM Radio. Her clients include brands such as Toyota, Sherwin-Williams, State Farm Insurance, MillerCoors, and Harley-Davidson. In 2009, Advertising Age named McDonald Marketing one of the Top Ad Agencies in the U.S. across all disciplines. She is the author of How to Market to People Not Like You: "Know It or Blow It" Rules for Reaching Diverse Customers, which reached number 7 on the Inc. magazine list of bestselling business books for 2011.

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November 06, 2012
Engage the Customers Your Competitors Don't Understand

People are more diverse than ever before, and our differences manifest themselves in a number of ways. It may mean differing expectations about the speed of getting information—within seconds or by the end of the day. It may mean differing preferences for communication—text versus a phone call or face-to-face meeting.

In her new book, Crafting the Customer Experience For People Not Like You: How to Delight and Engage the Customers Your Competitors Don't Understand (Wiley, November 2012), marketing professional Kelly McDonald shows readers how to break the "one size fits all" habit. She also explains why a customized approach to customer experience works best for growing business, generating loyalty, and creating "brand ambassadors."

“Companies and brands are struggling to differentiate themselves in a ‘sea of sameness,’ and the easiest way to foster long-term loyalty and brand preference is through exceptional customer service,” says McDonald.

McDonald can discuss issues such as:

  • A detailed guide to core customer groups including women, the five generations (matures, Boomers, Gen X, Gen Y, and Gen Z), racial and ethnic segments, such as Hispanics and African Americans, as well as those who are defined by key lifestyle and life-stage attributes
  • Consumer insights that will help business leaders deliver a better business experience to every customer
  • How to train employees to serve customers who are not like them, lest they harm your business.
  • Seven principles for creating an inclusive and inviting customer experience for every consumer group
  • Business owners cannot control the economy, the stock market, or the cost of goods and labor. But you can control customer service. It's an empowering thought. The one thing that is 100 percent in your control at all times is also more important than ever. How companies can better serve their GLBT customer
  • "The Purchase Funnel" - Understanding the customer experience from top to bottom
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