The best companies in the world discover what their customers desire - and then deliver it in memorable and deeply human experiences. How well do you know your customers? What Customers Crave examines how the hyper-connected economy is radically changing consumer expectations and reveals what companies need to do to stay on top. The solution rests on two simple questions: What do your customers love? What do they hate? Find the answers, and you're well on your way to success. Jam-packed with tools and examples, What Customers Crave helps you reinvent how you engage with customers (both digitally and non-digitally) and gain invaluable insights into who they are and what they care about. Upon reading, you will discover how to: Use listening posts and Contact Point Innovation to refine customer types - Engineer experiences for each micromarket that are not only exceptional, but relevant - Connect across the five most important touchpoints - Co-create with your customers When you learn to provide your customers with exactly what they want, they not only buy - they come back again and again...and bring their friends. Learn what it takes to deliver what your customers crave and catapult yourself to a new level of sales and retention! What do you really know about your customers? How old they are, where they live, their ethnicity, what they buy? Demographics like these have shaped marketing efforts, product development, and customer interactions for decades. But demographics are incomplete at best. At worst, they distort your view of the customer, mask flaws in your business, and cause missed opportunities—disastrous in a hypercompetitive economy. What Customers Crave upends the standard segmentation model. In its place, two simple questions reveal what motivates consumers and how to engage them: What do they love? What do they hate? Consider how the answers can impact your business. One type of customer is price sensitive, and loves personalized offers for products and services. Another hates dealing with offers, but values speed above all else; having to wait is a deal breaker. Create experiences that consistently exceed the expectations of both, and you’ll gain committed customers who share the love with others. Whether your business is a digital store, a global chain, or a mom-and-pop shop, What Customers Crave helps you rethink who your customers are, and shows you how to connect with each type across all touchpoints—from your online presence to face-to-face interactions to follow-up communications. Packed with examples of exceptional experiences engineered by Apple, Southwest Airlines, Zappos, In-N-Out Burgers, and dozens more, the book explains: * What online ratings and limitless choice did to business-as-usual approaches * Why CRM systems designed to find profitable and nonprofitable customers are obsolete * How disruptive innovators locate gaps in the customer experience and lure buyers away with more appealing ones * How strategic listening and contact point innovation help you identify customer types * Why bad policies and bad cultures can’t be solved with just more training of customer-focused employees * How great companies design experiences that build loyalty with each customer type—and how you can, too In a connected world where customers can promote you or destroy you, average experiences are not nearly enough. What Customers Crave delivers a fresh perspective and practical tools for discovering what drives people to buy or not, fixing hidden problems, and creating exceptional experiences that bring customers back for more. Nicholas J. Webb is a popular speaker and corporate strategist in the areas of customer experience design and innovation. His firm, Cravve, provides consulting and training to many of the world’s top brands. Connect with him at: www.whatcustomerscrave.com Twitter @nickwebbcom While angry customers can quickly wreck a business, indifferent ones kill it more slowly. To survive, the most successful companies toss out the status quo, tap into customers’ desires—and deliver experiences that resonate with every type of customer. They do it by asking two simple questions: What do customers love? What do they hate? What Customers Crave helps you find the answers, and reinvent how you engage with people both digitally and nondigitally. The tools, examples, and insights from an innovation thought leader show you how to: Discover who your customers really are and what they care about * Engineer exceptional, relevant experiences for each customer type * Connect across all five touchpoints * Co-create with customers, and much more * When you learn to provide your customers with exactly what they want, they not only buy—they come back again and again . . . and bring their friends! Nick Webb is one of the top Customer Experience and Customer Service experts in the world. He has been awarded the "Global Gurus Top 30" de