2003 Q4 Book Review
The Customer Revolution
by Patricia B. Seybold
According to the author – you are no longer in control of your company’s destiny. The revolution is based on customers demanding that businesses change their pricing structure, distribution channels and the way that companies design and deliver products and services. In the customer economy, loyal customers have become the most precious commodity. Today the hardest thing for a company to acquire is not investment capital, products, employees, or even a brand. It’s customer loyalty. Customer capital is now at least as important as investment capital. And the value of your present and future customer relationships – your customer franchise – will determine the value of your company.
In order to participate in the customer revolution the authors discusses eight steps to deliver a total customer experience. These include:
- Create a compelling brand personality.
- Deliver a seamless experience across channels and touchpoints.
- Care about customers and their outcomes.
- Measure what matters to customers.
- Hone operational excellence.
- Value customers’ time.
- Place customers’ DNA at the core.
- Design to morph. The book includes a chapter on each step.
With a focus on customer relationships, the book offers insights into the customer revolution that is underway.