What Customers Crave

What Customers Crave : How to Create Relevant and Memorable Experiences at Every Touchpoint

3.72 (169 ratings by Goodreads)
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Think you know your customers? You better be more assured than just thinking you do, because your success depends on it! The best companies in the world first research exhaustively what their customers desire, and then they deliver it in memorable and deeply human experiences--resulting in success previously believed to be unachievable. So once again, how well do you know your customers?In a hyperconnected economy that is radically changing consumer expectations, this vital expectation for any successful business is not always easy. But in What Customers Crave, author and business strategist Nicholas Webb simplifies this critical task into being able to confidently answer two questions: What do your customers love? What do they hate?Jam-packed with tools and examples, this must-have resource helps businesses reinvent how they engage with customers (both physical and virtual). Learn how to:* Gain invaluable insights into who your customers are and what they care about* Use listening posts and Contact Point Innovation to refine customer types* Engineer experiences for each micromarket that are not only exceptional, but insanely relevant* Connect across the five most important touchpoints* Co-create with your customers* And more!It's time to reinvent the ways you engage with your customers. Because when you learn to provide for them exactly what they want, they not only bring along their wallets but those belong to their friends as well!
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Product details

  • Hardback | 256 pages
  • 165 x 245 x 25mm | 430g
  • Amacom
  • Nashville, United States
  • English
  • Special ed
  • Illustrations, unspecified
  • 0814437818
  • 9780814437810
  • 204,788

Flap copy

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:


Twitter @nickwebbcom
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Back cover copy

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!
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Review quote

"Insightful and pragmatic, this book provides the tools that organizations need to truly satisfy customers and orchestrate memorable experiences for them." --Publishers Weekly ..".provides a really interesting look at the subject, mixing effortlessly theory and practical advice together to great effect, offering relevant and actionable advice for all." --Autamme "If you are looking for a lasting competitive advantage, I recommend that you follow the steps outlined here to create experiences that your customers crave." --Marty Zwilling, The Huffington Post "This is a must-read for anyone who is serious about customer service and retention...and who isn't?" --PCB007 "Filled with lots of examples of businesses who are relying on this marketing strategy, the book is very readable and the information... down-to-earth and possible to implement." --Retailing Insight "Exceptionally well written, organized and presented, What Customers Crave is unreservedly recommended" --Midwest Book Review "Will change the way you think about customer service." --Mashable "Webb upends old models of selling...If you're a business owner seeking new insights for selling product in an experience-centric market...this could be an extremely helpful read." -Manhattan Book review
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About Webb

As one of the world's leading innovation strategists and futurists, Nicholas J. Webb, CEO of LeaderLogic, works closely with Fortune 500 companies throughout the world to help them lead their industries in innovation, strategy, and growth. He serves as Chief Innovation Officer for the Center for Innovation at Western University of Health Sciences in Pomona, California, and is an adjunct professor of health sciences. He speaks at 50+ events annually, and his clients include Gatorade, CIGNA, Freightliner, Johnson & Johnson, Verizon Wireless, Salesforce, Siemens, FedEx, and Genetech. Webb has been awarded over 40 patents by the US patent and trademark office, for medical, industrial, and consumer technologies.
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Rating details

169 ratings
3.72 out of 5 stars
5 24% (40)
4 36% (60)
3 32% (54)
2 7% (12)
1 2% (3)
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