Capturing Customers' Hearts

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Brian Clegg

We all realize how important customers are. We all know what will help build a good relationship with our customers. Yet so often it is done badly. Unlike great products and low prices, great customer service is hard to copy. In a fiercely competitive world, differentiation is the name of the game.

Capturing Customers' Hearts analyzes companies where the product or the company itself generate a special reaction in the customer, something much more than brand loyalty - true affection. Building 12 components of charisma on the foundation of service delivery, it uses examples of best and worst practice to pinpoint the forces that will win new customers, keep them and capture their hearts.

Reviews

In an increasingly competitive business market, building customer relationships can differentiate your business from the pack. Capturing Customers' Hearts explains how companies can build relationships through customers' emotions. For example, Clegg discusses ways to make customers feel ownership toward a business—they don't just like the hardware store, they feel it is their hardware store. With the increased use of technology-based customer service practices, companies must remember that in the end, the best customer service comes down to people dealing with people. The implementation of a good CRM system is positive step toward improving service, but becomes much less of an asset if customers don't feel good about the person using the CRM system. Clegg's use of best and worst case scenarios—"Good News" stories and "Horror Story" anecdotes—enlivens the book. Make a point to take the "Where are You Now?" assessment to gauge your company's charisma, and get pointers on avoiding "junk service." Harvard Business School - Working Knowledge for Business Leaders

A CRC Gem! Insightful, poignant and to the point.. for a sales or customer relationship manager the book is a must. Too often we hear ourselves talk not listening to the customer....this will change some of the ways I treat my customers in the financial services industry. Books Under Review.com

Essential reading - every page presents fresh insights and facts that are now crucial to differentiation and success. Adrian E. Lucas, CEO, Imerge Limited

Yet again Brian goes to the heart of the issue giving and inspired insight into the realities of managing customer relationships. A must for companies who want to stand out like a beacon by going the extra light year for their customers... Tony Solomon, Marketing Communications Director, Zurich IFA Group

Brian Clegg's new book is a 'tour de force'. It ranges wide over the vast terrain of customer service as well as digging deep into some of the fundamental issues that still need to be addressed. Not only did I learn a lot from this excellent book but I found it incredibly enjoyable to read. David Freemantle, author The Stimulus Factor

Provides brilliant insights into attracting and retaining customers. Tim Robison, Director, Lucent Technologies

Extract

Customer service has been a crucial focus for at least 15 years now. Does this mean that we can put our feet up, say 'we've done the customer' and move onto the next big thing? Not a chance. The continued focus on customers is an imperative given the realities of the marketplace:

• Good customer service is still the exception, even after all this time. Okay, the staff may have 'how can I help you' on their name badges, and may have learned how to smile, but the service still stops a long way short of excellence.
• The customers' ideas of good service have been transformed in the last 15 years. The rise of consumerism and consumer rights attests to this - our customers expect more now. Much more.
• The opposition has not stayed still. If our relationship with our customers is to be a prime driver of differentiation, it is necessary to take a whole step further into the customer arena.

Survey after survey has shown that customers are deeply unhappy with service levels. When I was gathering stories to illustrate this book, it was very easy to get examples of bad customer service – but many, many people could not think of a single instance of great customer service. To make the customer relationship the driving force behind repeat business and differentiation calls for a quantum shift. From consumer friendliness to charisma. We don't want to be nice to our customers, we want them to love us. To desire our company's products. To speak to other people about our company with awe in their voices. We need to capture their hearts.