The Celebrity Experience: Insider Secrets to Delivering Red Carpet Customer Service Review

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The Celebrity Experience: Insider Secrets to Delivering Red Carpet Customer Service ReviewI really love the stories in this book! They really show how you can give red carpet service, no matter whether you're a BIG company or a small one! I couldn't wait to see what other celebrity stories were going to be there from one page to the next - I especially loved the green M&M's, and the pizza they baked on a plane to deliver it from one country to another... wow - it really helps you start thinking about what you can do that's extra for your customers (even if you can't fly a freshly-baked pizza to another country)! Great job getting our imaginations going to create better service for our customers.The Celebrity Experience: Insider Secrets to Delivering Red Carpet Customer Service Overview

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Flip the Funnel: How to Use Existing Customers to Gain New Ones Review

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Flip the Funnel: How to Use Existing Customers to Gain New Ones ReviewMarketing consultant and blogger Joseph Jaffe was the keynote speaker at the MarketingSherpa Email Summit in January 2010. Each member of the audience received a copy of Flip the Funnel courtesy of the event's sponsor. I've just returned from the conference and read the book on the trip home.
As is common in business books, Jaffe synthesizes a few new facts and concepts, with back-to-the-basics common sense, a collection of case studies into a strongly presented New World View. Jaffe's main point is compelling. The funnel that gets flipped in the book's title is the new business acquisition sales funnel of AIDA: Awareness, Interest, Desire, and Action.
Jaffe asserts that in today's new media environment - fueled by new social media connections - companies should instead focus on customer retention by having the highest quality customer experience. By focusing on the funnel that begins with a customer's first purchase, delighted customers can then be activated to become evangelists for the company. Thus, the company will grow it's customer base through a powerful word of mouth effect.
Jaffe's new flipped funnel is ADIA: Acknowledgement, Dialogue, Incentivization, and Activation.
As a Marketing Director who is developing a new social media strategy, Flip the Funnel has caused me to view our plans with a new perspective. On Monday, I will be taking the concepts from his keynote and the book to my colleagues at MCH, and I will be incorporating some of the ideas into my strategic plan.
That said, the book isn't perfect. It would have benefited from sticking closer to its most important concepts. Also, some of its case studies and examples aren't fresh. The YouTube PR horror stories of Domino's Pizza and United Airlines have already made the rounds. I spotted some typos and minor factual mistakes, too.
All in all, I recommend the book, and I highly recommend Jaffe's speaking events. He's a terrific presenter with an important approach to business in the age of social media.Flip the Funnel: How to Use Existing Customers to Gain New Ones Overview

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Strategic Customer Service: Managing the Customer Experience to Increase Positive Word of Mouth, Build Loyalty, and Maximize Profits Review

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Strategic Customer Service: Managing the Customer Experience to Increase Positive Word of Mouth, Build Loyalty, and Maximize Profits ReviewStrategic Customer Service: Managing the Customer Experience to Increase Positive Word of Mouth, Build Loyalty, and Maximize Profits
John Goodman's book Strategic Customer Service is excellent. In my personal library, I have approximately 150 books on customer service. Goodman's book is easily in the top 1% to 2% of all these books. I give Goodman high marks for three reasons. First, he writes well and is easy to read. Second, he discusses, in depth, a comprehensive range of customer service related subjects. Third, and perhaps most important of all, his book is solidly grounded in empirical findings. I highly recommend Strategic Customer Service to all readers who are searching for a clear, data based, and persuasive explanation as to why customer service is really as important and consequential as its enthusiastic supporters claim it to be.
Strategic Customer Service: Managing the Customer Experience to Increase Positive Word of Mouth, Build Loyalty, and Maximize Profits Overview

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