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Customer CEO Hardcover – 30 Apr 2013

5 out of 5 stars 2 customer reviews

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Product details

  • Hardcover: 240 pages
  • Publisher: Bibliomotion Inc. (30 April 2013)
  • Language: English
  • ISBN-10: 1937134377
  • ISBN-13: 978-1937134372
  • Product Dimensions: 22 x 15.2 x 2.1 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: 1,220,131 in Books (See Top 100 in Books)

More About the Author

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Product Description

About the Author

Chuck Wall is the founder of Customer CEO, the customer thinking company. Customer thinking is the way to fuse customer data and insight to increase engagement and improve the experience. Chuck has interviewed over 100,000 customers, making him an expert in customer understanding. Prior to launching Customer CEO, Chuck started seven enterprises across multiple industries. As a serial entrepreneur, he has a deep understanding of business and strategy. As a marketing advisor, he has helped companies of every size sell billions of dollars in new products and services. His clients have included major brands like HP, Intel, Campbell Soup, and Yahoo. In addition to speaking professionally, Chuck has led workshops on customer insight, branding, and marketing at SMU, Texas A&M, and more. Chuck is active in non-profit work and was appointed by the Governor of Texas to serve as a board member of OneStar Foundation. He's a graduate of Southern Methodist University and lives in Austin, Texas. Michael Port is a New York Times bestselling author of Book Yourself Solid, Beyond Booked Solid, The Contrarian Effect, and The Think Big Manifesto.


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Format: Hardcover
Over the years, I have read and reviewed hundreds of books on one or more aspects of the "customer experience." Most (not all) of their authors recommend a customer-centric approach when attempting to create or increase demand for whatever is offered. Not everyone agrees with that approach. For example, Henry Ford once claimed, "If I had asked my customers what they wanted, they would have said faster horses." More recently, Steve Jobs observed, "You can't just ask customers what they want and then try to give it to them. By the time you get it built, they'll want something new."

That said, the facts remain that (a) customers tend to have a better idea of what they [begin italics] don't want [end italics] than they do of what they do want but (b) the great successes of the Model T and the iProducts indicate that consumers will generously reward what prove to be disruptive innovations and (c) those who are marketing products and/or services need to anticipate and prepare for significant changes in the given competitive marketplace. For example, Henry Ford created an industry of mass production of low-cost automobiles but refused to change when consumer preferences changed (e.g. choice of several in addition to black).

In Customer CEO, Chuck Wall correctly observes that consumers have more power now than ever before because they have more and better information - hence leverage -- now than ever before. Therefore, they decide whether or not to become a consumer. Barbara Bund was among the first to recognize the power of customer-centric thinking.
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Format: Kindle Edition
If you think you have internalised putting the customer at the heart of your organisation, Chuck Wall's Customer CEO will make you think again! It certainly did for me.

Although Chuck and I had never met, I was extremely honoured that he chose to feature MESH Planning, a company I set up in the UK in 2006, in the book. You might think I'd be pretty good at `walking the talk' when it comes to putting customers first, however, I found myself scribbling note after note of ideas to implement and actions to take.

By using the customer's voice throughout the book from the Prologue to the Epilogue with questions around the 9 CEO Powers, such as `Why is your answer always No?', 'Why is this so complicated?' or `What about my ideas?', the reader firstly engages as a customer and then as a business person or marketer. The case studies are rich with detail and I have already found myself recounting many of them to my colleagues. This book is jam-packed full of memorable concepts, like the Upside Down Org Chart (putting the customer at the top) and striking thoughts like, `Have you ever thought of your business as something more like a movement?'. Chuck Wall's writing challenges, provokes, made me laugh and grabbed my attention, to the point where Customer Thinking has spilled out into my everyday working life over the last two weeks as I read the book.

Customer CEO is a force for good in many senses. It has the power to jolt us out of paying lip-service to making the customer king which, in turn, has the power to transform our businesses. By buying a copy you will also be helping to provide families with Compassion's Water of Life clean water systems to make a fundamental difference to some of the 1.1 billion people without safe access to water.

Buy the book today and you'll find yourself a Customer CEO Champion tomorrow!
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