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Extreme Trust: Honesty as a Competitive Advantage [Hardcover]

PHD Don & Martha Peppers & Rogers

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Book Description

27 Sep 2012

How companies can stay competitive in a world of total transparency.

With their first book, 1993's The One-to-One Future, Don Peppers and Martha Rogers introduced the idea of managing interactive customer relationships, long before the Web and social networking made it standard business practice. With Extreme Trust, they look to the future once again, predicting that rising levels of transparency will require companies to protect the interests of their customers and employees proactively, even when it sometimes costs money in the short term.

The importance of this "trustability" will transform every industry. Retail banks won't be able to rely as much on overdraft charges. Consumers will expect retailers to remind them when they have unused balances on gift cards. Credit card companies will coach customers to avoid excessive borrowing. Cell phone providers will help customers find appropriate calling plans for their usage patterns.

Success won't come from top-down rules and processes, but from bottom-up solutions on the part of employees and customers themselves. And the most successful businesses will earn and keep the extreme trust of everyone they interact with


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Review

"'Trust is the new black.' We all rely on those we trust, and that's particularly true when it comes to business. "Extreme Trust "talks about how trust is increas-ingly critical in business, and how trustworthiness, or its absence, has become increasingly visible. It discusses what trustworthy behavior means in business, and how to change corporate culture to make it more genuinely trustable."--Craig Newmark, founder of craigslist.com "This book is a must-read for anyone leading an organization. The future is com-ing and it's coming fast. Peppers and Rogers's insights and advice will lead you through this remarkable time of change. Simply indispensable."
--John Costello, chief global marketing and innovation officer, Dunkin' Brands, Inc. "What I loved about this book is that it forces the reader to stop using tradi-tional ways of looking at business value (efficiency, productivity) in order to understand the trust crisis. And the further I got, the more I realized it really is a crisis. Lack of trust in business is almost something we now take for granted, as a normal cost of doing business. It's why the exceptions are so remarkable. "Extreme Trust "has shown us not only why it is so wrong that we take that for granted, but why it is so costly. It's the first book that really lays out a prac-tical model for the evolution of business--big business--and it is brilliant."--Jennifer Evans, CEO of Sequentia "Despite the shifting sands of time, Peppers and Rogers remind us what we never should have forgotten. Extreme trust is the "only "foundation to build on. This is the best book yet from this insightful duo!"--Marilyn Carlson Nelson, chairman of Carlson "Once again, the remarkable team of Peppers and Rogers nails it. Ignore them at your peril."--Seth Godin, author of "Linchpin"

About the Author

Don Peppers and Martha Rogers have published nine books together, their first, The One to One Future: Building Relationships One Customer at a Time (Currency/Doubleday, 1993), has been hailed as "one of the bibles of the new marketing." They are the founders of Peppers & Rogers Group, a global consulting firm with offices on six continents. Their client list has included Bank of America, the US Postal Service, Isbank (Turkey), and HM Revenue & Customs (UK's tax authority). Both were named among Business 2.0 Magazine's 19 "foremost business gurus of our time."

peppersandrogersgroup.com


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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews

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Amazon.com: 4.5 out of 5 stars  16 reviews
8 of 9 people found the following review helpful
5.0 out of 5 stars Stunningly insightful; stopped me in my tracks 27 April 2012
By Bruce Kasanoff - Published on Amazon.com
Format:Hardcover|Verified Purchase
17 years ago, I bought The One to One Future and ended up reading the whole book in my car. I literally could not put it down, it was filled with such a clear vision of how business needed to change. That book changed the path of my career, and life.

This one is even better.

It has observations that stop you dead in your tracks, they are such fundamental truths about the ways that corporate culture must change. For example, authors list six examples of trustworthy companies in the 20th vs. 21st century. Until now, a trustworthy company "manages and coordinates all brand messaging to ensure a compelling and consistent story." But now such a company "recognizes that what people say about the brand is far more important than what the company says."

Absolutely, dead-on right. How many companies understand this? Very few.

Later in the book, the authors tell the tale of a United Airlines captain, John McFadden, who writes personal thank-you notes to high value passengers who fly on his plane. They observe, "In the final analysis, McFadden values empathy and reciprocity above everything else. He refuses to just be an employee. He insists on being a human."

Stopped me in my tracks again. The future of business lies in weaving Captain McFadden's attitude into corporate cultures, and forcing out mindless obsessions with compliance, efficiency and spin.

This book is filled with humanity, but not of the blue-sky dreamer type. Peppers and Rogers argue persuasively that there is no profitable alternative but to operate in a more "trustable" way. Once again, they see the future more clearly than others, and they understand that with everything and everyone and everywhere linked together... there will be nowhere to hide, and no room for deceit.
3 of 3 people found the following review helpful
5.0 out of 5 stars Now is better than we think 8 Aug 2012
By Curtis Bingham - Published on Amazon.com
Format:Hardcover|Verified Purchase
If the future of commerce forecast by Don Peppers and Martha Rogers in their new book, Extreme Trust: Honesty as a Competitive Advantage, turns out to be even partly true... but then, it already is partly true.

In a nutshell, the premise of the book is that while many companies today are trustworthy - they mostly do what they say they will do - they are not trustable unless or until they proactively, and with competence, promote and safeguard their customers' best interests. Thus, trustability - relentlessly scrutinized and monitored via social media and the inevitable transparency enabled by technology and human connectivity - will soon become the new standard by which businesses will succeed or fail.

That's a standard I can live with.

Now, I will admit that while I was delighted to feel so good, so encouraged, as I read the book's opening chapter, those very emotions made me skeptical and suspicious that what I was feeling originated from reading what I wanted to read and not what really describes the world-out-there. But the further I went into the book, the greater, the deeper, the more compelling became the authors' case. I realized that the book isn't a forecast; it's a startling and exhilarating interpretation of what previously appeared to be chaotic socio-economic events and dynamics. Their use of the dramatic, up-to-the-minute anecdotes and examples with which our current marketplace abounds is entertaining and powerfully drives home the reality of the brave new world of commerce that is emerging all around us. The transition - happening now - is not and won't continue to be easy or painless, but we all know that already. What we may not know is how much hope there is.

I consider myself late to the social media party; in fact, I'd say I'm still in the foyer greeting the hosts. But another rich facet of this book is the incredible context it provides and insight it offers on social media for latecomers like me; how and why it works; how and why it has become so prevalent and will only continue to grow; the larger function that it performs.

There's far more depth and breadth to this book than I can convey in a product review (check out the - count `em: 45 - pages of notes in the back), but I feel I would be remiss if I did not point out, at least, that in addition to their amazing explanations for the promising new development that is trustability, the authors go much, much further by providing the understanding, the guidance, and the direction to navigate the profound changes that will accompany and have already resulted from this phenomenon.

I highly recommend this book. Anyone currently wrestling with implementing and delivering on the promise of customer centricity, with all that entails, will find this invaluable resource a powerful, visionary guide by which to steer their efforts. And everyone who has ever had a lousy customer experience and longs for better days and better treatment at the hands of businesses and corporations will find it a thought-provoking and extremely satisfying read.
2 of 2 people found the following review helpful
5.0 out of 5 stars EXCELENTE!! 7 Jun 2012
By jose yamagoshi - Published on Amazon.com
Format:Kindle Edition|Verified Purchase
La perspectiva de Don Peppers y Martha Rogers,en Extreme Trust, nuevamente nos sorprende volviendo a los origines de las relaciones humanas. Confianza, Honestidad, Integridad valores imprescindibles y vitales para los negocios hoy en día!
JoseCarlos Yamagoshi
Interaction Perú
1 of 1 people found the following review helpful
5.0 out of 5 stars Good advice for the future of your business 11 Feb 2013
By Tom Fletcher - Published on Amazon.com
Format:Hardcover|Verified Purchase
Provocative. Relevant. Inspiring. Offers valuable insight into a rapidly building global trend in business. Persuasive, evidence-based argument proving just like Mom told us: honesty is the best policy.
1 of 1 people found the following review helpful
5.0 out of 5 stars Some excellent ideas... 17 Sep 2012
By M. Louca - Published on Amazon.com
Format:Hardcover
Great book with some deep thought and detailed examples-gives some relevant case studies and actual examples with opionions that rise above just standard theory.
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