Smart Customers, Stupid Companies and over 2 million other books are available for Amazon Kindle . Learn more
£12.03
  • RRP: £16.95
  • You Save: £4.92 (29%)
FREE Delivery in the UK.
In stock.
Dispatched from and sold by Amazon.
Gift-wrap available.
Quantity:1
Trade in your item
Get a £2.13
Gift Card.
Have one to sell?
Flip to back Flip to front
Listen Playing... Paused   You're listening to a sample of the Audible audio edition.
Learn more
See this image

Smart Customers, Stupid Companies: Why Only Intelligent Companies Will Thrive, and How To Be One of Them Paperback – 17 Apr 2012


See all 2 formats and editions Hide other formats and editions
Amazon Price New from Used from
Kindle Edition
"Please retry"
Paperback
"Please retry"
£12.03
£12.03 £13.62

Frequently Bought Together

Smart Customers, Stupid Companies: Why Only Intelligent Companies Will Thrive, and How To Be One of Them + The Ten Principles Behind Great Customer Experiences (Financial Times Series)
Price For Both: £28.03

Buy the selected items together


Trade In this Item for up to £2.13
Trade in Smart Customers, Stupid Companies: Why Only Intelligent Companies Will Thrive, and How To Be One of Them for an Amazon Gift Card of up to £2.13, which you can then spend on millions of items across the site. Trade-in values may vary (terms apply). Learn more

Product details

  • Paperback: 200 pages
  • Publisher: Business Strategy Press (17 April 2012)
  • Language: English
  • ISBN-10: 0985133910
  • ISBN-13: 978-0985133917
  • Product Dimensions: 14 x 1.2 x 21.6 cm
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Bestsellers Rank: 530,546 in Books (See Top 100 in Books)

More About the Authors

Discover books, learn about writers, and more.

Product Description

About the Author

Michael Hinshaw is Managing Director of the customer experience innovation firm, MCorp Consulting.

Bruce Kasanoff is President of the marketing and innovation consultancy, Now Possible.


Inside This Book (Learn More)
Browse Sample Pages
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
Search inside this book:

Customer Reviews

4.3 out of 5 stars
5 star
2
4 star
0
3 star
1
2 star
0
1 star
0
See all 3 customer reviews
Share your thoughts with other customers

Most Helpful Customer Reviews

3 of 3 people found the following review helpful By ciseco on 30 Sep 2012
Format: Kindle Edition Verified Purchase
Book review ............Smart customers, stupid companies. I ran a bath, got in and started to read. I finished it before the water needed more hot. I downloaded it on Kindle, what very disappointing experience. I can only think it was converted without being checked by a human. Lots of blanks pages, often 5-6 in a row. Some images were small and hard to read.

The authors have good things to say but the layout is so phenomenally bad, it kills the experience. Now I read slow.........if I can go cover to cover in less than an hour this seriously surprising. It doesn't reward like a book does.

If I'd paid £14 for the book to be delivered I'd probably be quite angry, at £6 for the kindle version it would have been ok but for the ridiculous layout.

Summary - Valuable thoughts, very poorly delivered, too short.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
3 of 3 people found the following review helpful By Robert Morris TOP 500 REVIEWER on 28 Aug 2012
Format: Paperback
In this book, Michael Hinshaw and Bruce Kasanoff explain why and how companies must always be "smarter" than their customers are. Smarter about what? Specifically, smarter about establishing and then nourishing relationships with customers who, each day, increase their control of those relationships. Actually, companies are not smart or stupid but many of those who work for them are and sometimes the problem is ignorance or indifference, not stupidity. That is, those who interact with customers are not as well-informed as the customers are...or they really don't care.

Smart customers see disruptive change in terms of the opportunities it creates. For example, smartphones will become smarter (i.e. do more, do it better, and do it faster). Although Apple's iPhone 5 may not be able to support mobile payments via near-field communication (NFC), it is only a matter of time. Actually, there are hundreds (thousands?) of examples of disruptive change. Smart customers will understand them and take full advantage of them. Those who offer products and services must also view such disruptive change -- in social influence, pervasive memory, digital sensors, and the physical web -- in terms of opportunities created by it. I agreed with Hinshaw and Kasanoff: "Smart customers expect smart customer experiences"...and they will not settle for anything less.
Read more ›
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
Format: Kindle Edition Verified Purchase
The suggestion in this book to match products and services to customers better and give a better service is the road forward for the companies that will survive.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again

Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: 30 reviews
16 of 16 people found the following review helpful
what you do not know will kill your company - you must read this book 3 May 2012
By Reg Nordman - Published on Amazon.com
Format: Paperback
I loved this book. It contains enough examples and arguments to indicate exactly how your company needs to meet the smart plugged in customer. This aligns with recent machine to machine research RocketBuilders carried out. well written and beautifully argued. The authors look at four disrupters:

Social Influence (WofM)
Pervasive memory ( Amazon and Zappos)
Digital Sensors (machine to machine everywhere)
The Physical Web

I loved these quotes:

1. We are confronting a fundamental shift in the ways that companies interact with - and serve - their customers.At many firms, their "social media strategy" involves creating a Facebook page, monitoring social sites for mentions of thecompany or its products, and generally extending its existingbusiness model into the social media world.But this approach stops short of confronting the real issues.If you could physically see the thousands of social influencers

crowding the space between your sales team and your customers - if they were physically present in your store or office - you would no longer accept the misguided notion that a few extra posts online would solve your problems.The reason so many companies are vulnerable is because the state of relationships between companies and customers is so poor. Products and services tend to be impersonal. Responsiveness tends to be uneven at best, or miserable at worst. It is reasonable to assert that frustration, annoyance, and anger have been building among customers for decades. They are tired of being treated as numbers, of being misled or even lied to, and of being considered targets instead of living, breathing human beings.

2. CRM doesn't actually track relationships or experiences, it tracks transactions. As a result, CRM doesn't take into account the customers' views of the company, and doesn't capture how these interactions make customers feel, much less what they want or need. Yes, CRM does a great job tracking company perceptions of value, and tracking those interactions that are important to the company - sales, marketing, service, etc. - but it fundamentally misses what customers think, feel, and want as a result. It delivers an inside-out perspective that means the conclusions reached by companies about customer relationships are skewed, based on the interactions that occurred rather than the customer perceptions that resulted. While CRM can tell the company that two customers have the same set of interactions, it can't tell which customer is delighted, and which feels trapped, upset, and may be actively bad-mouthing the company online. This is important information.

This is a must read for leaders in the tech industry ( and every industry) . What you do not know will hurt you.
17 of 18 people found the following review helpful
One of the most exciting business books I've ever read 14 Jun 2012
By Don Peppers - Published on Amazon.com
Format: Paperback Verified Purchase
I dare you to try reading this book without getting at least ten brilliant new ideas for your business. You won't be able to do it. I've never encountered a book that has such a masterful blend of future-think and business common sense - and I read a LOT of books. Kasanoff and Hinshaw have done an absolutely marvelous job here, showing with relentless logic and specific examples how new technologies are raising customer expectations, and what a business ought to do about it.

The authors catalog four "disruptive forces" that both threaten every current business model and offer diverse opportunities for innovation - social, big data, digital sensors, and the internet of things. Then, for each one, they take you through a kaleidoscope of implications and examples.

I don't want to spoil the pleasure you're going to have from reading this concise and highly entertaining business masterpiece of creative thinking yourself, but let me just give one example of the kind of "ideation" tools Kasanoff and Hinshaw have packed into it. As they catalogue the many ways remote sensors could be used for business purposes, they insert this paragraph:

"Today, digital sensors can: monitor your tire pressure and avoid dangerous blowouts; analyze the gait of elderly citizens and warn of falls before they occur; follow the gaze of shoppers and identify which products they examine - but don't buy - in a store; monitor which pages readers of a magazine read or skip; float in the air over a factory and independently monitor the plant's emissions; detect impacts in the helmet of an athlete and make it impossible for them to hide potential serious blows to their brains; reveal when a dishwasher, refrigerator, computer, bridge, or dam is about to fail; trigger a different promotion as a new customer walks by a message board; analyze the duration and quality of your sleep; warn drivers that they are about to fall asleep; prevent intoxicated drivers from operating a motor vehicle; warn a person before he or she has a heart attack; detect wasted energy in both homes and commercial buildings; warn a parent or boss when anger is creeping into their voice, to help prevent them from saying or doing things they will later regret; tell waiting customers how far away the pizza delivery guy is from their house; analyze the movements of employees through a factory to detect wasted time and efforts; trigger product demonstrations or interactive manuals when a customer picks up or examines a product; congratulate an athlete when she swings a tennis racquet properly or achieves an efficient stride while running. What can they do tomorrow?"

You can't read that paragraph without your mind leaping ahead to the opportunities that these kinds of technologies might offer for your business. For instance, does your business involve any form of retailing or a physical establishment where customers come to transact business? The authors suggest that today "a physical store can be just as smart or smarter than a website. So can an office building, or a dealer's showroom. We don't think of `bricks and mortar'" as possessing this sort of intelligence, but with each passing day there are fewer reasons why not.

Smart Customers, Stupid Companies is chock full of "aha" ideas like this. I couldn't put it down, seriously.
I should also disclose here that I've been one of Bruce Kasanoff's biggest fans ever since he worked for Peppers & Rogers Group more than 10 years ago. His previous book, Making It Personal, is also worth a read. But this current work is - seriously - one of the best and most exciting reads I've had in a while.
5 of 5 people found the following review helpful
"Companies can't be competitive [or even survive] if they can't stay ahead of their customers" 28 Aug 2012
By Robert Morris - Published on Amazon.com
Format: Paperback
In this book, Michael Hinshaw and Bruce Kasanoff explain why and how companies must always be "smarter" than their customers are. Smarter about what? Specifically, smarter about establishing and then nourishing relationships with customers who, each day, increase their control of those relationships. Actually, companies are not smart or stupid but many of those who work for them are and sometimes the problem is ignorance or indifference, not stupidity. That is, those who interact with customers are not as well-informed as the customers are...or they really don't care.

Smart customers see disruptive change in terms of the opportunities it creates. For example, smartphones will become smarter (i.e. do more, do it better, and do it faster). Although Apple's iPhone 5 may not be able to support mobile payments via near-field communication (NFC), it is only a matter of time. Actually, there are hundreds (thousands?) of examples of disruptive change. Smart customers will understand them and take full advantage of them. Those who offer products and services must also view such disruptive change -- in social influence, pervasive memory, digital sensors, and the physical web -- in terms of opportunities created by it. I agreed with Hinshaw and Kasanoff: "Smart customers expect smart customer experiences"...and they will not settle for anything less.

These are among the dozens of passages that caught my eye:

o Profile of a "smart" customer (Pages 12-13)
o "Case Study, Circa 2015" (28-29)
o "A Framework for Infinite Opportunity and Innovation (39-41)
o "The Four Disruptive Forces" (53-80)
o The power and impact of "smart, interconnected touchpoints" (24, 114, 116-117, 140-142)
o 10 ways to disrupt an industry, raise standards, and create new growth opportunities (147-163)
o "Welcome to Simultaneous Change" (166-167)

Hinshaw and Kasanoff have much of substantial value to say about the "smart, interconnected touchpoints" to which I referred earlier. It's true that both touchpoints and customers are getting smarter. It is also true that within companies, interconnected touchpoints can help prepare those who interact with the company's customers as well as with each other. Moreover, consider the fact that under Steve Jobs's leadership, Apple created a number of immensely profitable products. One of the reasons they are "insanely great" is their interconnected touchpoints with those who use them. "As digital touchpoints continue to grow, the number of touchpoints a customer encounters as they move through your relationship cycle is moving towards the potentially infinite."

I commend Hinshaw and Kasanoff on their brilliant use of various reader-friendly devices, notably the "Key Takeaways" inserted at the conclusion of each major section. This device facilitates, indeed expedites frequent review of key pints later. Also, congratulations to everyone involved with the book's design. Choices of font size, bold or italics, ink color, etc. provide a visual variety and diversity that complement the flow of the lively as well as eloquent narrative. Bravo!
4 of 4 people found the following review helpful
You need to get smart. Do or do not. There is no try. 14 Jun 2012
By Ron Immink - Published on Amazon.com
Format: Paperback Verified Purchase
A perfect storm is coming your way. "Smart customers, stupid companies" takes four trends and explains what it will mean to your business. The trends are connectivity (the internet of everything), digital sensors (imagine a world where sensors are embedded in everything you see), pervasive memory (everything is recorded, evrything is data) and the impact of social media.

Over the last decade over 15 billion was spend on CRM systems. How much do you think customer satisfaction has increased as a result? Nil, nada, zip, zero. Why? CRM captures date that is relevant to the company, not the data that is relevant to the customer. And therein lies the problem.

There is no customer loyalty. Customers are now smarter than companies and adjust quicker to technology. A bad customer experience, means that they will switch (89%). Amplified by social media (their friends will switch too). Friction is business suicide.

You need to become as smart as your customer, you need to anticipate their needs, delight them and make sure that all the touch points you have with your customer are seamless and smart. Analyse the digital breadcrumbs. Imbed sensors in your products and in your business model. Create a holistic, single view of your customers. Integrate the voice of your customer in your organisation. Allow for mass customisation. Give you staff the power to delight.

The best defence is an ongoing "wow" customer experience.

What we like about the book is that it covers a wide range of books we have used before such as:

- "The end of business as usual" (digital Darwinism)

- "New normal" (friction no longer accepted)

- "What technology wants" (Skynet is coming)

- "Porn for bankers" (information revolution)

- `Infinite possibility" (to digitally boldly go where no one has gone before)

- "The thank you economy" (extreme customer service)

and translates that into some pertinent questions and becomes, in effect a workbook to transform you company. The chapter "Get smart" is particularly powerful.

Some tips form the book:

- Go extremely modular and allow to make their own product

- Cut your prices by 90% (it will happen anyway, read "Free")

- Be utterly transparent (no lies, no spin, tell the truth)

- Apply sensor technology and make your product and touch points smart

- Collect as much data as you can and use the data to be seamless, to delight your customer and to anticipate their needs.

The book ends with a challenge. "Many of you aren't going to do this. You don't have the culture to put customers first. You rather sell than serve"

They acknowledge it is hard. But it is not impossible. If you don't do it, your competitors will. And how can you disagree with a book that quotes Yoda; "Do or do not. There is no try".

Lets get smart!
4 of 4 people found the following review helpful
Must read for any business executive! 21 May 2012
By Amazon Customer - Published on Amazon.com
Format: Paperback Verified Purchase
Take the time to read this book and it will change the future of your business. Gets right to the point about how consumers have taken control and are shaping the future of business. Adapt or die is the message and I totally agree. It is well written, direct and in your face and gives fact-based data on how customer experience can make or break a company. I recommend this book and hope you will too!
Were these reviews helpful? Let us know

Look for similar items by category


Feedback