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On Purpose: Delivering a Branded Customer Experience People Love Paperback – 3 Nov 2015

4.9 out of 5 stars 14 customer reviews

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Product details

  • Paperback: 288 pages
  • Publisher: Kogan Page; 1 edition (3 Nov. 2015)
  • Language: English
  • ISBN-10: 0749471913
  • ISBN-13: 978-0749471910
  • Product Dimensions: 15.2 x 1.6 x 22.9 cm
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (14 customer reviews)
  • Amazon Bestsellers Rank: 156,182 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description


"To define a purpose that will galvanise the entire organisation is a leap of faith and requires strong leadership, but it also requires the clear and compelling process outlined in this book if you are to embark on this incredible journey." (Patrick Dempsey OBE, former Managing Director of Whitbread Hotels & Restaurants 2015-08-18)

"Shaun and Andy have created another great book, On Purpose, describing simply how great businesses use purpose and focus to fill customer needs and create value. Well done." (Vernon W. Hill II, Founder/Chairman of Metro Bank 2015-08-18)

"Creating a WOW experience for customers starts with creating a WOW experience for employees and both need to be based on your purpose. This book can show you how." (Tony Hsieh, CEO of Zappos.com, Inc. and New York Times bestselling author of Delivering Happiness 2015-09-09)

"With their latest book, Shaun Smith and Andy Milligan delve even further into the fabric of customer-focused companies, exploring the very purpose of these brands, and making a convincing correlation between customer advocacy and a strong sense of company purpose.... But On Purpose isn't just thought-provoking - it is also action-provoking. It will surely generate an urgent sense of soul-searching amongst those whose brands are built as money-making machines. But it will also encourage those brands built on more purposeful foundations to revisit their philosophies and ensure that these are being clearly communicated both to employees and customers. The key message of this terrific book is that brands need to be engaging and inspiring to stand out from the crowd. And without a clear sense of purpose - within the company, its leaders, its staff and its communications - brands will struggle to be distinctive." (Neil Davey Editor, MyCustomer, Group Editor SIFT MEDIA 2015-08-21)

"Shaun Smith and Andy Milligan have added another strong chapter to their purpose. This is a must read for any leader who is looking at differentiating their business by asking the important "why" and "why us" questions. It will provide excellent guidance on how to create your own journey and, most importantly, how to stick to it once your business purpose has been found." (Frans-Willem de Kloet, Managing Director & CEO UPC Czech Republic 2015-08-18)

"No successful business leader of the future can feel exempt from reading this remarkable book. It is by two global experts, extremely readable and compelling in its key message to place customer experience at the very core of every business." (Roger Harrop, The CEO Expert, Author, International Speaker 2015-08-21)

"Every now and then a truly cutting-edge book comes along that changes everything we know about the secrets of organizational greatness. On Purpose is a profound yet practical book no leader should miss reading. Laced with powerful examples and pragmatic practices, and written in a poignant style, Smith and Milligan reveal the mysteries of long-term enterprise success." (Chip R. Bell, author of The 9½ Principles of Innovative Service 2015-08-18)

"'On Purpose' wonderfully, informatively and encouragingly, brings to life the importance of a brand recognising the importance of having 'an authentic and credible sense of purpose'. It explores why this matters to consumers and employees alike - we all need to have an emotional connection with the purpose of a brand. ... Whether you are looking for validation of existing knowledge; new ideas to take your approach to Customer Experience forward; or just inspiration from two of the most experienced 'specialists' around, this cracking book has something for everyone interested in wanting to answer this fundamentally critical question: "what purpose does my business serve"." (Ian Golding, Customer Experience Specialist and Certified Customer Experience Professional, Customer Experience Consultancy Ltd)

"Great book - highly recommended!" (Joe Pine, co-author of The Experience Economy 2015-08-26)

Book Description

Provides advice and techniques for applying customer experience management principles to your company based on case studies and examples from leading brands, including Best Western, giffgaff, LEGO, IKEA and many more

Demonstrates clearly how to achieve brand differentiation and customer loyalty with real world interviews and anecdotes

Shows how to ensure authenticity flows through each touchpoint of your brand

Complemented by an online toolkit to help you define and communicate your business purpose throughout the organization and externally

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Customer Reviews

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Top Customer Reviews

Format: Kindle Edition Verified Purchase
Declaration of existing connection: I know the authors and have worked with Shaun. But I'm reviewing this for the same reason I work with him - I'm an admirer of his thinking and practice.

And I used to edit Customer Management and Customer Service Management Journals, so I'm supposed to be an objective 'expert' in this area and am reviewing the book from that perspective.

Firstly, I'm jealous, as this is a great book and I sometimes write business books, too, but not as well as this one is written.

Secondly, I feel a core message in this book - align the corporate purpose to the individual sense of purpose of the people in the Organization - is absolutely right. It struck me most strongly in the passage near the end where The authors offer an in depth case study of the hotel chain Premier Inn.

One of the leaders in that Organization talks about creating new jobs for young people at Premier Inn, and how the company's aims to create new jobs fit with a personal goal he has of helping to create 100,000 new jobs in his lifetime - through his career - particularly for young people who might otherwise find it hard to get good quality work that engages them with a good employer they want to stay with.

Companies talk a lot about purpose and vision and mission and try to get employees or potential employees to buy into that, as if the employee comes to them 'empty', with no personal 'purpose' and so they adopt yours.

That may well apply to some. But, increasingly, people have their own vision about the positive impact they want to have on the world and that example from Premier Inn is the strongest I've seen of an employee harnessing the organization's purpose to THEIR OWN personal purpose.
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Thought this was excellent. It addresses an issue which businesses are really grappling with at the moment - highly, highly topical! I'd read quite a lot on the concept of how purpose-driven leadership can help organisations but this seemed to take it one step further, with case studies and real life examples which made it much more interesting than the theory alone. Thought the research and arguments were very credible This was suggested to me as Amazon does as I'd read and enjoyed a previous book by the authors (Bold). Both were interesting but not dry - really nice style of writing which makes it easy to consume and not preachy or too complicated. Bold was packed full of examples of WHAT strong brands do but I liked the way seems to tackle WHY and how they end up being successful - - and I like the way you get guidelines and a toolkit to work on for your business too. Good for leaders working out how to make sure their businesses are delivering what they need to, or anyone interested in the theory of how businesses need to work with their customer experience now. Thought-provoking and useful stuff.
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Format: Paperback Verified Purchase
I bought 'On Purpose' after having read Bold: How to be Brave in Business and Win, written by the same authors a few years ago. 'Bold' included a number of inspirational case studies on brands that stand out because they have each have a strong sense of what they stand for and let this guide their decision-making. This simple idea is a very powerful one; develop a strong brand that resonates with your customers and employees and the rest should come naturally, as demonstrated by the likes of Innocent, O2 and Zappos. It’s easy to see how this works for these established brands, but it left me wondering how you get to that point? I was pleased to find that 'On Purpose' helps to fill in the gaps.

Rather than devoting a chapter to a single brand as 'Bold' did, 'On Purpose' is structured in such a way as to take you on the journey of how to develop your brand purpose and make it stick (and thus remain ‘on purpose’). It still does this using case studies, but they are interwoven with the narrative of the book, and rather than just provide a third-person account the authors include excerpts from interviews with the people that are responsible for making the brands the success stories they are. What I found surprising is how candid they are, but as the authors point out, they do so because they are confident that their competitors can’t replicate them with the same sense of authenticity and belief.
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Format: Paperback
My review could be biased. For two reasons. One, Shaun Smith is a personal friend of mine. Two, his idea to associate customer experience (CX) to brand is what I strongly agree with. Nowadays, CX is a hot topic in the business world and to make customers happy and wow them are what most enterprises trying to achieve. However, it is really uncommon to have someone like Shaun to put brand as such a crucial place in CX. He has been the pioneer of this balanced approach between brand and customer since 2002 with his first book, “Managing the Customer Experience,” and continuously and consistently preaching that idea with his other books such as “Uncommon Practice” and “Bold,” and particularly the latest, "On Purpose."

If you are a CX professional or executive, this book will be perceived differently than the other CX books in the market. It is not about wowing customers. It's about differentiating your brand from rivals. It does not only offer a different point of view that delivering a branded experience is the ultimate path to drive business result (and customer satisfaction) and supported with updated business cases and the interviews with senior executives of reputable brands, it renders you a practical and step-by-step approach to plan and implement your CX initiative. Be frank, it is not rocket science or anything that would surprise you, but it would help you to create an effective and branded customer experience with minimal resource.
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