On Purpose: Delivering a Branded Customer Experience People Love Paperback – 3 Nov 2015
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"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)
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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Top Customer Reviews
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.Read more ›
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.Read more ›
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.
Most Recent Customer Reviews
This is an exceptional book. Every CEO and business leader needs to factor this into their ongoing strategic plans if they wish to have sustained success.Published 6 months ago by R HARROP
"Highly practical advice, backed by numerous case studies, that shows any organisation how to achieve commercial success by intentionally building all business decisions on the... Read morePublished 7 months ago by Malcolm Ross
This book really nails it. The perfect antidote to smug ‘management' books that don’t use real-world examples or inspirational content. Read morePublished 7 months ago by TaPe07
Reading On Purpose I found myself constantly reaching for my pen and scribbling notes. Shaun and Andy do a great job of making the complex simple, which isn't easy. Read morePublished 8 months ago by Moira Flarriott
Andy & Shaun, have done it again- a marvellous book is full of practical insights, ideas and examples that will help you really change an organisation from the inside!Published 8 months ago by I. Ellwood