I just finished reading Lior Arussy’s latest biz book, PASSIONATE & PROFITABLE. It’s an HBR article on steroids going deep into how companies can better develop passionate and profitable relationships with customers.
Much of the book stems from a Customer Experience Management Study (.pdf) conducted by Lior’s Strativity Group in 2003. One mind-boggling finding from this study is 45% of surveyed executives felt their company didn’t deserve the loyalty displayed by their customers. (WOW!)
One idea from the book I’m going to implement with my clients is the notion of writing a Customer Job Description. On page 75 of PASSIONATE & PROFITABLE Lior writes,
”Imagine that your customer works for you. Just like an employee, the customer will do what you tell him or her to do and be measured accordingly. Imagine that you can assign roles and responsibilities that you will expect him or her to live up to. This is the essence of defining your expectations from the relationship.”
A Customer Job Description … nice idea Lior.
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