Discussing the Book of the Month
December 2004 - Clued In : How to Keep Customers Coming Back Again and Again
Too few businesses use the experience of buying a product or service to engage every customer. Because businesses have so fundamentally ignored customers' needs, consumers have become increasingly disappointed, disgruntled, devalued, and disloyal. Carbone, the founder and CEO of the consultancy Experience Engineering Inc., writes with authority about those "clues" -- rational and emotional, human and environmental -- that lead to the cash register, whether the customer realizes it or not.
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Discussion Questions
- How much does the experience you receive when buying a cup of coffee, for instance, play into how much you are willing to spend on that coffee? Why?
- How often does your company communicate with its customers about making their experience of buying from you more pleasurable?
- Can you recall times when you vowed you would not do business with a company because of a poor customer experience? Did you tell the company?
- Discuss some things companies have developed to encourage customer loyalty. Have they made a difference in your own life?
