What Customers Hate: Drive Fast and Scalable Growth by Eliminating the Things that Drive Away Business

by Nicholas Webb

Overview

This book will teach you how to eliminate what customers hate and lead your market and customer satisfaction.

Whether you’re selling to consumers or business-to-business (B2B), perfection in the marketplace does not exist. When making buying decisions, customers are faced with an array of imperfect choices. The best organizations in the world are not only delivering great customer experience, but they’re also taking steps to proactively avoid the things that customers hate. These companies have learned that if you can eliminate what customers hate, you will instantly become the best option in your market.

No company, brand, or service enjoys 100 percent love. There will always be some degree of hate in the mix. Hate is a source of friction, and if there is too much friction, the process of moving products and services— regardless of their high quality—into the hands of customers will grind to a halt.

What Customers Hate will show you how to avoid the common pitfalls that have damaged some of the best organizations, and best teams in the world, and how to change the philosophical view of customer experience so you can learn that customer experience is actually an innovation activity. This customer experience playbook will give you actionable takeaways that include:

• How to turn an upset customer into a customer for life, in five easy steps.
• Why “haters” will determine your organization’s growth and profitability.
• How to thrive in the “experience economy.”
• The importance of the five-touch journey mapping.
• The impact of hate-love personification.
• How to turn your customers into “Evangelists.”
• The power of: Attraction, Promotion, Retention, and Avoiding Deflection.
• The secrets of the best organizations in the world.

This book is the product of many years of front-line work with some of the top brands in the world and their customers. Set aside the theories and concepts, this is the playbook you need. You’ll find that this approach will make it fast and easy to drive scalable growth, profitability, and most importantly, customer happiness.

Product Details

ISBN-13:	9781400236671
Publisher:	HarperCollins Leadership
Publication date:	03/15/2022
Pages:	240
Sales rank:	1,064,883
Product dimensions:	5.40(w) x 8.30(h) x 0.80(d)

About the Author

Nick Webb is one of the top Customer Experience and Customer Service experts in the world. He has been awarded the "Global Gurus Top 30" designation for Customer Service, for seven years in a row. Nick is the CEO of myLearnLogic.com, a Customer Experience Training and Advisory Firm that works with some of the top brands to help them build world-class customer experiences. As a technologist, he has been awarded over 40 US patents for consumer and technology products. He has served as an Adjunct Professor for a Health Science University where he also led the Center for Innovation. Nick is the author of multiple number one best-selling books, in the area of Business Innovation, Customer Experience and Leadership. Nick is also one of the top Keynote Speakers in the area Business Growth, Innovation, Future Trends and Customer Experience.

Contact the Author

Nick is always excited to learn about how his readers have applied his methods to drive world-class customer experience in their own organization. Nick can be contacted through his consulting and training firm at www.mylearnlogic.com or for speaking engagements contact him at www.nickwebb.com

Table of Contents

Acknowledgments ix

Preface xi

Introduction xv

Chapter 1 Your Customers Hate You. Get Used to It! 1

Chapter 2 Touchpoint #1: The Pre-Touches 17

Chapter 3 Touchpoint #2: The First Touches 31

Chapter 4 Touchpoint #3: The Core Touch 43

Chapter 5 Touchpoint #4: The Last Touches 57

Chapter 6 Touchpoint #5: The In-Touch 75

Chapter 7 Stop Focusing Only on What You Think Customers Want 89

Chapter 8 Tough Choices in the Real World 103

Chapter 9 Lessons from the Customer Experience Hazmat Team 115

Chapter 10 Your Employees Create Lovepoints 127

Chapter 11 Customer Experience Innovation 139

Chapter 12 Happiness As a Strategy 153

Chapter 13 The Customer Survey IS Your Enemy 167

Chapter 14 RealRatings: The Customer Survey of Tomorrow 179

Thank You for Reading 203

Notes 205

Index 211

Contact the Author 219

About the Author 220