Passionate and Profitable: Why Customer Strategies Fail and Ten Steps to Do Them Right!

223 Pages·2005·1.32 MB·English

by  Lior Arussy

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P P
ASSIONATE AND ROFITABLE
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P P
ASSIONATE AND ROFITABLE
W C S F
HY USTOMER TRATEGIES AIL
T S D T R
AND EN TEPS TO O HEM IGHT
L A
IOR RUSSY
JOHN WILEY& SONS, INC.
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This book is printed on acid-free paper. (cid:2)(cid:2)
Copyright © 2005 by Lior Arussy. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.
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Library of Congress Cataloging-in-Publication Data:
Arussy, Lior.
Passionate and profitable : why customer strategies fail and ten steps to do
them right / Lior Arussy.
p. cm.
Includes bibliographical references and index.
ISBN 0-471-71392-9 (cloth)
1. Customer services—Management. 2. Customer relations. 3. Strategic planning.
4. Consumer satisfaction. I. Title.
HF5415.5.A784 2005
658.8'02—dc22 2004022230
Printed in the United States of America
10 9 8 7 6 5 4 3 2 1
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To All My Clients for Being
My Best Teachers
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A
CKNOWLEDGMENTS
Throughout my work experience, I came across many cases of both success
and failure. It is to the hundreds of clients who had the courage and will-
ingness to share their experiences that we owe gratitude and appreciation.
They are too many to name, but their contribution, nevertheless, was signif-
icant. And as such it is to them that this book is dedicated.
Special thanks to Bill Wear for being a trusted advisor, an honest editor,
and simply a friend. Thanks to the team at Wiley, Jackie Smith, Sheck Cho,
Colleen Scollans, Rose Sullivan, Natasha Andrews, Petrina Kulek, and Diana
Hawthorne, for bringing this book to life—I could not have done that with-
out you.
To my family who keeps on accepting and supporting my passion, there
are no words to describe my gratitude to you. I love you. Thank God.
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C
ONTENTS
Introduction: The Top Ten Crucial Mistakes in Customer Strategies xiii
The Graveyard of Good Intentions xiv
Failure Factors xvii
Chapter 1 Understanding the Fatal Mistakes 1
Fatal Mistake 1: Culture of the New 2
Fatal Mistake 2: Lipstick on the Pig 2
Fatal Mistake 3: Passion Loss 3
Fatal Mistake 4: Real Cost of Cost Reduction 3
Fatal Mistake 5: Failure to Operationalize 4
Fatal Mistake 6: You Get What You Pay For 4
Fatal Mistake 7: Management of Change 5
Fatal Mistake 8: Lack of Leadership 6
Fatal Mistake 9: Unstructured Relationship 6
Fatal Mistake 10: Technology Shortcut 7
Critical Choices 8
Chapter 2 Critical Choice 1: Who Are We, Customer Pleasers
or Efficiency Crunchers? 11
Lack of Definition and Criteria 13
Intention to Execution Gap 14
Price of Efficiency 16
Corporation–Customer Experience Aptitude Survey 19
Chapter 3 Critical Choice 2: What Is the Role of the Customer
in Our Existence? 25
Inherent Conflict 25
The Efficient Relationship Paradox 28
Corporations at a Juncture 31
What Customers? The Second Tough Choice 33
Congratulations, You Are at Par: The New Four Ps 35
Chapter 4 Critical Choice 3: What Defines Our Total
Experience? 39
Customer Strategies and the Art of
Customer Experience Management 42
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