Winning Her Business: How to Transform the Customer Experience for the World’s Most Powerful Consumers

234 Pages·2019·9.44 MB·English

by  Bridget Brennan

PRAISE FOR WINNING HER BUSINESS
“Bridget Brennan provides us with a wonderful guide to navigating the
world of women consumers. In Winning Her Business, Brennan gives read-
ers valuable insights that can be leveraged from the corner office to the
sales floor.”
— INDRA K. NOOYI, Chairman, PepsiCo
“In an era of unmatched speed, convenience, selection, and price, win-
ning her business requires mastering every element of the customer
experience, including human interaction. Brennan’s Four Motivators
Framework® is a smart and scalable road map to actionable changes that
every business can leverage to succeed with one of the world’s largest
growth markets.”
—T OM BARTLEY, Head of Retail, Google
“At a time when a great customer experience is the expectation, Bridget
Brennan’s book is right on target. Her research and insight offer a prac-
tical guide to providing a tailored customer experience for the largest
growth market— women! Her logical approach is intuitive and actionable
for both men and women alike. This book should be required reading for
all leaders, in order for their business to succeed in a modern economy.”
—P EGGY TURNER, Vice President, Guest Retention and Satisfaction, Lexus
“Bridget Brennan is opening up our eyes to a compelling reality and to
a significant business opportunity. Brennan’s new book is visionary and
at the same time pragmatic and practical. It is a must read for anyone
interested in enhancing the customer experience and looking for new
business opportunities.”
—L AURENT FREIXE, Executive Vice President
and CEO, Zone Americas, Nestlé S.A.
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“Winning Her Business is a powerful resource for any business leader who
aspires to create inclusive customer experiences, stay relevant, and forge
authentic bonds with America’s new consumer. The book is chock full of
highly actionable insights, and Brennan’s Four Motivators Framework®
should be leverageable for any business, regardless of industry, across all
dimensions of difference, including gender and beyond.”
— SANDY CROSS, Senior Director of Diversity and Inclusion, PGA of America
“Few know more about female customers than Bridget Brennan. In
Winning Her Business she shows how to transform the customer experi-
ence for women by engaging their whole selves. If you want to tap into
an increasingly powerful customer base, this is the book for you.”
—F LORIAN ZETTELMEYER, Nancy L. Ertle Professor of Marketing, Chair,
Marketing Department, Kellogg School of Management, Northwestern University
“An insightful perspective on how women drive consumption and how
they see buying. The book is an easy- to- read, practical guide for modern
sales and customer service leaders, and it is relevant to many catego-
ries and contexts. Considering the female perspective is a global business
issue, accelerated in the digital age and relevant across all the world.”
—F ABIO VACIRCA, Senior Managing Director – Products,
Africa, Middle East, Asia-Pacific, Accenture
“If your business is aiming to win with women, then this is the book
for you. Bridget Brennan doesn’t just provide powerful ideas on how to
connect with women, but also the directive to put insight into action for
meaningful impact on your business.”
—I NGA STENTA, Head of Global Business Growth, Reebok
“Women have been instrumental to the growth of the snowboarding busi-
ness and lifestyle. Brennan shows us that winning is all about inclusivity.
Spend an hour with this book, and watch your customer communica-
tion skills grow.”
— ELYSA WALK, Senior Vice President and General
Manager, Americas, Burton Snowboards
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“Brennan connects with the reader in the precise way she recommends
we reach the female customer: with inspiration, confidence, and appre-
ciation of your time.”
— CHRISTINE WEIL SCHIRMER, Head of Communications, Pinterest
“Bridget Brennan’s point is clear: focusing on the female consumer will
have deep, economic benefit. Her tactics and best practices for knowing
and understanding the customer are crucial for anyone seeking to grow
their business.”
— CALVIN FIELDS, DIRECTOR, Thrifty Brand, The Hertz Corporation
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HOW TO TRANSFORM THE
CUSTOMER EXPERIENCE FOR
THE WORLD’S MOST
POWERFUL CONSUMERS
BRIDGET BRENNAN
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© 2019 by Bridget Brennan
All rights reserved. No portion of this book may be reproduced, stored in a retrieval
system, or transmitted in any form or by any means— electronic, mechanical,
photocopy, recording, scanning, or other— except for brief quotations in critical
reviews or articles, without the prior written permission of the publisher.
Published by HarperCollins Leadership, an imprint of HarperCollins Focus LLC.
Any internet addresses, phone numbers, or company or product information printed in
this book are offered as a resource and are not intended in any way to be or to imply an
endorsement by HarperCollins Leadership, nor does HarperCollins Leadership vouch
for the existence, content, or services of these sites, phone numbers, companies, or
products beyond the life of this book.
Unless otherwise noted, quotations in this book were taken from personal interviews
with business owners, executives. customers, and sales professionals.
The Four Motivators® Framework is a registered trademark of Female Factor Corp. All
rights reserved.
ISBN 978-1-4002-0998-9 (eBook)
ISBN 978-1-4002-0997-2 (HC)
ISBN 978-1-4002-1000-8 (TP)
ISBN 978-1-4002-1293-4 (IE)
Library of Congress Cataloging- in- Publication Data
Library of Congress Control Number: 2018959503
Printed in the United States of America
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To Erik, for everything
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