ECONOMICS

From Impressed to Obsessed: 12 Principles for Turning Customers and Employees into Lifelong Fans

by Jon Picoult
McGraw-Hill Education. Oct. 2021. 288p. ISBN 9781264258789. $35.95. BUS
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Business consultant Picoult argues here that successful companies often craft customers’ experiences in such a way as to make them deeply and enthusiastically appreciate the products or services on offer. He begins his book by defining “customer experience” and arguing for its vital importance in the business world. He cites studies showing that companies tend to rate the customer experience that they provide much more favorably than do their customers; for Picoult, this is a recipe for disaster. He proposes 12 research-based principles for designing and implementing an ideal customer experience (e.g., make it effortless; personalize the experience); for each principle, he offers cases in which it’s been successfully applied by companies.
VERDICT Picoult’s book will appeal to managers who have high regard for customer experience and are willing to devote a lot of time and effort to improving it.
Reviewed by Shmuel Ben-Gad, Gelman Lib., George Washington Univ., Washington, DC , Dec 17, 2021
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