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

ISBN10: 126425878X | ISBN13: 9781264258789

From Impressed to Obsessed: 12 Principles for Turning Customers and Employees into Lifelong Fans
ISBN10: 126425878X
ISBN13: 9781264258789
By Jon Picoult

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If you’re aspiring to satisfy your customers, then you’re aspiring to mediocrity. That’s the fascinating premise of From Impressed to Obsessed, a book that will fundamentally change how you think about creating a successful, beloved business. Acclaimed customer experience expert Jon Picoult explains why building customer loyalty requires leaving indelible positive impressions on everyone you work with—not just shaping their experiences, but also shaping their memories. Picoult explores the cognitive science behind great customer experiences, pinpointing the breakthrough, psychology-based strategies that both industry leaders (like Apple, Disney, and Southwest Airlines) as well as fast-growing startups (like BILT and Framebridge) use to shape people’s perceptions and sculpt unforgettable impressions—thereby turning more sales prospects into customers, and more customers into obsessed brand ambassadors. Packed with intriguing case studies, engaging stories, and eye-opening research, the book details these proven principles and illustrates how they can be applied to almost any type of business or customer. Examples include cases that show how to: •Create Peaks & Avoid Valleys—leverage the science of memory to etch positive impressions in people’s minds, by creating greater experiential peaks and fewer experiential valleys. •Give the Perception of Control—the almost magical power of giving customers a sense of agency, via choice and expectation-setting, causing them to feel better about the experience a business is already delivering. •Make It Effortless—make interactions easy for customers, not just from a physical perspective, but also a cognitive one, to satisfy today’s demand for simplicity and convenience. •Stir Emotion—harness the power of emotion as a memory cue, by infusing customer experiences with emotional resonance, highlighting positive feelings while stemming negative ones. No matter what kind of constituency you serve—customers or colleagues, individuals or institutions, employees or employment candidates—this book will help you do it with distinction. Picoult’s message is particularly relevant for managers, as he shows the parallels between how great companies cultivate engagement with customers, and how great leaders accomplish the same with their workforce. From Impressed to Obsessed reveals the what, the why, and— most importantly—the how behind great customer experiences. Filled with actionable insights, the book provides an invaluable roadmap for becoming the company that everyone wants to do business with, the employer everyone wants to work for, and the leader everyone wants to follow.

Acknowledgments 
Introduction 

PART ONE
CUSTOMER EXPERIENCE DEFINED
CHAPTER 1 Lessons from Wrap Rage 
CHAPTER 2 Know Your Customer 

PART TWO
THE CASE FOR CUSTOMER EXPERIENCE
CHAPTER 3 The Economic Calculus 
CHAPTER 4 The Competitive Bar 

PART THREE
STAGING A GREAT EXPERIENCE
CHAPTER 5 Onstage and Backstage 
CHAPTER 6 The Choreography 

PART FOUR
THE 12 PRINCIPLES FOR
CREATING LIFELONG FANS
CHAPTER 7 Create Peaks and Avoid Valleys 
CHAPTER 8 Finish Strong 
CHAPTER 9 Make It Effortless 
CHAPTER 10 Keep It Simple 
CHAPTER 11 Stir Emotion 
CHAPTER 12 Give the Perception of Control 
CHAPTER 13 Be an Advocate 
CHAPTER 14 Create Relevance 
CHAPTER 15 Pay Attention to the Details 
CHAPTER 16 Personalize the Experience 
CHAPTER 17 Deliver Pleasant Surprises 
CHAPTER 18 Recover with Style 

PART FIVE
THE POWER OF THE PRINCIPLES
CHAPTER 19 Great Performances 
CHAPTER 20 Start Impressing 
Want More? 

Notes 
Index 

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