What Customers Crave

August 29, 2016
Webb, a consultant and partner at Lassen Innovation, explores the concept of superior customer service that not only satisfies clients but converts them into advocates for one’s business. Webb states that the emphasis of customer service should be on two extremely simple concepts: “what customers love” and “what customers hate.” He groups his ideas into sections on customer experience and the customer-business relationship. He identifies three principles for creating singular service, namely “understand, invent, and express,” and examines how expectations for service have changed—and risen—in recent years. The book’s second half focuses on five touchpoints between a business and its customers, explaining to businesspeople how to first connect with consumers then stay connected with them. Webb concludes with thoughts on how technology will shape customer experience in the future and offers a practical roadmap for answering the titular question. Chapters end with helpful takeaways that recap important ideas, and the book’s clever design, which includes ample visuals, also helps to stress key points. Insightful and pragmatic, this book provides the tools that organizations need to truly satisfy customers and orchestrate memorable experiences for them.