Customer Karma: Why Stop at a One-Night Stand, When You Can Have a Lifetime Relationship with Your Customers? - Softcover

Sen, Arjun

Softcover

ISBN 10: 1532005229 ISBN 13: 9781532005220

Verlag: iUniverse, 2016

Inhaltsangabe

In Arjun Sen's most recent book, Customer Karma, "Why stop at a one-night stand when you can have a lifetime relationship with your customer", he uncovers the blind spots of many well intentioned companies in the customer dating game. Arjun draws upon his broad experience in marketing, branding, and customer relationships to offer impactful customer-centered insights for business professionals of all levels. Arjun successfully piques your curiosity and keeps you coming back for more with his first-hand industry stories that demonstrate the power of genuinely connecting with clients. This book has something in it for anyone who intends to attract and keep customers, or someone who wants to build meaningful customer relationships.

Arjun playfully crosses the boundary of polite business correctness to reveal the biggest vulnerability of businesses; not knowing on a personal level anything about customers they are pursuing or specifically what makes them tick. He akins businesses to a dater and parallels the process of courting a date and should be a similar process to courting a customer. He brings tremendous value in his explanations of how to connect with customers in a way that requires awareness and authenticity.

Arjun excels in his ability to shift his perspective, and reframe situations, so that the reader can see things as both the business and the customer. His first-hand experiences are relatable and applicable to seemingly every business. Arjun cleverly examines plausible and real-life business scenarios, through the lens of karma, which he defines as outcomes based on one's own efforts and actions. The reader is left with a deeper understanding of what works to cultivate lifelong customer relationships, using dating relationships as the litmus test for authenticity and sincerity.

Customer Karma, is a must-read for any business that wants to attract, effectively serve and retain life-long customers. Good karma is cultivated by heart-felt good action. When companies genuinely invest in their customers, they are rewarded with good karma of customer loyalty the abundant returns. This formula works with every relationship and in every area of your life. But knowing the formula is not good enough as Arjun emphasizes that Customer Karma is about action, not words. Businesses build good "Customer Karma" only when they actually put their customers first in all their actions.

Über diesen Titel

Über die Autorin bzw. den Autor

Arjun Sen is president and founder of ZenMango®, a marketing consulting firm that works with restaurants, retail, nonprofits, academic institutions, golf pros, and other guest-experience-driven industries. Previously, Sen led a prestigious corporate career, holding senior executive positions in several Fortune 500 companies. His primary focus is to assist brands to understand their current equity in the mind of the consumer to enhance their guest experiences and brands. During Arjun's corporate tenure, he served as VP of Marketing and Operations Services for Papa John's International Worldwide. Arjun's previous experience includes positions at the University of Colorado, Einstein Bros. Bagels, Boston Market, Pizza Hut, Tata Iron & Steel, and Jillian's. Arjun received his MBA from Brigham Young University and his Bachelors in Aeronautical Engineering from Indian Institute of Technology, Kharagpur, India. Learn more at www.customerkarma.org

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Customer Karma

Why Stop at a One-Night Stand, When You Can Have a Lifetime Relationship with Your Customers?

By Arjun Sen

iUniverse

Copyright © 2016 Arjun Sen
All rights reserved.

ISBN: 978-1-5320-0522-0

Contents

Acknowledgments, ix, 
The Purpose of the Book, xi, 
Lessons on Good Karma, 1, 
Karma Lessons from My Grandma, 3, 
Karma in the Business World, 8, 
Seeing the Big Picture First: The Seven Blind Men and the Elephant, 11, 
Understanding the Customer: Are You a Butterfly or a Terminator Today?, 15, 
Understanding Relationships, 21, 
Humanizing Customer Relationships, 23, 
A Journey Must Start with Self-Discovery, 27, 
Start Strong, 31, 
Making It Easy to Explore, 36, 
Seeking Confirmation, 39, 
The Grand Finale: Decision Time, 44, 
What's Your Hurry, Cowboy? Savor the Moment, 49, 
Good Karma in Communication, 55, 
Don't Start as a Fire Hydrant, 57, 
Random Taglines, 60, 
Speak a Common Language, 63, 
Bread-Crumbing Communication, 67, 
The Science of Communication, 70, 
Karma of Giving, 75, 
When a Grandma Called Me Stupid, 77, 
A Free Bra on My Birthday, 82, 
No More Warm Nuts for Me, 89, 
Texting "XOXO" in the Middle of the Night, 94, 
My Pleasure? Really?, 97, 
Start with Authenticity, 101, 
No Room for Trick Play, 103, 
Can't Believe You Made Me Feel Stupid, 109, 
Surprises from Friends and Family, 112, 
Strategizing Not to Get Caught, 116, 
A Warm Heart Always Gets Noticed, 120, 
True Integrity, 123, 
Making Fun of Others, 126, 
Good Karma Is Not for Sale, 131, 
Loyalty Cannot Be Programmed, 133, 
Outsourcing Love, 136, 
Discounting Love, 141, 
Affection Disclaimers, 145, 
Showing Love with Just a Hot Towel, 149, 
Be Focused and Add a Personal Touch, 153, 
Curly's One Thing, 155, 
Will Never Hit a 5-Iron Hybrid from a Fairway Bunker (Again), 159, 
One of One and Not One of Many, 161, 
Surviving Challenges, 165, 
The Journey to Better Karma, 171, 
Getting to Ever After, 173, 
Celebrating Your Top Customer, 176, 
Daring to Be Different, 181, 
Seeking Inspiration, 187, 
Disruption to Win Big, 191, 
Final Words, 196, 
Endnotes, 201, 

CHAPTER 1

Lessons on Good Karma

When I was working with a top sports personality, he asked me to stay focused on the present. He explained to me that focusing on the present helps you maximize the present. Later on, when one looks back, one can only celebrate and appreciate past success or learn from mistakes made.

This advice has been helpful to me, as I am grateful for every lesson I have learned in life. If I consider each lesson a valuable pearl, today, when I look back at them all together, I see them as a pearl necklace, together much more valuable to me than each individual pearl. All the combined learning has helped me understand what the path to good karma is and how a business can have good customer karma.

As I share my experiences, it is important for you to note that you must identify what karma is and isn't to you. That is essential to tapping into the power of karma in your life. Nearly everyone has heard the word karma. My grandma introduced me to the word karma and the concepts connected with it. She illustrated the meaning of the word to me through simple examples. Let me share with you some of the lessons from my grandma, as her words have been my cornerstone of the concept of karma. Once we are on the same page about the concept of karma, I want to check to see if the concept works in the business world. I have learned that the following concepts set up the framework of karma in the business world.

• seeing the Big Picture First: Seeing the big picture helps one put things in perspective. When one does that, it is easier to put the customer first.

• understanding People's Mind-sets: All people are not the same, and one person does not act the same way all the time. Understanding how customers react in different situations is essential before one decides how to treat them.

Karma Lessons from My Grandma

When I grew up in India, I was fortunate to have my grandma as part of my everyday life. She was there for me, to be my cheerleader and my compass in life and to reflect on circumstances when things did not go well. Reflecting on the past with her was one of the most critical elements of my growing up. She never told me the answer but always guided me to get there. I recall a series of experiences that helped me refine what karma was. We all have experiences, and perhaps these experiences can help you find similar concepts in your own life. Defining the concept of karma is essential to understanding it, and my grandmother was instrumental in helping me do so.

Ninety-Nine Percent in Third-Grade Math Was Not Enough

One of the earliest situations I can think of was a math test in third grade. I was proud of my math abilities and was confident that I'd aced the midterm. When the results came in, my score was a 99 out of 100. The teacher explained to me that she'd deducted one point for lack of neatness. I was heartbroken. I came home and started crying, blaming the teacher for being cruel and robbing me of my well-deserved perfect score.

My grandma listened to me and then said, "You have the graded paper with you, don't you? This evening, I want you to grade that paper on your own — but only from a neatness point of view. Let me know what you feel, but remember — you are only looking at the neatness and nothing else."

That evening, I went over the paper. I started with confidence that there would be no reason whatsoever in the paper for her to have given me anything less than a perfect score. As I went through the paper, I realized there were quite a few instances in which I had erased my work clumsily and written over the unclearly erased text. In one instance, I could even argue that for a specific problem, it was not clear what my final answer was. The teacher had been kind enough to give me the benefit of the doubt. Later that evening, when I sat with my grandma, she asked me, "Were you perfect in the neatness area? Was your lack of neatness an issue in showcasing your work or the final answer in any question?" I had to admit that I had been sloppy and had not taken neatness seriously. In fact, I had been lucky to get the full points on a problem where the teacher could have deducted more points. That day, my grandma taught me two important lessons in life.

1. Anytime I got results that were not favorable, I should focus first on what I had done and then on what I could have done differently. Focusing on others or blaming others was convenient, but that never would help me get better.

2. Results would always be a function of my effort and actions. I needed to be perfect first before I could expect perfect results.

Regretting Not Making the School Quiz Team

Another time, I was trying to be on the school quiz team. I went to the tryouts and did not make it. I was disappointed. This time, my grandma was kind and gentle. She started by saying, "Don't worry. Next time, you will do better." Then she went on to say, "Did you have a clear idea about how to prepare for the quiz selections? If you had a clear idea, then did you prepare as much as you would have liked to?" As I thought about her questions, I realized the answer to both was no. I had had some...

Details zur Ausgabe

• Verlag: iUniverse
• Erscheinungsdatum: 2016
• Sprache: Englisch
• ISBN 10: 1532005229
• ISBN 13: 9781532005220
• Einband: Taschenbuch
• Anzahl der Seiten: 218
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: gpsr@libri.de; gpsr@libri.de; ; Friedensallee 273; Hamburg; 22763; Deutschland