Index – Customer CEO: How to Profit from the Power of Your Customers

INDEX

A

accountability, 174–175

adaptation, continuous, 115–116

Adometry, 129

airlines, 38–40, 58–62, 125–126, 141–142

Amazon, 36–38, 49–50, 186

American Airlines, 38, 141–142

American Revolution, 151

America Online, 15

analytical skills, 174–177

Apple, 88

empathic design at, 179

innovation at, 125

“Think Different” campaign, 173–174

values at, 160

Worldwide Developers Conference, 71

Zune vs., 67

Apple Store, 5, 19, 69–71, 76–77

Asian Development Bank, 163

assumptions, 117

Asymco, 69–70

Athleta, 89

attitudes

Apple Store, 70–71

blaming customers, 28–29

customer service and, 115–116, 117

purpose and, 171

authenticity, 137–138

automobile industry, 50–53

B

baby boomers, 14–15

Baer, Jay, 127

Baldrige Performance Excellence Program, 65–66

Baldwin, Alec, 141–142

banks, 85–88

Barlow, Al, 154

barriers, removing, 69–71, 76–77, 87–88, 142–143

Barteet, Dominique McClain, 102–104

bathrooms, clean vs. dirty, 72–74

bead baths, 53–55

behavioral segmentation, 52–53, 63

Being There, 93–94

Bell, Alexander Graham, 125

Benfield, Ed, 148

Ben-Gay, 66–67

Berlin Wall, 25–26

Best Western, 74, 77

Bezos, Jeff, 36–37, 186

Bic underwear, 67

Big Ass Fans, 153–155

Blades, Fiona, 135–137

Blanchard, Ken, 116

Blue Ocean Strategy (Kim & Mauborgne), 46–47

boarding passes, 125–126

Boarding Pass Fail blog, 126

Boeing, 61

Booz & Company, 73–74

Borders, 36

Bottle Shock, 99

brain, left vs. right, 175–177

brand awareness, 183

Brand Experience Workshop, 135

brand extensions, 66

brand integrity, 187

Branson, Richard, 61

Brunner, Robert, 77–78

Buc-ee’s, 72–74, 77

Buffalo Wild Wings Grill and Bar, 151–152, 155

Buffet, Warren, 50

Build a Brand Like Trader Joe’s (Gardiner), 82

Burkeman, Oliver, 66

business school education, 21

Buxton, Bill, 68

Buyer Utility Map, 46–47

C

capitalism, 158

Carlzon, Jan, 108

Casella Wines, 100

Caterpillar, Inc., 116

CENGAs, 19

champions, 77, 185–190

character, 159–160

Châteauform’, 113–116, 120

choice, 28

overwhelming, 83–84, 95, 105–106

Chouinard, Yvon, 168

Christensen, Clayton, 20, 21

Clairol, 67

classical music, 144–147

ClickIQ, 49

club model of focus groups, 180–181

Coach, 88

Colgate Kitchen Entrees, 67

collaboration, 69–71, 134, 139

commitment, 186

communication. See also feedback

breaking rules and, 141–142, 156

champions and, 189

customer service and, 117–118

at Holt Cat, 117–118

language used in, 41

listening in, 1–10

pulsing, 181–182

of purpose, 160, 171

real-time research and, 134–137

runaround in, 41–42

social media and, 130–131, 137–138

at Southwest, 38–40

speed of modern, 127–128

at Trader Joe’s, 81–85

by unhappy customers, 124, 126

of values, 160

voice-of-the-customer research and, 6–7

community, 91

competition, 13–14, 90, 92

competitive advantage, 155–156, 184

complaints, 29–30, 41

complexity, 93–94, 104. See also simplicity

concierge service, 117

conformity, 142–143

constructive discontent, 75

consumer confidence, 17–18, 48

consumerism, 166–169

consumers, 28. See also customers

contact, points of, 62

contextual interviewing, 179–180

control, 142–143. See also rules, breaking

information flow and, 7–8, 12

Cook, Tim, 160

Coors Rocky Mountain spring water, 67

Copenhagen Institute for Future Studies, 86

corporate responsibility, 166–169

Costanza, George, 29–30

Costco Wholesale, 56–58

cost reduction, 183

coupons, 56

Craner, Edward, 118

creativity

Customer Thinking and, 175–177, 182

at Hyundai, 52

platforms and, 132–134

simplicity and, 94–95

crowdsourcing, 133–134

cult followings, 70

cultural transformation, 183

culture, of rules vs. rule breaking, 121–122, 141–144

Customer CEO companies, 8–9, 22–23

champions in, 77, 185–190

cult followings for, 58

legends about, 58

manifesto of, 187

ongoing effort in, 37–38

Customer CEO Power Check, 178

customer experience, 6

at Amazon, 36–37

designing for, 77–78

Fawlty Fiascos, 123–124

leadership and, 186

simplicity and, 106

at Trader Joe’s, 81–85

unhappy customers and, 115–116, 117, 126–127

customer journey map, 181

customer relationship management (CRM), 129–131

customers

as asset, 187

blaming, 28–29

business dynamics and, 13–14

celebrating, 188

changing, 16–17

choices available to, 28

collaboration with, 69–71, 134, 139

complaints of, 29–30, 41

complaints of, reframing, 30, 31–32

demographic changes in, 14–15, 17–18, 19

design focused on, 68–71

entitlement of, 27

fears of, 48

focus of, 29–30

focus on, 32–33

The George Quiz and, 29–30

ignoring wants of, 3–5

in innovation, 84–85

insights from, 3–4, 115–116

keeping existing vs. acquiring new, 190

knowledge of, 117

listening to, 1–10

nine powers of, 23–24

pain points of, 41, 55, 75, 105

partnership with, 43–44

perceptions about, 17–20

power of, 7–8, 25–44

purpose and, 20

reasons organizations ignore, 20–21

repect for, 30

rightness of, 5–7, 14

satisfaction of, 62–63

understanding, 7–8, 18–19

value and, 45–64

customer service

clean bathrooms and, 72–74

at Discount Tire, 109–112

employee empowerment for, 111–112, 120–121, 131–132

hunger for, 159–160

leadership and, 186

listening and, 1–10

at Morton’s Steakhouse, 131–132

platforms and, 131–132, 139

as purpose, 159

saying yes to, 107–122

Customers for Life (Sewell), 72

Customer Thinking, 10, 173–184

design and, 177–182

profiting from, 182–184

customization, 35–36

cynicism, 169

D

data, big, 128–131, 138

human connections vs., 140

listening vs., 2–3

at Lululemon, 89

David, Larry, 27

Day, Christine, 89

Debruyne, Marion, 115–116

DeJoria, John Paul, 159

Deloitte, 128

Delta Airlines, 142

de Mestral, George, 94–95

demographics, customer, 14–15, 17–18, 19

design

boarding pass, 125–126

customer-focused, 68–69

Customer Thinking and, 177–182

Dyson vacuum cleaners, 74–76

emotional impact of, 77–78

empathic, 179

Ikea and, 33–34

at Jyske Bank, 87–88

product performance and, 68, 74–78

profiting from, 76–78

of shoes, 102–104

simplicity in, 94–95, 99–102

differentiation, 85–88, 173–177

dinosaur costs, 64

discontent, constructive, 75

Discount Tire, 109–112, 121

distribution, 102

“Don’t Buy This Jacket” campaign, 166–169, 170

Doriot, Georges F., 190

Dos Equis Beer, 147–151, 155

Do You Matter? How Great Design Will Make People Love Your Company (Brunner & Emery), 77–78

Dreyfuss, Richard, 173–174

Drucker, Peter, 185

Dyson, James, 75–76, 77

E

economic conditions, 13–14, 16

consumer confidence and, 17–18, 48

value and, 50, 62–63

Edelman Trust Barometer Global Opinion Leader Study, 40–41

Edison, Thomas, 75

Edison Monthly, 5

egoism, 21

Emery, Stewart, 77–78

emotion factors, 16, 79–92

banking and, 85–88

conversation, 81–85

product design and, 77–78

profiting from, 90–92

rationality vs., 79–81

research and, 88–90

empathy, 81–85, 87–88, 179, 186

employees

caring for, 98

customer runaround and, 41–42

empowering for customer service, 111–112, 120–121, 131–132

participation by, 187

purpose and, 159

teaching to listen, 42–43

at Trader Joe’s, 81–85

values and, 160, 171

empowerment, 23–24

to break rules, 121–122

for customer service, 111–112, 120–121, 131–132

at Discount Tire, 111–112

employee, 111–112, 120–121, 131–132, 140

platforms and, 131–132, 137–138, 140

technology in customer, 4–5, 18

of unhappy customers, 123–124

engagement, 23–24, 186, 187

in design process, 76–77

platform in, 125–128

real-time, 125–128

trust and, 41–43

in Trust Architecture, 40–41

Englert, Tom, 111

entitlement, 27

entrepreneurship, 132–134, 162–163

environmentalism, 166–169

ethics, 158–159. See also values

ethnography, 52–53, 63, 179

European Aviation Safety Agency, 61

event planning, 112–116

F

Facebook, 125, 152. See also social media

failure

admitting to, 42, 108–109, 119

rate of product, 66

reasons for product, 66–67

Fannin, Renee, 143–144

fans, 153–155

Fawlty Fiascos, 123–124

Fawlty Towers, 123–124

features, 64, 77

Federal Aviation Administration, 142

feedback. See also communication

at Amazon, 37

customer service and, 115–116

at Holt Cat, 117–119

at Lululemon, 89, 90

Pandora and, 35–36

platform and, 125–128

social media and, 130–131

Fernandes, Mark, 165

Field, Marshall, 14

Field of Dreams, 20–21

focus groups, 180–181

Ford, Henry, 4

ForeSee E-Retail Satisfaction Index, 37

Franklin, Aretha, 40

Franklin, Benjamin, 99

Freiberg, Kevin and Jackie, 39–40

Friedersdorf, Conor, 100–101

friendliness, 81–85

From Values to Action: The Four Principles of Values-Based Leadership (Kraemer), 165

Fuller, Steve, 128

G

gaming, 151–152

Gap, The, 89

Gardiner, Mark, 82

Gensler, 69, 70

Gen Y, 19

George Quiz, The, 29–30

Gimbels, 108

Goldsmith, Jonathan, 149–150

Gourville, John, 68, 80

Green Dragon Tavern, 151

Gretsky, Wayne, 155

growth, 62–64, 184

gut feelings, 20–21

H

Haiku, 154–155

Halle, Bruce, 111, 119

“hanging paper,” 158–159

happiness, 91, 120–121

Harris, Dave, 117, 119

Hastings, Reed, 1–2, 21

Holt, Benjamin, 116

Holt, Peter M., 116, 119

Holt Cat, 116–119, 120–121, 165

Holt Development Services, 165

Horovitz, Jacques, 113, 114, 115–116, 119

Hsieh, Tony, 160

humor, 39, 91, 147–151

Hunter, Jason, 145

Hyundai Motor America (HMA), 50, 51–53, 63, 64, 179

I

IBISWorld, 103, 154

IBM, 128

IDEO, 74, 178–179

“Ignite Human Potential” philosophy, 166

Ikea, 33–34, 186

industry pressures, 50

information. See also communication; data, big

flow of, customer power and, 7–8, 12

power of, 14–16

In-N-Out Burger, 95–99, 104, 105–106, 186

In-N-Out-Burger: A Behind the Counter Look at the Fast-Food Chain That Breaks All the Rules (Perman), 97

innovation

Apple Store and, 19

customers in, 120, 134, 139

Customer Thinking and, 175–177, 182, 183

at Hyundai, 52

as incremental improvement, 120, 125–126

platforms and, 125–128, 132–134

simplicity and, 94–95

at Trader Joe’s, 84–85

unmet customer needs and, 18–19

integration, 42

Intention Economy, The: When Customers Take Charge (Searls), 129–130

Internet, 15

interviews, contextual, 179–180

intuitiveness, 174–177

inventors, 132–134

iPad, 179

iPhone, 125

iPod, 67

iSmell, 67

iTunes, 67

J

J.C. Penney Company, 69

Jobs, Steve, 4, 5, 21, 71, 125, 173–174

Johann Strauss Orchestra, 145–147

Johnson, Ron, 69

Judgment of Paris, 99

Jyske Bank, 85–88, 91

K

Kamprad, Ingvar, 34, 186

Kaufman, Ben, 133

Kelleher, Herb, 38–39

Kim, W. Chan, 46–47

Kluter, Heather, 52

Kraemer, Harry M. Jansen, Jr., 165

Krafcik, John, 51

L

Lab Armor, 54–55

leadership

Customer CEO champions and, 77, 185–190

customer experience and, 138

empathy and, 186

platform and, 127

purpose and, 159

servant-based, 98

values-based, 116–119, 165–166

Lee, Richard “Dick,” 179–180

Let My People Go Surfing (Chouinard), 168

LG Electronics, 137

Lighthouse Ice Cream and Yogurt, 32–33

Link-Belt Combined Harvester, 116

listening, 1–10

social media and, 130–131

teaching skills in, 42–43

at Trader Joe’s, 81–85

value perceptions and, 63–64

L.L. Bean, 128, 139

Losse, Katherine, 125

loyalty, 183

customer experience and, 6

customer research and, 18

at Discount Tire, 111–112

employee, 98

at Lululemon, 89

Luck, Charles III, 164–166

Luck, Charles IV, 164

Luck Companies, 164–166

Lululemon Athletica, 88–90, 91, 92

Lundgren, Gillis, 34

M

Macdonald, Emma, 136

Machiavelli, Niccolò, 22

Mackey, John, 158

Macy’s, 108

Mahl, Christopher, 152

Mainwaring, Simon, 159–160

Mallinger, Mark, 82

Mandarin Oriental Hotel Group, 108, 120

Marcus, Stanley, 12, 72, 107–108

marketing

accountability and, 174–175

big data and, 128–131

business-to-business, 153–155

eras in, 5–6

production era, 5–6

rule-breaking, 147–151

sales era, 5–6

social era, 6

market issues, 50

market research. See research

Martin, Roger, 77

Massachusetts Institute of Technology, 134

Mauborgne, Renée, 46–47

May, Matthew, 95

meeting facilities, 112–116

MESH Planning, 135–137, 139–140

metrics, 174–175

Michelangelo, 166

Microsoft Zune, 67

Miller, Larry, 95

Mills, Larry, 117, 121

Mingus, Charles, 94

Miracle on 34th Street, 108

mistakes, admitting to, 42, 108–109, 119

mobile technology, 134–137

Molavi, Justin, 154

moments of truth, 108–109

Moments of Truth: New Strategies for Today’s Customer-Driven Economy (Carlzon), 108

Morton’s Steakhouse, 131–132, 139

“Most Interesting Man in the World” campaign, 147–151

Mottram, Doug, 52

Museum of Failed Products, 66

music, classical, 144–147

Music Genome Project, 35–36

Mycoskie, Blake, 162–163, 186

“My Sister Paid Progressive Insurance to Defend Her Killer in Court,” 126–127

N

Napa Valley Toy Company, 143–144

Neiman Marcus, 12, 107–108

Netflix, 1–2, 21

9x Effect, 68, 80–81

Nordstrom, 49–50, 109

Now Revolution, The (Baer), 127

Nuts! (Freiberg & Freiberg), 39–40

Nyberg, Annika, 59

O

obvious, overlooking the, 10

O’Leary, Michael, 59–60, 61, 62

One Day Without Shoes, 163

One for One idea, 162–163

One Sole: The Original Interchangeable Shoe, 102–104

optimism, 18

O’Toole, Garson, 4

Ovation network, 147

Oz, Mehmet, 101

P

packaging, simplicity in, 99–102

pain points, 41, 55, 75, 105

Pandora, 34–36

Paradox of Choice (Schwartz), 83–84

partners

Amazon and, 37–38

customer service and, 116–119

platforms and, 134

Power of Me and, 43–44

passion, 90, 183

past, being stuck in the, 21

Patagonia, 166–169, 170

Patti, Steve, 130

Pellman, Paul, 129

Penn & Teller, 46

Pepsi, 137

perceptions, 17–20, 46–47

performance, 65–78

champions and, 188

clean bathrooms and, 72–74

customer-focused design and, 68–71

definition of, 65–66

factors behind failure in, 66–67

profiting from, 76–78

vacuum cleaners and, 74–76

Perman, Stacy, 97, 98

personal requests for proposals, 130

perspective, 119

Pew Research, 49

philanthropic entrepreneurs, 162–163

Piller, Frank, 134

Pink, Dan, 175–176

platforms, 123–140

big data and, 128–131

champions and, 189

customer service and, 131–132, 139

innovation and, 132–134

leadership and, 127

mobile research and, 134–137

Morton’s Steakhouse and, 131–132

opportunities based on, 128

pervasiveness of, 124–125

power of, 140

profiting from, 137–140

purpose and, 170

unhappy customers and, 123–125

Pocket Communications, 143

Pohl, Ron, 74

Polarized Price Perception, 48

Power Check, Customer CEO, 178

Power of Me, 25–44

Amazon and, 36–38

customer focus and, 32–33

Ikea and, 33–34

Lighthouse Ice Cream and, 32–33

Pandora and, 34–36

partnership and, 43–44

profiting from, 40–43

rituals and, 32–33

Price Check app, 49–50

pricing, 11–12

Amazon and, 37–38

changing customers and, 16–17

customer perceptions of, 48

design and, 76

price comparisons and, 48–50

purpose vs., 164–166

questions to ask about, 63–64

value and, 62

privacy issues, 129–130

Procter & Gamble, 154, 181

product performance. See performance

profitability

customer insight and, 8–9

customer service and, 115–116

Customer Thinking and, 182–184

emotion factors and, 90–92

focus and, 30

formula for, 23–24

as goal, 158, 161

marketing and, 174–177

performance and, 76–78

platform and, 137–140

Power of Me and, 40–43

power of yes and, 119–122

pricing and, 11–12

purpose and, 159–160, 161, 169–171

rule breaking and, 155–156

simplicity and, 104–106

in Trust Architecture, 40–41

Progressive Insurance, 126–127

pulsing, 181–182

purchase decisions, 135–137

purpose, 20, 157–171, 185–186

champions and, 189

communicating, 160, 171

genuineness of, 169–170

hunger for, 159–160

One for One idea, 162–163

profit and, 159–160, 161, 169–171

sustainability, 166–169

in Trust Architecture, 40–41

values-based leadership and, 164–166

Pursuit of Elegance (May), 95

Q

quality, simplicity and, 95–99

quantitative skills, 174–177

Quest for the Best (Marcus), 107–108

Quick, Becky, 51

Quirky.com, 132–134, 139

Quote Investigator, 4

R

rapport, 39

rationality, 79–80, 90

Real-time Experience Tracking (RET), 134–137

rebellion. See rules, breaking

Reed Construction Data, 71

reframing, 31–32

Reinhardt, Forest, 168

relationships, 6, 128–131. See also partners

research

big data, 128–131

club model for, 180–181

constructive discontent and, 75–76

contextual interviewing, 179–180

customer journey map, 181

Customer Thinking and, 178–181

ethnographic, 52–53, 63, 179

focus group, 180–181

at Hyundai, 52–53

at Lululemon, 88–90

perception of value and, 47–48

product failures and, 66–67

real time, 134–137

simplicity and, 105

voice-of-the-customer (VOC), 6–7

water baths in, 53–55

respect, 30, 40–43

return on insight (ROI), 8–9

reward cards, 57–58

Rieu, André, 144–147, 155

risk mitigation, 185–186

rituals, 32–33

Ritz-Carlton Hotels, 109

robo-pricing, 37–38

Rodriguez, Joseph, 38–39

Rosenbaum, Michael, 112

Roth, David Lee, 45, 46

rules, breaking, 141–156

at Big Ass Fans, 153–155

champions and, 189

classical music and, 144–147

culture of, 121–122

Dos Equis and, 147–151–151

empowering employees for, 140

profiting from, 155–156

sports bars and, 151–152

Ryanair, 58–62

S

salesforce.com, 129

Samsung, 160

Scandinavian Airlines, 108

Schiller, Phil, 5

Schofield, Leo, 147

Schumacher, Ed, 96

Schwartz, Barry, 83–84, 95

SCVNGR, 152

Searls, David “Doc,” 129–130

Seeing What’s Next (Christensen), 20

Seinfeld, Jerry, 27

Seinfeld Chronicles, 26–27

self-expression, 92

servant-based leadership, 98

service. See customer service

Sewell, Carl, 72

sexism, 51

Shankman, Peter, 131–132, 139

Shark Tank, 103

shoes, 102–104, 162–163

showrooming, 49

silo mentality, 21, 77

simplicity, 93–106

champions and, 188–189

at In-N-Out Burger, 95–99

profiting from, 104–106

quality and, 96–99

shoe design and, 102–104

in wine packaging, 99–102

Sinegal, Jim, 57

Six Tires, No Plan (Rosenbaum), 112

Sketching User Experience (Buxton), 68

Smailes, Paul, 150

Smart Customization Group, 134

Smith, Carey, 153–155

Snyder, Harry, 96, 98

Snyder, Rich, 98, 186

social media

breaking rules and, 141–142

coupons and, 56

customer demographics and, 17

gaming and, 152

marketing and, 6

monitoring, 129–131, 137–138

unhappy customers on, 124, 126–127

societal trends, 50

Sons of Liberty, 151

Southwest Airlines, 38–40, 59

Southwestern Bell Telephone, 2

sports bars, 151–152

Stacked Wines, 100–102, 104, 105

Steinman, Benj, 150

Stewart, Martha, 40

storytelling, 181, 184

strategy, 90

success, defining, 186

sustainability, 8–9, 166–169

T

Target, 50

technology. See also social media

business dynamics and, 13–14

customer empowerment from, 4–5, 7–8, 14–16, 18

price checking and, 48–50

“Think Different” campaign, 173–174

Thompson, Tyler, 126

Tiffany & Co., 70, 88

TOMS, 162–163, 186

TOMS Eyewear, 163

Touch of Yogurt shampoo, 67

Trader Joe’s, 81–85, 91, 92

transparency, 40–41, 118, 128

Treasure of the Sierra Madre, The, 161

trophy case thinking, 21

trust, 16–17, 183

banking and, 85–88

consumer confidence and, 17–18

customer experience and, 6

lack of as barrier to change, 40–41

overpromising and, 43

respect and, 40–43

Trust Architecture, 40–43

truth

customer service and, 42, 108–109, 119

moments of, 108–109

purpose and, 157–158

turnover rates, 98

Twitter. See social media

U

UNICEF, 162–163

Unilever, 137

United Airlines, 126

“United Breaks Guitar,” 126

Upside-Down Org Chart, 31–32, 98

urban legends, 58

USA Today, 74

V

vacuum cleaners, 74–76, 77

value, 45–64

automobile industry and, 50–53

continuous creation of, 188

convincing customers of, 53–55

Costco and, 56–58

defining, 45–46

drivers of, 50

9x Effect in, 68

perception of, 46–47

platform and, 132–134

price comparisons and, 48–50

price perceptions and, 48

profiting from, 62–64

at Ryanair, 58–62

Value Innovations, Inc., 179–180

values

employees and, 98

honesty, 158–159

hunger for, 159–160

at Jyske Bank, 86–88

leadership based on, 116–119, 165–166

living corporate, 121, 170–171

purpose and, 157–171

at Southwest, 39–40

trust and, 40–43

Velcro, 94–95

vendor relationship management, 129–131

Vinoware, 100–102

voice-of-the-customer (VOC) research, 6–7

W

Walgreen’s, 142–143

Wallace, David Foster, 10

Walmart, 12, 58

Walton, Sam, 12

water baths, 53–55

We First, 159–160

Westcott-Pitt, Colin, 148

Westergren, Tim, 35–36

Whole Foods, 158

Whole New Mind, A (Pink), 175–176

WikiLeaks, 7

Wilson, Chip, 88–89, 92

Wilson, Hugh, 136

wine packaging, 99–102

Wood, Landon, 55

World Health Organization, 162

Worldwide Developers Conference (WWDC), 71

Wynn, Jodi, 100

Y

Yellow Tail, 100

yes, power of, 107–122

automobile service and, 109–112

champions and, 189

event planning and, 112–116

partnerships and, 116–119

profiting from, 119–122

Z

Zappos, 160

Zogby, John, 19

Zuchowski, Dave, 53

Zune, 67