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ISBN: 1-57851-746-X, 5-8459-0873-6, 9781578517466Издательство: Harvard Business School Press
Год издания: 2002
Whether their complaints are about customer-proof packaging, a never-ending voice mail loop, or a purchase that doesn't live up to its claims, customers are consistently disappointed in their interactions with companies. And while experts say that the creation of "customer experiences" is the new requirement for success, few companies have managed to deliver. Now, veteran experience consultants Diana LaSalle and Terry A.Britton take businesses from concept to practice, offering a tactical guide to creating value-adding experiences around any product or service - whether the offering is candles or computers, catering services or consulting advice. The authors argue that most managers remain stuck in a "features and benefits" mentality that zeroes in on what a product does. That focus needs to shift, they say, to what a product or service offers and how it affects customers' lives. LaSalle and Britton provide a hands-on model for understanding the relationship between...