Customers Included: How to Transform Products, Companies, and the World - With a Single Step

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9780979368110: Customers Included: How to Transform Products, Companies, and the World - With a Single Step

Why do companies so often fail to give customers what they want? "Customers Included" provides a roadmap for any executive or entrepreneur who wants to create better products and services. Using real-world case studies - from Apple, Netflix, and Walmart to an African hand pump, a New York City park, and the B-17 bomber - the book clearly explains why including the customer is an essential ingredient of success for any team, company, or organization. Coauthors Mark Hurst and Phil Terry, pioneers in the field of customer experience, provide practical tips for a strategic, customer-inclusive approach that generates results.

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From the Back Cover:

"A brave, audacious and generous book, one that can help any organization that seeks to serve to thrive. Ten pages in and you'll be thinking of people to give it to." - Seth Godin, Author, The Icarus Deception
"Customers Included is an excellent practical guide to keeping customers at the center of your organization's thinking. Phil Terry and Mark Hurst remind us all that whether we are giving the customer precisely what they expect or totally surprising them with some novel offering, it sure helps to know exactly what your customers are thinking and doing as you go to market." - Joe Lassiter, Faculty Chair of the Harvard Innovation Lab & Heinz Professor of Management Practice, Harvard Business School
"Customers Included clearly shows how to get insight from customers, and then put that knowledge to work. Phil and Mark have a lot to share from their years of experience helping a wide range of companies." - Katrina Lane, EVP US Consumer Cards, American Express
"Mark Hurst and Phil Terry show how to include customers in the innovation process. This elegant book is a powerful reminder that the latest technology and 'shiny new tools' can't replace the simple act of listening to our customers." - Sona Chawla, President, eCommerce, Walgreens
"Every entrepreneur and venture investor should read Customers Included. I will be handing out many copies!" - Albert Wenger, Partner, Union Square Ventures

About the Author:

Mark Hurst, who founded Creative Good in 1997, has spent his career writing and speaking about how organizations and individuals can create better customer experiences. In 2003 Hurst founded the Gel conference, which annually spotlights people and projects that create some good experience. Hurst also wrote Bit Literacy, the 2007 book about managing email and information overload, and created Good Todo, the mobile productivity suite. He holds bachelor's and master's degrees in computer science from MIT and lives in New York City with his wife and son.
Phil Terry, Creative Good CEO, advises senior management of leading businesses how to create better customer experiences. He created the Councils, a peer-learning network for customer-facing executives, and manages the Creative Good consulting team that delivers projects to clients in a wide range of industries. Phil is a member of the Young Presidents' Organization (YPO) and holds an MBA from Harvard Business School. In his spare time he runs Slow Art Day and Reading Odyssey. He lives with his wife in Brooklyn.

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Hurst, Mark; Terry, Phil
Editore: Creative Good
ISBN 10: 0979368111 ISBN 13: 9780979368110
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