Page 16 - Delivering Authentic Customer Experiences

Delivering Authentic Customer Experiences

What to expect

Each chapter is supported by a variety of quotes, anecdotal
information and data collected during the course of my research.
I love storytelling as a way of engaging, inspiring and encouraging
action. I believe messages presented this way are more
memorable and have a longer lasting impact on people, so have
included a number of narratives that have been shared with me
which I think are relevant, have a useful message, or have just
made me laugh out loud. With laughter being the best medicine
for many things, and the tendency for people to take themselves
far too seriously at times, I make no apologies for lightening the
content with a good dose of humour. To borrow a quote from
Peter Thomson, I hope you’ll find it fun, with a serious intent.

There are numerous references to small/medium sized
enterprises (SMEs) and to the customer. I’ve used three for each
in this book; business, organisation and company and customers,
clients and consumers. I believe YOU and your team are the first
customers whatever business you’re in. Therefore, the first 2
principles in this book relate to the importance of getting your
focus, attitude and values aligned with your ambition, and
associating yourself with the right people.

People like people who are like them.
If this saying is accurate, it suggests that a business which is led by
and employs genuine, professional, helpful and friendly people
will attract a similar sort of customer. The remaining principles
relate to your ability and commitment to communicate, interact
and focus on the people who purchase your services with a view
to fostering positive, mutually beneficial and profitable
relationships.

Every day’s a school day and I’ve spent tens of thousands of
pounds of my own hard-earned cash, (and tapped into my

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