Crafting the Customer Experience For People Not Like You: How to Delight and Engage the Customers Your Competitors Don't Understand
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More About This Title Crafting the Customer Experience For People Not Like You: How to Delight and Engage the Customers Your Competitors Don't Understand


Deliver a better business experience, for every kind of customer

A "one-size fits all" approach to customer service is no longer viable. Businesses competing on service need to understand and cater to customers' racial, ethnic, religious, generational, and geographic differences in order to meet or exceed customers' service expectations. Crafting the Customer Experience to People Not Like You shows how companies, brands, and products struggling to differentiate themselves in a sea of sameness can foster long-term loyalty and brand preference with exceptional and customized customer service.

A detailed guide to core customer groups including women, the five generations (matures, Boomers, Gen X, Gen Y and Gen Z), racial and ethnic segments, such as Hispanics and African-Americans, as well as those who are defined by key lifestyle and life-stage attributesIncludes onsumer insights that will help business leaders deliver a better business experience with every customer

You cannot control the economy, the stock market or the costs of goods and labor. But you can control your organization's customer service. It's an empowering thought. Customer service is 100% in your control at all times and it's more important than ever.


KELLY McDONALD is the president of an award-winning advertising and marketing firm, and has been featured on CNBC, in BusinessWeek, CNN, and SiriusXM Radio. Her clients include brands such as Toyota, Sherwin-Williams, State Farm Insurance, MillerCoors, and Harley-Davidson. In 2009, Advertising Age named McDonald Marketing one of the Top Ad Agencies in the U.S. across all disciplines. She is the author of How to Market to People Not Like You: "Know It or Blow It" Rules for Reaching Diverse Customers, which reached number 7 on the Inc. magazine list of bestselling business books for 2011.


Acknowledgments vii

Chapter 1 How Tweaking the Customer Experience Grows Your Business 1

Chapter 2 Technology Armed Consumers with Mighty Big Bullets 15

Chapter 3 The Purchase Funnel: Understanding the Customer Experience from Top to Bottom 23

Chapter 4 We’re Not “One Size Fits All” Anymore 33

Chapter 5 How to Think Like People Not Like You 41

Chapter 6 How to Build Social Media into the Customer Experience 57

Chapter 7 Your Employees May Kill Your Business, Unless They Know How to Serve Customers Who Aren’t Like Them 79

Chapter 8 Seven Principles for Creating a Customer Experience for People Not Like You 91

Chapter 9 Matures, Boomers, Gen X, Gen Y, and Gen Z 103

Chapter 10 Women and Families 119

Chapter 11 Hispanics/Latinos 137

Chapter 12 Serving Different Racial and Ethnic Communities 155

Chapter 13 Gay, Lesbian, Bisexual, and Transgendered Customers 179

Conclusion 187

Index 191