The Ten Demandments
From the mouths of
customers: what they want, how they want it, and what theyll do if they dont get it
Theres no way around it.
Executives, managers, and strategic thinkers around the globe are grappling with how to
transform their organizations from product or service orientation to being customer
driven. The 10 Demandments presents an informed and interactive road map that takes
readers directly to the hearts, minds, desires, and demands of the new customer, whether
it is the end consumer or a business-to-business relationship. In this customer-centric
manifesto, customer experience guru Kelly Mooney scrutinizes the total customer
experience. Earn My Trust . . . Put Me in Charge . . . Inspire Me . . . Each resulting
demandment is a call to action from customers - a call that is answered by the books
strategic insights, anecdotes, and action plans.
A Straight-Talking
Rulebook That Every Business Person Must Read
Todays empowered customers
are more knowledgeable - and more dissatisfied - than at any time in the past. The Ten
Demandments comes at you from their perspective, to tell you exactly what they
want, how they want it, and what theyll do if they dont get it. No-nonsense, opinionated,
and ruthless - like the marketplace itself - it is a call to action that will, finally and
forever, show you how to satisfy each customer first, last, and always.
Praise for The Ten
Demandments...
Building a business model,
securing capital, hiring talent, and developing a compelling offer is all for naught
unless you have customers. To carry out a customer-centric strategy, every company needs a
customer bible like 'The Ten Demandments' to believe in and to execute against.
Guy Kawasaki, CEO, Garage
Technology Ventures
Its hard to think of anyone
who can match Kelly Mooneys insights and creativity in making sense of the exploding world
of customers and the Web. She combines hands-on experience with breakthrough thinking -
which is exactly what most business people need as they try to navigate the new world of
competition, a world where the customer comes first (and second, and third).
Alan Webber, Founding Editor,
Fast Company
What a great idea! Heres an
eleventh demandment: If you want your company to succeed, you better understand all ten of
Mooneys concepts.
Seth Godin, Author, Survival
Is Not Enough
Beyond all the hype about
meeting customer expectations, exceeding customer expectations, and delighting customers
is the simple reality that most businesses just dont come even close to knowing what
customers care about and certainly don't communicate well about customers to their
employees. Here is a straightforward, simple, and actionable framework that - once read -
is both hard to ignore and hard to forget - do either one at your own peril.
Dan Finkelman, Senior Vice
President The Limited, Inc.
Kelly Mooney has influenced
my understanding of consumer behavior and what it takes to delight customers and when you
read this book, I am sure she will influence yours. Distribute this book to all your
associates, only if you want to create a truly customer-centric culture in your
organization!
Roger Blackwekk, Author, Customers
Rule!, Professor of Marketing, The Ohio State University
Customers today are angry -
and for good reason. In a world of information overload, junk email, and brand
proliferation, they now expect more and tolerate less from companies. Theyre fed up with
untrained customer service associates, uncaring salespeople, confusing Web sites, and
lackluster products. Yet, theyll fall head over heels in love with any company that
listens to their concerns and meets their needs.
Are you ready - truly
ready - to hear what makes them tick, and what ticks them off?
The Ten Demandments is
a long-overdue shout from the mountaintops on behalf of the people who can make or break
your company - your current and prospective customers. Learn what matters to them most
through these ten straightforward directives for delivering a total customer experience
that goes beyond the sum of its parts. A real-world roadmap for winning customers hearts
and earning and keeping their loyalty, its the ultimate guide to satisfying todays newly
demanding consumer.
Written by visionary
marketing maverick Kelly Mooney, herself a frustrated and often-fuming consumer, this
manifesto explains how you can:
- Put customers in charge and
exceed their expectations at every turn
- Transform each touch point
into a meaningful experience that builds loyal, profitable, and lasting relationships
- Use the Web to immerse
customers in your brand
- Align your marketing and
sales channels to present a unified face to customers wherever they are in-store,
online, on the phone
- Eliminate roadblocks by
making it easier for customers to get what they want and need from you
- Reward customers with
meaningful acknowledgments of how much you value their business
- Infuse your organization
with consumer-centric thinking, from the boardroom to the mailroom
Much more than a standard
marketing book, The Ten Demandments provides a lens through which you can view your
organization and your brand, and honestly see what your customers see. Furthermore,
it outlines actionable ways to give them the experience they want. With scores of examples
from todays best-known brands - from Starbucks to Hersheys and The Limited, Inc. to Kinkos
- the book reveals how successful companies are already listening to and satisfying their
customers and establishing relationships that are designed to last.
So are you ready to start
meeting your customers demands? Then its time to read The Ten Demandments.
Author
Biography
Kelly Mooney is a
principal in Ten Worldwide, and president and chief experience officer of its
award-winning interactive marketing firm, Ten/Resource. Throughout her career, Mooney has
helped craft relevant customer experiences for brands such as Victorias Secret, Apple,
Ford Motor Co., Lee, Hush Puppies, Chris Craft, and Reebok. A frequent conference speaker
and panelist, Mooney has been profiled in print media including Fortune, Time,
Inc., and Fast Company, and on NPR, CBS, and CNN.
Laura Bergheim is
director of content strategy for Ten/Resource. As a communicator in multiple media, she
has authored five nonfiction books, hosted a national daily radio show, written a
nationally syndicated column for King Features, and appeared on national talk shows and on
CNN and CNBC.
266 pages