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Users, Not Customers: Who Really Determines the Success of Your Business - Couverture souple

Shapiro, Aaron

 
9781591846314: Users, Not Customers: Who Really Determines the Success of Your Business
Couverture souple
ISBN 10 : 1591846315 ISBN 13 : 9781591846314
Editeur : Penguin Publishing Group, 2013

Synopsis

If you still think “the customer is king,” you’re falling behind. Today’s most powerful growth engine is users—people who interact with a company through digital media and technology even if they have never spent a dime. Become indispensable to users and the profits will follow.

As CEO of the digital marketing agency HUGE, Aaron Shapiro goes inside blue-chip companies to advise them on how to thrive in this new business reality. He led an extensive study of the Fortune 1000 and found that the most successful companies focus on users first. Look at Facebook and Google. They built their businesses before they even figured out what they were selling, let alone who their customers were.

Shapiro argues that every business needs to stop obsessing about customers and start creating powerful user experiences. For instance: Mint.com made the easiest and most effective interface for controlling your personal finances, and once there, you can follow ads that let you improve your financial performance even more. And Net_ ix took down Blockbuster by treating its subscribers as users, not customers. It continually changed and improved its technology to create the best possible experience instead of maximizing rental fees and late fees.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

AARON SHAPIRO is the CEO of HUGE, a digital marketing agency that helps global companies reimagine how they interact with their customers and manage their business in the online economy. Prior to HUGE, Shapiro was a technology entrepreneur, venture capitalist, and management consultant. He lives in New York City.

Visit www.hugeinc.com

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Penguin Publishing Group
Date d'édition
2013
Langue
anglais
ISBN 10 
1591846315
ISBN 13 
9781591846314
Reliure
Broché
Nombre de pages
256
Coordonnées du fabricant
non disponible
Personne responsable
M.E.G Cards & Gifts
443000000000
paula@megcards.com

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