Tattoo is about how customer zealots are inspired. The book makes a
compelling business case for companies of all sizes to create
customer advocates (customers who go out and bring business to
you).
Using examples and interviews from Harley Davidson, Ritz Carlton,
Starbucks, as well as several small businesses, Tattoo shows that
fans are born from customer-focused, consistent actions by
companies.
It offers a blueprint for businesses to follow and shows that
"customer advocacy" does not have to be expensive or complicated to
be effective.
The book gets its title from the surprising behavior of Harley
Davidson motorcycle fans that tattoo their bodies with the Harley
logo. Step-by-step, Tattoo explores how the company inspires its
customers and employees with passion to create an experience that
is so remarkable that they feel compelled to tell a story about
their passion for the product.
Tattoo makes the point that feeling special is a human
experience--one that companies create. From the small business dry
cleaners that sew a button on your clothes to the Ritz Carlton
"experience," this book provides a wealth of examples and
inspiration for the business owner or executive charged with
growing the company.
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