Concise, realistic and very readable, this book is packed with
insightful thinking for service excellence"
Alan Parker
Chief Executive Officer
Whitbread Group
"'Brilliantly simple premise - that a winning service approach
lies in a 'rising upward trajectory' culminating in a brilliant
finish - dissected into eight very practical steps that anyone can
use. As the owner of a service brand myself, I'll be starting on
Monday.'"
Adam Morgan, Founder, eatbigfish
"'""Rich with practical, real life solutions'."" "
Dean Finch
Group Chief Executive
National Express
"'A thought provoking practical "drama" for anyone who is
passionate about excelling at customer service and driving business
performance.'"
Mike Holliday-Williams
Managing Director
RSA UK Personal Insurance
"'An excellent primer about how to improve services for the
public.'"
Dame Sally C Davies
Director General of Research and Development
Department of Health
To win and keep customers you have to do more than just meet
their expectations - you have to surpass them. "The Finishing Touch
"will show you how to make a good customer experience great by
building up to an impressive finish that every customer will
remember. Using real-life examples, practical advice and tailored
information for your industry at the end of each chapter, Tony Cram
will show you how to make your customers feel positive about your
business, bring them back to buy more and inspire them to promote
your business to others.
Deliver amazing service that will get your business noticed and
make sure your customers come back from more
"Th""e ""Finishing Touch"will show you how to:
- Make an excellent first impression
- Manage customer expectations
- Build a trusting relationship with your customers
- Handle queues and bad news
- Make every customer feel valued
- Generate long-term interest through innovation
- Recover from mistakes
- Leave your customers wanting more so they come back time and
time again.
About the author
Tony Cram has presented on competitive marketing and innovation
at conferences and company conventions around the world including
Berlin, Buenos Aires, Budapest, Gothenburg, Istanbul, London, Paris
and Warsaw.
As a Programme Director at Ashridge Business School - one of
Europe's leading centres for Management Development - he designs
and delivers executive development programmes on business strategy
and market innovation. His particular interest is in understanding
customer value, developing brands and the dynamics of long-term
business relationships.
Tony Cram's previous books include - "Customers that Count: How
to build living relationships with your most valuable customers,
""Smarter Pricing: How to capture more value in your market" and
"The Power of Relationship Marketing."
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