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

As a businessperson, there are a lot of things beyond your control that may affect you.  You can’t control the economy.  You can’t control the stock market.  You may not have any real control over the cost of goods and labor. 

But customer service is the one thing that is 100 percent in your control at all times.  The variable in the customer sales equation that matters most of all is the one that you can control. 

And, as explained in our summary of Crafting the Customer Experience for People Not Like You, by Kelly McDonald, the customers who will increasingly drive your profits are customers who are not like you – people of different generations, races, ethnicities, and lifestyles.

McDonald is a nationally recognized expert on changing demographics, generational differences, multi-cultural marketing, and Hispanic marketing.  She is also the author of How to Market to People Not Like You, and is the president of McDonald Marketing, which Advertising Age has twice named as one of the top ad agencies in the United States.  Her agency’s clients include Toyota, Sherwin-Williams, MillerCoors, Harley-Davidson, and State Farm Insurance.

This summary will give you a simple, effective road map for increasing your revenues by taking care of the customers you have, appealing to the ones you don’t have, and delighting and engaging all of them.