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Uncommon Practice: People who deliver a great brand experience, by Shaun Smith, Andy Milligan
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In an increasingly crowded market place, there are certain companies that really stand out from their competitors - companies like Tesco, PizzaExpress, Amazon.com, Virgin, easyGroup, First Direct, Harley Davidson, Krispy Kreme and Pret A Manger. Uncommon Practice - People who deliver a great brand experience, a new book by Interbrand and Forum, demonstrates, through interviews with key executives from these and other leading companies, how they provide remarkable experiences for their customers and staff alike. The premise behind Uncommon Practice is that that this success stems from their distinctive cultures uniquely developed to meet the needs of customers. The companies featured have defied conventional wisdom and broken the traditional rules of management to engender exceptional levels of commitment from their people, who, united behind a clear brand vision, translate their belief in the company into exceptional customer service. Editors Andy Milligan and Shaun Smith have taken care to let the voice of the organisation speak for itself. Uncommon Practice is not a 'how to...' book, and does not provide a 'quick-fix' list of invariable rules for success. The editors do however provide insight into the core principles and practices that the leading companies featured share but which are uncommon in many organisations today.
- Sales Rank: #1853451 in Books
- Published on: 2002-07-10
- Original language: English
- Number of items: 1
- Dimensions: 10.34" h x .67" w x 8.88" l, 2.07 pounds
- Binding: Paperback
- 192 pages
Review
"This is a terrific book. It paints a picture of what the 21st Century
company has to look like. In today's hypercompetitive markets the business
has to be profoundly customer centric if it is to prosper. This is not about
clever advertising but creating a genuine commitment among employees to
provide customers with a unique, quality experience.
"What makes the book different is that the authors have chosen 19
fascinating businesses, most of them now household names, like Amazon, Tesco
and Manchester United. Instead of a dull academic treatise they let the top
executives do the talking about what makes their companies different. It
provides a host of up-to-date insights for managers and
MBAs."
Professor Peter Doyle, Warwick Business School
"How often do you get the chance to have an unmediated head-to-head with
business leaders who are delivering on the new frontier of business - the
customer experience? There are so many books out there trying to interpret
the essence of business success that it is refreshing to find one where the
interviewees at the heart of the book tell their story in their own words,
instead of being paraphrased, interpreted or misinterpreted.
"So if you want to hear direct from Richard Branson and his lieutenants,
Carphone Warehouse's Charles Dunstone and other uncommon business leaders -
many of whom are notoriously reluctant to be interviewed - the 'Uncommon
Practice' is the book that lets you hear their story straight from the
horse's mouth."
Phil Dourado, Editorial Director, eCustomerServiceWorld.com
'This book takes an original approach to its subject and comes up with some
uncommonly useful lessons.'
Rufus Olins, editor-in-chief and publisher, Management Today
"It is a fascinating book...it provides insights into some of the most challenging brands of the late-20th century and gives an instant guide to some of their most innovative ideas."
Marketing
From the Back Cover
In an increasingly crowded market place, there are certain companies that really stand out from their competitors—companies like Tesco, PizzaExpress, Amazon.com, Virgin, easyGroup, First Direct, Krispy Kreme, and Pret A Manger.
Uncommon Practice: People Who Deliver A Great Brand Experience, a new book by Interbrand and Forum, demonstrates, through interviews with key executives from these and other leading companies, how these companies provide remarkable experiences for their customers and staff alike. The premise behind Uncommon Practice is that that this success stems from their distinctive cultures uniquely developed to meet the needs of customers. The companies featured have defied conventional wisdom and broken the traditional rules of management to engender exceptional levels of commitment from their people, who, united behind a clear brand vision, translate their belief in the company into exceptional customer service.
Editors Andy Milligan and Shaun Smith have taken care to let the voice of the organisation speak for itself. Uncommon Practice is not a "how to..." book and does not provide a "quick-fix" list of invariable rules for success. The editors do however provide insight into the core principles and practices that the leading companies featured share but which are uncommon in many organizations today.
About the Author
Shaun Smith is Senior Vice President of Forum's Customer Experience Business. Forum, an FT Knowledge company, is a global workplace-learning corporation. Shaun is responsible for directing client projects that address a wide range of business issues including: managing and sustaining customer-focused change, and helping companies define and deliver customer experiences that differentiate their brands. Previously, he ran his own consultancy company, Service Skills International Ltd based in Hong Kong. Past and present clients include: Sainsbury's, Westin Hotels, Microsoft, Toyota, Disney Corporation, British Airways, The Royal Festival Hall, Cathay Pacific Airways, and Ferrari UK. Andy Milligan is the Director of Interbrand’s Internal Brand Management practice, advising clients on issues regarding internal communications and organisational alignment behind the brand. Interbrand is the world’s leading branding consultancy. He is a graduate in English from Oxford University, and went on to train at drama school in London, before joining the world of business. At Interbrand his international assignments have been for organisations as diverse as BiC, FIFA, Jacuzzi Corporation, ATP, Unilever, Barclays, Roche and Mercedes. He is a frequent commentator on branding issues on television and press, and has addressed major conferences internationally on the subject.
Most helpful customer reviews
8 of 13 people found the following review helpful.
learn from the best
By A Customer
"Uncommon Practice is the book that lets you hear about the essence of business success straight from the horse's mouth. "
Phil Dourado, Editorial Director, eCustomerServiceWorld.com
In an increasingly crowded market place, there are certain companies that really stand out from their competitors - companies like Tesco, PizzaExpress, Virgin, easyGroup, First Direct, Harley Davidson, Krispy Kreme and Pret A Manger.
This new book by Interbrand and Forum, demonstrates, through interviews with key executives from these and other leading companies, how they provide remarkable experiences for their customers and staff alike. The premise behind Uncommon Practice is that that this success stems from their distinctive cultures uniquely developed to meet the needs of customers. The companies featured have defied conventional wisdom and broken the traditional rules of management to engender exceptional levels of commitment from their people, who, united behind a clear brand vision, translate their belief in the company into exceptional customer service.
Editors Andy Milligan and Shaun Smith have taken care to let the voice of the organisation speak for itself. Uncommon Practice is not a `how to...' book, and does not provide a `quick-fix' list of invariable rules for success. The editors do however provide insight into the core principles and practices that the leading companies featured share but which are uncommon in many organisations today.
Uncommon Practice explores the creation of outstanding brand experiences delivered through people, illuminated with interviews with senior executives and front-line managers.
Critical to the success of these brands is the way they treat their own people. Open management, share ownership, training and appraisals are common benefits, but can you guess which company has an empty seat policy on the company jet, keeps a fleet of yachts, has a monthly beer bus, gives an employee the Bentley for the weekend or awards Tiffany stars? Through a series of interviews with key executives, Uncommon Practice gives an insight into how certain companies have become so successful by providing remarkable experiences for their customers and staff alike.
0 of 2 people found the following review helpful.
Nothing more to say...other than this book is great!
By John
The other reviews here sum up this book nicely. It is very insightful and great to read. Highly recommended.
0 of 0 people found the following review helpful.
The best ever
By hisham hosny
Is one of the best, should follow by part 2. It's very helpful book. It's a must have book for every one in customer service
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