UnSelling : The New Customer Experience.

Cover -- TItle Page -- Copyright -- Contents -- Chapter 1 UnSelling -- Chapter 2 Joshie Is Branding -- Chapter 3 Funnel Vision -- Chapter 4 Remedies for Funnel Vision -- Chapter 5 Pulse -- Chapter 6 Air Canada versus WestJet -- Chapter 7 External Pulse Factors and Trends -- Chapter 8 Our Return Policy Is for You Not to Return -- Chapter 9 Taking the Customer Pulse -- Internal Customer Factors and AIM -- Chapter 10 Are You in the Customer Tolerating Business? -- Chapter 11 Internal Factors and AIM -- Aspiration -- Information -- Motivation -- Chapter 12 Aspiring to Be a Jedi -- Chapter 13 Information -- Chapter 14 Motivation -- Chapter 15 Why Boston Will Have Fewer Check-Ins -- Chapter 16 Brand Flatline: It's Not Me -- It's You. -- Chapter 17 Avoid the Brand Attack -- Chapter 18 The Three Types of Pulse We Need to Pay Attention To -- Chapter 19 The Game of Loyalty -- Chapter 20 What Really Matters in Branding -- Chapter 21 The Pulse of an UnAwesome Industry -- Chapter 22 Flying the Kite of Community -- Chapter 23 Taking My Pulse -- Chapter 24 Big Ass Chapter -- Chapter 25 Direct versus Moral Offense -- Chapter 26 Offensive Real Estate -- Chapter 27 The Moral Offense -- Chapter 28 The Politics of Engagement -- Chapter 29 Insubordinate Customers -- Chapter 30 Outrage Outreach -- Chapter 31 The Impenetrable Brand -- Chapter 32 Pivot -- Chapter 33 Hiring at Rock Bottom -- Chapter 34 From the Walkman to the iPod -- Chapter 35 Why I Didn't Invent Spanx -- Chapter 36 What Happens When You Pivot and No One Notices? -- Chapter 37 Netflix versus Blockbuster -- Chapter 38 The Secret World of Book Publishing -- Chapter 39 Crowdfunding -- Chapter 40 Customer Reviews: The Good, the Bad, and the Future -- The Good -- The Bad -- The Future -- Chapter 41 Beware of Mountain Climbers Who Sell Equipment -- Chapter 42 Social Media by the Dozen.

Chapter 43 What Really Matters in Social -- Chapter 44 Who Polices the Police Presentations? -- Chapter 45 How Not to Apologize -- Step 1: Social Media Fark Up -- Step 2: Initial Half-Ass Apology -- Step 3: The "Oh Crap, This Is Really Taking Off" Apology -- Step 4: SHUT IT DOWN!!!! SHUT IT DOWN!!!! -- Step 5: Blame Hackers/Virus/Research -- Step 6: Become Known from Here on out as Pulling a Miller -- Chapter 46 Lack of Tartar Sauce Tact -- Chapter 47 Your Community Is an Allen Key -- Chapter 48 Return the Brand High Five -- Chapter 49 Stopping the Share -- Flattening Out Word of Mouth -- The Choice Not to Share -- The Sharing Group Hula-Hoop -- Mobile -- The Bribe -- No Photos, Please -- Pin the Tail on the Brand -- Chapter 50 The Value of a Read: AKA Sensational Headlines Are Evil -- Chapter 51 Avoid the Cleanse: How to Keep Your Subscribers -- Recognized, Relevance, Relationship -- The Best Way to Get Your E-Mail Opened Is to Write Content Worthy of Being Opened -- Chapter 52 Should You Trade in Trade Shows? -- Chapter 53 What Really Matters in Speaking -- Chapter 54 What Really Matters in Podcasting -- Chapter 55 What Really Matters in Blogging -- 1. No Return on Investment (ROI) -- 2. Industry Regulations -- 3. No Time -- 4. Business-to-Business (B2B) -- 5. I Don't Have Anything to Say -- 6. I'm Scared of Negative Comments and Reactions -- Chapter 56 Company-Created Community -- Chapter 57 Up the Customer Creek -- Chapter 58 Passive versus Active Exposure -- Chapter 59 The Inner Social Circle -- Chapter 60 Social Media Success Is None of Your Brand's Business -- Chapter 61 Conclusion -- Index -- EULA.

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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2024. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.