Unselling : the new customer experience - Stratten, Scott (Hoboken : Wiley, 2014)
Machine generated contents note: Chapter 1: UnSelling Chapter 2: Joshie is Branding Chapter 3: Funnel Vision Chapter 4: Scott's remedies for funnel vision Chapter 5: Pulse Chapter 6: Air Canada vs. Westjet. Chapter 7: External Pulse Factors and Trends Unpaid internships are the new barrel suit Chapter 8: Our Return Policy Is For You To Not 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 Chapter 12: Aspiring to be a Jedi Chapter 13: Information Open Plan Offices Make People Unhappy Chapter 14: Motivation Chapter 15: Why there will be a whole lot less check ins in Boston 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: Kitestring Chapter 23: Taking My Pulse Chapter 24: Big Ass Chapter Chapter 25: Direct vs 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 vs Blockbuster Chapter 38: The Secret World of Book Publishing Chapter 39: CrowdFunding They Built A Solid Brand They Built A Customer Base They Built Relationships They Got Momentum Early IMPORTANT: They Had A Realistic Funding Goal They Got Press Early They Spent Time/Money On An Awesome Video! They Offered A Great Product Then, Make Sure You Deliver 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 Social media explained By @EliLanger on Twitter Chapter 43: What Really Matters in Social Chapter 44: Who polices the police presentations? Chapter 45: How Not to Apologize Step one: Social media fark up. Step two: Initial half-ass apology: Step 3: The "Oh crap, this is really taking off" apology Step four: SHUT IT DOWN!!!! SHUT IT DOWN!!!! Step five: Blame hackers/virus/research Step Six. 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 47: 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 email 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 ROI 2. Industry regulations 3. No time 4. B2B 5. I'm scared of negative comments and reactions. Chapter 56: Company created community Chapter 57: Forty Creek Chapter 58: Passive vs Active Exposure Chapter 59 - The Inner Social Circle. Chapter 60: Social Media Success is None of your Brand's Business Chapter 61: Conclusion .
Includes index.
Keywords: Customer relations; Selling; BUSINESS & ECONOMICS / Customer Relations; BUSINESS & ECONOMICS / Sales & Selling