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The Marketing Book Podcast

Fun, weekly interviews with authors of new marketing and sales books. Named by LinkedIn and Forbes as one of the top marketing and sales podcasts. Hosted by Douglas Burdett, a marketing agency principal, former artillery officer, Madison Avenue ad man, and stand-up comedian.
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Jul 1, 2022

From Impressed to Obsessed: 12 Principles for Turning Customers and Employees into Lifelong Fans by Jon Picoult

About the Book:

If you’re aspiring to satisfy your customers, then you’re aspiring to mediocrity.

That’s the fascinating premise of From Impressed to Obsessed, a book that will fundamentally change how you think about creating a successful, beloved business.

Acclaimed customer experience expert Jon Picoult explains why building customer loyalty requires leaving indelible positive impressions on everyone you work with―not just shaping their experiences, but also shaping their memories.

Picoult explores the cognitive science behind great customer experiences, pinpointing the breakthrough, psychology-based strategies that both industry leaders (like Apple, Disney, and Southwest Airlines), as well as fast-growing startups (like BILT and Framebridge), use to shape people’s perceptions and sculpt unforgettable impressions―thereby turning more sales prospects into customers, and more customers into obsessed brand ambassadors.

Packed with intriguing case studies, engaging stories, and eye-opening research, the book details these proven principles and illustrates how they can be applied to almost any type of business or customer. Examples include cases that show how to:

  • Create Peaks & Avoid Valleys―leverage the science of memory to etch positive impressions in people’s minds, by creating greater experiential peaks and fewer experiential valleys.
  • Give the Perception of Control―the almost magical power of giving customers a sense of agency, via choice and expectation-setting, causing them to feel better about the experience a business is already delivering.
  • Make It Effortless―make interactions easy for customers, not just from a physical perspective, but also from a cognitive one, to satisfy today’s demand for simplicity and convenience.
  • Stir Emotion―harness the power of emotion as a memory cue, by infusing customer experiences with emotional resonance, highlighting positive feelings while stemming negative ones.

No matter what kind of constituency you serve―customers or colleagues, individuals or institutions, employees or employment candidates―this book will help you do it with distinction.

Picoult’s message is particularly relevant for managers, as he shows the parallels between how great companies cultivate engagement with customers, and how great leaders accomplish the same with their workforce.

From Impressed to Obsessed reveals the what, the why, and― most importantly―the how behind great customer experiences. Filled with actionable insights, the book provides an invaluable roadmap for becoming the company that everyone wants to do business with, the employer everyone wants to work for, and the leader everyone wants to follow.

About the Author:

Jon Picoult is the founder of Watermark Consulting and a leading expert in customer and employee experience.

Jon has been featured by dozens of media outlets, including The Wall Street Journal, the New York Times, NBC News, and Forbes.

He has advised C-Suite leaders at some of the world’s foremost brands, helping companies capitalize on the power of loyalty – both in the marketplace and in the workplace.

Jon earned his bachelor’s degree in Cognitive Science at Princeton and holds an M.B.A. from Duke.

And, interesting fact – his introduction to the business world was working at his campus radio station!

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/impressed-obsessed-jon-picoult

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