Simply Better : Winning and Keeping Customers by Delivering What Matters Most PDF
Patrick Barwise and Sen Meehan argue that most companies have taken differentiation so far that theyve left their customers behind. Customers dont want bells and whistles and dont care about trivial differences between brands. What they really want are quality products, reliable services, and fair value for money. Yet most companies consistently fail to meet these basic customer needs.
Simply Better is a no-nonsense, back-to-basics manifesto for todays businesses. Barwise and Meehan argue that successful differentiation lies not in unique selling propositions, but in generic category benefits, such as good service, on-time delivery, and quality products, that any company can provide. The key is to deliver these consistently better than competitors. Illustrating this customer-focused differentiation through vivid examples of companies, including Toyota, P&G, Hilti, Tesco, and Ryanair, Simply Better outlines an actionable framework managers can use to:
Understand what customers really value and why they buy the brands they do
Discover basic, unmet needs ripe for reliable solutions
Channel customer dissatisfaction into performance improvements
Balance in-the-box thinking in strategy and innovation with out-of-the-box thinking in advertising and communications
Create a learning culture that continuously responds to changing customer needs
While being unique might be exciting and appealing, it doesnt drive business success. Simply Better shows how meeting and exceeding the most ordinary of customer expectations can lead to extraordinaryand lastingrewards.