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Users, Not Customers: Who Really Determines The Success Of Your Business (2011)

by Aaron Shapiro(Favorite Author)

3.75 of 5 Votes: 3

ISBN

1591843863 (ISBN13: 9781591843863)

languge

English

genre

Nonfiction

publisher

Portfolio Hardcover

review 1: This was a very interesting book. He focuses mostly on for-profit companies but there is a lot non-profits can learn from it.Mr. Shapiro's premise is that in this digital age, we as companies need to realize that our customers have because users, and that much of our business is done online and if the company does not have a good digital presence then there is a good chance they will lose the customer. He believes that the most sucessful companies create online experiences that leads their users to become customers. He provides many examples of this, how companies like Nutrisystem use their online presence to establish a relationship with users through forums, articles and weight loss tools that is meant to to turn those users into customers of their product.I think thi... mores is very important for libraries to learn since we have been for so long a place where people went to for books and programs, but with the advent of e-books and online databses, our patrons do not have to ever have to enter our building but we can still provide invaluable services to them. We need to let patron know that we are just as useful online as in person.A very good read with many good examples.
review 2: Users: Not ConsumersAaron ShapiroUsers: Not Consumers is designed as a manual for entrepreneurs and small business owners who are interested in establishing an online presence to attract new customers. Entrepreneurs and small business owners need to convince potential customers arriving at the new website to try the company’s product or service. Mr. Shapiro has evaluated 349 of the top companies comprising the Fortune 1000 ranging over 19 industries. By the end of the book, Mr. Shapiro expects to convince entrepreneurs and small businessmen that HUGE, can develop a proficient disposable technological presence online to help attract new business and to increase its viable market share in its industry. Mr. Shapiro studied the top performing companies in the Fortune 1000 “that consistently performed better in the digital environment than their peers.” After comparing companies such as Amazon, Apple, Microsoft, Google, Walmart, Best Buy and American Express; he determined that what the fortune 1000 companies have in common is that they put the needs of their internet users as the company’s top priority. Another common trait shared by the fortune 1000 companies is comprehensive, automated, self-service. . .” customer service oriented websites and social media pages. The user-customer wants to search for the item that he needs to find on a website that is simple to use and easy to navigate from locating the item to purchasing that item.Readers who do not have a degree in business may be uncomfortable with the use of business terminology such as user-centric management- anticipating and meeting user needs. Concentric Organization- using small teams of computer technicians to “create the digital tools to advance business goals”. Disposable Technology- “. . . digital tools that are easily disposed of; evolved, and replaced . . .”and Higher Calling Products a term that is not sufficiently defined in laymen’s terms to foster the understanding of the readers that do not have a business degree.Users: Not Costumers would have been more informative and complete as a sales tool if it included the survey completed by the 397 companies from the Fortune 1000 that responded to the survey, the names of those companies, and their ranking in the Fortune 1000.I agree with Shapiro’s belief that business customers are very interested in websites that make the shopping experience simple and easy to use from the time the customer selects her item until the moment she pays for that item.I agree, that online customers expect to encounter exceptional customer service representatives when problems arise both during the ordering process, as well as after the order has been completed.I believe that Shapiro’s potential customers would like to know how well Shapiro and HUGE have improved the bottom-line (increased sales) of their existing customer base.As a marketing tool Users is a well written guide for entrepreneurs and small business owners who wish to service markets outside the company’s local community. The only missing element is the missing statistical information pertaining to how well Shapiro’s clients performed in their industry before the company became client compared to how well the company has performed becoming a client. Although is not complete, I highly recommend Users to all entrepreneurs and existing small businesses who wish to develop an online on the internet. less

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