Seemingly simple ideas are often the most powerful, and the hardest to uncover. In the 20th century, it was Peter Drucker's Management by Objectives. In the 21st century, it's Management by Expectation.
Author Terry Schurter reveals the simple, powerful, idea of
defining your business in terms of "customer expectations." Schurter explicitly
links corporate strategy down into every niche and corner of the
enterprise to ensure that your business sets and meets customer
expectations --without exception. Providing clear and actionable
guidelines, along with examples from FedEx, Virgin Mobile, Best Buy and a
budget airline, he explains what companies can do to increase the
customer pipeline, convert higher percentages of that pipeline to
profitability, and extend the duration of the customer relationship
where profitability is at its peak.
working harder at existing approaches - even excellent ones - may not
be enough to retain demanding customers. As price differentials narrow
and product features are quickly copied, business survival requires an
unrelenting focus upon identifying and delivering additional and
differentiating value for customers. Terry Schurter provides a manifesto
for all those who are seeking to inspire a greater focus upon the
experience of customers.
--Colin Coulson, Thomas, Professor of Direction and Leadership, University of Lincoln. Author, Winning Companies, Winning People