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Making Meaning: How Successful Businesses Deliver Meaningful Customer Experiences

By CIOinsight  |  Posted 01-06-2006 Print

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The new year is probably a good time to revisit an old topic: How can you connect with customers who have vowed to find more meaning in their lives?
Making Meaning: How Successful Businesses Deliver Meaningful Customer Experiences
Steve Diller, Nathan Shedroff and Darrel Rhea
New Riders Publishing, Dec. 2005
152 pages, $24.99

The new year is probably a good time to revisit an old topic: How can you connect with customers who have vowed to find more meaning in their lives? This is not a philosophical question, argue the authors, consultants all. Rather it is a strategic one. Smart companies such an OnStar Corp. connect their products to something that resonates with the audience; in the case of OnStar's in-vehicle technology: safety. The authors believe that authenticity, meaning and relevance inspire trust, and that results in lasting and profitable customer relationships. They present a blueprint for incorporating meaning into your innovation efforts.



 

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