Amaze Your Customers!: Creative Tips on Winning & Keeping Your Customers

160 Pages·2006·0.49 MB·English

by  Daniel Zanetti

Amaze Your Customers Prelims 30/11/05 4:41 pm Page i
AMAZE
your
CUSTOMERS!
Amaze Your Customers Prelims 30/11/05 4:41 pm Page ii
Amaze Your Customers!is the result of a special collaboration
between Kogan Page and Redline Wirtschaft, Germany’s
leading business publisher. Selected best-selling titles
previously publishedbyRedlineWirtschaftare translated
intoEnglishand published by Kogan Page to ensure a
worldwide distribution.
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AMAZE
your
CUSTOMERS!
creative tips on winning
& keeping your customers

daniel zanetti
London and Philadelphia
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Publisher’s note
Every possible effort has been made to ensure that the information contained in this
book is accurate at the time of going to press, and the publishers and authors cannot
accept responsibility for any errors or omissions, however caused. No responsibility for
loss or damage occasioned to any person acting, or refraining from action, as a result
of the material in this publication can be accepted by the editor, the publisher or any
of the authors.
First published in Germany in 2003 by Redline Wirtschaft as Kundenverblüffung:
Kreative Tipps, wie Sie Ihre Kunden nachhaltig an sich binden
First published in Great Britain and the United States in 2006 by Kogan Page Limited
Apart from any fair dealing for the purposes of research or private study, or criticism or
review, as permitted under the Copyright, Designs and Patents Act 1988, this publica-
tion may only be reproduced, stored or transmitted, in any form or by any means, with
the prior permission in writing of the publishers, or in the case of reprographic repro-
duction in accordance with the terms and licences issued by the CLA. Enquiries
concerning reproduction outside these terms should be sent to the publishers at the
undermentioned addresses:
120 Pentonville Road 525 South 4th Street, #241
London N1 9JN Philadelphia PA 19147
United Kingdom USA
www.kogan-page.co.uk
© Redline Wirtschaft 2003, 2006
The right of Daniel Zanetti to be identified as the author of this work has been asserted
by him in accordance with the Copyright, Designs and Patents Act 1988.
ISBN 0 7494 4557 2
British Library Cataloguing-in-Publication Data
A CIP record for this book is available from the British Library.
Library of Congress Cataloging-in-Publication Data

Zanetti, Daniel
[Kundenverblüffung. English]
Amaze your customers! : creative tips on winning and keeping your customers /
Daniel Zanetti.
p. cm.
Includes index.
ISBN 0-7494-4557-2
1. Consumer satisfaction. 2. Customer services. 3. Competition. I. Title.
HF5415.335.Z36 2006
658.8’343—dc22
2005030518
Typeset by Jean Cussons Typesetting, Diss, Norfolk
Printed and bound in Great Britain by Creative Print and Design (Wales), Ebbw Vale
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Contents
Acknowledgements ix
About the author xiii
Introduction 1
1 Amaze your customers! 5
Joe Friedmann 5
Satisfied is not satisfied enough 6
Offer more than the customer expects 9
The despera te quest for uniqueness 10
Welcome to the emotionless world of the customer 11
A look in the rear-view mirror 13
An astonishing metamorphosis – when a seller 16
becomes a buyer
They need to know you 17
See things through the eyes of your customers 17
and be innovative!
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vi Contents
Courage, goodwill and consistency – an unbeatable 19
trio
A matter of timing 25
The brand ‘Me’ 27
Don’t forget to listen 28
Critical questions on customer amazement 29
strategies
2 Joe Friedmann’s amazing experiences as a 33
customer
Make yourself at home 33
No overhead projector required 36
A little ‘light’ refreshment? 39
With the compliments of the chef 42
Taxi! 46
Coffee, tea, mineral water, Coke, sandwiches 48
35,000 euros – and no takers 51
Unleaded, please! 55
Is the water temperature ok? 56
The smallest room – a horror scenario 59
Children welcome 61
Pizza Quattro Cartone 64

In the retirement home 66
A trip to the mountains 67
At the supermarket 70
A set of snow tyres, please 72
We hope you have enjoyed flying with us 75
An overdose of perfume 78
Cool Caribbean dream 80
Wanted – fashion consultant 83
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Contents vii
Can I help you? 86
Please hold the line 89
Open wide! 92
Take a seat in the waiting room 94
I need help! 97
Language lessons at the florist’s 100
Cats would buy goldfish flakes 102
When the boss makes a speech 104
Project ‘Christmas gifts for our customers’ 106
Fully booked 110
The man from the insurance company 113
Craftsmen wanted 117
Two customers less 119
3 You need cheese to catch a mouse 123
Pay effective compliments 123
Complain, but do it properly! 128
4 And the winner is … 133
Win the ‘Joe Friedmann Customer Amazement 133
Award’!
The customer has the last laugh 136

Index 137
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Acknowledgements
I would like to thank everyone who has amazed me and made
my life as a customer sweeter over the last 38 years. On my
frequent trips, on business and for pleasure, I have again and
again met people who, in their everyday lives, set an example
of what this book is all about, namely providing outstanding
service. And if now and then the service is not so good, I have
found a way to voice my frustration as a customer through the
mouth of Joe Friedmann.
Thank you also to:

My son Noah, the best thing I ever did. He teaches me so
much, and he has the whole of his amazing life in front of him.
I will be there for you, always!
My partner Beatrice, whom I honour above all others and who
is the focus of my life. Your love gives me so much.
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x Acknowledgements
Jörg Neumann, my friend, my source of inspiration and ever-
dependable business partner. I hope we work on many more
exciting projects together!
Heike Reutlinger, who has contributed so much to the success
of this book with her enthusiasm and her identification with its
message. I couldn’t do without her. Thank you, Heike!
Harry Gisler, who has been my role model in matters of
customer-orientation for many years.
My postman, who not only delivers my mail, but also spreads a
little good cheer every morning.
The NeumannZanetti & Partner Dream Team, who work very
hard with us to ensure that we remain an outstanding
company.
Daniela Amrein, a pillar of support. What would I do without
you? You manage to do a thousand different things at once and
still you never forget to smile.
Alexandra Furrer, who has been at my side for many years.

With your amazing flexibility and your contacts, you always
manage to provide support in the right place and at the right
time.
Bettina Spichiger, our fantastic trainer. I can always rely 100 per
cent on you. I am in awe of the way you manage to strike the
perfect balance between work and fun.