Winning Her Business: How to Transform the Customer Experience for the World’s Most Powerful PDF
Preview Winning Her Business: How to Transform the Customer Experience for the World’s Most Powerful
PRAISE FOR WINNING HER BUSINESS “Bridget Brennan provides us with a wonderful guide to navigating the world of women consumers. In Winning Her Business, Brennan gives read- ers valuable insights that can be leveraged from the corner office to the sales floor.” —I NDRA K. NOOYI, Chairman, PepsiCo “In an era of unmatched speed, convenience, selection, and price, win- ning her business requires mastering every element of the customer experience, including human interaction. Brennan’s Four Motivators ® Framework is a smart and scalable road map to actionable changes that every business can leverage to succeed with one of the world’s largest growth markets.” — TOM BARTLEY, Head of Retail, Google “At a time when a great customer experience is the expectation, Bridget Brennan’s book is right on target. Her research and insight offer a prac- tical guide to providing a tailored customer experience for the largest growth market—w omen! Her logical approach is intuitive and actionable for both men and women alike. This book should be required reading for all leaders, in order for their business to succeed in a modern economy.” —P EGGY TURNER, Vice President, Guest Retention and Satisfaction, Lexus “Bridget Brennan is opening up our eyes to a compelling reality and to a significant business opportunity. Brennan’s new book is visionary and at the same time pragmatic and practical. It is a must read for anyone interested in enhancing the customer experience and looking for new business opportunities.” —L AURENT FREIXE, Executive Vice President and CEO, Zone Americas, Nestlé S.A. WinningHerBusiness_content.indd 1 12/18/18 12:10 PM “Winning Her Business is a powerful resource for any business leader who aspires to create inclusive customer experiences, stay relevant, and forge authentic bonds with America’s new consumer. The book is chock full of ® highly actionable insights, and Brennan’s Four Motivators Framework should be leverageable for any business, regardless of industry, across all dimensions of difference, including gender and beyond.” —S ANDY CROSS, Senior Director of Diversity and Inclusion, PGA of America “Few know more about female customers than Bridget Brennan. In Winning Her Business she shows how to transform the customer experi- ence for women by engaging their whole selves. If you want to tap into an increasingly powerful customer base, this is the book for you.” —F LORIAN ZETTELMEYER, Nancy L. Ertle Professor of Marketing, Chair, Marketing Department, Kellogg School of Management, Northwestern University “An insightful perspective on how women drive consumption and how they see buying. The book is an easy-t o-r ead, practical guide for modern sales and customer service leaders, and it is relevant to many catego- ries and contexts. Considering the female perspective is a global business issue, accelerated in the digital age and relevant across all the world.” —F ABIO VACIRCA, Senior Managing Director – Products, Africa, Middle East, Asia-Pacific, Accenture “If your business is aiming to win with women, then this is the book for you. Bridget Brennan doesn’t just provide powerful ideas on how to connect with women, but also the directive to put insight into action for meaningful impact on your business.” —I NGA STENTA, Head of Global Business Growth, Reebok “Women have been instrumental to the growth of the snowboarding busi- ness and lifestyle. Brennan shows us that winning is all about inclusivity. Spend an hour with this book, and watch your customer communica- tion skills grow.” —E LYSA WALK, Senior Vice President and General Manager, Americas, Burton Snowboards WinningHerBusiness_content.indd 2 12/18/18 12:10 PM “Brennan connects with the reader in the precise way she recommends we reach the female customer: with inspiration, confidence, and appre- ciation of your time.” —C HRISTINE WEIL SCHIRMER, Head of Communications, Pinterest “Bridget Brennan’s point is clear: focusing on the female consumer will have deep, economic benefit. Her tactics and best practices for knowing and understanding the customer are crucial for anyone seeking to grow their business.” —C ALVIN FIELDS, DIRECTOR, Thrifty Brand, The Hertz Corporation WinningHerBusiness_content.indd 3 12/18/18 12:10 PM WinningHerBusiness_content.indd 4 12/18/18 12:10 PM WinningHerBusiness_content.indd 5 12/18/18 12:10 PM WinningHerBusiness_content.indd 6 12/18/18 12:10 PM HOW TO TRANSFORM THE CUSTOMER EXPERIENCE FOR THE WORLD’S MOST POWERFUL CONSUMERS BRIDGET BRENNAN WinningHerBusiness_content.indd 7 12/18/18 12:10 PM © 2019 by Bridget Brennan All rights reserved. No portion of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means—e lectronic, mechanical, photocopy, recording, scanning, or other—e xcept for brief quotations in critical reviews or articles, without the prior written permission of the publisher. Published by HarperCollins Leadership, an imprint of HarperCollins Focus LLC. Any internet addresses, phone numbers, or company or product information printed in this book are offered as a resource and are not intended in any way to be or to imply an endorsement by HarperCollins Leadership, nor does HarperCollins Leadership vouch for the existence, content, or services of these sites, phone numbers, companies, or products beyond the life of this book. Unless otherwise noted, quotations in this book were taken from personal interviews with business owners, executives. customers, and sales professionals. ® The Four Motivators Framework is a registered trademark of Female Factor Corp. All rights reserved. ISBN 978-1-4002-0998-9 (eBook) ISBN 978-1-4002-0997-2 (HC) ISBN 978-1-4002-1000-8 (TP) ISBN 978-1-4002-1293-4 (IE) Library of Congress Cataloging-i n-P ublication Data Library of Congress Control Number: 2018959503 Printed in the United States of America 19 20 21 22 23 LSC 10 9 8 7 6 5 4 3 2 1 WinningHerBusiness_content.indd 8 12/18/18 12:10 PM To Erik, for everything WinningHerBusiness_content.indd 9 12/18/18 12:10 PM
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