From Impressed to Obsessed: 12 Principles for Turning Customers and Employees into Lifelong Fans

CHAPTER 20

Start Impressing

Imagine being the company that everyone wants to do business with. The Fortune 500 firm or mom-and-pop store for whom people have a magnetic attraction. The organization that doesn’t have to worry about where its next customer will come from, because its fortunes are fueled by the repeat business and referrals of so many raving fans.

And then imagine being the employer that everyone wants to work for. The organizational leader to whom the most talented people gravitate. The workplace where employees are engaged, inspired, and equipped to turn every customer interaction into a source of competitive differentiation.

This is the power of smart, science-based experience design when applied to customers, employees, or ...