As companies continue trying to “differentiate themselves in a sea of sameness,” author Kelly McDonald encourages them to tailor their customer service efforts to the needs and expectations of customer groups, including ethnic minorities and religious segments.
In her recently published book, “Crafting the Customer Experience for People Not Like You: How to Delight and Engage the Customers Your Competitors Don’t Understand,” McDonald lays out guidelines to help businesses better customize their services for different demographics and stray away from the “one size fits all” mentality.
In addition to helping readers think like people whose lifestyles differ from their own, McDonald expands on ways to create experiences that will result in customer satisfaction and loyalty.
“Crafting the Customer Experience for People Not Like You” is available on www.800ceoread.com for $19.96.
