Free Ebook Customers.com: How to Create a Profitable Business Strategy for the Internet and Beyond, by Patricia B. Seybold Ronni T. Marshak
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Customers.com: How to Create a Profitable Business Strategy for the Internet and Beyond, by Patricia B. Seybold Ronni T. Marshak
Free Ebook Customers.com: How to Create a Profitable Business Strategy for the Internet and Beyond, by Patricia B. Seybold Ronni T. Marshak
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Amazon.com Review
Lots of books have been written about how to do business on the Internet, but few can match the understanding and passion for making e-commerce work of Patricia Seybold's Customers.com. Drawing on case studies of companies and organizations as diverse as Boeing, Babson College, National Semiconductor, Hertz, PhotoDisc, and Wells Fargo, Seybold identifies what makes e-commerce work successfully. She argues that any e-commerce initiative has to begin with the customer. She writes: In the electronic commerce world, knowing who your customers are and making sure you have the products and services they want becomes even more imperative than it is in the "real" world.... The corner grocery needs only to approximate what customers really want because the convenience factor brings in the business. But when you eliminate this advantage--when customers can go anywhere to get what they want--you'd better know what they're looking for. The first section of the book outlines five steps aimed at any organization grappling with the challenge of doing e-commerce right. The final section offers a technology roadmap and suggestions for getting e-commerce initiatives off the ground. But the heart of the book is the 16 case studies of companies that have successfully embraced e-business and e-commerce. Each is well researched, and includes an executive summary and "take-aways" about what each firm did right. If you're looking to develop your business online, this book belongs on your desk, not your bookshelf. Highly recommended. --Harry C. Edwards
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From Publishers Weekly
Aiming her debut at both executives and the technologists who carry out their dictums, consultant Seybold consolidates a wealth of information on how to link businesses to the Internet and other electronic tools. Her "five steps to success" in electronic commerce?"Make it easy for customers to do business with you" and "Redesign your customer-facing business processes from the end customer's point of view," to name two?are confirmed by a compilation of 16 case studies illustrating "eight critical success factors," including knowing the target market, giving customers room to browse and making service more personalized. Tales from the Webbing of American Airlines, National Semiconductor, Hertz, Amazon.com and Bell Atlantic, among others, make the book's basic messages seem inescapable, though at a cost of much built-in redundancy, as they crop up in a myriad of contexts. Going beyond screen-based issues, Seybold shows how billing for electronic commerce or the integration of third-party business can tip the scales toward on-line profitability. The final "handbook" outlines general prescriptions for planning and implementation. While much of the detail about particular Web sites will be outdated before long, of more lasting value are the lessons regarding insightful marketing, innovations and just good business sense?regardless of medium. Illustrations not seen by PW. Author tour. Copyright 1998 Reed Business Information, Inc.
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Product details
Hardcover: 384 pages
Publisher: Crown Business; 1 edition (November 15, 1998)
Language: English
ISBN-10: 0812930371
ISBN-13: 978-0812930375
Product Dimensions:
6.5 x 1.5 x 9.8 inches
Shipping Weight: 1.3 pounds (View shipping rates and policies)
Average Customer Review:
3.6 out of 5 stars
73 customer reviews
Amazon Best Sellers Rank:
#4,451,345 in Books (See Top 100 in Books)
CUSTOMERS.COM is a very valuable book in that it focuses both on how to serve customers on-line as well as how to make money doing so.Like a good consultant, the author systematically looks at best practices from each of 16 cases, and combines the lessons into a vision of the future best practice (in 2-3 years) that no one is yet doing. This is an outstanding accomplishment, that is not matched in most best practice books.I also visited the CUSTOMERS.COM Web site to register for the free booklet that is offered, and was pleased to get many ideas to improve our own electronic commerce. Be sure to check here from time to time, because the author updates the 16 case histories in the book on the Web site so that you can keep up-to-date. That is an especially nice touch.Ms. Seybold does a nice job in CUSTOMERS.COM of critiquing each case history for ways that organization could improve. Let me do the same for her book. Several things stand out. First, the book does not go into enough detail about how to find the weaknesses in current operations that will permit greater profitability through changed processes facilitated by electronic commerce. There is a lot of best practice work needed in those areas before you start thinking about electronic commerce. Second, she does not address the question of what the ideal best practice of electronic commerce is. You might think of a well-informed concierge in a great hotel who knows you well as the model for this ideal best practice. Third, more needs to be done to help you learn how to facilitate the change process. The steps she describes would be very difficult for many organizations to implement that are beset by severe stalls in the form of tradition, disbelief, misconceptions, bureaucracy, avoiding the unattractive (such as customer problems), procrastination, and miscommunication. Fourth, the book highlights a lot of very interesting case histories and shows their successes. I was struck that although I am a heavy Web user and a substantial customer of many of these organizations, I did not know about the electronic services they offer. It sounds like many of these organizations still have a communications problem with their customers. Fifth, the available technology will advance a lot in the next five years. I felt the book does not do enought to make people aware of how technology that is not yet available can facilitate the future success of their electronic commerce.No book can serve all needs in an area, so we can look forward to Ms. Seybold's next book. I enjoyed the personal touch as she described her own experiences with many of the companies involved. I hope she keeps in touch with them and us. I suspect she will based on the e-mails I get from her after registering on her site.
In Customers.com, Patricia Seybold becomes the must read for e-commerce strategies to the degree that Don Peppers and Martha Rodgers has become for one-to-one marketing.Customers.com cuts through the hype and circumstance associated with internet as a beloved communications channel and highlights that e-commerce is more than the user interface. The examples provided will get the readers mind thinking about the data and process infrastructure that must be in place to enable e-commerce in a very simple and clear way. These basics act as good triggers for individuals about to embark on the definition of e-commerce strategies to support their business.I highly recommend this read.
Subtitled "How to Create a Profitable Business Strategy for the Internet and Beyond", this is one of the top books around that talks about startegies for companies to take now that general commerce is shifting more and more toward e-commerce. As the founder and CEO of the Patricia Seybold Group, a "worldwide business and technology consulting group", Ms. Seybold provides some insights, which are both obvious and tremendous. Bottom line - if a company doesn't shift its primary focus to be on its customers, it will not stay in business for very long, as traditional forms of customer care may not always directly apply in the networked economy. Through detailed case studies, the reader can see by example the good and bad of today's commerce landscape.
This book stands out from the clutter of e-business texts. It does one of the better jobs of elucidating the basic principles that show up in most books. The book is not in love with technology--it keeps the emphasis squarely on the customer. It gives you a set of things to think about, regarding your own business. It might not serve well as a textbook, but it does provide good source material for a course on e-marketing.
Patricia Seybold writes a good overview on the rules that e-commerce sites should use in the design and implemenation of their sites. SOME of the case studies are effective at reinforcing the rules highlighted. I would recommend just reading the introductions for each rule and the lessons learned sections. This is a good read but one in the end that could have been much shorter.
This book is too thin and fluffy. I managed to get through a few chapters, skipped to the middle, and then gave up. It contains the same standard stories I hear about every day. If it wrapped up uncommon stories, even if they were common sense, it would have some value. Boil it down to a checklist for your operating officer and webmaster, and you'd have it all.
This is one of the best BUSINESS books I have ever read. This book looks at eBusiness from the executive managers perspective.
With so much changes in the internet business, this is a good reading to understand how should you start, but new technologies are available now. This book was written in 98, so Patricia Seybold should rewrite.
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