Project and content management for Contemporary Authors volumes
WORK TITLE: What Customers Crave
WORK NOTES:
PSEUDONYM(S):
BIRTHDATE:
WEBSITE: http://www.nickwebb.com/
CITY:
STATE: CA
COUNTRY:
NATIONALITY:
https://www.linkedin.com/in/lassenscientific/ * http://premierespeakers.com/nicholas_webb/bio
RESEARCHER NOTES:
LC control no.:
no 98128785
LCCN Permalink:
https://lccn.loc.gov/no98128785
HEADING:
Webb, Nicholas J.
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PERSONAL
Born 1958.
EDUCATION:Western University of Health Sciences, honorary doctorate of humane letters.
ADDRESS
CAREER
Inventor, futurist, certified management consultant, healthcare enterprise strategist, and writer. Western University, Pomona, CA, adjunct professor of Healthcare Innovation, director of the Center for Health Innovation; Destruction Lab, founding CEO.
WRITINGS
SIDELIGHTS
Inventor and futurist, Nicholas Webb holds more than forty-five patents, some for wearable technologies and medical implants. He has written several books on digital innovation, customer experience, and entrepreneurship. He is a certified management consultant and healthcare enterprise strategist for leading companies, and is founding CEO of the Destruction Lab, a Healthcare Research and Development Lab. He is also an adjunct professor of healthcare innovation and the director of the Center for Health Innovation at Western University.
The Digital Innovation Playbook and The Innovation Playbook
In 2011, Webb published The Digital Innovation Playbook: Creating a Transformative Customer Experience, which provides tips for businesses to achieve success through what he calls “digital innovation.” Using case studies for Dell Computer, Kodak, IndyCar, U.S. Army, and Southwest Airlines, Webb explores how large and small companies can deliver exceptional value through active listening by using digital media, Web 2.0, and social media to connect with customers and stakeholders to create a community of innovation.
Webb followed up with the 2011 The Innovation Playbook: A Revolution in Business Excellence. He explains how companies can revolutionize their business through customer connectivity, open innovation, customer creation, reducing product and market risk, and future-casting. He reveals the success of innovation superstar companies, explains how some innovations fail, and provides anecdotes and examples of successful innovation.
What Customers Crave
In 2016, Web wrote What Customers Crave: How to Create Relevant and Memorable Experiences at Every Touchpoint, in which he describes ways companies can discover what their customers really want and then how to deliver it to them in order to create deeply human experiences. He asserts that the major problem of businesses is that they see customers as data points, not as individuals with unique personalities. Webb asks companies to determine what their customers love and what they hate by listening to social media posts, micromarketing, innovating, creating memorable experiences and therefore repeat business, and improving the customer experience.
According to a writer online at Small Biz Trends, “The book has great examples, especially for offline businesses, and advice on how the entire experience (sights, sounds, smells, etc.) of a customer directly affects the shopping experience.” Writing in Publishers Weekly, a contributor commented: “Insightful and pragmatic, this book provides the tools that organizations need to truly satisfy customers.” On the Manhattan Book Review Web site, Axie Barclay, said that this book is extremely helpful “if you are a business owner seeking new insights for selling product in an experience-centric market.”
BIOCRIT
PERIODICALS
Publishers Weekly, August 29, 2016, review of What Customers Crave: How to Create Relevant and Memorable Experiences at Every Touchpoint, p. 85.
ONLINE
Manhattan Book Review, https://manhattanbookreview.com (June 19, 2017), review of What Customers Crave.
Nick Webb Home Page, http://www.nickwebb.com/ (June 1, 2017), author profile.
Small Biz Trends, https://smallbiztrends.com (December 11, 2016), review of What Customers Crave.*
Nicholas will WOW your audience with an incredible journey through the future of innovation. Most importantly, your organization will get actionable insights on how to build a “Future Ready” Enterprise.
Top Rated Innovation Speaker, that’s also a Successful Inventor. Awarded over 45 US Patents.
Inventor of one of the world’s smallest medical implants and one of the first wearable technologies.
Number-One Bestselling Author
Number one bestselling Author on Innovation, Healthcare, Technology and Customer Experience Design.
Advisor to some of the Best Brands in The World
Founding CEO of Lassen Scientific, Inc. a 20-year-old successful Certified Management Consulting Firm.
Awarded a Doctorate Degree from a Top Southern California Medical School
Awarded a Doctorate of Humane Letters (hon.) Degree from Western University of Health Sciences.
Disruptive Innovator and Founder of The Destruction Lab
Founder of The Destruction Lab a disruptive innovation project targeting Healthcare, Consumer Technologies and Security
ABOUT NICHOLAS WEBB
Nicholas Webb is one of the world’s top Innovation Strategist and Futurist. As the CEO at Lassen Scientific, Inc. Nicholas works with Fortune 500 companies throughout the world to help them lead their industries in Innovation, Strategy and Customer Experience (CX) Design. Unlike many speakers, Nicholas is no theorist. As a technologist, Nicholas has been awarded over 45 patents by the US Patent and Trademark Office for breakthrough technologies that include one of the world’s smallest medical implants to a wide range of industrial and consumer products. Nicholas is a Number One Bestselling Author. His most recent book, What Customers Crave is used by top brands to design their Customer Experience (CX) and Innovation Strategies. Nicholas has been awarded his Doctorate of Humane Letters (hon.) from the Western University of Health Sciences, a top Southern California Medical School in recognition of his contributions to healthcare. Nicholas is also the founder of the Destruction Lab, a research and development project that is reinventing the way in which consumers access and engage healthcare and other consumer products and services.
WHY Nicholas is Your Best Choice
Unlike many speakers that deliver canned speeches, Nicholas leverages his real world expertise as a CEO and Award-Winning Innovator. Additionally, Nicholas only delivers customized talks that are thoughtfully crafted to meet the strategies of your event. His three-step Pre-Event process of Scoping, Research and Customization provides you the best return on investment and actionable and real world takeaways. His thought provoking and entertaining talks include the topics of Future Trends, Leadership, Technology, Innovation, and Healthcare.
One of the World’s Top Speakers on
Innovation, The Future, Leadership, Healthcare and Organizational Success
Meeting planners and audiences alike are demanding keynote speakers that can deliver a powerful and engaging talk. Moreover, they are demanding speakers with real-world expertise and a proven background of success. Nicholas is represented by all of the top speaker bureaus in the world and he enjoys one of the best reputations for delivering powerful and relevant talks that delight his audience. Nicholas is routinely booked multiple times by the same client and enjoys one of the highest excellent ratings in the industry. All of his talks are from the ground up and are surgically designed to deliver a profitable return on investment for his clients.
Number One Bestselling Author
Trusted by The Best Brands in the World
While some speakers talk about the future… Nicholas is inventing it.
He has been awarded 45 Patents for breakthrough technologies, he has served as a CEO for several technology related companies. He has provided consulting and keynotes to some of the top brands including Salesforce, CIGNA, Cisco, Johnson & Johnson, Gatorade, Verizon Wireless, Pfizer and Microsoft, just to name a few. Nicholas serves as the CEO of Lassen Scientific, Inc. a top Innovation Management Consulting Firm. He is the founder of the Destruction Lab, an innovation project working on breakthrough consumer and medical technologies.
It’s not about the talk… It’s about the strategy
Nicholas is one of the few speakers that conducts a comprehensive pre-event research in order to connect his large body of research to a specific industry segment and organization. His comprehensive process begins with a pre-event form that leverages data analytics and thought leadership to gain insights about the strategies of your event. Then Nicholas builds out a wireframe of his talk that he reviews with the client to make certain that his research and approach surgically connects to the event strategy. Lastly, Nicholas has his graphics department build out a custom talk PowerPoint that primarily consists of supporting images in order to deliver the perfect talk. Your organization and your event is special. Don’t take risks with canned talks that disrespect your valued audience.
One of Nicholas’s recent clients put it this way: “Nick – you were fabulous! Even though we talked four or so times before our All Hands Meeting, I had no idea of how funny, entertaining, brilliant and engaging you would be. You were the hit of the day!” – Beth Baldwin, Chief People Officer BPM, Inc.
===
ABOUT NICHOLAS WEBB
Nicholas Webb is one of the world’s top Innovation Strategist and Futurist. As the CEO at Lassen Scientific, Inc. Nicholas works with Fortune 500 companies throughout the world to help them lead their industries in Innovation, Strategy and Customer Experience (CX) Design. Unlike many speakers, Nicholas is no theorist. As a technologist, Nicholas has been awarded over 45 patents by the US Patent and Trademark Office for breakthrough technologies that include one of the world’s smallest medical implants to a wide range of industrial and consumer products. Nicholas is a Number One Bestselling Author. His most recent book, What Customers Crave is used by top brands to design their Customer Experience (CX) and Innovation Strategies. Nicholas has been awarded his Doctorate of Humane Letters hon. from the Western University of Health Sciences, a top Southern California Medical School in recognition of his contributions to healthcare. Nicholas is also the founder of the Destruction Lab, a research and development project that is reinventing the way in which consumers access and engage healthcare and other consumer products and services.
A PROLIFIC AUTHOR WITH THE BEST BODY OF RESEARCH
Published by the largest book publishers in the world, Nicholas has a massive body of knowledge from his research. His books include his best-selling books, The Cost of Being Sick, The Innovation Playbook, the Digital Innovation Playbook, Invent Stuff and his most recent book Breakers.
WHY THE BEST MEETING PLANNERS ARE CHOOSING NICHOLAS
Let’s face it, we’ve all had the experience of sitting in a meeting room and listening to a speaker deliver a canned speech. The speech had no relevance to our organization and industry. For meeting attendees, time is money and they expect to achieve a return on their time investment by gaining insights that speak specifically to the uniqueness of their organization and industry.
It’s not about the talk… It’s about the strategy
Nicholas is one of the few speakers that conducts comprehensive prevent research in order to connect his large body of research to a specific industry segment and organization. His comprehensive process begins with a pre-event form that leverages data analytics and thought leadership to gain insights about the strategies of your event. Then Nicholas builds out a wireframe of his talk that he reviews with the client to make certain that his research and approach surgically connects to the event strategy. Lastly, Nicholas has his graphics department build out a custom talk PowerPoint that primarily consists of supporting images in order to deliver the perfect talk. Your organization and your event is special! Don’t take risks with canned talks that disrespect your valued audience. One of Nicholas’s recent clients put it this way: “Nick – you were fabulous! Even though we talked four or so times before our All Hands Meeting, I had no idea of how funny, entertaining, brilliant and engaging you would be. You were the hit of the day!”- Beth Baldwin, Chief People Officer BPM, Inc.
NICK WEBB
WORLD-RENOWNED BUSINESS FUTURIST
WORLD-FAMOUS INVENTOR
AUTHOR OF "THE INNOVATION PLAYBOOK"
GENERIC BIO:
Nicholas Webb is a world-renowned Enterprise Strategist, Bestselling Author and Futurist. He has been awarded over 45 Patents by the US Patent and Trademark Office for a wide range of cutting-edge technologies. As an Inventor, Nicholas invented one of the first wearable technologies nearly twenty years ago, and one of the world’s smallest medical implants. Nicholas is the author of The Innovation Playbook, The Digital Innovation Playbook and his Number One Best-Selling Book on Customer Experience entitled, What Customers Crave. As a Certified Management Consultant, he works with some of the top brands to help them lead their market in Enterprise Strategy, Customer Experience (CX) and Innovation. He is the founding CEO of the Destruction Lab, a Healthcare Research and Development Lab. Western University of Health Sciences, a Top Southern California Medical School, awarded Nicholas his Doctorate of Humane Letters. Nicholas is also an Adjunct Professor of Healthcare Innovation and the Director of the Center for Health Innovation at WesternU.
HEALTHCARE BIO:
Nicholas Webb is a world-renowned Healthcare Strategist, Bestselling Author and Healthcare Futurist. As an Inventor, Nicholas invented one of the first wearable technologies, and one of the world’s smallest medical implants. He has been awarded over 45 Patents by the US Patent and Trademark Office for a wide range of cutting-edge technologies. Nicholas is the founding CEO of the Destruction Lab, a Healthcare Research and Development Lab. Nicholas is the author of The Innovation Playbook, The Digital Innovation Playbook and his Number One Best-Selling Book on Patient Experience entitled, What Customers Crave. As a Healthcare Advisor, he works with some of the top Healthcare brands to help them lead their market in Enterprise Strategy, Patient Experience (PX) and Innovation. Western University of Health Sciences, a Top Southern California Medical School, awarded Nicholas his Doctorate of Humane Letters. Nicholas is also an Adjunct Professor of Healthcare Innovation and the Director of the Center for Health Innovation at WesternU.
Creating Experiences Customers Crave with Nicholas Webb
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“The future for both organizations and entrepreneurs is in leveraging innovation techniques to design masterful customer experiences.” Nicholas Webb knows a thing or two about both customers and innovations. As an inventor, he’s been awarded over 45 patents. He now channels his innovative skills to help some of the world’s top brands excel at customer experience. We discussed all of this and more on this week’s episode of the On Brand podcast.
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About Nicholas J. Webb
Nicholas Webb is a world-renowned technology futurist innovator. As an inventor, Nicholas invented one of the first wearable technologies and one of the world’s smallest medical implants. Nicholas has been awarded over 45 patents by the US Patent Office. Nicholas is the author of several best-selling books including, The Innovation Playbook and his recently released number one best-selling book, What Customers Crave. As the CEO at Cravve, Nicholas works with some of the top brands in the world to help them lead their market in enterprise strategy, technology, and innovation. Nicholas has been awarded his Doctorate of Humane Letters by Western University of Health Sciences, a Top Southern California Medical School for his contributions in healthcare technology.
Episode Highlights
How did an inventor like Nicholas end up in branding, marketing, and customer service? “I started out by inventing all of these bright shiny objects. But then wit the ‘Uber-fication’ of things I started thinking about how you could apply these innovation techniques to creating customer experiences.”
From demographics to nodes. “Experience design used to be based on demography. We don’t think of ourselves as demographics. We’re really a range of nodes. What we hate and what we love. The brands that have this figured out win.”
What are the five most important brand touchpoints? As Nicholas talks about in his new book, What Customers Crave, there are five key touchpoints we need to be aware of — 1. The Pre-Touchpoint Moment (mostly digital — before the customer has sought you out), 2. The First Touchpoint Moment (the first impression — usually one of the five senses), 3. The Core Touchpoint Moment (what you do for them day in, day out — online and off), 4. The Perfect Last Touchpoint Moment (that surprising bit of value you add at delivery — a special gift, etc.), and, finally, 5. The In-Touchpoint Moment (how you stay in touch with your customers on an ongoing basis). It sounds like a lot of work but …
“This (approach) is the least expensive way to grow your business and improve your workplace.” As Nicholas has found, most companies are losing around 30% of their business based on average or “criminally bad” customer experiences. Avoid this by mapping all of your touchpoints and rising to the “customer value strata” that Nick notes. You want customer advocates, not “madvocates.”
What brand has made Nicholas smile recently? As someone who is constantly examining customer experience, Nick laughed that his family can get annoyed by his observations (“They usually leave the restaurant thinking ‘Oh no — he’s going to complain.'”). Nick smiled recently at the focus on people and policies at IKEA.
To learn more about Nicholas Webb, check out his customer experience firm Cravve and his speaking website.
As We Wrap …
Before we go, I want to flip the microphone around to our community … Recently longtime listener Sean Carpenter gave us a shout for our episode on naming featuring Mike Pile. Thanks for listening Sean!
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Until next week, I’ll see you on the Internet!
Nicholas Webb
Business and Healthcare Futurist
Innovation Thought Leader
Inventor, Hanz® Educational Toys
Nicholas Webb is a world‐renowned Enterprise Strategist, Healthcare Strategist, Number One Bestselling Author, and Futurist. Nicholas is the CEO of Lassen Scientific, Inc., a Management Consulting Firm that provides innovation‐consulting services to the top brands in the world. He has been awarded over 45 Patents by the US Patent and Trademark Office for a wide range of cutting‐edge technologies, including one of the world’s smallest medical implants. Nicholas's book, What Customers Crave on business and practice growth, is a Number One Bestseller and Mashable's Top 10 Marketing Books to read in 2017. Nicholas is also an Adjunct Professor of Healthcare Innovation and the Director of the Center for Health Innovation at WesternU.
Nicholas enjoys one of the best reputations for delivering powerful and relevant talks that delight his audience. He is routinely booked multiple times by the same client and enjoys one of the highest excellence ratings in the industry. All of his talks are from the ground up and specifically designed to deliver a profitable return on investment to his clients.
5/14/17, 11(04 PM
Print Marked Items
What Customers Crave: How to Create Relevant
and Memorable Experiences at Every
Touchpoint
Publishers Weekly.
263.35 (Aug. 29, 2016): p85. From Book Review Index Plus. COPYRIGHT 2016 PWxyz, LLC http://www.publishersweekly.com/
Full Text:
What Customers Crave: How to Create Relevant and Memorable Experiences at Every Touchpoint Nicholas J. Webb. Amacom, $25 (256p) ISBN 978-0-8144-3781-0
Webb, a consultant and partner at Lassen Innovation, explores the concept of superior customer service that not only satisfies clients but converts them into advocates for one's business. Webb states that the emphasis of customer service should be on two extremely simple concepts: "what customers love" and "what customers hate." He groups his ideas into sections on customer experience and the customer-business relationship. He identifies three principles for creating singular service, namely "understand, invent, and express," and examines how expectations for service have changed--and risen--in recent years. The book's second half focuses on five touchpoints between a business and its customers, explaining to businesspeople how to first connect with consumers then stay connected with them. Webb concludes with thoughts on how technology will shape customer experience in the future and offers a practical roadmap for answering the titular question. Chapters end with helpful takeaways that recap important ideas, and the book's clever design, which includes ample visuals, also helps to stress key points. Insightful and pragmatic, this book provides the tools that organizations need to truly satisfy customers and orchestrate memorable experiences for them. (Oct.)
Source Citation (MLA 8th Edition)
"What Customers Crave: How to Create Relevant and Memorable Experiences at Every Touchpoint." Publishers
Weekly, 29 Aug. 2016, p. 85. PowerSearch, go.galegroup.com/ps/i.do? p=GPS&sw=w&u=schlager&v=2.1&id=GALE%7CA462236503&it=r&asid=f9d5de8a0dc5f49c37012708f5041cf6. Accessed 15 May 2017.
Gale Document Number: GALE|A462236503
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Freshness
Summary
If you haven't already realized it, customer service needs an upgrade. Despite the growing number of tools designed to improve customer service (emails, automated phone systems, CRM's), many customers still experience downright frustration when it comes to the simplest requests. "What Customers Crave: How to Create Relevant and Memorable Experiences at Every Touchpoint" is designed to help business owners deeply understand their customers and leverage that knowledge to a higher level of customer experience.
What Customers Expect is Good Service, What Customers Crave Are Awesome Experiences
“Let’s face it: Today, most customer experience programs are a disaster.”
– – What Customers Crave: How to Create Relevant and Memorable Experiences at Every Touchpoint
What Customers Crave: How to Create Relevant and Memorable Experiences at Every Touchpoint is declaring war on the old way of providing customer service, everything from long waiting lines to restrictive return policies. This is only the beginning, though. What Customers Crave goes after CRM software, unanswered Yelp reviews, and email marketing disguised as spam. Why? Author Nicholas J. Webb argues that only optimal customer service will survive.
What is What Customers Crave About?
What Customers Crave emphatically asserts that most businesses don’t get “customer service” right. Today’s version of customer service is definitely more technical and targeted, but it still views customers as fixed data points with defined characteristics. To that end, the goal of marketing and sales has been to define and target the ideal “data point”. The role of customer service is to keep that “data point” happy, engaged, and actively purchasing more from that business.
The key flaw with this philosophy is that customers are more than just data points.
Customers are people. They are individuals with unique personalities that don’t fit so neatly into specific segments that can be targeted. Customers also aren’t silent. They have constant access to the internet and other technology that can make a big impact on other customers. Customers are able to research businesses, compare options, or write a review of a business in less than five minutes. This is unprecedented in the history of consumerism.
Because of these disruptive changes, What Customers Crave argues that business owners need to totally revamp how they look at “customer service”. Instead of trying to fit customers into easily defined segments, they need to observe and interact with the reality of who their customers are. Business owners should step away from the computer and experience the business from the customer’s point of view before, during and after the buying process.
What Customers Crave dissects each step in the customer buying process (called touch points) and looks at what a business (online and offline) can do to improve each step. Improving each touch point is the key, as the book suggests, to creating a specific experience. Optimizing a specific customer experience is the key to a constantly changing customer base full of individuals who aren’t content to remain fixed segments.
Author Webb, also known as the “Innovation Evangelist”, is a certified management consultant, expert in innovation and technology, speaker and workshop facilitator. During the course of his career in the innovation industry, he was awarded over 45 patents. Close to three years ago, he founded his own boutique innovation advisory firm called Cravve.
What Was Best About What Customers Crave?
What Customers Crave deserves a lot of credit because the book moves the “customer service” conversation to a new level, beyond CRM software and analytics. In one respect, it is like “Small Data: The Tiny Clues That Uncover Huge Trends Kindle Edition” because it pushes readers to challenge their perceptions. In another respect, “What Customers Crave” goes much further. The book pushes business owners to use the insights they’ve gained from observation and experiments into their customer service strategy.
What Customers Crave also deserves credit for discussing aspects of offline businesses.
What Could Have Been Done Differently?
What Customers Crave goes further than many books in the realm of customer insight. The book has great examples, especially for offline businesses, and advice on how the entire experience (sights, sounds, smells, etc.) of a customer directly affects the shopping experience. For example, if a restaurant has an angry waiter or unclean bathroom, this decreases customer satisfaction even if everything else was great.
The problem is that online business can’t duplicate the same experience. What can online business owners (for example, a life coach) do to enhance their understanding of their customer base when they can’t directly observe their customers?
Why Read What Customers Crave?
What Customers Crave was written with the business owner in mind who wants a higher standard of customer service in his or her business. The book seems particularly geared toward the offline business. It explains the limits of segmentation, CRM, and Net Promoter Scores as well as restrictive or even punitive customer policies (like overly restrictive return policies.) And it offers a new perspective for understanding your customer on a deeper level. The book claims to help you understand “the soul of your customer.” Using simple models and strategies (many that can be implemented without cost or a lot of time), owners learn how to engage with customers away from the spreadsheets, sales reports and graphs. Understanding the “soul of your customer” is the key to crafting the kind of experiences across your entire business that will keep customers coming back for more.
and Memorable Experiences at Every Touchpoint
We rated this book:
$25.00
Popular speaker Nicholas J. Webb upends old models of selling in his recent release, What Customers Crave: How to Create Relevant and Memorable Experiences at Every Touchpoint.
For decades, market segmentation and demographics have ruled the day in selling to consumers. Instead, Webb offers a new way to look at selling and customer engagement, starting with two questions: What do your customers love and what do they hate? Webb draws on examples from businesses such as Apple, Zappos, and more, helping business owners identify their customers and connect with them, selling them experience as well as product, at every touchpoint of sale.
This intriguing book offers new insights into the old concepts of selling. With the internet, customers have come to expect a different experience from standard selling models, and What Customers Crave addresses this shift in customer mentality. Whether business owners sell online or face-to-face, this book helps them realize more about their customers and what they want, and it goes even farther to help show how the business owner can shift to meet, and far exceed, expectations. If you are a business owner seeking new insights for selling product in an experience-centric market, this could be an extremely helpful read.
Reviewed By: Axie Barclay
Author: Nicholas J. Webb
Star Count: 4/5
Format: Hard
Page Count: 256 pages
Publisher: AMACOM
Publish Date: 2016-Oct-13
ISBN: 9780814437810
Amazon: Buy this Book
Issue: April 2017
Category: Business & Investing
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