Users, Not Customers: Who Really Determines the Success of Your Business

Aaron Shapiro. Penguin/Portfolio, $26.95 (256p) ISBN 978-1-59184-386-3
CEO of the digital marketing agency Huge, Shapiro argues that companies need to stop focusing on scrounging for the customer dollar in favor of improving a “user experience” that will keep prospective consumers engaged. In one generation, we’ve seen a dramatic shift in how we buy things; we are, in short (the eponymous), users not customers. Our engagement with brands goes far beyond merely purchasing a product or service; we’re more motivated by the ease and experience of our engagement with the brand, and the quality of a company’s digital presence. Shapiro discusses companies that have gotten it right (Hulu, Zipcar, Groupon) and those who have failed (Blockbuster, Borders), walking readers through becoming a truly user-first company: structuring the business, balancing goals with technical feasibility and consumer needs, creating social value, and attracting users by giving, not taking. Shapiro’s ideas are smart and perceptive, and his approach to strategy pleasingly concrete; he urges business owners to create a digital experience that’s in service of customers, not trying to trick them. A much-needed, incisive guide to creating a genuinely appealing digital presence. (Oct.)
Reviewed on: 08/22/2011
Release date: 10/01/2011
Show other formats
FORMATS
Ebook - 256 pages - 978-1-101-53453-3
Open Ebook - 256 pages - 978-1-101-53583-7
Paperback - 243 pages - 978-0-670-92097-6
Paperback - 241 pages - 978-1-59184-631-4
X
Stay ahead with
Tip Sheet!
Free newsletter: the hottest new books, features and more
X
Only $18.95/month for Digital Access
or $20.95 for Print+Digital Access!
X
Only $18.95/month for Digital Access
or $20.95 for Print+Digital Access!
X
Email Address

Password

Log In Lost Password

PW has integrated its print and digital subscriptions, offering exciting new benefits to subscribers, who are now entitled to both the print edition and the digital editions of PW (online or via our app). For instructions on how to set up your accout for digital access, click here. For more information, click here.

The part of the site you are trying to access is now available to subscribers only. Subscribers: to set up your digital subscription with the new system (if you have not done so already), click here. To subscribe, click here.

Email pw@pubservice.com with questions.

Not Registered? Click here.