Comments

I wrote a review of We: The Ideal Customer Relationship on Amazon a few months back. Steve graciously sent me this gift and I really enjoyed the read. Bravo, Steve! Sorry I can't watch the video; something's amiss with my laptop. But I'll check it out later.

Here is the review:

What a beautiful premise upon which to write a book that builds customer relations: "Man's will to profit and to be powerful have their natural and proper effect so long as they are linked with and upheld by his will to enter in relation."

The above quote by philosopher Martin Buber in I and Thou wonderfully aligns with the relational process developed in We that goes from encounters, to relationships, to complementary goals, actions, and outcomes that creates mutual success for both the customer (small or large) and the client. This process "focuses on engagement, not experience."

Steve Yastrow's writing style is easy, adaptable and thoroughly cognizant. It's a book for everyone, not just marketing professionals. The way in which he redefines widely used business constructs such as "the customer" and "teamwork" makes them wholly understandable and applicable. There is no you or me, only We. Yastrow takes business constructs out of the realm of mere mental images and buzz words to actionable goals and results that benefit the customer and client.

The "Try This" sections include accessible attainable actions that can make a difference in results if applied. And the stories are gems, ones that we can all naturally relate to. The stories and the relational process developed here evolve out of a very natural place, a place that is familiar to all, that place of necessary relations with others. Yastrow frames the relational process by addressing both the individual and the group, giving the engagement process profound purpose in life and business.

I highly recommend this book.

Posted by Judith Ellis at May 16, 2008 9:25 PM

When I read customer relationships, I flashed back to other blogging here. We were dialoguing on what comes first whether the client or the employees (teamed-up). Mr. Peters, at least thrice I have experienced rule exceptions.

In some parts of the developing world there are huge expectations. People hire strategists, consultants, and other experts because they will just settle for perfection. See, they wish to bathe their corporate ego while, at the same time, they want to compete globally graciously.

In my case and in the past, I have gone through many industries, seeking out one great enterprise in urgent need of my lines of practice. These have been large and multinational corporations that are not global, nor they at NYSE.

They, sometimes, tell you they wish to operate with world’s provider #1 or #2. I have gone out to meet and (business-like) socialize with these people. Then, I have spent hours and hours to listen up to the potential customer’s problems, needs, caprices, resources, expectations, so forth.

This interviewing I have made it very diverse. I start with the manger just one step under the ruling middle manager. I get to become very familiar with this person, professionally speaking. Then I ask him to invite, to our meetings, more and more executives and colleagues regardless of the status, guaranteeing the pioneer to let him/her be the first to know for me and to acknowledge before CEO/Board on joint accomplishments.

Once I have gained enough critical mass, listening up hard to all of them and the diversity of messages, I made a executive summary of what they are were feeling was the problem and the solution. I printed and asked them to write on it their initials (not to make it over-legality driven).

Once signed, I asked the group via the leader to schedule an INFORMAL interview without PRESENTATIONS with the key middle manager. I just wish to see his psychological profile, preferences, emphasis on problems, challenges, and solutions. I have found great consistency and congruency.

Then, I have done several rounds with the middle manger and their team WITH AN EXCELLENT PRESENTATION to recap everything, keeping the psychological factor optimum at all times.

Gotten to this point, I go get my supporting team from a major U.S. or U.K. firm to back me up unconditionally. I got this. Then, everything sort it out, we go all together and meet with all the hierarchical levels plus the CEO. Then, with the Board of Directors.

Minuteness, in these demanding cases, I took to extremes, since too much (not necessarily funds) was at stake. I have trice had success via this approach.

Mr. Peters, in those cases here commented, I did things differently. I first choose who my dream customer will be, long in advance. Then, I build up rapport while instituting competitive intelligence and documenting everything by the rule of law & order.

Then, I designed my “value chain” to work with the target firm. From colleagues we went into an unison legal entity to deal with more cohesiveness with the client.

I still can do this, from A to Z concerning applied management.

Posted by Andres Agostini (Andy) at May 22, 2008 3:50 PM